Effective Ways to Use Video in Email Marketing

Email marketing has consistently performed well for home builders of all sizes. Being able to reach homebuyers in their inbox with the information they’re seeking improves their chances of converting into a homeowner. So how do you make a good thing better? By adding video.

Video has become one of the breakout trends over the past decade. It remains a key priority for marketers because they make content more engaging and effective. Combining this rich media format with email can make a big impact.

Let’s unpack the benefits video brings to your email marketing and some effective ways you can use it in your future campaigns.

Video email marketing – what is it?

The answer is in the name! In short, video email marketing is adding video to your email marketing messages. Video amplifies email marketing’s effectiveness by instantly capturing attention and making it easier and faster to share information with subscribers.

Benefits of video email marketing

Video email marketing helps you build stronger relationships with prospective homebuyers, generate leads, and strengthen your brand’s marketing content. Here are some benefits you can reap from adding video to your email marketing:

Increases engagement. Putting the word ‘video’ in the subject line can improve open rates by 19% and click-through rates by 65%.

Attracts attention. Moving images draw more attention than static images. People who receive emails with videos in them tend to spend more time reading and consuming the message. This extended interaction time can improve conversion rates and brand recognition.

Gets information across easily. Effective videos can simplify complex topics to make them more understandable. Video can reach the imaginations of your subscribers in ways that a wall of text simply cannot.

Effective ways to use video

There are a lot of ways to add emails to your email marketing. You can use them to make announcements, offer tutorials or explainers, show off products or introduce new services. Emails should be included in any email where you want to increase opens and conversions.

Incorporate personalized video into your sales process. Personalized emails make subscribers feel special so up the ante by creating personalized videos. You can record a video through the computer or phone in seconds. Consider creating a personalized welcome, onboard, or follow-up videos to deliver via email.

Announce new communities or model homes. Introduce new or upcoming communities and model homes through video. It can be a quick slideshow of still images or a short, minute-long video.

Share customer stories. People trust content that’s posted by other customers more than branded content. Create video testimonials of current homeowners to explain their experience purchasing and living in your homes, working with your sales team, design center, or warranty departments.

Use GIFs. Animated GIFs are great alternatives to traditional videos and are just as effective. Some email clients don’t automatically play animated GIFs (they will appear as a static image) so make sure you have the important information on the first frame. You can create your own GIFs or use an existing and related GIF.

Email marketing is constantly evolving and marketers are always looking for ways to capture the attention of a busy audience. Adding video to your email marketing is a great way to engage your subscribers, allowing you to make a genuine connection.

Even with the incredible power video possesses, it works best when it fits within your marketing strategy to reach specific goals. If you need help crafting a successful email marketing campaign, give us a call.