The Right Way to Use Video in Emails

April 3, 2019

The interactive nature of video can amplify your emails in ways no other feature can. But where do you even begin? How can you make sure videos enhance your insurance emails? In this episode of Operation Agency Success, AgencyBuzz product manager Heather Cherry discusses the right way to use video in your insurance agency’s emails.
 

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Video Transcript

The interactive nature of video can amplify your emails in ways no other feature can. But where do you even begin? How can you make sure videos enhance your insurance emails?

Here’s the right way to use video in your insurance agency’s emails.

Videos are gaining popularity in email marketing, and it’s easy to see why. On average, videos can increase open rates by up to 19 percent and click-through rates by 50 percent.

When implemented well, a relevant video can increase the value of your email. And remember, value is the one of the most important parts of insurance email marketing.

When you think of a video in an email, how do you imagine it? Is the video immediately playing within the email as soon as you open it?

This happens when the video is embedded into the email code. This may seem like the best way to add video to an email. But, embedding can be problematic.

Many email clients and internet service providers, like Android and Outlook, do not support embedded videos.

When you try to send an embedded video to these platforms, the videos doesn’t even show up. Some service providers even flat out reject the email. This is because embedded video attachments are often used to spread viruses.

So what’s the better way to share video in your emails? Clickable image links.

First, you’ll take a screenshot of the video player. Then, add it to your email. Link that image to where the video lives online.

Recipients will open your email and click on the video image. Then, they can watch the video in a new window.

These clickable image links are visible across many platforms and providers. They also offer better insights to determine the success of your videos. It’s a win-win.

Here are five best practices for using video in your insurance agency emails.

Tip One: Add a play button to your screenshot to help your audience know your image is a hyperlink to a video.

Tip Two: Keep the video under a minute. Remember, people spend less than 10 seconds reading your email. Don’t waste their time with a long video.

Tip Three: Add a subtitle to the image to avoid any confusion. A short sentence like, “Click here to watch the video” helps guide people to where they need to go.

Tip Four: Don’t use video just to use it. Make sure you have the right audience. Make sure the video enhances and compliments your message. It should add value, not unnecessary fluff or clutter.

And tip five: Good video topics for the insurance industry are customer testimonials, policy education and training, or personalized agency information.

And if you’re an AgencyBuzz user, click on the link below for a step-by-step guide on how to add video to your emails in AgencyBuzz.  

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