The use of videos in emails generally results in higher click through rates, time viewing the email, sharing, conversion rates and ROI. The data for using videos is convincing, but what about embedding videos specifically compared to just linking out to a landing page? Embedding videos in your organization’s marketing emails has recently become easier to execute than in the past due to the advent of HTML5, but embedded videos are still a point of contention for many marketers; should you be embedding videos just because you can?
There are some compelling advantages to embedding videos in emails:
On the other side of the debate, there are disadvantages to embedding videos in emails:
The debate about embedding videos in emails generally has more opponents than supporters at the moment, but every organization’s buyer personas are different so embedding videos could be the right option for your audience. In many cases it’s worth conducting an A/B test to see how this method performs against linking to a video (just make sure that you’re testing to complete an actual business goal, and not just to use a shiny new tool). When you conduct the test, make sure to preview the experience by sending test emails to different clients or viewing in different sized browsers to fully understand any inconsistent performance. Measure downstream metrics like website views, click through to other pages on the site, and shares in addition to standard email engagement metrics. This will give you a better idea of the impact the embedded video has on your other content.
To discuss your email marketing strategy and learn best practices, please request a consultation.