Video newsletters could be the solution you’re looking for if your emails are getting lost in crowded inboxes or if you’re struggling to convey your message through text alone.
Videos captivate your audience, boost conversions, and increase click-through rates (CTR).
Yet, if you’ve never made one before, it’s hard to know where to start.
So, we created this guide to get you fully up to speed. It covers the benefits of video newsletters, how to create one, and some awesome examples to get you inspired.
Let’s get right into it.
What Is A Video Newsletter?
A video newsletter is an email newsletter that contains video content. They’re a dynamic and engaging way to communicate with your target audience, combining the informative nature of newsletters with the power of video.
One of the best things about video newsletters is that they can be used for almost any purpose. For example, you can use them to share updates in an entertaining way, promote upcoming sales, or provide educational content to your newsletter subscribers.
The only downside is that video marketing takes a lot of time and effort, and it’s not easy to get right. So, why not let InboxArmy do it for you instead?
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Benefits Of Using Video In Emails
So, why should you bother using video newsletters? While text-based newsletters or traditional newsletters are still a super-effective marketing strategy, adding video content to your newsletters gives them an extra edge and comes with several benefits.
Better conversion rates
An engaging video newsletter shows potential customers how your products work and the benefits they provide. This is much more effective than trying to communicate this information via text. As a result, videos are a good way to convince readers to take a desired action and convert.
More engagement
When a subscriber opens your newsletter and sees a video thumbnail, it immediately catches their attention and encourages them to watch the video.
Videos provide a more immersive experience than text, and users are more likely to spend time engaging with your video content when your newsletters include sound and motion.
Increased click-through rates (CTR)
A well-designed video newsletter creates intrigue among your subscribers. Once they’ve watched the video, they’ll be curious to learn more about your brand and your products or services. In turn, their curiosity could drive them to click on any links in your email, leading to a boost in CTR.
Standing out from the crowd
If you know a thing or two about email marketing, you’ll know that your potential customers receive a lot of emails. Their inboxes are crammed full of messages from brands vying to get their attention. Your job is to craft an email that wins this attention.
Video newsletters make your job a lot easier. Unlike just a plain newsletter, they ensure your newsletters feel unique and distinctive and clearly demonstrate to your readers that you’ve put a lot of effort into creating your content.
This means they’re much more likely to stand out in a crowded inbox and demand the attention of your subscribers.
How To Create A Video Newsletter
By this point, you’re probably wondering how to actually make a video newsletter. Don’t worry, I’ve got you.
Below, I’ve laid out eight steps you can follow to create video newsletters that truly cut through the noise.
1. Plan your content
As part of your content strategy, you need to decide what type of video you want to include in your newsletter. For example, it could be a product demo, a tutorial video that addresses a common pain point, a personalized video tailored to specific customer segments, or testimonial videos about one of your products.
As with all marketing emails, you need to tailor your video content to your target audience. If you run a fitness site, a short instructional video about leg crunches would be a good call. Sell air fryers? Then plan a video about the best way to get fries super crispy.
You should also be certain about what marketing goals you want them to achieve. This could include things like increasing conversions, reducing unsubscribe rates, and boosting CTR.
2. Choose your video creation tools
Next, choose a video editor. Some of the best options include:
- Adobe Premiere Pro
- DaVinci Resolve
- iMovie
You could also consider using AI-powered platforms like Syntehsia, which allow you to create videos with AI avatars. This can save you a lot of time and effort, but these types of videos do tend to lack the personal touch you get from non-AI videos.
3. Create your video
Now, it’s time to create your video. If you’ve ever made a YouTube video before, you should follow a similar process.
Of course, there are many different types of videos you could make. However, for the purposes of this example, let’s say you’re making a talking-head video (facing the camera and talking to the audience).
- Start by writing a concise yet engaging video script that draws readers in and keeps them watching.
- Then, record your video.
- Edit the video and add elements like animations, overlays, and music.
- When editing, try to keep the video to around 30 seconds long or less. Remember, this is a newsletter, and subscribers are unlikely to spend a long time watching a video they’ve opened in their email inbox. Keep it short and sweet so your subscribers remain engaged.
- Use clear captions that are synced up to the sound of the video to improve accessibility.
4. Design your newsletter
Designing your newsletter is more than just choosing colors—it’s about creating a visual experience that reflects your brand and engages your intended audience. Keep your layout clean and easy to scan; readers should be able to get the gist in seconds.
Use consistent fonts, color schemes, and design elements to reinforce brand recognition and create a seamless, professional look that builds trust and familiarity with every send
5. Embed or link your video
The majority of email clients don’t support embedded videos. This means you’ll typically have to use a clickable thumbnail with a play button that contains a video link.
If your email client supports it, you could add an animated GIF to your newsletter that directs the subscriber to the full video when they click on it.
6. Add a call to action (CTA)
Whether you’re sending out personalized videos, testimonial videos, or any other variety, always include a CTA in your newsletter.
This should be a concise and compelling message that encourages the reader to take the action you want them to. This could be buying a product, signing up for a demo, or visiting your website.
7. Test and send
Finally, you need to send some test emails to see how your newsletter appears on different devices and when it’s opened using various email platforms.
When you do this, make sure you check that all the links are working and that the formatting is consistent across mobile and desktop devices.
When you’re happy, send the newsletter to your subscribers.
8. Monitor and improve
So, you’ve sent your newsletter to your subscribers and that’s the end of it, right? Not quite.
You need to monitor your newsletters to see how well they’re performing and to identify how they can be improved. This means tracking performance metrics like:
- CTR
- Conversion rate
- Unsubscribe rate
- Subscriber growth rate
Most email clients come with in-built analytics tools you can use to track these metrics.
Video Newsletter Ideas & Examples
I’ve given you a fair few tips and a full rundown of how to create a video newsletter. But if you want to truly succeed, you need to take a look at some examples from businesses that are already nailing it.
In this section, you’ll find eight video newsletter ideas and examples to inspire you and get your creative juices flowing.
1. Highlight your product/service with an immersive video
One of the best ways to boost conversions is to include a high-resolution video of your offerings to create an engaging and memorable experience for subscribers. Visual storytelling and interactive experiences are becoming more and more important for capturing an audience’s attention, and increasing brand recall.
This newsletter from Adrenaline Travel features a high-resolution video of some of the stunning vacation destinations the company offers.
The video creates an immersive experience that allows viewers to feel connected to the destination in a way that text alone can’t.
Subscribers tend to remember visual content better than text, which means viewers are more likely to recall Adrenaline Travel’s destinations when they’ve seen them in video form. As a result, there’s a better chance the brand will spring to mind when subscribers are planning a vacation.
2. Company updates and announcements
Informing your audience about what’s going on within your company is a great way to build trust and maintain strong connections with subscribers. So, you can use your video newsletter to share company updates or announcements by combining them with engaging visuals.
In this example from Backcountry, the brand uses a powerful video to celebrate Patagonia’s 50th anniversary, showcasing its journey, core values, and commitment to sustainability.
Using video storytelling for company updates can humanize your brand, reinforce credibility, and leave a lasting impression on your audience.
3. Educate your subscribers
Educational video newsletters are an effective way to increase credibility and user trust. When you offer your subscribers valuable content they’ll be genuinely interested in, it encourages them to engage with your brand and take action.
Here, we have an example of an educational video newsletter from MyUtility.
The aim of the video content is to address a common pain point of the target audience.
MyUtility clearly understands its potential customers and has identified that saving energy is a primary concern. So, cleverly, they’ve created a video that shows subscribers how to solve this issue using their products.
That’s pretty much email marketing 101!
4. Directly address common pain points
Video newsletters are at their most valuable when they help subscribers overcome common pain points that are relevant to your niche. Solving pain points helps establish you as an authoritative source, and means subscribers are more likely to open your future newsletters and remain loyal to your brand.
In my opinion, this newsletter from Atkins gets this just right.
If you were a subscriber to the Atkins newsletter, what would be the most valuable thing the company could tell you? How to cook low-carb food that helps you stick to the diet plan, right?
Well, that’s exactly what Atkins has done.
By creating this content, Atkins has solved a major pain point and presented the solution in a format that’s quick and easy to follow. I can almost guarantee this email significantly increased engagement and CTR.
5. Let your product or service do the talking
Your products or services are the core element of your business. So, rather than contextualizing videos with walls of text, use a simple tagline and let the video of your product/service to do the rest.
To see how it’s done, look at this example from Airbnb, which is now one of the most recognizable and trusted brands in the world. That means they don’t need to go in heavy with the branding, logos, or explanations of what the business offers.
A short, evocative tagline and an eye-catching thumbnail are all this newsletter needs to captivate its audience.
Wondering how this applies to a small to medium-sized business? Well, here’s the secret: you don’t need to be a huge brand or a big-time business owner to use these tactics.
Often, a well-crafted line of copy, some blank space, and a striking thumbnail are enough to draw readers in.
6. Get descriptive for upcoming events
In the last example, I talked about how subtlety and minimalism can be effective tools for successful video newsletters. However, there are certain types of emails that require more context and explanation around the video.
For instance, if you’re promoting an upcoming event, you want to communicate the key information to your audience as quickly as possible. This includes details like the date, time, and location.
Of course, I wouldn’t recommend this approach for every type of newsletter, but it’s the right idea for events. This example from La Playa demonstrates the approach perfectly.
The newsletter provides the reader with all the information they need to attend the exhibition and then offers a video preview of the artist in action.
The outcome? Subscribers immediately know whether the date of the event is workable for them and have been given a glimpse of what they’ll get if they attend. In my opinion, that’s the perfect way to approach event promotion.
7. Showcase product features and benefits
One of the best things about video newsletters is that users tend to retain much more information from moving images than they do from text. That’s why using video to demonstrate your product’s features and benefits is an excellent way to market not only to potential customers but also to keep existing customers engaged and informed
For example, the video in Honda’s newsletter isn’t exactly a product demo. Instead, it’s a way to showcase a vehicle by highlighting features and performance that static images simply can’t match.
This helps subscribers understand what they’re getting when they buy a Honda product, which can significantly boost interest. A video also helps the viewer to imagine the experience of driving and, ultimately, owning the vehicle.
8. Engage your audience with fun and entertaining content
Let’s face it, marketing emails have a tendency to become tired and monotonous. When a subscriber has read five serious newsletters from brands who are earnestly promoting their products with long, descriptive text, they’re looking for a bit of a break.
That’s why it’s such a good idea to incorporate humor into your video newsletters. Trust me, funny videos are very appealing to users who are used to brands taking themselves too seriously, and they help subscribers establish a connection with your brand.
In this example, Wistia uses a playful tone and a funny image to add an element of relatability to its newsletter. This is a great idea, as humor and relatability are two surefire ways to make your messages more engaging and memorable.
The small amount of text in the newsletter is personalized and conversational, providing just enough information about the video to reel users in.
Then, it ends with a compelling CTA button to ramp up those conversions.
FAQs
What is the best way to embed a video in a newsletter?
The easiest way to embed a video in your newsletter is to use a video block in your email editor by entering the video’s share URL. Or, you can use a animated GIF or static image with a play button and link it to the full video on a platform like YouTube.
How can I ensure my video newsletter is mobile-friendly?
For your video newsletter to be mobile-friendly, you need to use a responsive design that adapts to different screen sizes. Most email clients feature mobile-friendly templates you can use to achieve this.
What is the ideal video format for a newsletter?
If your email client allows you to embed videos in your emails, you should use formats like MP4 and OGG. These formats are widely supported in HTML5, which is used for embedding videos.
What is the best video length for a video newsletter?
The optimal video length depends on the type of video, your audience, and your niche. However, it’s generally best to keep your videos short at 60 seconds or less. If you need to include a longer video, make sure it’s no longer than three minutes.
Final Thoughts
Video newsletters are an amazing way to engage your audience. They help you stand out in crowded inboxes, significantly boost your CTR and conversions, and support key marketing goals like driving website traffic. By combining strategic messaging with compelling videos, you can up your email marketing game and start driving real results.
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