Video is one of the most effective ways to use email. Although we have short attention spans these days, this medium continues to prove that it is capable of captivating the most unfocused of people and compelling them to give their undivided attention. Video can help take your email marketing efforts to new heights, but what kind of content is right for your video email campaigns? Since there is no one answer to this question, we’ve come up with some ideas to help you along the way.

The Humorous Approach

Some of the most successful videos were and still are a hit because of their humorous tone. From “The Star Wars Kid” to “David After the Dentist,” the laughter factor has helped many videos create a viral effect and travel far. This same approach can work with email. Whether it’s a simple slideshow or something more elaborate and Hollywood-like, adding a splash of humor to your video content can be a powerful way to elicit emotion and show the human side of your business. You may not see them on any of the top 10 lists, but there are a few gems out there in the funny video marketing category.

Professionalism Always Matters

Even if you are using a humorous tone, your email video should exude professionalism. Video is a powerful medium, but it can’t do all the engaging on its own. You must aid in the cause by applying the proper touches. Fortunately, the right tools (video equipment, editing software) are easily accessible and relatively affordable for the most part. Still, it is up to the email marketer to present content that comes off as professional. Lighting, sound and background are just some of the aspects that go into creating a professional video. Don’t overlook the key ingredients. You can’t just slop anything together and expect people to gobble it up.

Keeping It Appropriate

Email video opens up the door to endless possibilities, but this power can make it easy to go overboard. However, one must never lose sight of the importance of keeping your content appropriate. If 50 percent of your viewers find humor in your video, but the other 50 percent find it offensive, you have to question how appropriate it is based on the response of the latter half.

In marketing, especially online, it is necessary to consider the detractors; they can be just as vocal, if not more so, than your fans, and no viral video is worth alienating your subscribers (even when they’re in the minority). Expressing religious views, backing a specific political party and blatantly utilizing tragic situations for marketing gain are a few examples of video content that may be inappropriate for your email campaigns.


作者 Denise Keller

Denise Keller is CFO and founding partner of Benchmark Email and a passionate philanthropist who has raised money for fresh water wells in Africa, grief counseling for needy children and a variety of other causes. A former accountant and an accomplished expert on enterprises, Keller showed solid business acumen at just 10 years old, when she started an arts and crafts babysitting service called “Daytime Playtime.” These days, you’ll find her detailing her newfound passion for Lean and the successes and tribulations as we make Benchmark a lean company.