Video is everywhere these days, and not just on your phone or TV. (Nothing like watching the news while you pump gas!)
One place video isn’t as prominent as it could or should be is in email. In some ways, the inbox represents the final digital frontier of widespread video ubiquity. But evolving technology and delivery tactics can help more email marketers harness the engaging, eye-catching power of video, too.
Why video is so compelling
Even marketers who are devoted to the written word can’t deny that video grabs attention and can drive engagement (opens and clicks) and conversions:
Tech and user issues are the main obstacles preventing video content from taking over the inbox.
Some email clients that don’t support embedded video will display a big black rectangle instead. Even the next best alternative – showing an animated GIF or a static image with a clickable “play” button instead of the video – may eject the reader out of the email to watch the clip on the website. That means lower view rates and less time spent in the email.
Video can make the message file so large that the email client will clip it, forcing the reader to click to see the whole message. Some ISPs block messages if their file sizes exceed their limits, and mobile users may also have trouble with large files on their network (not to mention complaints about data usage).
Today’s dynamic email content platforms are capable of resolving or mitigating these tech and rendering issues by detecting and displaying the method – embedded videos, animated GIF or static image – the user’s client will support. For instance; only 3% of Liveclicker embedded video recipients see just a static image, while 40% can view the embedded video.
Online video continues to evolve, generating a flurry of developments and use cases. Not all are suitable or practical for email right now, but two show definite promise without requiring massive infusions of budget or an entire creative staff. In some cases, all you need is your phone and some fans!
Need some numbers to show how livestreaming has gone mainstream? Here you go:
All this means is that many of your email readers know about and are open to viewing livestreamed content in your email. You won’t have to explain what it is or why it’s worth their time to watch your live event. Big, recognizable brands like Facebook, Instagram and the Super Bowl have done it for you already.
Use it in email to showcase an event: Livestream a product launch, unboxing or contest reveal. Create a library of tutorials or demos. Stream a press conference, as LG did at the 2020 Consumer Electronics Show. Any event with FOMO potential can become an engagement magnet.
Harley-Davidson used video to launch its 2019 fall FXRG Collection clothing line:
Facebook, Instagram and Snapchat are so-o-o-o 2018! Well, no, they’re still relevant. But now you can add TikTok to the lineup of social media channels whose content could cross-pollinate to email.
With 500 million users worldwide, (188 million TikTok app downloads in 2019 alone), chances are good some of them are in your email database if you appeal to a Generation Z demographic
This is prime UGC marketing material. Use it in email to expand your reach, reward your fans and put your customers’ faces and voices (and bizarre antics) in your emails.
TikTok is the newest short-form social video platform, and one that’s stealing Gen Z users away from other video channels. Marketers are beginning to investigate for its potential to sell to that key audience, but, as with so many other social channels, most are still trying to figure out how to use the platform.
Mainstream brands like Macy’s, Chipotle Mexican Grill and even the Washington Post are on TikTok. But some of the most interesting uses of TikTok come from non-marquee brands, like NYX, which embeds a fan’s TikTok video in a business-as-usual email:
Have a sound business reason to use it and the technology to provide a good experience for your readers. Video for video’s sake does you no favors. How does it fit into your broader strategy, and can it help you achieve your email or business goals?
Be sure you have the technology that can give your readers a good experience. Usability studies say you have only a short window – from less than 60 seconds to 90 seconds at most – before viewers will abandon a spotty stream.
A dynamic email platform content platform capable of seamlessly embedding video into emails will help you get over those rough spots and give your readers yet another avenue to love your emails.
Scientists have been conducting research for years to understand and unlock the secrets of the human mind. Now, many of their findings can be studies and applied to email marketing. A recent guide on the psychology of email marketing has brought to light new and interesting applications of science in connecting with your customers.
Here are six fascinating brain science facts every email marketer should know, complete with real examples of how today’s leading brands are using science to achieve better results in the inbox.
The Zeigarnik Effect states that people tend to remember and focus on uncompleted tasks more than completed ones. Dr. Zeigarnik learned this after noticing that waiters could remember many details about customers’ open tabs, but hardly anything about tabs that had been paid and closed.
Email marketers’ tip: How to capitalize on the Zeigarnik Effect
Intentionally design your email creative so it looks unfinished or requires one more step for readers. Consider using subject line copy that teases the content or other approaches that lead to higher engagement and purchases.
For example, Fairlease created an in-email poll that asked recipients to cast a vote to show how they feel about vehicle mileage, the most important attributes in choosing a car, and more. Yet it also encouraged them to click to a landing page to see how their results stacked up against all other feedback. Recipients couldn’t resist!
We all have an amygdala, that “lizard brain” that is responsible for our gut reactions and our most basic fight-or-flight instincts. The amygdala works much faster than our conscious mind by making snap decisions in three seconds or less.
Email marketers’ tip: How to capitalize on the amygdala
When it comes to email design (or any design), the amygdala is drawn to images of food, danger, or anything visually stunning that simply can’t be overlooked. To appeal to your reader’s amygdala, develop email creative that may immediately catch the attention of their inner lizard.
When it comes to email design, the amygdala is drawn to visceral images of food, danger, and so on. To appeal to your audience’s amygdala, develop email creative that may immediately catch their attention and quickly speak to their inner lizard.
For example, Chuck E. Cheese recently created an email that displayed mouth-watering varieties of chicken wings–hard for any lizard to resist. This email actually gets extra credit for also using the Zeigarnik Effect by including a poll to get recipients to click to learn more and increase engagement.
Research shows that consumers believe that products of “caring” companies are superior. In fact, 53% of consumers report that they would pay 10% more for products from socially responsible companies.
Email marketers’ tip: How to capitalize on the Noble Edge Effect
The catch? The Noble Edge Effect only works when those efforts feel sincere. Today’s consumers are savvier than ever, so it’s important that you give back in a way that is meaningful and aligns with the values of your brand.
For example, consider the example of TOMS and their “buy one and we’ll donate one” mantra. This does wonders for their brand perception—and their bottom line.
Nostalgia is a powerful, powerful emotion. We all love to look back at old photos and videos and relive the glory days.
But did you know that nostalgia actually impacts how our brains make purchasing decisions? Recent studies have shown that positive feelings created by nostalgia can actually make a person more likely to buy a product or service.
Email marketers’ tip: How to capitalize on nostalgia
The Harlem Globetrotters use nostalgia as a powerful edge by sending emails that include video to attract new generations of fans to its timeless events. A live embedded streaming video shows openers how their experience seamlessly joins the old with the new to provide something for people of all ages.
The Von Restorff Effective boils down to one thought: “If it looks strange, we’ll probably remember it.”
The Von Restorff Effect is probably the most obvious cognitive behavior in this article, but it’s also one of the most effective. It explains why something that stands out immediately becomes memorable—and more likely to be taken advantage of.
Email marketers’ tip: How to capitalize on the Von Restorff Effect
To use the Von Restorff Effect, consider using images your audience may not expect (yet still in a way that supports your creative). You can also include big, bright call-to-action buttons, not just standard blue hyperlinks.
Busch Gardens used the Von Restorff Effect to an extreme degree. It created a scary skull image to promote a Halloween event, but also animated with a scratch-to-reveal feature daring recipients to click for more information (and a possible scare). Who could resist!
Social default bias says that when we’re having trouble picking between competing products, we’re more likely to pick the tone that others have chosen. The only catch: we don’t want others to see us do it for fear of being seen as a follower.
This is why we’ll order something we’ve seen someone across a restaurant order, but hesitate if someone at our own table has ordered it first.
Email marketers’ tip: The Social Default Bias
When creating emails, user-generated content and social proof are extremely powerful marketing tools, especially when paired with email. Think of it this way: your inbox is usually a private place, so when you see it flooded with pictures or quotes from real customers using a particular product, you feel that it’s already been researched. If it’s good enough for them, it’s good enough for you, and the path to purchase becomes that much easier.
For example, Yotel created an email that used a grid view to display user content from its customers’ Instagrams posts. All of which gave provided even more good ideas that any copycat could steal from their own getaway or event.
Email consistently provides among the best returns of all marketing channels. But even if your email program is delivering ROI, how can you tell if it’s contributing as much as it could or should to your bottom line?
One of the best ways to check the pulse of a marketing strategy, team or channel is to compare it to the performance of others. If you can match or beat the average, odds are good you’re heading in the right direction. If you’re lagging behind par…well, you might need to hit a hole in one to catch up.
So where does your brand stand compared to overall email marketing performance? What about when compared to companies similar to yours: businesses of similar size and structure, other brands in your industry, and your closest competitors?
These are important questions, but they’re difficult to answer without a reliable baseline to gauge yourself against. Fortunately that measuring stick is now available to marketers in the form of this comprehensive email marketing benchmarks guide recently published by Campaign Monitor.
When it comes to publicly-available data, this email marketing benchmarks report is the gold standard. Campaign Monitor has visibility into the performance of millions of email campaigns across industries, and has made its findings available to marketers with no strings attached.
You probably won’t anything more up-to-date and broadly reaching than what Campaign Monitor has assembled. Best of all, the data is freely available and accompanied by a helpful explanation of what it all means!
Take a moment and go check your marketing team’s email open rate.
Got it? Now compare that to the email open rate benchmark for all industries: 17.92%.
How does your marketing program compare?
The complete benchmarks report lists email open rate benchmarks down to the individual industry. Interestingly, the verticals winning the open rate battle include:
Make sure to see where your emails stand against the competitors in your own industry!
Campaign Monitor reports that Sunday is the lowest performing day for overall open rate metrics. Find the best day for open rates in your industry in the complete email marketing benchmarks guide!
There are lots of levers you can pull to lift your open rate to meet or exceed the benchmark.
The most obvious is subject line optimization. Make your subject lines personalized, relevant, intriguing and exciting to attract interest and earn more opens. Just approach with caution; if the contents of your email don’t meet the expectations your subject lines set, you’ll receive high spam and unsubscribe rates in return.
The other way to improve open rates is to make each of your emails so phenomenally irresistible that once a subscriber opens one they’ll feel compelled to open future messages. That can come in the form of high-value exclusive deals, awesome content, or engaging, interactive and highly personalized in-email experiences.
With the right tools you can even design emails that will draw users to open an email over and over again. We show examples of this tactic in our latest ebook, Automating Personalization: 5 Ways to Scale Relevance in Your Email Marketing.
How many of your email openers go on to click on the content and links within your messages? For marketing emails overall, it’s about 14.1%
CTR is not the definitive measure of an email campaign’s success or failure. But it can be a good indicator of overall engagement.
Some industries seem to be better than others at soliciting clicks. Verticals leading the way include:
Monday seems to be the worst day for click-through rate benchmarks, coming in at just 13.48%. Make sure you understand what days are best for your specific industry!
Need a way to increase your engagement rates? We explained some accessible, scalable ways to make emails more relevant and interactive in our latest webinar. Watch it now!
Campaign Monitor found an overall email unsubscribe rate benchmark of .17%.
A certain amount of email list churn is normal and even beneficial for email marketers. There’s no point in sending emails to people who genuinely are not interested in your messages or did not intend to subscribe to your lists.
But if your unsubscribe rate is much higher than average, it’s a good indicator that something’s not right: you’re sending too many emails, your content isn’t bringing value to your audience, your email formats aren’t providing a good experience, and so on.
Emails sent on Sunday or Monday tend to have lower unsubscribe rates, according to the report. Can you guess what day has the highest?
Improving unsub rates begins with building a healthy, fully-opted in list from the start. If everyone you’re mailing know exactly what they’re getting into when signing up, they’ll be less likely to ditch your brand later.
And of course, amazing emails that consistently bring value and relevance to openers are much less likely to prompt an unsubscribe. For more helpful tips on managing unsubscribe rates, check out this great guide.