How To Incorporate Video Into Your Email Marketing Campaign [Part Two]: Tips And Best Practices

In our last blog, we spoke about how you can incorporate video into your email marketing campaigns . Now that you know the ways in which you can do it, we are going to give you tips that will ensure your video has a better lead generation rate. Having a video in your email campaign isn’t going to increase your leads if the video itself doesn’t resonate with your prospective students.

These are our best tips for creating videos for your email campaigns that are going to work for your RTO:

Create a series of short videos

We have notoriously short attention spans today, and everything is about getting things done as quickly and conveniently as possible. Long videos won’t be watched until the end. Rather create short bursts of amazing videos that are carried on in a series of videos. They are easy to digest and will create a sense of anticipation for the next one. If you still aren’t sure – have a look at Evian’s Baby ad series that were highly successful for the company.

Do some tests

There are two separates tests that you should do with your videos that will give you good insight into how successful they will be. Firstly, send the video to friends or employees in the company to check that the link and other design and development aspects are working correctly. Then see how they respond to the video and ascertain their feedback. Secondly, do some tests with the word “video” in the subject line to see if there is a higher click-rate. This information could have a big impact on the number of prospective students that open your emails.

Include a Call to Action

Too many videos fail to simplify what they want their viewers to do with it. Create a clear and concise CTA in your video that prompts your viewer to either share it, buy your product, or some other kind of action. Videos with CTA’s are more effective and are a great way to gather information and data about your target audience.

Single tap is more effective

While there are a number of different ways to implement videos into your emails, as you read in our last blog – many of them, however, require a double click which will redirect to another page where they can then view the video. HTML 5 allows you to embed your videos into your email, and that means it can be watched in the email with a single click. This has proven more effective when it comes to viewers actually opening the video and watching it until the end.

Make it personal

The best kind of ad campaigns are the ones that your target market can relate to. Make sure that your video has a personal touch to it that will create an emotional connection with your viewers. Dove’s ‘Searching’ campaign is a prime example of videos that created an emotional pull with its viewers. They analysed data of what teenage girls were searching for and turned it into a compelling video campaign about low self-esteem that really resonated with parents all over the country and was incredibly successful. If you are going to incorporate video into your email marketing campaign, most importantly it must be high quality and add value to your target market. In this way you will see a big improvement in your lead generation.

Lupo Digital is an inbound marketing agency that specialises in inbound marketing for RTOs, helping them with their student engagement and building strong ongoing relationships with their prospects and students. We have a passionate, experienced team dedicated to bringing all the benefits of inbound marketing to RTOs. For more information about how inbound marketing works for RTOs, download our executive guide to Lead Management for RTOs.