Video email has come a long way. In fact, thanks to HTML5, it’s now possible to have a video play directly in email on a variety of devices and apps (though it’s not universal yet). Like peanut butter and jelly, video and email are better together. Video boosts email click-through rates, adds an enticing interactive component to communication, and makes email feel like less of a chore for your audience. In this guide, we’ll show you why and how you should be using video and email together to accomplish your marketing goals.
Despite competition from emerging tech like rich-media SMS and professional chat apps like Slack, email continues to be a popular and effective means of communication. In fact, millennials spend more than six hours a day in their inboxes!
But as the volume of email being sent and received increases, readers will need more motivation to open your messages and scroll through your content. Using a video will help make your email stand out and pique the viewer’s interest.
Video can have a positive effect on email conversions. Some data suggests that including the word “video” in a subject line boosts open rates. Our own study told us that video thumbnails increase click-through rates up to 40%.
And while the word “video” may imply that consuming the content in your email will be less work for the recipient, it can also help make your email more engaging overall. By gathering clicks on your thumbnail, you’re able to direct readers to a landing page where there’s even more context, giving your viewers the opportunity to learn more about your product or dig deeper into your content.
When deciding how to incorporate video in email there are many factors to consider, including your goals for the email, technical limitations, and the overall user experience — just to name a few.
Start off your video email marketing campaign by asking a fundamental question: What’s the goal of your email?
We generally find ourselves discussing these two options:
- Option A: Encourage the reader to visit our site and read, watch, or do something.
- Option B: Encourage the reader to consume content and take action within the email.
In the past, the goal of most of our emails was to get people to leave their inboxes and consume content on our website, for multiple reasons. We wanted recipients to comment and start discussions. We wanted them to share a link with their friends. We wanted them to read another article, watch another Wistia video, and ultimately sign up for more content or our product, all while learning about video marketing. This used to be possible only by getting people to your website.
But now, many email marketing tools offer interactive forms and widgets within the body of the email, so don’t rule out option B if your ultimate goal is conversions.
Given that email is the primary vehicle we use to stay in contact with our audience, it’s proven to be the most effective way to get our videos in front of receptive eyes. Since 2011, we’ve been using this magical combination to cultivate a growing audience.
This is how we combine the superpowers of video and email to build Wistia’s audience:
- We compose an email that includes an attractive link to a video on our website.
- We send that email to a loyal audience base.
- An enthusiastic percentage of that audience shares or forwards our email.
- Through these shares, new viewers discover our content.
- If new users find our content useful, they sign up for our emails, too (fingers crossed).
- Our audience grows!
By harnessing the power of both email and video and using them hand in hand, we’re delighting our readers and made lots of new friends (er, readers). Of course, this tactic is also dependent on consistently delivering timely, helpful, and engaging content, but that’s a lesson for another time.
“If copy is the brains of your email, video is the personality. Users are far more likely to click a play button than they are to read a paragraph of text. That’s because humans are inherently lazy and would much rather be spoon fed an idea than have to read it themselves. So we’ll always include a video in an email where possible.”
Ruairí Galavan, Content Marketing Manager, Intercom
With multiple opposing voices and new technology entering the discussion every day, it’s hard to stay on top of options and best practices regarding video and email. By now, many of you have probably seen a video or a GIF embedded directly into an email in your inbox. If you haven’t, that might be because your email client doesn’t play well with video. In these cases, the sender most likely set an image as the default option, or, worst case scenario, the email arrived at your door looking like HTML roadkill.
With the goal of expanding our audience and ultimately encouraging conversions, we have found certain email and video tactics are particularly effective:
- Let people know there’s a video (subject line, email text, play button on a thumbnail).
- For informational or brand emails (welcome messages, thank-you emails) have the video play directly in the email.
- Choose an enticing thumbnail from your video to include in your email (hint: friendly faces attract clicks).
- If you want viewers to take an action on your site, and video analytics are important to you, send people to a landing page after they click.
- Keep the number of calls to action limited.
- We’ve also found that a friendly play button atop an enticing image is a highly effective invitation, especially when the text in the email is direct and concise.
We imagine that most readers’ inner dialogues go something like this: “Looks like there’s a new Wistia feature. Hmm. Do I have time? Wait. Is that guy going to do magic tricks?!” Click.
You can generate traffic to your website quickly and efficiently by including an appealing link in your email. Unlike a video playing within an email, a video playing on a company’s website is surrounded by complementary elements. Why settle for giving your audience a taste when you can provide them with total immersion in your brand?
Video embedded directly into email can be an effective method for engaging your audience — as long as most people can view it.
Embedded videos are immediately interesting to look at and make your emails look “alive” and personal. Take, for example, a video voicemail delivered to a customer’s inbox. There’s a friendly face delivering the message, without asking the reader to click around or read paragraphs of text.
An embedded video is also a fantastic branding tool; it shows off your creativity and knack for visual design and sets the stage for building a deeper customer relationship
If you’re thinking about giving email embedding a try, remember that HTML5 video is only supported by some email providers. Many email services and devices now support HTML5 video, but there are a few notable exceptions, including Gmail and Android devices. Take stock of your audience data to see what client most of your customers are using, and analyze whether it may be worth it for you. According to Email on Acid, video compatibility in 2019 looks something like this:
- Apple Mail: Plays video within email
- Outlook for Mac: Plays video within email
- Samsung Galaxy (mail app): Plays video within email
- iOS 10+ (mail app): Plays video within email
- Gmail on desktop, Android, and iOS devices: Shows a fallback image
- Outlook 2016 and earlier: Shows a fallback image
- All Android devices besides the Samsung Galaxy: Shows a fallback image
Note that many email clients show a fallback image when a video is embedded. To create an optimal user experience for everyone, it’s critical that your thumbnail image is able to stand on its own with the rest of the design for the email.
Soapbox is Wistia’s webcam and screen-recording tool, and it’s a game changer for using video and email together. With Soapbox, all you need to create a great video is our Chrome extension, a webcam, and something to say. Hit record, and then edit to share your webcam, your screen, or a split-screen view.
Since it’s so easy to record and edit a custom video in Soapbox, you can use video as a communication tool, keeping the conversation alive with product updates and walk-throughs that the recipient can watch wherever, whenever.
You don’t need to know how to code to share a Soapbox video in your email. All you have to do is copy the thumbnail link right into your email provider (or email marketing tool if you plan to send to several people).
Animated GIFs can be a great, accessible alternative to embedded video, if you’re looking to give your emails some extra spice without fretting over client compatibility.
The one thing to remember is that file size matters. GIFs won’t animate in an email until all of the frames are loaded, so larger file sizes can create a subpar experience. If you’re lucky, an oversized GIF might pause on the first frame. Conversely, it could appear completely blank. Since many (if not most) of your readers will open your emails on a mobile device, it’s best to limit your use of large GIFs. In their 2019 post on optimizing GIFs for email, Campaign Monitor recommends keeping files to around 1MB in size.
One of our favorite styles of GIF is the cinemagraph, which shows subtle movements through layering. In a cinemagraph, a mostly static image is animated by a looping video in one part of the frame. It’s entrancing to watch, leading people to linger over cinemagraphs longer than other images. In fact, cinemagraph-creation tool Flixel reports that cinemagraph advertisements generate 5.6x higher click-through rates than static images.
Airbnb has been known to use cinemagraphs in their emails — check out this adorable, bubble-filled example:
Since less than 10% of the frame is in motion, the GIF almost presents itself as a still shot with a delightful, bubbly surprise.
“We were amazed about the videos on our homepage and wanted to bring one into our emails. With the launch of the new homepage, it was the right time to do it. We did it to surprise and delight our travelers directly in their inboxes. An animated GIF was the easiest way to do it, we selected the sequence and then sliced it to the minimum frame to make it fit in our email.”
Lucas Chevillard, Email Marketing Coordinator, Airbnb
Animated GIFs have been around for a while, but, like Krazy Straws, they haven’t lost their appeal. We’ve continuously experimented with sharing GIFs in email over the years — here’s one of our most recent examples:
For this particular email, our goal was to showcase what you could do with Adobe’s latest feature, Content-Aware Fill. And what better way to give viewers a glimpse into what our post will cover than to actually show them what they’ll end up learning how to do?
“Like Wistia, I’m a proponent of relying on GIFs to provide motion in email. While HTML video in email can be immensely powerful, it more often than not lacks in providing a net benefit over GIF-based approaches. Part of the reason is the lack of strong client support, but the stronger argument against the method, I think, is the cost incurred on mobile subscribers; for the biggest mobile carriers like Verizon and AT&T, the days of unlimited data are long gone, having been replaced by restrictive, low-cap plans.
Any way you slice it, video incurs a file size cost that’s higher than many GIFs. That means, when you send an email to your subscribers that includes HTML video, you can literally cost them money if they’re near or beyond their monthly cap.
For simple motion, the use of CSS3 animation is the better option, particularly because of low file size impact and wider support than HTML video. For more complex motion, GIFs are still king in the world of email.”
Fabio Carneiro, Lead Email Designer & UX Designer, MailChimp
When sharing GIFs in emails, the image quality isn’t exactly optimal, of course, there’s no sound. There are many factors that influence a reader’s decision to open an email, but we certainly don’t think trying something new like incorporating a GIF will hurt!
If you haven’t already gathered, we are really passionate about the relationship between email and video. That’s why we decided to give you some free templates to get you started. Whether you’re just starting to experiment with the dynamic duo of video and email, or you’re already grooving, we hope these templates will inspire and empower your efforts.
We designed and built each template from scratch, based on our experience to date. They’re set up so you can easily replace components with your content and make changes to fit your needs. They’ve been mobile optimized and put through Litmus’s testing tool to ensure cross-browser compatibility.
The future is looking bright for video and email. After all, two of the biggest trends in email right now are personalization and interactivity, and video fits the bill for both. Whether you choose to include full videos in the body of your email, animated GIFs, or colorful thumbnails, there are a number of techniques when it comes to video that can help make your emails more dynamic. When you incorporate video into your email strategy, you stand a better chance of becoming a source of inspiration and creativity for readers — not an unwanted interruption.
At the end of the day, your audience subscribed to your mailing for a reason; they like what you’re doing and what your company has to say. So, why not give people a reason to get excited about your content by featuring a video in your next email marketing campaign — we bet your audience will be eager to share it!
The Case for Creativity in Marketing, Backed by Neuroscience
These days, almost every business believes that optimization is its main competitive advantage. But the obsession over doing what everyone else is doing actually produces a stale result: all of our content looks the same.
More often than not, creativity is placed on the back burner because producing content that games an algorithm or follows a best practice can help marketing teams achieve their short-term goals, such as a certain number of views or leads per month.
However, almost every algorithm update and best practice are public knowledge. And brands that are laser-focused on optimizing their content for them blend in with their competition and barely innovate their work. In the long run, this plummets engagement and severs their emotional tie with their audience.
So how do you captivate your audience’s attention and keep them emotionally invested for the long haul? Science says you should provide creative, novel marketing experiences.
Contrary to popular belief, creativity isn’t just a self-indulgent pursuit of happiness. Evidence from neuroscience proves that it’s a brand’s most powerful differentiator — and optimization isn’t. Below, we’ll explore some insightful findings from neuroscience that prove creativity isn’t actually a risk for your brand — it’s your safest bet.
Noticing novelty kept our ancestors alive
With all the watered-down content flooding the internet today, you may think your new video series or podcast will struggle to find an audience. However, saturation is actually a good thing for creative marketers. The human brain is wired to pay attention to novelty, so crafting creative, novel content (even on saturated platforms) can draw an audience’s attention, especially if all of your competitors churn out the same type of content.
Paying instant attention to novelty is an evolutionary trait. In prehistoric times, the odds of becoming lunch for a saber-toothed tiger were sky-high, so anything new or different in our ancestors’ environment, like the rustle of a bush or a snap of a twig, would instantly grab their attention.
Nowadays, our tendency to lock onto novelty isn’t as crucial for survival. But it can help truly creative brands survive and even thrive because they can grab their audience’s attention more effectively than their competitors can.
“Our tendency to lock onto novelty isn’t as crucial for survival, but it can help truly creative brands survive and thrive.”
Novelty triggers the release of dopamine
Novelty isn’t only useful for grabbing your audience’s attention — it’s also highly effective at retaining their attention and dialing up their passion and loyalty for your brand.
According to researchers at Emory University and Baylor College of Medicine, experiencing unexpected pleasure triggers the release of more dopamine, a chemical that plays a huge role in motivation, reinforcement, and reward, than when you experience an expected pleasure. In other words, people enjoy pleasant surprises more than the things they already like.
Additionally, according to researchers at the University of Edinburgh, when these pleasant surprises trigger the release of dopamine, the neurochemical helps us form long-lasting memories of the experience and its surroundings, so we can remember exactly how to experience those feel-good chemicals again.
This phenomenon dates back to when our prehistoric ancestors would search for sustenance and stumble upon a new, fresh stream of water or patch of berries. Finding as much food and water as possible was necessary for survival, so when our ancestors experienced the pleasant surprise of uncovering a new source of sustenance, their brains would reward their actions with a flood of dopamine, which seared the path they just traveled into their memories. This boosted the odds that they would seek out more sources of food and water and vividly remember exactly how to find them.
For many of us, we have clean water piped into our homes and berries available year-round just miles from our front doors. However, we still crave novel experiences and will always come crawling back for more. For brands, that means prioritizing creativity will help you build a truly engaged, passionate, and loyal audience and, in turn, contribute to your business’ growth. After all, your audience is likely to spend more time with your brand when they have positive experiences with it. And the more time they spend, the more likely they’ll become a customer and brand advocate.
Audiences are habituated to generic content
Optimizing your content by following a popular best practice or churning out the same type of work over and over again are proven audience repellents — our brains stop paying attention to a stimulus after repeated or prolonged exposure to it.
“Optimizing your content by following a popular best practice or churning out the same type of work over and over again are proven audience repellents.”
This evolutionary phenomenon is called habituation, and it scrubs constant stimulation from your awareness, such as the soft touch of your shirt on your skin, to focus your attention on new stimuli that could potentially extend your life, like fresh water, or end your life, like a saber-toothed tiger.
The majority of your target audience is habituated to the listicles and ultimate guides drowning our space. Producing more of them won’t attract any new audience members because they won’t even notice it in the first place. If you truly want to attract and retain their attention, you must provide enough novelty to trigger the release of dopamine — the chemical that rewards humans and incentivizes them to repeat an action.
Without doing so, you’ll fail to connect with new audiences, your bond with your current audience will crumble, and you won’t be able to convince either of them to stick around.
Creativity makes a lasting impression on your audience
According to Antonio Damasio, chair of neuroscience at the University of Southern California, when consumers are making a purchasing decision, they attach the emotions they felt from previous, related experiences to the products or services they’re evaluating. Soon after, these emotions produce preferences, which drive their decision.
In a nutshell, memories about emotional experiences not only help us reminisce about the past but they also inform our future decisions. As a result, we pursue the things that have rewarded us in the past and avoid the things that haven’t.
That’s why placing pleasant memories in your audience’s mind is so crucial. If you can insert a positive memory of reading a blog post in their brains, you’ll boost the odds that they’ll read another one.
“If you can insert a positive memory of reading a blog post in their brains, you’ll boost the odds that they’ll read another one.”
But how do you get your audience to remember these interactions with your brand? From what neuroscience has taught us, you must grab and retain their attention with creative, novel experiences. And if you can develop a reputation for crafting creative content, your audience will rely on your brand for the jolt of novelty that they crave in their lives, rocketing your brand to the top of their minds and getting them hooked on your content.
Conventional wisdom and industry gurus will tell you that optimization is the key to marketing success. Because if everyone else does it, it must work, right? Wrong.
If you truly want to slash through the clutter clouding your space and make an impact on your audience, trust the neuroscience — creativity is the only path forward.
Episode 2: “The Brandwagon Interviews” with Nancy Dussault Smith of Hydrow
From tactics to taglines, Wistia’s CEO, Chris Savage, chats marketing with the brains behind successful brands on our new video series, Brandwagon. Last week, we kicked things off with our first guest, Mark DiCristina, the Head of Brand at Mailchimp. As we mentioned before, we had so much great content on our fingertips that we decided to release the uncut interviews in a new podcast called, “The Brandwagon Interviews” — and we’re super excited to share the latest episode with you today!
On this episode, Chris sits down with Nancy Dussault Smith, CMO at Hydrow, to learn more about taking a stand on your brand, why it’s so important to budget for experimentation, and how to lean into your niche. Listen to the full episode to hear all about how she’s navigating a new industry in this ever-changing marketing landscape.
Or listen on: Apple Podcasts | Spotify | StitcherWatch the actual Brandwagon episode here!
Nancy started her career at iRobot as Assistant to the Lawyer, but made her way to running Global Marketing in no time. For about 13 years, she ran marketing communications and global marketing at the company. One of her biggest wins with the team was deciding the name of their robot vacuum, Roomba, which was originally going to be Cybersuck (oof!).
Nowadays, Nancy serves as the CMO at Hydrow, where she’s marketing a connected fitness product and a live outdoor reality experience — think along the lines of Peloton, but an in-home rowing machine. Fun fact: Rowing works 86% of your muscles, and a 20-minute workout on a Hydrow is equivalent to 40 minutes cycling or 30 minutes running.
“If your goal is to just sell volume and be the cheapest thing, you do not have to worry about emotion. You’re selling solely on price. But, if you want to build a brand that people care about, you have to have that emotional component.” On this episode of The Brandwagon Interviews, Nancy highlights the importance of brand-building, knowing your audience, and how to make space to experiment with different types of brand marketing tactics at your business.
Here are some of the lessons learned throughout the episode:
- Always allocate part of your marketing budget for experimentation
- Be sure to have a deep understanding of your niche and your market
- Redefine your brand if you end up “jumping the shark”
- Show don’t tell — we’re in a world that’s highly visual, people need to see your product
- Don’t be afraid to take a stand with your brand
Short on time? Check out some of our favorite moments during this interview between Chris and Nancy.
Chris: What advice would you give to somebody who’s just starting out marketing their business? And, in today’s world — what kind of things should they expect as they’re marketing that will stay the same, and things that will change?
Nancy: The thing that’s going to stay the same is the study of human behavior: people and their ultimate needs and wants. Because people’s needs and wants are consistent. Attention, affection, food, sex — those are the things that drive people to want and need your product. The emotional and rational balance, and where your product fits in that is the same. Understanding your benefit, understanding your core, who’s gonna buy it, why, that’s the basics of marketing. But HOW you communicate all that is completely different.
Chris: When you have a product that people have never seen before, how do you actually convince them that it’s worth checking out? How do you position a product that has never existed? You obviously did that with Roomba, and you’re doing it again. How do you think about that?
Nancy: It’s really fun because traditional research doesn’t work … You have to tell people what they want and why, and get to the essence of why they should love your product …
Chris: How do you get comfortable taking big risks with a brand like Roomba?
Nancy: You have to take risks. Without great risks come no rewards. A lot of times in the early days, it’s gut. We talk a lot about failing fast and that’s no secret. Everybody knows. But if you fail fast, you learn something. You should learn something from everything that you do — what works and what doesn’t. For brand, you have to build core family values over time that are consistent throughout and feel authentic to you. The second you veer off, the public will know and that’s when you jump a shark. That’s when you start to become less authentic to who you are and people won’t understand you anymore.
Chris: When you’re taking risks, how do you convince the people around you to feel comfortable with those risks?
Nancy: It’s a great question because it’s a battle every day — anywhere you go. Understanding how different minds work and understanding consumers work, I think you have to use that in your day to day in your office as well. So I look at everybody across the C-Suite sitting at the executive table with me as my consumer and ask myself, “How am I going to convince them that what we’re doing is the right thing?” I used to always say at places where I had bigger budgets, that a certain percentage of the budget was mine to do as I choose … and nobody could question it. I’ll take this 5 or 10% of the budget, and this is what I play with. This is where I test things that in my gut feel right, but I can’t prove this to you until I try it … and that’s where a lot of wins come in.
Chris: How do you think about marketing in a world where so many conversations are happening behind closed doors?
Nancy: It feels like the world has come full circle because those conversations used to happen face to face, and marketers had no idea they were happening and had no control over them. Then on social, you had trolls and people yelling things. People felt free to do it. Now, there’s a little more clamping down, and people are going back to having those conversations as if they’re face to face, but electronically. The best and only thing you can do is maintain your brand voice in a consistent way that you feel proud of. There are always going to be nay-sayers. There are always going to be people who are saying bad things. There are always going to be people who are against your brand, but for the most part, I don’t care if they’re a customer I don’t want. I don’t want every customer. Someone saying they hate a product actually identifies for other people this is not for them, or this is for them because Bob hates it.
5 Businesses Using Wistia Channels to Showcase Their Videos
Since we launched Wistia Channels back in February, we’ve been blown away by the reaction from our customers and the ways in which they’ve been using this feature to showcase their business’ videos. From binge-worthy episodic series and product announcements to customer testimonials and onboarding videos, the opportunities for Channels are endless.
Here at Wistia, we’ve been using Channels to showcase all sorts of videos on our website, including our new original series, Brandwagon and our first-ever docuseries, One, Ten, One Hundred. But it’s been especially thrilling (and inspiring!) to see the ways our customers are using Channels to showcase their brand, build their audience, and create a can’t-stop-watching experience right on their site. Today, we’re highlighting a few customer Channels that we think are pretty sweet — check them out and get inspired!
ForgeRock, an identity and access management company based in San Francisco, California, serves many different industries, including retail. They use a Wistia Channel on their website to showcase a series of videos called “Day in the Life of a Customer.” As they describe in the introduction of their first video, “ … in this series, we take a look into the not-too-distant future at how retail companies will be interacting with their customers, with the help of digital identity.”
This series of videos follows a day in the life of two consumers engaging in various digital retail experiences (ie. shopping for a gift online, upgrading a flight, etc.), and demonstrates how a unified digital identity platform can streamline the buying process.
We love how ForgeRock uses video as a storytelling medium and personalizes it so that viewers can see how it applies to real-life situations. Each episode of the series is short — less than a minute long — so you can watch the whole series in under 5 minutes. Plus, their Channel is embedded within their sleek, modern website, making the whole experience look super cohesive with their brand.
Who doesn’t love learning from subject matter experts? 6Sense, an Account Based Orchestration Platform located in San Francisco, Calfornia, utilized this engaging storytelling format in their video series called, “Talking Sense.” In this series, which they describe as “a collection of candid conversations with B2B industry trendsetters,” 6Sense’s Chief Marketing Officer shares in-depth interviews on topics like ABM, modern sales, marketing, and more.
While “Talking Sense” is intrinsically related to 6Sense’s mission, they’ve decided to give the show it’s own brand by creating a separate domain for it and embedding their Wistia Channel there. We love their creative use of thumbnails and the overall color scheme they chose — just look at that beautiful aqua-blue play button!
FormLabs, a 3D printing technology manufacturer and developer based in Somerville, Massachusetts, uses a Channel to feature the onboarding videos for their Form 3 3D printer product. These step-by-step videos are clear, engaging, visually appealing, and easily help take their customers through every step of the process, from unboxing to printing.
We love how they’ve used a Wistia Channel to display these videos in sequential order, so a viewer can effortlessly follow along as they’re unpacking their own product. They’ve also added captions to each video, which not only improves accessibility, but also makes it easy for viewers to watch from around the world — a must-have for a global company.
Segway, a leading provider of personal electronic transportation based in Bedford, New Hampshire, uses a Channel on their website to showcase a number of their videos, including product explainers, company partnerships, and videos on the future of the market and technology.
We love how they’ve titled their Channel to instantly demonstrate the value of their product: “Powered by Segway — Transforming the Last Mile Commute” and the way in which they’ve used Sections within their Channel to separate the different rows by subject.
Alternative Apparel, a fashion lifestyle brand with a commitment to sustainability based in Atlanta, Georgia, uses a Channel to dynamically tell the story of their brand and their products. The first video “We Are Alternative” wonderfully captures the essence of the company, and each subsequent video in the Channel delves deeper into what makes the company special, with videos like “Alternative Cares: An Eco Story” and “Life, Liberty and the Pursuit of Softness.”
With a strong brand vision and a Channel embedded within their website that beautifully matches the look and feel of their brand, Alternative Apparel has created a Channel that’s engaging, informative, and very watchable.
We created Wistia Channels to make displaying a collection of videos on your website super easy — no developers required — while remaining completely on-brand. And we’re so delighted to see how our customers from a number of different industries are all using this feature to show off their awesome video content. Are you using Wistia Channels to showcase your content? We’d love to see them, so be sure to leave a comment and share with us below!
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