With three times as many email accounts as all of Facebook and Twitter combined, email marketing remains a top ROI channel to reach customers and prospects. For sales lead generation, creating relevant and compelling content is the single most effective email marketing tactic. McKinsey & Co found that email is 40 times more effective than social media marketing.

According to benchmark data from Ascend2, the three top goals for email marketing campaigns are:

Improving sales lead nurturing
Increasing click-through rates (CTR)
Boosting website traffic

As an accepted marketing took, video content engages audiences. Video email should be a tactic in every digital marketing plan when sending marketing, communication and sales and lead generation emails. In addition, video email marketing is a great way to alert clients and prospective customers about new products or services.

Some helpful tips to ongoing successful video email marketing include:

• Creating quality and engaging video that contains a clear and direct call-to-action.
• Ensuring the email subject line is short, to the point and identifies action.
• Writing an email message that solves an issue for the intended viewer and includes an enticing snapshot of the video within the message to encourage the viewer to view.
• Evaluating the video email campaign’s performance using both email metrics (such as email opens and email clicks) and video analytics (including video watch-to-completon and viewer response rates).
• Leveraging the campaign data metrics to optimize and improve future video content and video email messaging.