5 Ways You Can Use Video To Grow Your Email Marketing List

Everyone ends up on at least one email marketing list; usually, quite a few more.

Most businesses comply with GDPR rules and ask your permission to add your to a marketing mailing list. Some may not and, inevitably, there will be some marketing email lists you’ll have signed up to because it just seemed a good idea at the time.

As a business, email marketing is an important channel for communicating directly with an audience. To grow your audience, you need to grow your email marketing list. 

So – how do you build high quality email marketing lists full of people who want to be on it?

How video marketing can build brand fans

What you really want are brand fans – customers and potential customers who want to hear from you. Having an email marketing list populated by those who aren’t interested – don’t open your emails, delete them, mark them as spam even – can be damaging to the effectiveness of your email campaigns. It will only serve to reduce your email quality score and therefore reduce how many of your emails land in inboxes, rather than spam folders.

The aim should be to get the right people signing up to your emails. Video is a great tool to do this, along with compelling and strategic call to actions (CTAs).

Video is a versatile and highly effective marketing tool, offering multiple layers of value. Every layer delivers a delightful mix of benefits. Video content combines both visual and aural elements to make them multi-sensory, can connect with an audience on an emotional level, and is hugely shareable.

So let’s look at how you can use video marketing to grow your email marketing list. Here are our five tips – with one bonus tip!

Offer gated video content

One of the simplest ways to use video to grow your email list is by offering exclusive content behind an email signup wall. Known as gated content, this approach works particularly well for webinars, tutorials or high-value informational videos.

Here’s an example: Create a short teaser video that highlights the value and teases the content of the full video and invite viewers to provide their email address to gain access. Vimeo is a great video platform that makes it easy to set up gated videos. 

Make sure your video content includes CTAs

Every video you make is an opportunity to guide viewers toward a specific action. Adding a call to action in your video, whether it’s a clickable button, an on-screen graphic or a verbal prompt, they can encourage people to subscribe to your email list.

Make sure you place those CTAs strategically:

• At a key point in the video – when the viewer may want to find out more. Make sure it feels like a natural place for a CTA, though!
• In the middle, during a natural pause or after delivering a key message.
• At the end, when viewers are fully engaged and ready to act!

Create Social Media Video Ads

Social media platforms like Facebook, Instagram, TikTok and YouTube are ideal for running video ads that target specific audiences. Use these ads to promote a freebie (maybe an ebook, or an exclusive discount) and link directly to a landing page with an email signup form.

Keep your ads short, engaging and focused on solving a specific problem for your audience. Remember, the goal is to pique interest and drive clicks – from the right people!

Add Email Sign-Up Forms To Video Landing Pages

Whenever you share a video on your website, pair it with an optimised landing page. Embed the video at the top and include a visible email signup form nearby. If the video provides valuable information, viewers will be more likely to sign up for future updates.

Take it a step further by offering a related bonus, such as a downloadable guide or extended video content, in exchange for their email address.

Use Live Streaming Events To Drive Signups

Live streaming is engaging, interactive – and a great opportunity to build trust and encourage signups. Host live streaming events – for example, product demonstrations, or interviews with industry experts. During the event, use your video description, live chat or pinned comments to share a link to your email signup form.

To make the signup even more appealing, offer an incentive such as exclusive post-event content, access to a recording or downloadable resources.

And… Use Video in Your Email Campaigns to Drive Referrals

Flip it the other way… Keep those already on your email marketing list hooked!

Send emails featuring engaging video content and include a CTA… Maybe links to products, services or related content on your website to keep recipients engaged. Encourage subscribers to share the email with their network!

For example, you could run a referral campaign where subscribers earn rewards for every friend who signs up through their unique referral link. Pair this with a compelling video to increase sharing rates and attract new subscribers… Not only keeping existing recipients engaged, but allowing you to grow your email marketing list at the same time!

Simple Tips For Effective Video Content

• Keep it short and focused: Attention spans are short, so make sure your videos deliver value quickly!
• Optimise for mobile: Most video content is consumed on mobile devices. Ensure your videos and signup forms are mobile-friendly!
• Test and analyse: Experiment with different video styles, CTAs and placements to find what resonates best with your audience!

Need video content that gets people clicking?

Video marketing builds trust in your business. It can show the world what you have to offer in ways other marketing activities cannot, so it’s the perfect tool for turning viewers into fans.

Email marketing is the perfect below the line marketing activity to capitalise on that with specific, relevant and easily-digestible content that drops into their email inbox weekly, monthly or whatever frequency fits best.

Need video content that gets people clicking? WOWVI Video can help you connect with a bigger audience – as well as build your brand and drive real business growth. Want to know what we can do? Check out our video production services page – and then get in touch!