8 Steps To Creating Engaging Video Email Marketing Campaigns for Your Retail Business8 min read

Video email marketing is an efficient way to engage your users on a personal, individual level, and yet so many retail businesses don’t make the most of this email marketing strategy. This is important now more than ever at a time when online engagement is booming because of the COVID-19 pandemic.

Video content marketing has been proved time and time again to engage users more than textual marketing, and video marketing content is also consistently shared more and ranked higher on social media and search engine results.

So what is it that businesses are getting wrong?


The trick with video email marketing is not relying on traditional marketing approaches.


Users are more tech-savvy than ever and are put off by many classic marketing strategies that ignore their human motivations. The trap that companies fall into with video email marketing is to ignore customers’ desire for honest, emotional content that sees them for what they are.


Luckily, there are some easy steps to follow that can give your video email marketing content the emotional touch that will engage your customers and boost your brand.

1. Be Concise

When developing a video email marketing format, it’s important not to overwhelm your recipients.


You should expect your clients to get hundreds of emails a day, and they might not have time to read your email marketing content if it’s pages and pages long.


Email marketing works best when you keep it to three or four paragraphs of relevant, engaging content. Include your embedded video content at the top to draw readers in, and keep that short too so it’s easier to digest and (hopefully) share.

2. Give Sneak Peeks

So often companies appear to consumers like impenetrable monoliths filled with industry secrets and shady practices. 


Is there any wonder that some of the biggest upsets in global industry over the last few years have surrounded data breaches and information leaks? It’s clear that users want to know what’s going on in your company, so why not give it to them?


Being able to show users the inner workings of your companies in your email marketing strategy is a great way to build trust. This could be as easy as sharing pictures of recent events, bios of staff members or clips of your team interacting about building a product. 


Bonus points go to any video marketing content that shows the imperfections in your team. This doesn’t have to be glaring errors, but anything that indicates you’re human and willing to laugh at yourself will make for email marketing content to remember.

3. Get Them Excited

One of the winning strategies of sneak peeks in email marketing content is that it plays on your reader’s emotions.


Video marketing content is a great way to generate excitement surrounding a company initiative or upcoming product, triggering an emotional response that is far more likely to stick.


Whether it’s a discount, a live event or a product launch, a short and engaging video preview is a great way to use your video email marketing content to its greatest effect. Again, make sure it’s concise enough to be shared on social media.

Patagonia's Video Email Marketing