Studies show the use of video in email can increase click-through rates significantly. Most people can’t resist clicking on a moving image. Video attracts attention, but it needs to do more than that to be worth it to you and your email recipients.

Before you integrate video into your email campaigns, make sure you answer the following key questions:

1. Does using video serve a business purpose? Avoid using video for video’s sake. Carefully review your marketing and communications plans and confirm that a video email will enhance them by achieving business objectives such as increasing sales, training on new products and/or increasing brand awareness.
2. Does using video add value to your intended audience? Showcasing something that is important to you but not to your email recipients is a sure-fire path to low click rates. The video should be relevant and provide a benefit to the reader by adding value to their lives or their jobs.
3. Does the overall tone of the video match your target audience and business objectives? Think about how you want your company brand and video message to be conveyed – is it edgy and casual or serious and businesslike? What makes sense for your particular audience?
4. How will you produce and host the video? A wide variety of tools, from a phone to a professional video camera, can be used to record a video. And many computers come with built-in video-editing tools. Hosting can be done on public (think: YouTube) and private sites. Take an inventory of what tools are available and their associated cost so there are no surprises and adequate technical support.
5. How will you test and measure the video’s effectiveness? Just like any comprehensive email campaign, tracking and measuring readership is critical to fine-tuning future sends. Use an email tool that supports click-through tracking for video and is compatible with most, if not all, email clients. Decide what you will measure (e.g., click-throughs, conversion rates, forwards) and set these metrics as a benchmark for ongoing campaigns.

OnMark Solutions can help you determine if video emails are right for your company and messaging, design them so people want to view them and test and measure their effectiveness. Give us a call today!