The Power of Video in Email Design: Best Practices to Follow
Email marketing has always been successful in achieving its objectives, but with the introduction of video in email design, its effectiveness has reached new heights. Video is an engaging and versatile medium that can be used to create an emotional connection with subscribers and drive conversions. However, implementing videos in emails is not as simple as embedding a link. In this article, we will be discussing the best practices to follow when using video in email design.
1. Choose a Suitable Video Platform
Before embedding video in your emails, you need to choose a suitable video platform. Not all video platforms are compatible with email clients, so you need to choose one that can be played on all devices. Some of the popular video platforms include YouTube, Vimeo, Wistia, and Vidyard. However, make sure that the platform you choose allows you to embed videos in emails.
2. Keep the Video Short and Sweet
When it comes to video length in email, being concise is the key. Most people have a short attention span, so keep the video short and to the point. A video that is too long may bore the subscribers and lead to them clicking away from the email. A good length for an email video is about 30 seconds to a minute.
3. Optimize the Thumbnail
The thumbnail of the video is the image that appears before the video is played. It is an essential aspect of video in email design as it is what captures the subscriber's attention. Ensure that the thumbnail represents the video accurately and makes the subscriber curious to watch it.
4. Place the Video Above the Fold
Place the video above the fold, which is the first screen that the subscribers see when they open the email. Placing the video in the upper half of the email increases the chances of subscribers seeing and engaging with it.
5. Add a Play Button
Adding a play button to your thumbnail is essential as it will entice subscribers to click and watch the video. Ensure that the play button is big enough and visible and that it works correctly.
6. Avoid Autoplay
Avoid autoplaying the video as it can be intrusive. Allow the subscribers to choose if they want to watch the video or not. Autoplay videos can also slow down the email's load time, and subscribers may lose their patience.
7. Have a CTA at the End of the Video
After watching the video, the subscribers are likely to be interested in what you have to offer. Have a call-to-action (CTA) at the end of the video that invites subscribers to take action. Ensure that the CTA is relevant to the video and easy to follow.
8. Optimize for Mobile
More and more people are accessing emails on their mobile devices. Ensure that your email and video are optimized for mobile devices. Use a responsive design that adjusts the email's content to fit the size of the screen. Test the email across different devices and email clients to ensure that the video plays correctly.
Conclusion
In conclusion, video in email design is an effective way to engage subscribers and drive conversions. By following the best practices outlined in this article, you can create compelling videos that entice subscribers to watch them and take action. Remember to choose a suitable video platform, keep the video short and sweet, optimize the thumbnail, place the video above the fold, add a play button, avoid autoplay, have a CTA at the end of the video, and optimize for mobile devices. With these best practices, you can take your email marketing to the next level and reap the benefits of video.