Different Types of Email Videos to boost engagement

Why use videos in emails

Video emails are effective and they can level up your email marketing strategy. Check out the numbers to see why:

What types of videos work best in emails

Videos are powerful, but not all video formats are built for emails. You have to strategize video formats with email goals to enhance effectiveness and maximize engagement.

Here are some tips to get you started:

Product demo videos

Brands on the lookout to run feature or launch campaigns talking about new products or feature drops, or are just launching their brand, should consider adding product demo videos to the emails.

Emails with product demos do not just explain the features, but rather visually showcase how the product works and leave a lasting impression on the customer’s mind. Such an impression encourages recipients to take action such as visiting your website or making a purchase.

For example, a SaaS company could send a short video demonstrating how their new software simplifies a complex task. Similarly, an eCommerce brand can show how their new shoes are light on the feet yet so durable.

How-to or tutorial videos

How-to or tutorial videos can be used with any kind of promotional email or the ones created to help drive adoption. The tutorial videos are like educational tools for products with certain terms and conditions, better use cases, and technical complexity.

Otherwise, brands can simply plug in how-to videos into email campaigns strategically to teach how to best use a product or service. If you come across certain pain points or concerns from customers, drop a how-to video in emails to clear the air.

For instance, a skincare brand could share a video on the best way to apply their products for optimal results, or a SaaS brand could explain all the use cases of their new feature to ensure maximum utilization.

Customer testimonial videos

Video testimonials are powerful at creating authenticity and trust in your email communication. If you can use it right and at the right time of the buyer’s journey, you can get your prospects to successfully make a purchase.

Such as customers who drop off from the checkout page or are in the final conversations about making a purchase. These videos feature real customers sharing their positive experiences, showcasing the value of your product or service through relatable, human stories.

For example, a fitness program could feature a customer’s story about achieving their health goals or eCommerce brands can share stories from happy customers to boost conversions by creating an emotional appeal and relatability.

Personalized videos

Personalized emails are built to improve customer experience and personalized videos speak directly to the recipient. Personalized content, especially a visually rich email, increases engagement, builds stronger relationships, and drives conversions.

Companies can use customer data to make product or service recommendations or use technical elements to personalize the videos and emails like adding a customer’s name.

For instance, a beauty and care brand can add videos of similar services based on a customer’s past activity or browsing history, or a SaaS brand can suggest a higher tier of subscription with videos on features that can better serve their current needs.

Behind-the-scenes videos

The inner workings of your company, culture, or product creation process are impactful through videos rather than texts. If you plan to run email campaigns that humanize your brand, foster trust, and build emotional connections, you can embed behind-the-scenes videos in them.

For example, a coffee roaster could share footage of their roasting process to show how their coffee beans are sourced and how authentic they are. Similarly, a sustainable clothing brand can show the production process to back up its claim.

Product launch videos

Product launches have to create a buzz. If you want to create some killer launch emails that grab eyeballs and get people to take action, add product videos that highlight key features and functionality.

For example, a tech company unveiling a new gadget can showcase its cutting-edge design and functionality or an eCommerce brand can expound on the looks, benefits, and features of its new product line.

Limited-time offer videos

Every brand launches offers and sales, and their go-to medium for communication is email. With the many offers brands from every industry send, communicating limited-time offers via video can help you stand out. Include a countdown timer or bold visuals to drive immediate action.

For example, an e-commerce brand could use a video to promote a sale they are running and highlight the timelines, or a SaaS brand can talk about the slashed rates of their software and validity time.

Event invitation videos

Invites are special, but not when it comes from brands. Adding a personalized invitation video to the event can add the touch of a personal connection that often comes from getting invited to events by people.

For example, a webinar host could share a teaser video featuring highlights from past events or highlight what’s in store for the upcoming one, while an eCommerce organization can send out video-embedded email invites regarding their upcoming pop-up store at an event.

Explainer videos

If your products and services have complex concepts, adding explainer videos to your email communications can simplify the complexity. Having a video reference to complex product usage is a lot better and easier to understand than a text-based explanation.

For example, a financial services company could use an animated video to explain investment options or an eCommerce brand selling a gadget can explain the technicalities of the new product.

User-generated content videos

Another way of adding social proof to your email communications is via user-generated content videos. You can leverage customer-created content to build trust and authenticity.

For instance, a clothing brand could share videos of customers styling their products in different ways, or a SaaS brand could show how their customers are using their software.

Unboxing videos

Unboxing videos are the perfect depiction of expectation vs reality. While you can type out what customers can expect from your product, adding an unboxing video to the email is more effective.

These are particularly effective for physical products like subscription boxes or gadgets. Influencers also create videos of unboxing clothes from brands and talk about the packaging, fit, likeliness, features, and more, that brands can embed into emails.

Seasonal or holiday videos

Connect with your audience by sharing festive videos along with your emails tailored to holidays or special occasions.

For example, a retailer could send a cheerful holiday greeting featuring their products or a product video highlighting use cases specific to the season or holidays. Same for a SaaS product that can feature how customers can use them across seasons.

Company culture videos

Showing the faces behind the brands, products, and services always has a way of emotionally appealing to customers. Add videos to your emails that are positioned to showcase values and foster a sense of authenticity.

For instance, a startup could share a “day in the life” video showcasing their office atmosphere or an eCommerce brand could show their product team in action.

Animated GIFs or teasers

Animated GIFs or teasers do well with launch email communications and rebranding efforts. Use short, looping animations or teaser clips in your emails to grab attention without overwhelming the viewer.

For example, an entertainment company could use a GIF to promote an upcoming movie, or a new SaaS product inviting users for the beta testing of their new product.