Video In Email: Exposure For Something And Clicks For Free

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(Please tell me someone got the Dire Straits joke from the title. But, on to more pressing matters…)

Video in email has gotten more and more popular. Just a few years ago, a survey showed that video increased click-through rates by 96% in some cases. VideoRetailer found that including the word ‘video’ in your subject line increased opens by 20% over subject lines without that word.

One of our own customers, Tim Carter (from AskTheBuilder.com), uses video in email to grow his list. Using direct calls-to-action for people to sign up to his newsletter in his videos, Tim saw a 38% growth in his list.

As you can see, video can have a positive effect on subscriber activity in your emails. But how do you go about creating a video, much less getting one in your email? Well, when creating your video – then getting it in your email – you want to consider the following:

What Should My Video Be About?

Subject matter is important, but is actually quite easy to come up with. What do you talk about on your blog? That could be video right there. Everyone has something to say about their business, and here are some quick topic ideas for your next video:

How Long Should My Video Be?

From personal experience, 1- to 2-minute videos work best. You may record more, but during the editing process you’ll pair it down significantly. Speaking of creating and editing a video…

How Hard Is It To Make A Video?

Have a computer? Then the hardest part of making a video is over.

Other than that, a microphone (if you don’t have one already built in to your computer) would be handy (here’s a good mic that is easily affordable) and some recording software.

While there is free software out there, I’d recommend investing in one of these programs for better quality — the program you choose just depends on the computer you use:

Screenflow for Mac

Camtasia for PC

Both programs run about $100. These will give you the options to not only to record desktop audio/video, but also some light editing features like cutting, splicing or adding text and call-outs.

Getting Your Video In Your Email

So, should you embed the video directly into your email? You could, but it may not be the best idea.

Why? Certain tools that allow you to embed video directly can cause your email to be blocked by some ISPs, or cause the video to not play correctly in someone’s inbox. Don’t risk that. Linking your video to an image is better a better option.

We have a handy guide to adding video to email using the ‘linking’ method, but you can also check out this quick video that walks you through those steps.



What Videos Have You Included In Your Emails?

Feel free to share your own experiences with video in email below — whether you’ve put video in your own emails, or times when you’ve received an email containing a video.

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19 Comments

  1. Dire Straits, got it! :-)

    12/5/2013 3:09 pm
  2. I have been using video for years in email using a linking method. I usually embed a video in the first half of a blog post and be sure to put video in the title of the blog post.

    Using AWebers blog broadcast feature the email goes out automatically and in the title it says “How to + Video” and the user open rate is much better than the average email.

    12/5/2013 3:33 pm
  3. Yes, I got the Dire Straits reference immediately :)

    12/5/2013 3:42 pm
  4. Super! Just a couple of weeks ago I researched to see if it was possible to include a video inside our broadcasts and found it wouldn’t work. But I never got very good results just giving our subscribers a link. Trying this right now! In fact, I just sent the broadcast with a video image. Thanks for the great idea!

    12/5/2013 4:12 pm
  5. Kathleen

    Thanks for the info Jason. I have one question – you mention Camtasia for PC and say its about $100. The link you provide shows the software at $299. Is there a more basic version that you’re referring to?

    12/5/2013 10:04 pm
  6. I totally got the Dire Straits reference. Ha ha! Nice, easy way to add a video. Thanks for posting this! I’ll be adding video soon, so it’s good to know it’s simple.

    12/5/2013 10:07 pm
  7. Overall, a very insightful article. However, I am wondering where the heck you found Camtasia for PC for $100. Everywhere I’ve seen it, it runs right around $300.

    12/5/2013 10:27 pm
  8. Title should be “Exposure For Nothing and Clicks For Free” :) :) :)

    12/5/2013 10:58 pm
  9. Ohhh that is wonderful and a great trick to know, thanks so much for sharing that. It will be coming in handy for me very very soon.

    12/6/2013 12:04 am
  10. Ann

    I have a few hundred paper crafting videos on my site. I’ve been using this idea for some time now to advise my newsletter readers when I’ve posted a new video – just in case they missed it. They appreciate it and so do I!

    12/6/2013 12:31 am
  11. Jason Moore

    Hi everyone — thanks for all the positive reception to the post! To Deirdre and Kathleen; you’re absolutely right, looks like Camtasia for Mac is $100, but for Windows it’s $300. Sorry about that! After doing some digging around and asking my video-inclined colleagues it looks like HyperSnap (http://www.hyperionics.com/) may be a good alternative to Camtasia for Windows, and at a much more reasonable price ($39.95).

    12/6/2013 9:13 am
  12. It would be so much easier to simply copy and paste a video URL into aweber.

    12/6/2013 9:42 pm
  13. I never even thought to include a pic with the link to the video. Great idea! Even better–taking a screenshot of the video with the little arrow “play” button so that people know it’s a video link :-). Thanks!

    12/7/2013 10:35 am
  14. Peggy Busse

    Hi,
    I saw a site last week, and they sold landing pages that where Video, and Audio, I just loved them.
    Would that work for me?

    Thank You
    Peggy

    12/8/2013 12:12 pm
  15. Can the screen flow be used for websites as well as emails?

    12/8/2013 2:38 pm
  16. Hi Jason,

    Thanks for sharing this tips, as a valued customer of Aweber, I really appreciate this.

    My blog is new and happens to be in a little bit competitive niche; I have been thinking of unusual ways to get subscribers and increase traffic. I noticed that John Chow does a lot of video Emails and this is one of his success strategies.

    I will simply implement this strategy and share my experience.

    Thanks for sharing

    12/9/2013 11:07 am
  17. Michael

    I checked online and if you or a family member is a college student you can purchase a bundle Camtasia 8 in a bundle with Snag IT for $99.00 shipping plus $8.95n shipping. They nned you to show proof, you will have to send in a copy of your ID or the college student’s ID, then they will send it as long as the person who orders the software has a college ID that can be scanned or faxed in.

    Good luck!

    12/12/2013 1:21 am
  18. The price you quote for each software isn’t accurate, unfortunately. I checked both websites The Screen Flow is about $109.00 and Cantasia is $299. I am presuming this is in USD.

    Do you know something we don’t? If so please tell us.

    2/20/2014 7:29 pm
  19. really enjoyed this email, very insightful and helpful . will definitely use the strategy! Thank you !

    2/20/2014 8:39 pm