Email Marketing
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Conversion10 Best Ways to Make Money Using Video in Email MarketingHarnessing the power of video in email marketing isn't just a trend but a proven strategy for boosting engagement and revenue. In fact, 90% of marketers say video has helped them get more leads.
Unlocking the potential of video in your email marketing efforts offers a range of exciting possibilities, from showcasing your products to engaging your subscribers with personalized content.
By following these best practices and innovative approaches, you'll boost engagement and capitalize on videos' unique ability to convert leads into revenue.
10 ways to use video in email marketing
Product demosPersonalized video messagesVideo testimonials and reviewsProduct spotlightsHow-to videosBehind-the-scenes videosInteractive videosCustomer success storiesExclusive offers and promotionsWebinar invitations
Meet the expert
Jameela Ghann is a seasoned online store owner with over a decade of eCommerce experience. Apart from running Alora Boutique, she's also the marketing manager for Fera Product Reviews.
1. Product demos
Product demonstrations are a powerful way to give your audience a firsthand look at your offerings. They enable potential customers to see your products in action, gaining a better understanding of their functionality and benefits.
How to implement it
Create videos that display your products in practical scenarios.Provide a clear explanation of your product and its key features.Show how your product works, highlighting its unique selling points and benefits.Use visuals and storytelling to share your product's story and improve engagement.Ensure your video features a compelling call to action (CTA) that guides viewers toward purchasing or exploring further.
» Creating a new product? Here's how to launch products successfully with email marketing.
2. Personalized video messages
Personalization is the key to making your audience feel valued and appreciated. You can create personalized videos by addressing subscribers by their names, locations, or individual preferences.
This tailored approach fosters a deeper connection between your brand and customers, enhancing customer engagement and building long-lasting brand loyalty.
How to implement it
Segment your email list based on factors like location or past purchase history.Craft tailored video content that speaks directly to each segment's unique characteristics and preferences.Address subscribers by name to personalize your videos and grab the recipient's attention. Make product recommendations that align with each subscriber's unique style and preferences.Ensure your CTA is explicit, encouraging viewers to explore further or make a purchase.
3. Video testimonials and reviews
Leverage testimonials and reviews from satisfied customers to establish trust and credibility. Real-life customer experiences are persuasive and can drive sales. You can use Fera.ai to automatically ask each customer for a video review a certain number of days after delivery. This can help boost your conversion rates and business growth.
How to implement it
Gather authentic video testimonials and reviews from satisfied customers on platforms like your website, social media, and third-party review sites.Create short video clips featuring these testimonials, including visuals of the product or service for context.Personalize the video content for your target audience, making it relevant to their interests.Conclude each video with a clear CTA, guiding viewers to explore further or make a purchase.
4. Product spotlights
Create short and engaging videos that showcase your products or promotions. Provide information on discounts, unique selling points, and how to purchase. These videos can effectively drive conversions by capturing the viewer's interest and providing essential information.
How to implement it
Carefully choose a product aligned with your email marketing campaign goals and audience.Craft an attention-grabbing subject line to engage recipients.Use an appealing, responsive email template design.Highlight key product benefits and unique selling points in the email content.
5. How-to videos
Develop educational videos that demonstrate how to use your products or offer valuable tips and insights related to your industry. This approach can establish your brand as an authority and provide added value to your subscribers, making them more likely to engage with your emails.
How to implement it
Develop concise video tutorials that show customers how to best use your products.End each video with a clear CTA to encourage further engagement.Segment your email list to target the right audience with relevant how-to videos.Track video performance through metrics like open rates, click-through rates, and viewer engagement.
» Track your campaign's performance with these Microsoft Excel email marketing report templates
6. Behind-the-scenes videos
Give your audience a peek behind the curtain by showcasing what happens behind the scenes at your company. Highlight your team, production process, or the creation of your products. This can humanize your brand, connect with your audience, and drive interest in your offerings.
How to implement it
Plan and capture authentic moments behind the scenes, showcasing your team, processes, or product creation.Craft engaging narratives within your videos to captivate your audience.Use these videos to build trust by highlighting transparency in your operations.Encourage audience interaction through questions, comments, and feedback.
7. Interactive videos
Incorporate interactive elements within your videos, such as clickable buttons or forms. These can collect user feedback, preferences, or contact information, enabling more personalized follow-up and increased revenue generation.
How to implement it
Start by designing compelling content that fits your audience and campaign goals.Select a reliable platform that supports interactive features within videos. Several tools and software can help you achieve this, such as HapYak, Cincopa, or Playable.Incorporate clickable elements within your videos. These could include buttons, links, or forms that viewers can interact with.Strategically place CTAs within the video to guide viewers on their next steps.
8. Customer success stories
Customer success stories in email marketing provide compelling, real-life examples of satisfied customers benefiting from your products or services, inspiring trust and encouraging other subscribers to take action.
How to implement it
Collect customer stories showcasing product benefits and positive experiences.Request detailed testimonials or success stories from satisfied customers.Create engaging content, including written narratives or video interviews.End each story with a clear CTA for the next step.
9. Exclusive offers and promotions
Use exclusive offers and promotions in your videos to entice and reward your email subscribers, driving engagement and sales.
How to implement it
Create compelling video content that highlights your exclusive offers and promotions.Include a strong CTA that encourages viewers to take advantage of the offers.Segment your email list to target subscribers who are most likely to be interested in these exclusive promotions.Monitor the performance of your videos and exclusive offers, making data-driven adjustments as needed to optimize engagement and sales.
10. Webinar invitations
Use video to invite your email subscribers to exclusive webinars or events related to your industry or products. This can pique their interest, educate them, and potentially lead to revenue generation through future product purchases or subscriptions.
How to implement it
Create an engaging video invitation that highlights the value of the webinar and communicates event details.Include a registration link or clear instructions for easy sign-up.Encourage interaction by inviting questions or engagement before the webinar.Follow up after the webinar with a thank-you email or video, along with additional information, offers, or opportunities for further engagement.
Here is an example from Hubspot:
Harness the power of video in email marketing to beat the competition
Using the right videos in your email marketing campaigns requires a deep understanding of your target audience, well-defined and measurable goals, and a commitment to creating high-quality, engaging content tailored to their interests. Prioritizing the user experience, keeping up with the latest email marketing trends and technologies, and embracing a customer-centric approach are the keys to success.
At Mayple, we understand the power of email marketing and are dedicated to making it even more effective for you. We can connect you with a successful email marketing expert who can assist with setting budgets, building strong email lists, and expertly segmenting your audience.
Conversion7 Best Email Capture Landing Pages in 2024Consider these email statistics:
There are over 4 billion global email users.The average email open rate is 21.5%.Emails typically convert at 15.22%.
All of these numbers point towards why many marketers feel email is one of the best tools in their arsenal. Email marketing works. But here's the tricky part: how do you collect email addresses in the first place? Enter email capture landing pages.
Email capture landing pages are web pages specifically designed to collect email addresses from visitors.
Email capture landing pages can help you convert website visitors into potential leads or subscribers by encouraging them to provide their email addresses in exchange for something of value. This can be access to exclusive or free content, discounts, samples, competitions, and more. Below, we look at examples of the best email capture landing pages and which elements make them stand out.
7 Best Email Capture Landing Pages
Morning Brew - Clever Copy and Compelling OfferPersona - Interactive Quiz for EngagementHillary Weiss - Social Proof and Trust BuildingMoney with Katie - Minimalist Design and High-Contrast CTAMr. Draper - Personalized RecommendationsIsabelle Grace - Gamified Opt-in FormAdidas - Dynamic Form for Reduced Friction
Landing Page #1: Morning Brew - Clever Copy and Compelling Offer
Does your copy immediately grab the users' attention? eCommerce copywriting is an art and a science: it takes a lot of skill and know-how to understand your audience and appeal to them. This means clearly communicating your value and what you can offer. Plus, it should be delivered with a design that enhances the user experience and guides them toward the call-to-action (CTA).
Morning Brew is short-and-sweet: a fun, tempting offer to "become smarter in 5 minutes," along with the promise that reading the news will actually be enjoyable.
Landing Page #2: Persona - Interactive Quiz for Engagement
You can make your visitors part of the process. The goal of an interactive quiz landing page is two-fold:
It engages visitors and piques their interest in your company, what you do, and how you can help them. Plus, it can make them more willing to share their contact information.It helps you learn more about the visitor so you can segment your audience and conduct behavioral retargeting.
Pro tip: Apart from making the process intuitive and enjoyable, respect the visitor's privacy by explaining how their data will be used.
Nutrition brand Persona features an interactive quiz landing page on their website. The quiz asks nutrition-related questions, including medical history, diet, lifestyle, mental health, and health goals. At the end of the quiz, customers receive specific product recommendations and the option to make a purchase.
Landing Page #3: Hillary Weiss - Social Proof and Trust Building
Another great way to get more signups is to include social proof on your email capture landing page. It builds credibility and trust by validating your offer and demonstrating that others have had a positive experience.
This reduces potential concerns visitors may have and increases the likelihood that they'll give you their email addresses. Social proof can come in many forms, including testimonials, reviews, user-generated content (UGC), influencer endorsements, trust badges, certifications, and media mentions.
Consultant Hillary Weiss uses a combination of testimonials and media mentions to show that she really is as talented and effective as the rest of her website claims.
Landing Page #4: Money with Katie - Minimalist Design and a High-Contrast CTA
Nobody likes a complicated, confusing, cluttered landing page (or website, for that matter). A minimalist design smoothly communicates your value and guides users to take action. So, every unnecessary element is just one more thing that can get in the way. Which is why it's super important to make sure your CTA stands out.
You can also add some pop to your CTAs to lead the visitor's eye toward them and encourage them to sign up.
Money with Katie uses white space and a red and pink color palette to capture email addresses. In color psychology, red is a color of power and action, which can subconsciously encourage users to act by entering their email.
Landing Page #5: Mr. Draper - Personalized Recommendations
Personalization turns casual browsers into engaged consumers. Offering personalized recommendations demonstrates that you understand your visitors are individuals with unique needs—but more importantly, you can provide custom solutions that address those needs.
Personal shopping service Mr. Draper uses a style quiz and offers to put together outfits based on customer preferences, all while displaying an email form and social logins on its landing page.
Landing Page #6: Isabelle Grace - Gamified Opt-in Form
Gamification is when you add an interactive element to your email sign-up process. This can be a spin-the-wheel, treasure hunt, memory, or puzzle game. There's a psychological element to it: when you gamify your offer, visitors are more likely to engage out of curiosity. This extra entertainment value increases the value of your offer, leading to a potential boost in conversions.
Pro tip: Balance the level of challenge and reward to keep visitors engaged without causing frustration.
Jewelry brand Isabelle Grace uses a "spin the wheel" app to offer up to 20% off, incentivizing visitors to share their email addresses.
Landing Page #7: Adidas - Dynamic Form for Reduced Friction
Dynamic forms only display necessary fields, reducing the perceived length and complexity of your email signup form. This streamlined approach reduces friction and encourages more visitors to complete the form. Plus, dynamic forms are also well-suited to personalization because they can adapt in real time based on the visitor's behavior, responses, or past interactions.
Adidas uses location-based dynamic content on its email capture landing page. UK visitors receive a 10% discount for email sign-up, while US visitors enjoy a 15% discount.
Achieving Email Conversion Mastery
There's no single right way to craft an email capture landing page, but there are guidelines you can follow—like the tips we've just discussed. This includes clever copy to social proof to gamification. The best approach is to test different strategies and optimize your methods based on feedback. Consider reaching out to top email experts for professional guidance and give your growing email list a boost.