Are you tired of sending bland, text-based newsletters that get lost in the sea of inbox clutter? It’s time to embrace the future of email marketing: video newsletters. In a world where attention spans are shorter than ever, video content has emerged as a powerful tool to captivate and engage audiences like never before.
Why Video Newsletters are the Future
Increased Engagement and Click-Through Rates: Video content is more engaging and captivating than static text or images, making it a surefire way to grab your subscribers’ attention. Imagine opening your inbox to find a newsletter from your favourite brand, but instead of the usual wall of text, you’re greeted with an eye-catching video thumbnail. Instantly, your curiosity is piqued, and you’re more likely to click and engage with the content. This increased engagement will boost your open and click-through rates as well as making your readers more receptive to your messaging.
According to research by Wistia, emails with video content have been shown to increase click-through rates by up to a staggering 300%.
Better Storytelling and Brand Personality: Video newsletters provide a powerful platform for businesses to showcase their brand personality and tell compelling stories. Whether it’s a behind-the-scenes glimpse into your company culture, a product demo that brings your offerings to life, or a heartwarming customer testimonial, video allows you to connect with your subscribers on a deeper level.
When was the last time you watched a video that truly resonated with you? Chances are, it wasn’t just a dry recitation of facts but rather a well-crafted narrative that captured your imagination and emotions. By harnessing the power of storytelling in your video newsletters, you can forge stronger bonds with your audience and leave a lasting impression that text alone simply cannot match.
Higher Information Retention: Did you know that people tend to retain information better when it’s presented in video format compared to text or images? According to a study by Wistia, viewers retain a staggering 95% of a message when they watch it in a video, compared to just 10% when reading it in text. By incorporating video into your newsletters, you’re increasing the chances of your subscribers remembering and retaining your message.
Improved Email Deliverability: Email providers are becoming increasingly vigilant about detecting and filtering out spam emails. However, emails containing video content are less likely to be marked as spam, resulting in better inbox placement and higher visibility for your newsletters.
Think about it – when was the last time you received a spam email with a professionally produced video? Email providers recognize that video content requires significant resources and effort, making it less likely to be associated with spam or malicious activities.
Versatility in Content Creation: Video newsletters offer a versatile canvas for creating engaging content. Imagine a fashion brand showcasing their latest collection through a visually stunning video lookbook, complete with models strutting down the runway and close-up shots of intricate details. Or a software company providing engaging product demos, walking users through the key features and benefits of their latest release. With video, you can bring your content to life in a way that text and images simply cannot match.
Repurpose and repackage video content in a fresh and engaging way. That webinar you hosted last month? Turn it into a highlight reel for your newsletter. The customer testimonials scattered across your website? Compile them into a powerful video montage. Breathe new life into your existing content and keep your subscribers engaged and interested.
Mobile Optimization: In today’s fast-paced world, more and more people are accessing their emails on the go, using their mobile devices. Video newsletters are optimized for seamless viewing on mobile devices, ensuring that your content is accessible and engaging regardless of the screen size or device your subscribers are using.
Imagine your subscriber scrolling through their inbox during their morning commute or while waiting in line at the coffee shop. With a video newsletter optimized for mobile, they can easily watch and engage with your content without the frustration of pinching and zooming or dealing with formatting issues.
The Rise of Video Newsletters
Recognizing the immense potential of video newsletters, platforms dedicated to this emerging trend are rapidly evolving. Substack, a platform created largely for newsletters, is rolling out a suite of new video creation and editing tools — a sign of how critical video has become to gaining audience on the internet.
The focus on video signifies a shift in Substack’s business model — and a sign that the platform may now be forced to compete for talent with video-focused social media behemoths like YouTube, TikTok, and Instagram. It also puts Substack in direct competition with platforms like Patreon that allow users to charge subscriptions for a wide variety of content formats.
This move by Substack underscores the growing demand for video content across various platforms and industries. As audiences become more accustomed to consuming information through visual mediums, platforms that fail to adapt risk being left behind.
Video Newsletter Examples
The versatility of video newsletters allows businesses to experiment with a wide range of content formats. Here are eight compelling examples of video newsletter content that can elevate your email marketing strategy:
- Company Updates and Announcements: Keep your subscribers in the loop by sharing company updates, product launches, and exciting announcements through engaging video content.
- Behind-the-Scenes: Give a glimpse into your business by sharing behind-the-scenes footage. Whether it’s a sneak peek into your production process, a day in the life of your team, or a look at an upcoming event, this type of content builds trust and authenticity.
- Product Demos and Tutorials: Showcase your products or services in action through video product demos and tutorials.
- Customer Testimonials and Success Stories: Leverage the power of social proof by featuring customer testimonials and success stories in your video newsletters. Hearing firsthand accounts from satisfied customers can significantly influence purchasing decisions and increase brand trust.
- Expert Interviews and Q&A Sessions: Collaborate with industry experts, thought leaders, or influential figures by conducting video interviews or hosting live Q&A sessions.
- Educational and Informative Content: This could include industry trends, tips and tricks, or in-depth explorations of relevant topics.
- Event Recaps and Highlights: If you host events, conferences, or workshops, create video recaps and highlights to share with your subscribers.
- User-Generated Content: Encourage your audience to participate by featuring user-generated content in your video newsletters. This could include customer reviews, unboxing videos, or creative submissions from your community, fostering a sense of inclusivity and engagement.
Real-World Success Stories
Don’t just take our word for it. Numerous businesses have already embraced the power of video newsletters and reaped the rewards. For instance, Wistia, a leading video hosting and analytics platform, reported a 300% increase in email click-through rates after incorporating videos into their newsletters. Similarly, HubSpot, a renowned inbound marketing and sales platform, saw a significant boost in engagement and conversions when they started using video in their email campaigns.
Wistia, a leading video hosting and analytics platform, reported a 300% increase in email click-through rates after incorporating videos into their newsletters.
One company that has truly mastered the art of video newsletters is Headspace, a meditation and mindfulness app. Their weekly newsletters include beautifully crafted videos featuring mindfulness tips and guided meditations with interactive elements that encourage subscribers to engage with the content. By seamlessly blending video with other engaging elements, Headspace has created a truly immersive experience that keeps their subscribers coming back for more.
Glossier, a popular beauty and skincare brand send video newsletters showcasing product demos, makeup tutorials, and behind-the-scenes footage. By leveraging the power of video, Glossier has cultivated a strong brand identity and fostered a loyal community of engaged subscribers.
Tips for Creating Effective Video Newsletters
To maximize the impact of your video newsletters, follow these best practices:
- Keep your videos short and engaging, ideally between 30 seconds to 2 minutes. Attention spans are short, so you want to deliver your message concisely and leave your subscribers wanting more.
- Optimize your videos for different devices and screen sizes. Nothing kills engagement faster than a video that doesn’t play correctly or looks distorted on a particular device.
- Use thumbnails that encourage your subscribers to click and watch your videos. Remember, you only have a few seconds to grab their attention before they move on to the next email.
- Incorporate clear calls-to-action (CTAs) within your videos or email content to drive desired actions, such as visiting your website, making a purchase, or subscribing to your service. Don’t leave your subscribers guessing – guide them towards the next step.
- Analyse and track performance metrics like open rates, click-through rates, and video engagement to continuously improve and refine your video newsletter strategy.
- Experiment with different video styles and formats. Variety keeps your content fresh and engaging.
- Tell a cohesive story across multiple videos or editions of your newsletter. Serialized content keeps your subscribers hooked and eager for the next instalment, fostering a sense of anticipation and loyalty.
- Collaborate with influencers or industry experts. Guest appearances can add variety and tap into new audience segments.
- Leverage user-generated content, such as customer testimonials or product unboxing videos, to add authenticity and social proof to your newsletters.
- Stay true to your brand voice and aesthetic. Maintain a consistent brand identity that resonates with your target audience.
The Technical Aspects of Video Newsletters
Creating engaging video content is just the first step in the process of crafting effective video newsletters. Ensuring a seamless viewing experience for your subscribers requires careful consideration of various technical aspects.
Video Formatting and Codecs: To ensure compatibility across different email clients and devices, it’s crucial to use widely supported video formats and codecs. The most commonly accepted formats are MP4 and MOV, encoded with the H.264 codec. Avoid using proprietary or less common formats that may not play correctly on certain devices or email clients.
Video Hosting and Embedding: While some email clients allow you to embed videos directly into the email body, this approach can lead to compatibility issues and increased file sizes, which may trigger spam filters. A more reliable method is to host your videos on a dedicated video hosting platform or a content delivery network (CDN) and embed a thumbnail image in your email with a link to the hosted video.
Responsive Design: With a significant portion of email opens occurring on mobile devices, it’s essential to ensure that your video newsletters are optimized for various screen sizes and resolutions. Implement responsive design techniques to ensure that your videos and accompanying content adjust seamlessly to different viewports, providing a consistent and visually appealing experience across all devices.
Video Accessibility: Don’t forget about accessibility considerations when creating video newsletters. Include closed captions or transcripts to make your videos accessible to individuals with hearing impairments. Additionally, provide alternative text descriptions for any visual elements, ensuring that your content is accessible to those using screen readers or assistive technologies.
Video Analytics and Tracking: Just like any other marketing campaign, it’s crucial to track the performance of your video newsletters. Leverage video analytics tools to gain insights into metrics such as view counts, play rates, average watch time, and audience engagement. This data can help you refine your content strategy, identify areas for improvement, and optimize your videos for better performance.
The Future of Video Newsletters
With advancements in technology and the integration of emerging trends, video newsletters are poised to become even more engaging and interactive.
Augmented Reality (AR) and Virtual Reality (VR): Imagine being able to showcase your products or services in an immersive virtual environment, allowing your subscribers to experience them firsthand.
Interactive Video: Traditional linear videos may soon give way to interactive experiences where viewers can actively participate and shape the narrative. Interactive video elements, such as clickable hotspots, branching storylines, and gamified experiences, can transform video newsletters into highly engaging and personalized journeys.
Artificial Intelligence (AI) and Personalization: AI tools will create video newsletters that are highly personalized experiences tailored to individual subscriber preferences and behaviours.
Live Streaming and Real-Time Interaction: Live streaming capabilities within video newsletters can foster real-time connections with subscribers, enabling live Q&A sessions, product launches, or exclusive behind-the-scenes glimpses.
Integration with Other Channels: As video becomes a ubiquitous form of communication, the lines between different channels will continue to blur. Video newsletters may seamlessly integrate with social media platforms, websites, and other marketing channels, providing a cohesive and consistent experience for your audience across multiple touchpoints.
Conclusion
Video newsletters are the future of email marketing – using video content in emails, businesses can truly connect with their audience. And when you can forge that kind of bond, engagement skyrockets, and conversions are sure to follow.
The best part? With platforms like Substack and others rolling out user-friendly video tools left and right, creating video newsletters has never been easier. Gone are the days of wrestling with complex software or hiring costly production crews. Now, anyone with a message can bring it to life through video.
Once you’ve experienced the power of video to amplify your brand’s voice and resonate with your audience, you’ll never look back. Get ready to watch those engagement rates soar!