Using video with your email campaigns


Bob McCann, Director of Education, ARI
January 11, 2013
Filed under Guest Blog

Spice up your emails with videos

Online videos pop up everywhere. People, big brands, and yes, even local retailers post videos online. If you don’t currently post videos to YouTube and embed them on your website, you need to start now. Once you’ve embedded a video, you can add it to email to give potential customers an easier way to view your products, see your business, learn more about boats, and more -- all while sitting back and watching a video.

The Power of Online Video

Videos used in email campaigns skyrocketed five times between 2009 and 2011 and their use continues to rise (MediaPost). Adding video to your emails improves click-through rates by two to three times (Forrester).When a prospective customer receives an email 9 out of 10 will review it the same day, and many will share it with friends or relatives (Wharton).

Videos can evoke your prospect’s emotions. Motion helps to create emotion. Video moves people to action through sounds and images. Most importantly, you can reach more people with video in your emails rather than text alone. It appeals to people who learn by seeing and listening, not just people who learn by reading.

Types of Videos

Considering the value that video, sound and motion can bring to your boat sales or service, video is definitely something to keep in your marketing plan. You may have some amazing customer stories that would be best told in compelling videos. Or consider video to promote upcoming events such as trips, fishing tournaments or educational seminars. Don't be afraid to get your story out in fun ways. Videos fit well with your consumers, and help your bottom line.

We see manufacturers and dealers creating:

  • Product, service, and lifestyle videos
  • Videos that highlight product features and functionality
  • How to Videos
  • Testimonials from happy boaters
  • Upcoming events

Adding Video to Email

Most users can’t view videos within their email client (Outlook, Gmail, Hotmail, Yahoo, etc.) That’s OK. A simple screen shot image from the video coupled with a “play” button will add visual flavor to the email and entice users to click on the image. This takes them to your online video. A compelling headline or description of the video's content helps users know what will happen when they click through.

An email with an image linked to a video more effectively engages your prospective customers compared to a static email.

Tracking Results

Now that you have people click through your email to watch your website videos, you need to measure its effectiveness. Common key performance indicators include:

  • Tracking how many people clicked through the email to the video
  • How long each person stayed on the page
  • How many people took the next step and emailed or called you

Videos are a great way to add some spice to an otherwise bland email.

How do you use videos in your business? Share it in the comments below.


Bob McCann is director of education at ARI, a leading provider of technology-enabled business solutions for dealers, distributors and manufacturers in the marine, RV, powersports and outdoor power equipment industries. Products and services include eCommerce-enabled websites, lead generation, lead management, search engine optimization, search engine marketing and eCatalogs (parts, garments, and accessories).
Contact: 877-806-2150


One Response to “Using video with your email campaigns”

  1. Chris Kourtakis on January 11th, 2013 11:13 am


    I cannot agree more. Most of my clients who have started using video more have seen and upswing in their engagement with emails, through their YouTube channels and through Facebook and Twitter. This ultimately has led to more people calling the dealerships and walking through the front door.

    People want to see rather than read and a short video on just about anything that is dealer related is relevant.

    I will continue to push video and expect to see positive results from it.


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