Email marketing might seem old hat, but it’s still one of the best ways to keep in touch with your target audience. It allows you to reach them in a place they check regularly — their inbox.
As video content is now the no. 1 way to engage with an audience online, it’s only natural that you use it to boost your email campaigns. Video and email marketing also share the same goal — creating a personal connection with your audience. That makes them a match made in heaven!
Here are a few different ways to build your email list using video:
Include a call-to-action at the end of your video
Adding a call-to-action (CTA) to the end of your video will drive your viewers onto the next step, whether it be navigating them to your website, asking them to watch another video or, of course, encouraging them to sign up for your email newsletter. A short 3-7 second pitch persuading them to join your email list is all it takes. You’ll be surprised how many viewers heed your call.
If you create multiple videos, why not make a short “join my list advert” that you can easily add to the end of all your videos?
Embed a video on your landing page
If you want people to sign up to your email list, you should make it as easy for them as possible. Include strategically placed subscription forms throughout your website — including the homepage, blog, about page and contact page — and create a dedicated subscription page. This will provide you with a solid place to link to in your video CTAs and social media posts.
Embedding a welcome video on your homepage and subscription page will also prevent potential subscribers from navigating away from your site before they can sign up. The average internet user spends 88% more time on a site with video, which them plenty of time to opt-in to your email newsletter!
Optimise your Youtube videos
Publishing your video on YouTube will drastically improve its views and engagement, and there are also a couple of effective ways you can leverage the power of Youtube and use your videos to collect email addresses.
Include a call-to-action in the description box of your video persuading your viewers to sign up to your email list along with a link to your subscription page. Be sure to put your CTA “above the fold” of the description so your viewers don’t have to click “read more” to find it.
Cards are an unobtrusive interactive element that can be added on top of your Youtube videos. Use them to navigate viewers to your email sign up page. Add a motivating call-to-action in the title and a link to your dedicated subscription page.
The benefit of cards is they’re visible on both desktop and mobile devices. Don’t underestimate mobile usage; Youtube has reported that mobile video consumption rises by 100% every year!
Annotations are another kind of interactive popup that you can add to your videos. And, like cards, you can add a CTA and link to your signup form. There are many customisable display options including text size, label colour and position. You can also specify the start and end time so you can control exactly when the annotation appears.
It is important to note, however, that annotations only display on a desktop and they can be turned off by viewers in the player settings. Consider using them to supplement cards and description text, but don’t rely on them completely.
Offer video as a lead magnet
On your website and social media, offer a video that will be beneficial to the viewer — perhaps answering popular questions or offering some handy tips and tricks related to your product or service — as a reward for signing up to your email list. Send an autoresponder welcome email to those who opt-in including an exclusive video that isn’t listed publicly on Youtube or other video platforms.
If you use regular blog posts to market your business, you could also consider using video as a content upgrade. At the end of your blog post, offer to send a video directly to the viewer’s inbox that’s highly relevant to the content of the post in return for an email subscription.
Improve your email content with video
Email marketing isn’t just about growing your email list; it’s also about getting your current subscribers to stick around. After all, the goal of email marketing is to build an engaged and loyal audience! So, how do you keep your subscribers engaged?
The answer is simple — include video in your emails. Internet users regard video content highly because it is entertaining and informative but requires the least amount of cognitive effort. According to a recent study, using the word “video” in an email subject line boosts open rates by 19% and clickthrough rates by 65%.
Subscribers are also more likely to forward your emails to their friends, family, and colleagues if you include video content. Remember to add a clear link to your subscription page to your newsletter so those who get a forwarded email can easily join your list.
If you’d like to talk to us about creating video for your business, contact us here.