In today’s cut-throat digital marketing field, gaining and engaging email subscribers can seem like a daunting task. With an almost endless choice of content, prospects are getting pickier than ever about what they want to see in their inboxes. This leaves marketers scrambling to find new and innovative ways to get their foot in the door.
One method that is becoming increasingly popular is using explainer videos.
By providing valuable information in a short and engaging format, explainer videos can pique the interest of even the most skeptical prospects. They are an excellent way to build trust and credibility with your audience.
But, just like any other marketing tool, explainer videos need to be used correctly in order to be effective. Here are some tips on how you can use explainer videos to engage more email subscribers:
Why Explainer Videos for Email Marketing?
First, it’s important to understand why explainer videos are so effective for email marketing. This type of video is short and concise, making them ideal for busy, hard-won subscribers who don’t have time to watch a long video.
Explainer videos often involve animation and story-driven narratives, so they are also highly engaging, which can help capture the attention of even the most distracted viewers.
Not to mention that explainer videos are an excellent way to build trust and credibility with your audience. By providing valuable information in a short and engaging format, you can show your subscribers that you are an expert in your field. This can go a long way in getting them to stay on your email list.
How to Use Explainer Videos in Email Marketing
Now that you know why explainer videos are so effective, let’s take a look at how you can use them in your email marketing campaigns.
There are a few different ways that you can use explainer videos in email marketing:
#1. Email newsletter
If you have an email newsletter, consider including an explainer video in each issue. This will give your subscribers something new and exciting to watch, and it will also show them that you are constantly innovating your content.
Including an explainer video in your email newsletter is a great way to keep your subscribers engaged. Not only will they have something new and exciting to watch, but it will also show them that you are constantly innovating your content.
Here’s how Funko nailed their weekly email newsletter by including an animated explainer video:
#2. Email signature
Including an explainer video in your email signature is a great way to get more eyes on your content.
Every time you send an email, your subscribers will see the video and be reminded of your brand. This is an excellent way to increase brand awareness and get more people interested in your product or service.
It’s also a great way to increase click-through rates. If your video is interesting and relevant, there’s a good chance that recipients will click on it to learn more. This can lead to more website traffic and, ultimately, a growing email list.
#3. Welcome emails
Welcome emails are a great opportunity to engage with your new subscribers and get them excited about your brand. You can also set clear expectations for what you offer, why you offer it, and how you do business.
Plain text might seem so mediocre and impersonal– your subscribers have seen more than enough of them. Include an explainer video in your welcome email to show your new subscribers what you have to offer and why they should be excited about being on your list.
Here’s an example from Airtable that includes a video to take the new users on a quick tour of their basic features.
You can add personalization by including the subscriber’s name in the video or using their location to customize the content. This will show your new subscribers that you are invested in their success and that you care about providing them with valuable content.
#4. New product or feature launch
When you launch a new product or feature, it’s important to let your subscribers know about it. Building anticipation before you launch your new product is the best way to trigger their desire to try and purchase it.
An explainer video is a perfect way to do this. A video can show off your new product or feature in all its glory and get people excited about using it.
Here’s how Wistia introduced their new feature, Soapbox to their email subscribers using an explainer video:
By including an explainer video in your email marketing campaigns, you can increase engagement, build trust and credibility, and get more people interested in your product or service. Remember that there’s no such thing as a cookie-cutter when it comes to video marketing– including explainer video campaigns, so tailor your approach to fit your brand’s voice and style.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
LinkedIn: Andre Oentoro