Lemonlight: 8 Experts Share Their Tips for Using Video in Email Campaigns
Video is a steadily growing part of all marketing—especially short-form video. Make the most of this content by promoting it to your email subscribers. Along with seven other digital marketing experts, I recently shared my No. 1 tip for using video as part of an email marketing strategy with video production company Lemonlight.
My advice was to be sure to use a play button overlay and to explore animation, saying:
“Among Oracle Marketing Cloud Consulting’s clients, we see them promoting video content in their emails through static images with play button overlays and–increasingly–through animated gifs and CSS animation. While animation files can get heavy, the thoughtful selection of frames plus some file compression can create great video promos.”
As Gareth Bull of Bulldog Digital Media and Jordie van Rijn point out that embedding video content inside an email still has limited support and isn’t ready for prime time. While I agree, I still hold out hope that this technical challenge will be overcome. After all, there’s considerable incentive for inbox providers to keep their users in the inbox, plus doing so reduces barriers to viewing videos, which helps senders. So it’s a win-win for inbox providers and marketers.
For everyone’s advice on using video in email campaigns…