Sarah Vouga- Waterford Technologies
Email campaigns using Video can be very effective when used correctly but companies are reluctant to use them. We have debunked some of the myths about using videos in email.
Recently, a friend of mine who works as a free-lance social media and marketing “guru” of sorts was faced with a challenge that I found odd and perplexing. She had to convince her contractor that videos within an email campaign was not only doable, but would not hurt or hinder the campaign or the company’s image. The reason it struck me as odd and perplexing is because of the type of world we live in, where social media offers the ability of a quick video rather than a stagnant picture, where people are more apt to jump onto YouTube to see how something is done rather than read a manual. My friend’s work issue seemed almost archaic to me, something that should be a no brainer for 2014 marketers and business people. Alas, it is not.
- Excuse #1: Video will slow down email campaign speed and delivery.
Incorrect. If the videos are referenced in the embed code within the email and not actually delivered with the email itself, the emails will send perfectly normal and deliver as if it was a plain text email.
- Excuse #2: Video will annoy those receiving the email.
I may be overstepping my opinion here, but I personally find that if the video auto plays with sound on, I am more likely to get irritated and delete the email faster than if I had the option to play the video at my own leisure. However, as the marketer, it is your job to know your audience. At the end of the day, you are the one who will be knowledgeable of whether or not a video within the email would be beneficial to your campaign.
- Excuse #3: Video does not work for most email clients.
With the exception of Outlook 2007 and Outlook 2010, most other clients do support video within emails. Using the excuse of it not working for Outlook 2007 and 2010 isn’t a big enough reason not to do it- especially when there are free 3rd party add-ons that will allow you to send those videos without the recipient having to download or do anything special.