If you want to boost email engagement, one of the best ways is also becoming one of the easiest: add video.

Video and email are a match made in marketing heaven. Everybody uses email, and more consumers are watching videos online with each passing day.

If video is so great, why doesn’t everyone use it in their emails?

The relationship between email and video hasn’t always been a smooth or lovely experience. In the past, largely technical hurdles like incompatible email browsers and spotty bandwidth have kept these channels separated.

These tech limitations made video in email a hit-or-miss experience for many viewers. And that unreliability, coupled with a hazy ROI and lack of content and production time, also turned many email marketers off the video trend.

But today, technology is catching up with the public’s growing appetite for consuming video. And it’s doing so in a way that makes the value of video in email much more apparent and trackable. Now, all it takes is a few clicks to embed videos into email and analyze the results without a single line of code or concern about platform compatibility.

A few browser holdouts are keeping video from reaching its full email potential (we’re looking at you, Gmail), but every day more and more email environments are evolving to handle video. Apple’s native desktop and iOS email clients, for example, make embedded email videos possible in Outlook across every Mac device.

Why video is worth the effort

In short, people love it. Just putting “video” in your subject line can boost open rates by six percent or more. Not to mention increase click rates by 300% and reduce unsubscribes up to 26% too. 

Especially if you’re trying to capture the attention of highly coveted Gen Z and Millennial buyers. A 2020 survey found 88% of this group watch videos for entertainment, giving the brands that take advantage of this trend a unique opportunity to engage audiences across a variety of digital and social media channels like never before. 

The lesson here: If you want to increase engagement among your younger customers (or any follower, for that matter), add video. Besides expecting it, these active video consumers are much more likely to respond to interactive messages. So why not give them exactly what they want?

It’s not as pricey or complicated as you might think. Marketers spent less than $300 on average on video in 2020. Today, cost is no excuse. You can produce a high-quality video using just a smartphone and a good ring light. And that doesn’t include the dozens of free or low-cost video production tools you can use to edit emails like a pro. 

Video can amplify other advanced personalization tactics. Video is most successful when used strategically. Your embedded email videos can draw eyes to dynamic factors such as real-time content targeting by location, time of day, and more. Ensuring your customers never open an outdated offer or out-of-stock sale alert again.

2 emails that are winning with video

Add the human element: Room & Board features live video in many of its promotional emails. In the email example below, it brings a customer’s story to life with an on-demand interview that discusses their unique experiences and most helpful advice.

video and email
Image via MailCharts

Set the tone: Videos got many homebound tourists through a year without travel in 2020. And now, Regent Seven Seas Cruises is capitalizing on both the longing to get away in luxury and the need to feel safe by including video in its emails that takes viewers on an up-close,-personal tour of its newest ships.

video and email
Image via MailCharts

Ready for your closeup?

If you’re ready to add video into your email experience, check out our How to Embed Video in Email guide. You’ll learn the basics of DIY video embedding, different ways to use video, and how to effectively experiment with your emails to improve results.

Consistent streams of high quality, hyperpersonalized emails can keep customers engaged, build loyalty, and develop relationships. But it’s triggered emails, not promotional campaigns or nurture drips, that are usually most effective for driving immediate conversions.

About ¾ of email ROI comes from “segmented, targeted, and triggered campaigns.” It makes sense; triggered email marketing connects brands with customers right at the moment they’re most willing and able to engage.

Given all the potential for conversions and revenue, shouldn’t you be making sure you get the absolute most out of your trigger-based email marketing?

The Power of Triggered Email Marketing

Expertly implemented trigger emails bring a lot to the table for digital marketers. Sailthru listed a few of them on its comprehensive guide to trigger-based email marketing:

To top it off, setting up triggered emails with contextual relevance and personalization is easier than ever thanks to real-time email automation technology. Need some ideas to energize your marketing performance? Draw inspiration from these ROI-generating triggered email examples!

The Warmest of Welcomes

Welcome emails are opened at a higher rate than almost any other kind of direct marketing message. When someone subscribes to your newsletter, joins your loyalty program, or registers an account with your ecommerce site, that’s your opportunity to make a big first impression that will keep them coming back for more!

Need a triggered email example to inspire your welcome series? Chuck E Cheese’s sets the tone for its brand relationship with new rewards program members with a colorful, fun, and highly personalized welcome email. The brand combines dynamic images that adjust to the subscriber’s name, a live map that shows the way to the nearest destination, and real-time geo-data that gives new members everything they need to start planning their next visit right away.

Sophisticated email marketers send multiple messages in a welcome series. This strategy provides additional opportunities to direct consumers to complete high-value activities. If you know that your best customers are those with a loyalty membership, follow you on Instagram, and have set explicit preferences for products consider highlighting these in a multi-step welcome flow.

Weather Triggered Emails

Weather is one of those universal factors that binds us all together. There’s a reason it’s been one of the most popular pieces conversation starters and small-talk fuel for ages untold.

But weather isn’t just basic water cooler chit-chat material; it’s a great way to start conversations with your audience with the power of weather triggered emails. As Paul Walsch, Weather Channel weather and climate specialist said, “Weather is such an important driver of consumer sentiment and activity…but it’s not as well known and leveraged as it should be.”

Imagine having an email set to automatically deploy on a rainy day to invite subscribers into your stores for some shelter (and savings!). Or including live forecasts in a triggered email leading up to a personally-relevant event like a vacation or concert to add even more value.

Hotels.com includes both real-time weather information and an up-to-date forecast in an email triggered to send a few days before a reservation. This information helps customers prepare to make the most of their stays, gives them a reason to re-open, and enhances the customer experience to motivate repeat purchases.

Abandoned Cart Email Triggers

Some 69% of digital shopping carts get abandoned throughout the conversion process. This is the perfect opportunity for a targeted, direct message. Your prospect has made the effort to register an account and choose products she’s interested in; often a little extra motivation is all that’s needed to give her that extra nudge into customerhood.

Automated emails targeted at cart-deserters have impressive engagement and conversion rates that can have an immediate and substantial impact on digital revenue:

Keep Collective makes excellent use of their abandoned cart triggers. The brand uses friendly language and dynamic product-feature elements that adapt in real time to exclude any items that the shopper goes on to purchase or that are currently out of stock. The email reminds people of what they’re missing out on—while cleverly omitting any content that could be confusing or disappointing.

Looking for more highly-effective triggered email examples? Check out our Lookbook or download this inspirational triggered emails guide for creative, results-driving ideas to steal for your own programs!