We recently covered some reasons for trying video in email marketing, particularly noting its increase in popularity over recent years. If you think it will be useful for you, now is the time to jump. It’s not without its dangers.
Many companies new to the use of video, particularly where it is placed on a website as well as emails, view them in the same way as images. In other words, companies tend, at least initially, to put a video on every campaign and clutter their website with them as well. I’m all for getting mileage out of an asset, but there are limits which it’s sensible to conform to. Subject to split testing of course.
It is essential to see videos as a part of an email marketing campaign, and not the purpose of it. It is there as a support. Planning, particularly when new to the medium, is especially important.
Stick to your budget. This is a good policy at any time of course but video has a way of running off into the distance with regards cost. If you are not producing it in-house, be clear to the producers 
precisely what you want, and mention their estimate as often as you can. You can be more adventuresome in later campaigns.
Where to place video is open to argument, or rather testing. You might feel that it is best not to surprise your subscribers and restrain from placing it at the top of your email. On the other hand, putting ‘Video’ in the Subject Line would be a fair warning and an instant video might keep them excited. You know your subscribers best of all and you will probably have to split your email marketing list accordingly. Much will depend on the purpose of the video. For instance, it might be the ‘hook’ of the product so you might want to gain their enthusiasm from the off. Think how excited they will be to see the simplicity of whatever it is you’re selling.
It can be useful to create a short series of videos as this adds to the anticipation of your subscribers, with the benefit of it not becoming boring. The old adage of, ‘keep it short’ is a good restriction for the first attempt, but is not necessarily as true as it used to be. You need to test.
Another truism is not to use autoplay. I can only speak personally, and look at what other commentators suggest, but it’s probably best not to use autoplay in email marketing campaign initially. Have it run with a single tap.
YouTube is not the only option for your video. Vimeo seems to be more business-minded and has a different approach to adverts, which might suit you more. I’d take advice.
Video in a marketing email should increase your ROI if you use it properly. It’s an additional cost, although one which should make a decent return on investment and in short time. However, it is probably best to test its effectiveness for your subscribers with a split test.
