Have you started to include videos in your email marketing? If you haven’t you’re missing out, as it has been shown to increase conversions, improve clickthroughs, encourage readers to spend more time on the email, and boost the effectiveness of email marketing across the board.
That being said, including videos in email marketing can be challenging – and you need to know how you can actually send videos content via email if you’re going to make it work.
Adding Video Files as Attachments
In general, if you want to send files via email you’d just add them as attachments, and you may be tempted to do that for video files too.
Unfortunately, it isn’t that simple, and the file size of videos will complicate matters if you use this method.
Essentially email servers have a file size limitation for attachments that normally range from 10MB to 50MB. In order for you to send a video as an attachment, it needs to be small enough to get through the limitation on your email server as well as the recipients’.
Suffice to say if you want to be safe you need to attach videos that are 10MB or smaller. That isn’t always feasible, and to pull it off you’ll often need to compress the video – which could affect its quality.
For example, you could use Online Video Converter to convert MTS to MP4 online, but that would only likely reduce its file size by a certain amount. To get it any smaller than that you’d need to reduce the bitrate – which can result in compression artifacts appearing.
All in all, though this option can be used – it is far from ideal, and you should only ever consider it when you want to attach very short videos that can be compressed to 10MB or less without significantly affecting their quality.
Using HTML5 to Embed Videos
A more effective option to include videos in your emails is to use HTML5 to embed them. All you’ll need to do is host your video somewhere and then use the HTML5 video tag to add it to your email.
Although this may seem to be a really good option it does have one drawback: Not all email clients support HTML5 and some support it but do not support HTML5 videos.
Estimates regarding the actual number of people who have HTML5 video-enabled email clients vary, but are normally in the range of 50% to 70%. That still means that a significant number of recipients won’t be able to view the videos that you send them if you use this method.
In short, this is an option you can use only if you know for sure that the recipients on your list can watch HTML5 videos.
Linking to External Videos
The one surefire way to include videos in your email is to just add a link to them. The video itself could be hosted on your own server or website, published on YouTube, or even uploaded to cloud storage.
If you do publish a text link to a YouTube video you should note that some email clients (e.g. Gmail) will display the video as an embedded player.
Instead of adding a normal text link, you may even want to add an image that links to the video. One interesting way to utilize that option is to add an image that mimics a video player with a ‘play’ button, so when your readers click on it they’ll be taken to the video.
Another option that is sometimes used is to add an animated GIF that links to the video. However, if you do choose to try that out you should remember that animated GIFs can be quite large in their own right.
If you want you can even use this as a fallback option for a video embed. In will take a bit of HTML code wizardry, but you could essentially set it up so that if HTML5 videos are supported the video embed will be displayed, and if they aren’t the image link to the external video will be shown.
To sum it up there are several options that you could choose to include videos in your email marketing:
– Video file attachments.
– HTML5 video embeds.
– Text, image or GIF links.
– HTML5 video embeds with an image link fallback.
The exact option that you choose to use will be entirely up to you. By this point you should be cognizant of the restrictions of each option, so you should be able to make an informed decision depending on how you want the video to appear, and how the limitations will affect it.
Regardless of the option that you choose, your email marketing will undoubtedly benefit from the inclusion of videos in the emails you send out.
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