How to Incorporate User-generated Videos in Your Email Campaigns
In this blog post, we’ll look at a valuable, yet often overlooked component of email marketing – incorporating user-generated videos. We’ll explore why these videos are beneficial, the steps to implement them in your email campaigns, and how they can drive engagement, enhance trust, and boost conversions. All set? Let’s dive in!
Hi there!
I’ve noticed a lot of excitement and curiosity around user-generated content (UGC) lately. Particularly, the user-generated videos have become a hot topic in the email marketing landscape. I thought this would be a great time to sit down, grab a cup of coffee, and chat about how you can incorporate these videos into your email campaigns. It might seem a bit daunting at first, especially if you’re new to email marketing, but don’t worry. I’ll break it down step by step for you.
What Are User-generated Videos, and Why Should You Care?
In essence, user-generated videos are videos created by your users or customers, not by your brand. These videos could be product reviews, testimonials, unboxing videos, or any content that showcases your products or services from a user’s perspective. They add a touch of authenticity and personalization that’s often missing from brand-generated content.
Why should you care? Well, research shows that people trust content created by their peers more than content created by brands. Furthermore, it’s a win-win situation: Your customers get to be part of your brand story, and you get authentic, trustworthy content that can drive engagement and conversions.
How to Incorporate User-generated Videos in Your Email Campaigns
Now that we’ve discussed what user-generated videos are and their benefits let’s jump into how to incorporate them into your email marketing.
1. Collect User-generated Videos
The first step is to collect videos from your customers. One of the most effective ways to encourage your customers to create content is through a video contest. This could be a testimonial contest, an unboxing contest, or a “best use of product” contest. You could offer a reward such as a discount, a free product, or a feature on your website or social media channels.
Another approach is to ask your customers to share their experiences with your product or service on video. This can be done through email, social media, or directly on your website. Be sure to express your gratitude and always request permission to use their content in your marketing materials.
2. Choose the Right Videos
Once you’ve collected user-generated videos, it’s time to choose which ones to feature in your email campaigns. Look for videos that are high-quality, clear, and engaging. The video should align with your brand image and values, and importantly, it should resonate with your audience. The message in the video should be positive and genuine. Remember, authenticity is key here.
3. Create an Engaging Email Template
The email should be designed in a way that entices the reader to watch the video. Instead of just inserting a link to the video, use an engaging thumbnail or a GIF taken from the video that recipients can click on to view the full content.
Include a compelling subject line that hints at the video content and sparks curiosity. For example, if the video is a product review, your subject line could be something like, “See how Sarah transformed her home with our product!” This makes the recipient curious to see Sarah’s transformation.
4. Incorporate a Clear Call to Action (CTA)
A clear and compelling CTA is crucial for prompting your audience to take the desired action. The CTA should direct recipients to watch the video and clearly convey what they should do next.
Place your CTA strategically within your email. It could be right below the video thumbnail or after a short introduction. Keep your CTA text short, persuasive, and action-oriented, like “Watch Now”, “See the Transformation”, or “Discover Sarah’s Secret”.
5. Test and Analyze
Testing different elements of your email campaigns helps you understand what works best for your audience. Try A/B testing with different video content, CTA placements, email subject lines, and thumbnails to see which combinations drive the most engagement.
Use analytics tools to track open rates, click-through rates, and conversions from your emails. Pay attention to which videos receive the most clicks and lead to the most conversions. This can guide your selection of user-generated videos in future campaigns.
Remember, the goal of incorporating user-generated videos in your email campaigns is to drive engagement and conversions but also to foster a stronger connection between your brand and its customers. So, always be genuine and respectful when using your customers’ content.
Benefits of Using User-generated Videos in Email Campaigns
Incorporating user-generated videos in your email campaigns can deliver numerous benefits. Let’s discuss a few:
- Builds Trust: As I mentioned earlier, people trust content from their peers more than content from brands. This authenticity builds trust and fosters a deeper connection with your brand.
- Boosts Engagement: Videos are a powerful tool to drive engagement. They can help increase open rates, click-through rates, and overall engagement with your email campaigns.
- Increases Conversions: Authentic videos not only engage the audience but also motivate them to take action, ultimately leading to increased conversions.
- Strengthens Community: Sharing user-generated content makes your customers feel valued and part of your brand community, strengthening the bond between your brand and its customers.
Incorporating user-generated videos into your email campaigns isn’t as hard as it might seem. With a bit of creativity, and by following these steps, you can start harnessing the power of user-generated videos to supercharge your email campaigns.
I hope this conversation has helped clear up any questions you had about incorporating user-generated videos into your email marketing strategy. Remember, the key to successful email marketing is always to keep experimenting, testing, and optimizing. Now, go out there and let your users help tell your brand’s story!
Happy emailing!