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How To Use Video to Power-Up Your Email Campaigns

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Email marketing has resurfaced as one of the most effective ways to reach audiences. While many companies spend entire budgets trying to improve their social media presence and get heard above the noise, email campaigns offer a more personalized and direct approach, even when it comes to new audiences.

That being said, nobody likes spam. The current rise of newsletters as an informative and entertainment medium has proven that audiences are drawn to receiving content that’s not just interested in selling or promoting something.

And here is where the video comes in.

By pairing your email campaign with a video marketing strategy, you’re getting the best of both worlds by delivering valuable and engaging content straight to your customer’s mailbox.

In this piece, I’m going to guide you through the necessary steps you need to take to boost your email campaigns with video. We’ll see how to choose the right type of video for your newsletters, what are some of the best tips and tricks used by the pros, and much more.

But first…

Why Video?

Well, I’m glad you asked.

As you probably know, time is one of the most precious goods of the digital landscape. And video is the most efficient form of communication, cramming large amounts of information into just a few seconds of animation.

Plus, video is the king of engagement. You see it everywhere, from binge-able content and video tutorials to the recent popularity of streaming platforms such as Twitch and Tik Tok. Video is the preferred format of content for all kinds of audiences.

Marketers have been using the virtues of video content on their email campaigns for a while now, and the results speak for themselves:

Choosing the Right Type of Video for Your Message

There’s at least one type of video for each of your marketing needs. So, you should start by determining your campaign‘s main goal and then work with a production team to create a piece designed to achieve it.

Here are some of the most effective type of videos for your email campaign:

New Product or Service Reveal

Newsletters are a way of showing your subscribers what you’ve been up to, and there’s no better news to share with them than the launch of a brand-new product or service. This comes in the form of a product video or demo that showcases your creation’s most important features and characteristics.

A great idea is to include your subscribers in the pre-launch phase of your campaign. That way, they get an exclusive treat before anyone else. This tactic can be especially useful for small businesses that are looking to build a loyal customer base and for brands that want to benefit from word-of-mouth marketing.

Explainer Videos

At the beginning of this article, I mentioned how audiences demand valuable content from the brands they follow, and no other type of video is more helpful than the explainer video. Just as the product video centers around the features of your product, the explainer video focuses on the benefits of your product and how it can better the lives of your customers.

Explainers are short animated pieces that usually don’t go over the 90-second mark. But suppose you need a long-form video that guides users through a lengthy process. In that case, you might want to consider making a series of tutorials or how-to videos that give specific and clear instructions on how to install your product or use it properly.

Customer Stories

Many marketers make the mistake of talking way too much. But isn’t it more effective to let your happy customers do the promoting for you? Customer stories are honest and heartful testimonials from the people you’ve helped along the way. And what better way to deliver these powerful stories than directly to your leads’ inboxes?

Customer stories are at adding a real human face to your brand, humanizing your company, and making your customers trust you more. After all, people trust other people, as simple as that. Make sure your testimonial feels as honest as possible.

Event Invites

Promoting events through email just makes sense: it’s like delivering an invitation right to someone’s mailbox. And what better way to get your audience excited than with a stunning video.

Your vid doesn’t need to be lengthy; just an intriguing animation with your event’s date and location will do most of the time. If it’s a regular sort of event, you can also create a recap of last year’s edition to attract those on-the-fence attendees.

The Three Golden Rules for Using Video on Your Email Campaign

Like with any other marketing strategy, there are plenty of ways to approach using videos on your emails to great effect. However, that’s not the same to say that some practices and principles don’t tend to outperform others!

Here are some we recommend following.

1) Don’t Embed Video on Your Email

One of the most common first-timer mistakes is to think you should embed your video on your email, just like you do on your landing page. But if you’re subscribed to a couple of newsletters, you’ll notice that most of them rather use a thumbnail linked to the video hosted online. This is because many email clients often don’t support the technical requirements needed to play a video right inside the email.

But if you think this is a limitation, then turn that frown upside down. Think about it: instead of making your audience watch a video within the email itself, you can direct them to a landing page where they can watch the video and visit your online store next (or any other specific action).

2) An Attractive Thumbnail Can Make the Difference

Using a thumbnail is the most practical form of ensuring your subscribers will watch your video regardless of the device or email platform they use. So, it’s time to design an attractive thumbnail that intrigues your audience! There are a couple of ways to do this:

· Use a static picture with a play button

This is the easiest way. You can simply use a screencap of your video and insert a play button right at the center of the picture so that your audience knows it’s linked to a video.

· Use a short GIF of your video

GIFs are the closest thing next to actually uploading your video, giving the illusion of video but with the key difference that they are well-supported across email clients. And even though some platforms like Outlook 2013 and Windows 10 don’t play GIFs, they’ll show the first frame of your GIF as a static image.

Extra pro tip: Keep your thumbnail below 200KB, or below 1MB if you’re using GIFs. There’s a chance your email will be identified as spam if it contains heavy attachments.

3) Place Your Video Below the Copy

Before embedding your thumbnail, make sure you write a brief introduction. It doesn’t need to be too long, just a few words to introduce your piece. Formatting is super important in emails. A message with just a picture will look like spam.

Conclusions

The global lockdown has made many companies rethink the way they connect with their audience. Now more than ever, audiences demand valuable content from the brands they support, and an email campaign that uses video can do that.

The pandemic has also taught us how unforeseeable the future is and how things can change from one second to the next.  While this article provides a comprehensive guide, it’s up to you to start figuring out what your own audience likes and dislikes, and what type of emails and videos are going to strengthen that bond. I wish you the bests of luck.

The post How To Use Video to Power-Up Your Email Campaigns appeared first on ReadWrite.

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How to Create a High Converting Email: Best Practices and Key Considerations

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Looking to take your email marketing game up to the next level? Here are the best practices and key considerations that will help you create a high converting email marketing campaign to win going forward in 2020 and beyond.

  • Personalization is still king

Consumers expect brands to provide personalized experiences. In fact, studies suggest that as many as 80% of surveyed consumers say they are more likely to purchase from a brand if it offers personalized experiences.

Further research suggests that the conversion rate is 10% higher when personalization is part of the email content.

Personalization is key to a high-converting email marketing campaign because subscribers want to be seen as individuals. Therefore, personalization is one of the key strategies you should employ (if you have not already) to win email conversions.

Email personalization tips that will help you increase email conversions.

  • Include each subscriber’s name in the subject line.
  • Send emails from real service representatives instead of a corporate account.
  • Include a customer’s first name in every email.
  • Consider user demographics and locations to create more personalized email copies.
  • Change visuals and copies in emails to make them more appealing to different audience segments.
  • Send out personalized recommendation emails concerning each customer’s buying history.

Here is an outstanding example of how a beauty product retailer Sephora uses personalization in emails.

 

Image Source: Sephora

  • Don’t forget about mobile experiences

As more and more consumers use mobile devices to communicate with brands and shop online, you want to make sure your emails are responsive and mobile-friendly. Studies show that mobile opens account for 46% of all email opens. This means that by failing to provide mobile experiences, you are risking to lose almost half of your audience. Further studies show that customers delete emails that do not display correctly on mobile devices within three seconds.

The numbers prove that responsive email design is an absolute must if you want your subscribers to convert. That is why you want to have a strategy in place for optimizing your emails to display well across all mobile devices. This includes not only smartphones, but also tablets, laptops, and other devices, like smartwatches.

When designing your emails, make sure to build a logical content hierarchy that will make sense across different devices. This means structuring your content blocks in a logical way that will make sense when viewed both from a computer screen and a mobile device screen, like so:

Image Source: webdevs dot com

  • Implement persuasion techniques

Implementing persuasion techniques can help you shape a more positive attitude towards your brand and lead email subscribers to make the desired action.

Let’s take a look at the best persuasion techniques and practices worth applying to your email marketing campaign.

Personalization

98% of marketers cite personalization as a major factor that improves customer relationships. Indeed, the majority of marketers implement some form of personalization in their marketing campaigns.

Yet, not all of them know that the effectiveness of personalization has a lot to do with how human brains work. Personalization in emails works because of selective attention and human ability to distinguish their names from the background noize.

Social proof

The social proof persuasion principle revolves around the idea that a person who doesn’t know how to behave in a certain situation will look at other people to imitate what they’re doing.

Humans use social proof as a confirmation that their behavior is socially acceptable, and therefore, correct. So, you can use customer testimonials, reviews, user-generated content, and other forms of social proof in your email copies to increase conversions.

Bribery

Bribery is another powerful persuasion technique you can use to increase email conversions. It is based on the idea of offering extra benefits in return for a conversion.

In the context of email marketing, you can offer discounts, contests, coupons, special offers, sweepstakes, or generally anything free and extra.

  • Artificial intelligence is on the rise

 

Image Source: Pexels

Experts from Essay Writer suggest that with artificial intelligence (AI) on its rise, it is expected to be the number one technology to improve and streamline many marketing processes, including email marketing.

While many marketers already use email automation tools, AI can take your email marketing game up to the next level.

Email automation only streamlines processes but, unlike AI, does not improve decision-making. It makes sense to use AI for tasks that cannot be performed by your fellow marketing team.

A few applications of AI in email marketing that can help you increase the conversion rate dramatically.

  • AI can help you improve deliverability by restructuring email copies, optimizing send times, and cleaning up email lists.
  • AI can help you draft email copy and subject lines by analyzing other subject lines and email copy.
  • AI can help you create smarter email newsletters by sending out hyper-personalized automated newsletters.
  • A/B test, adjust, repeat

Before A/B testing was invented, an average marketer developed its strategy, implemented it, and just hoped for the best. Luckily, modern testing methods allow marketers to evaluate the effectiveness of each email element and give you hard data on what causes conversions.

Let’s take a moment to make sense of A/B testing. A/B testing is a testing method that allows you to measure the effectiveness of each email element.

Here is how it works. Let’s say you have two identical email drafts with just one difference: the image choice. You want to know which image better resonates with your audience and causes more conversions.

You send out two versions of the same email with two different images to two different groups of your email subscribers. Then, you use data evaluation tools to see which email version caused more conversions.

The main idea behind A/B testing is sending out two versions of an email to different halves of your audience to see which one performed better. You can run A/B tests to examine the performance of the following email elements:

  • Subject lines (length, word order, content)
  • Call-to-actions (button vs. text)
  • Visuals (images vs. no images, style of visuals)
  • Copy (length, content, tone of voice)
  • Personalization (personalization vs. no personalization, positioning)

Keep in mind that proper A/B testing requires you to test only one email element at a time. This means that you need to run multiple A/B tests if you want to test out multiple email elements. This way, you will get unbiased and objective testing results.

Wrapping it up

In the world of continuously changing digital trends, it is hard to stay in line with the competition and deliver the most effective email pieces. Hopefully, these five practices and key considerations will help you create a high converting email marketing campaign.

Before you go, let’s quickly wrap up what you have learned today about creating an email that will convert.

  • Including a personalized element will make the email more relevant to the subscriber and increase the chances they will convert.
  • As almost half of the email users check their email from mobile devices, creating responsive email design is an absolute must to increase conversions.
  • When implemented correctly, persuasion techniques are a powerful way to get more subscribers to convert to paying customers.
  • AI can help you streamline and optimize your email marketing efforts.
  • Next time you run an email marketing campaign, consider conducting A/B tests to identify which email elements cause more email opens and conversions.

You can start adjusting your email marketing strategy now and win in 2020 —  and beyond.

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Artificial Intelligence in Email Marketing – The Possibilities

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Email Marketing has been around since forever. There are plenty of articles any of us can read on Google about Email Marketing. Why is email marketing important? How to Master Email Marketing — and so on. The game-changer now is Artificial Intelligence in Email Marketing. Here is how artificial intelligence in email marketing can up your game.

Yes, you heard it right. Artificial Intelligence is slowly but surely taking over our Email Marketing efforts. Brands and businesses that are not aligning themselves with Artificial Intelligence in their Email Marketing campaigns have been left behind. And rightfully so. In a world when everything is evolving, why should Email Marketing be any different?

Around 80% of Business professionals strongly believe that Email Marketing is needed for stronger customer retention. Anything to further enhance its power is a no brainer people will jump on it.

Let’s dive right in and see how you can leverage Artificial Intelligence for your Email Marketing efforts.

What is Artificial Intelligence

Artificial intelligence is a bundle of many different native technologies like Machine Learning, Deep Learning, Computer Vision, etc.

The bottom line is that all of these technologies combine. The combination of technologies helps machines (programs) perform certain cognitive tasks to the level at which humans perform them. Sometimes even at a higher level than humans themselves.

Ever talked to Alexa or Siri? Yes, Artificial Intelligence right there in your daily life. They all do what they do using Artificial Intelligence. AI is used to offer customers new products or services based on their search/viewing histories or patterns. It’s all around us, and it has leveled up so many things in our lives already.

It’s time for Email Marketing to make use of AI to enhance its effectiveness.

Why use Artificial Intelligence in Email Marketing

Like any other area touched by Artificial Intelligence, it did wonders for Email Marketing. Email Marketing can be optimized, driven, and much more effective if done right using AI. For any marketing campaign, two really important aspects need to be optimized, and AI does just that for Email Marketing –

  1. Reduce Costs – Creating and Winning at Email Marketing campaigns becomes super easy & straight forward with AI. It has the potential to save countless person-hours your team puts in for Email Marketing campaigns to be a winning proposition. Time is money, after all.
  2. Increase Revenue – AI can dramatically increase the ROI of your Email Marketing. AI-powered campaigns show an increase in the percentage of Open/Click rates. The click and open rate drive more money in from your existing campaign than ever before.

AI makes it all possible by incorporating the data points. It uses existing insights available to make every aspect of your campaign optimized for conversion. It effectively reduces the guesswork regarding small but critical parameters of your Email campaigns. We all have been guilty of the same in the past.

How to use Artificial Intelligence in Email Marketing

  1. Subject Lines

    What really is the point of going through all the efforts of putting together a campaign if no one is going to open your email? Yes, Subject Lines are the first hit point with your customers, and if you lose the battle here, your email will never see the light of the day.

    With the study of historical data of your top-performing Emails as well as your recipient’s behavior trends, AI can ensure your email is at least opened and given a thought about by personalizing Subject Lines.

  2. Personalization

    To significantly boost click-through rates, personalizing every aspect of your Email for the best experience to the end recipient does the job. And no, we are not talking about something as basic as mentioning the first name of the recipient in the first line of the Email. It is more of a personalized campaign based on the interest group of your various email contacts.

    AI determines the content type user responds to and helps you design your personalized campaigns for them, which is the most powerful optimization you can perform for your Email Marketing efforts.

  3. Optimizing on the GO

    AI can help define target data points on various parameters of your Email campaigns. They monitor these data points and continuously tweak your campaign accordingly to ensure the best ROI. Any anomalies are pointed out so the future campaigns can make use of that information effectively.

  4. Newsletters

    AI can personalize your newsletters down to the single user by curating content specifically for that particular user based on past data and trends available. This would mean you are sending out a personalized newsletter to every contact on your Email List, which can skyrocket the engagement levels.

  5. Deliverability

    To improve the overall deliverability of your email campaign so that the maximum number of emails reach their intended audience, AI can do the following for you –

  • Send Time Optimization – AI can help you optimize the best/most probable time to send an email at the single user-level, ensuring maximum open rates.
  • Mini Campaigns – AI can help segregate your main campaign and develop mini-campaigns for different recipients based on their preferences. This is a compelling aspect to increase the open and click rates substantially.
  • Clean Email Lists – AI can help clean up your Email Lists to make your campaign more effective. AI can update titles/numbers or remove out of date data automatically.

Scope of Artificial Intelligence in Email Marketing

A lot of Marketers today do not realize nor understand the power of Artificial Intelligence. If they can only understand how to use AI in their daily roles, productivity can be at an all-time high for just about anyone leveraging AI.

AI can help marketers to better utilize their time and resources by automating daily tasks. Also, with the help of data sets and results thrown out by AI, marketers can hyper optimize their campaigns and exponentially increase the ROI.

It can improve every aspect of your campaign and finetune your efforts to send out a personally curated campaign for every single target audience on your list.

As AI continues to evolve day by day, it is time to leverage this powerful tool. Every Business needs to incorporate it into Email Marketing efforts to stay ahead of the pack.

Image Credit: christina morillo; pexels

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The Best Digital Marketing Strategies for Startup Businesses

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As a newbie in the industry, you should be ready to work hard so that you can earn more profits with the help of the new thing called the internet. It is just like a factory for the newbies to learn how to run a business. The Best Digital Marketing Strategies for Startup Businesses

Do you know what marketing strategies are for your startup business? There are a lot of companies that have used these strategies, yet few of them have the money to implement it.

For example, your digital marketing campaign is for different businesses. The strategies for one business may not be effective for another. Complete understanding is the reason why your startup business should also look into the strategy of your competitors.

For example, if you are into digital media and digital products, you should take into consideration your competitors’ websites. They may already be in business and are competing for the same market as you.

Furthermore, how is your company’s site relevant to the needs of the consumers. The site must be easy to use, easy to navigate, and relevant to the consumer’s needs.

The best way to achieve this is to customize the design of the site. You can do this by using the navigation tools provided by the search engines.

Startup Businesses

To make it look more professional, you can hire a professional designer to look over your site. You will be sure that the website will have an attractive design, but if the designer has a creative side, he or she can give you a great design.

For your online reputation, you must make sure that you have a blog for your website. By blogging, you can create a presence on the web so your customers can have an idea about your services and products.

Articles are also significant for your business. Your articles should be written with accurate facts.

To get more traffic, you can also put the links to your website at various directories. However, it is still essential that you keep the link to your site as prominent as possible.

For your marketing campaign, you can also consider hiring expert feedback. True feedback will provide you information about what works for other companies. Email Marketing Tips for Startup Businesses

These are just some of the strategies. When you consider these, you will have a better chance of success.

Email Marketing Tips for Startup Businesses

Email marketing is the most cost-effective way to advertise your business. So it’s easy to see why so many companies are getting into this type of marketing.

To build a list of potential customers, you will have to provide them with an email address. While this may seem like a tedious task at first, it really isn’t. It’s all a matter of knowing where to find an email address, as well as making sure that you do it right the first time.

The way to get started with marketing is to go online and do some research on what other people are doing. Find out how they built their lists. You can also ask around to see what methods are working. Knowing the methods that are working can help to get you going, as well as give you great ideas on how to create your own list.

One thing that you want to be careful about is giving out someone’s name and mailing address to many people that don’t care about your product or service. The more subscribers you have, the more money you can make. If you want your list to have longevity, then make sure you choose people who need your product or service.

Best Tips For Your Startup Business

After you’ve determined who you are going to market to, you will need to start planning out your next step, which will include having a monthly newsletter. Remember that emails can easily get lost in the shuffle. So, having a regular newsletter will ensure that it is picked up each month by your subscribers. You want to make sure that you use a high-quality email marketing software to allow you to know when you should send out an email.

Once you have your newsletter sign up form established, you can start looking for your products or services or start building an affiliate link. Keep in mind that people are only going to join you if they have an interest in what you are offering.

You will want to email these people with offers to promote your products or services and have them take action. You can do this through offers that promote your software or affiliate links, as well as offering incentives for signing up. Also, do a free trial to get their attention, and then you can offer them a discounted or even free product.

While email marketing isn’t a new concept, it is only recently that many companies have begun using it. When done properly, it can result in a considerable amount of profit for your business.

Social Media Marketing

Social Media Marketing is simply marketing done through social media platforms. A marketing technique that combines website promotion, blogs, and discussion boards to connect with prospects and establish a brand. It allows businesses to connect with their customers but also promote their business via social media marketing. Helps establish business ties, generate buzz, and make an organization more appealing to potential clients.

Today, companies are turning to the Internet to solve all of their marketing needs; however, traditional forms of marketing do not offer the same convenience as they once did. For many years, businesses could only reach out to their customers through visits to their office or even by sending out business cards.

With social media marketing, companies can reach their customers when they need them most. If you’re looking to make your startup business more attractive to customers, consider using social media marketing.

One of the most critical aspects of the startup business is to have your products and services are unique. Unlike before, now, customers can easily find out about your business, providing them with fresh information about what you do. For instance, having your website listed on various search engines and sites will help customers find you. Websites are also a great way to connect with customers and create long term relationships.

Most network marketing companies are also looking to expand their reach online. Some of them have gained loyal followings because of their ability to leverage social media marketing techniques. These companies offer a variety of marketing tools for their members, including blog marketing, social networking, and more.

Can Help Your Startup Business

Social media marketing is similar to traditional marketing. The only difference is that it provides a better way to connect with customers online. It helps to provide your audience with a sense of familiarity while providing your products and services to potential customers at the same time.

Although some might consider network marketing as competition from them, it is suitable for customer support. Since the company will be relying on customers to purchase your products and services, it will be beneficial to provide your customers with free content and discounts to keep them happy.

When people’s attention is brought to your site, it becomes much easier to get them to share your content with others. It makes sense to use social networking sites to connect with potential customers. Not only will you have a built-in community, but it will also give you a platform where you can further build a fan base.

To reach more potential customers, you will need to implement social media marketing strategies in your marketing plan. If you’re looking to start a startup business, this is a great way to establish the name of your business and attract new customers.

Avoid Failure With Paid Promotions and Paid Advertising

The idea of Paid Promotions to help a startup business success is simple enough, but it’s also very easy to go wrong. You may want to spend months developing your own promotions and marketing efforts, only to realize that they’re not working well enough for you to earn money from them. On the other hand, you may discover that your existing marketing efforts are working, and then you’re simply out of ideas. Here are some tips to help you avoid this situation.

One reason why paying Promotions may not be as successful as you’d like them to be is because of the quality of your content. For one thing, you want to have something that will catch people’s attention from the moment Facebook ads placement strategy they come across it.

For another thing, you should be writing for readers that will read what you’ve written. When you go into Paid Promotions thinking that only your own site is going to get traffic, this is not the case. A lot of articles and blogs go into Paid Promotions in a similar way – a good article or blog gets more views and traffic because people find it useful.

It’s not always easy to keep in mind these things, but if you’re serious about getting your Business Online and driving traffic to your site, you need to remember that paying Promotions and Paid Advertising can help you. The success of Paid Promotions and Paid Advertising depends on the quality of the material you put out there.

The less work you have to do, the better off you’ll be. It’s not always easy to write an article, but if you’re doing it well and putting out high-quality content, it will make your Paid Promotions and Paid Advertising efforts more successful.

Search Engine Optimization for Startup Business

The most effective and cost-effective SEO optimization approach that will generate more traffic to your website is Search Engine Optimization. It is mainly a marketing plan that is driven by search engines to generate relevant traffic to your website.

In this process, keywords or key phrases are associated with each page of your website to make it search engine friendly.

The idea is to make your site to be easily found by the search engines and also to bring about a targeted audience to your website. The best way to attract such visitors is through the use of rich media such as graphics, videos, voice over Internet applications, and animated images.

startup business

Although search engine optimization is essential to the success of any website, this also comes with a price. To sustain this for a long time, you need to make use of the best practices of Search Engine Optimization. SEO includes the use of appropriate keywords, appropriate meta-tags, and the use of proper content on your website.

The content consists of all the essential information that is related to your business, product, or service. The SEO strategies should be taken into consideration as the process of SEO is at the forefront of the competition of search engines.

The first step for Search Engine Optimization is research. You need to have a high level of competency to conduct a search engine optimization campaign. SEO is basically to get an understanding of what is on the mind of the search engines.

There are many resources available for free that can provide you with the knowledge to carry out the process of Search Engine Optimization. Some of these are those that offer training. Once you have this knowledge, then you can proceed with the process of Search Engine Optimization.

Content Marketing

If you are a blogger, marketer, or a freelance writer, you should be careful with content marketing. You might be losing clients by writing lousy content for your business. There are three ways to find out what the search engines think about your content. The first is by reading the Google manual that shows you how to find out what the search engines say about your content. You will also find that there are a lot of mistakes in the content of many blogs.

Another way to find out what the search engines think about your content is to have your own content analyzed. You should be aware that most content management companies do not analyze your content for you, but they do suggest improvements for you.

The best way to go about this is to find a company that specializes in this and employ them to write a blog post for you. They will tell you exactly what you should change about your content.

Content Strategy

You can also use a service that will analyze the content of your business and send you an email when there is a problem with the content. It sounds far fetched, but you might find that the content management expert had seen similar issues before.

The best thing about it is that you do not have to worry about the time it takes to do it yourself. You can ask them to rewrite the content for you for a little over $20 per article. Do a little research before employing a content management company.

A third option is to do it yourself, but I am afraid you will be writing content that is never going to be seen by many people because most people have no idea what the term content marketing means.

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