Email Video Incorporation: The Marketing Automation Advantage No One Is Using

Love it or hate it, email marketing is still a powerful tool for business. It informs your leads about new products, services, or deals that are relevant to their needs so that they can move down the sales funnel. Unfortunately, in the era of 8-second attention spans, getting prospects to notice your email, let alone interact with it, is harder than ever.

So, what does it take to compete with work emails, spam messages and letters from a Nigerian prince who wants to give you money?

Well, as it turned out, many marketers found that incorporating videos in their email campaigns and integrating them with their marketing automation can spike click-through rates. In fact, according to one analysis of one billion emails, those containing videos had a 96% higher CTR than those without a video.

• Video Marketing + Marketing Automation = A Super Effective Business Tool

If videos can drive increased engagement and customer loyalty, why aren’t more marketers integrating them with their email marketing automation, you might ask yourselves.

One of the main reasons most people shy away from video marketing is the high cost associated with production. However, this is no longer the case. Nowadays, due to video hosting companies, such as Wistia or Vidyard, almost any small business can host videos. More than that, you don’t need a particular set of skills anymore to be able to shoot beautiful videos. The phone in your pocket has a good enough camera to do the job, and most computers have basic editing tools, such as QuickTime.

Not only that creating videos has become significantly cheaper and easier than before, but you can also integrate them with your marketing automation tools. You can have your videos sent to prospects based on their behavior and their journey through the sales funnel.

Here’s an example:

Imagine you are a winter sports retailer. One of the most common problems you face is customers who don’t know how to choose the right equipment or how to fit their new boots correctly. To solve these issues, you’ve created a series of how-to videos that help customers find the right equipment. You’ve also integrated these videos with your email marketing automation. Now, every equipment purchase generates several follow-up emails, which include the how-to videos.

• Integrating Video-Email Marketing from Top to Bottom

Integrating video with your email marketing automation can help any business, small or big, boost engagement and improve customer loyalty. More than that, this strategy can be used at any stage of the sales funnel.

Here’s how:

• Top of the funnel

Incorporating your video strategy with email marketing automation at this stage of the sales funnel is great for raising awareness and driving traffic to your website.

• Middle of the funnel

Use videos to send prospects back to your website or landing page and to answers questions about your products, or the buying process.

• Bottom of the Funnel

At this stage of the funnel, you have enough data about your prospects to send them videos that will persuade them to take an action – purchase, download, sign up, etc.

Email may not be a fun tool like social media, but it remains one of the most effective tool for business. Adding video to the mix, and integrating it with email automation, can help you improve engagement and achieve your business goals.