#1. It Begins With Quality Source Videos
For video email, different email clients (e.g. Apple Mail, Gmail, etc) support different video formats (e.g. MP4, HEVC, GIF, etc). So Playable creates multiple versions of the video in all the supported formats, ensuring the video email is optimized to the individual as they open the email.
The best video email campaigns start with a High-Quality Source Video. This will generate the best quality versions for all email clients.
Playable recommends a source video to be twice the size of how it will appear in the email and of a high-quality video format. For example, for a 600w video email, the source video will be 1200w and at least an MP4.
For a full compatibility list refer to Supported Video In Email Formats By Email Clients
#2. Optimize The Video For Video Email Marketing
The primary goal of an email is to 'hook' a user into clicking through to browse and purchase. If the email satisfies their curiosity the clicks decline, so there are a few basic options to maximize the effectiveness of video email engagement:
No sound drives more clicks
The absence of sound drives users to click through to see the full video with sound. As sound is not supported by email clients or demanded by users this is very effective at driving click-thru behavior. More about no sound.
Duration influences behavior
Email is not the place to watch long videos. Video emails that last 8 to 15 seconds are more successful. So think like a movie trailer, excite, inform & engage quickly to have users click-thru wanting more. More about duration.
Online editor to create and enhance video
Videos need to be fresh to be effective. Playable's online editor gives you the tools to create multiple versions (increasing ROI) and add enhancements to the video to drive a stronger CTA (Call To Action). More about the editor.
Size and placement
Videos on top of an email, or above the fold, are the most effective. The size, or aspect ratio, can vary to suit the campaign. For example, a mobile-first email is a 9:16 ratio, a 21:9 is a cinematic look, and 4:5 resembles social media.
#3. A Clear & Strong Call To Action (CTA)
If a picture is worth a thousand words then a video is worth 1.8 million words.
Video's strength is the ability to convey a lot of information quickly, driving increased post-click activities of well-informed users and their propensity to browse, interact, and purchase. A CTA delivered within the video is proven to deliver the best results.
#4. Plan The Post-Click Experience
The most successful video email campaigns 'hook' the user into wanting to know more, see more, and buy more. So the importance of the post-click experience directly relates to conversion success.
For generations, we watch movie trailers to drive our desire to see the movie. Video emails are very similar. So what happens after the video email becomes an essential element in the user journey.
Playable recommends staying away from 'dead ends' like YouTube. Focus on website landing pages where users can watch the full video with the sound, website traffic & SEO are increased, and most important purchases are made immediately.
#5. Add Video To Journey & Periodical Campaigns
Video emails deliver the best first impression, convey details quickly, attract attention, showcase products & services, and remind users what is missing or leaving behind.
Creating video emails for Welcome Series, Newsletters, Abandon Carts, Event Invitations, Product Launches, Winback, and other similar campaigns not only drives uplifts and engagement for these email journeys but also highlights innovation in your video email marketing.