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How To Use Video to Power-Up Your Email Campaigns – ReadWrite

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How To Use Video to Power-Up Your Email Campaigns - ReadWrite


Email marketing has resurfaced as one of the most effective ways to reach audiences. While many companies spend entire budgets trying to improve their social media presence and get heard above the noise, email campaigns offer a more personalized and direct approach, even when it comes to new audiences.

That being said, nobody likes spam. The current rise of newsletters as an informative and entertainment medium has proven that audiences are drawn to receiving content that’s not just interested in selling or promoting something.

And here is where the video comes in.

By pairing your email campaign with a video marketing strategy, you’re getting the best of both worlds by delivering valuable and engaging content straight to your customer’s mailbox.

In this piece, I’m going to guide you through the necessary steps you need to take to boost your email campaigns with video. We’ll see how to choose the right type of video for your newsletters, what are some of the best tips and tricks used by the pros, and much more.

But first…

Why Video?

Well, I’m glad you asked.

As you probably know, time is one of the most precious goods of the digital landscape. And video is the most efficient form of communication, cramming large amounts of information into just a few seconds of animation.

Plus, video is the king of engagement. You see it everywhere, from binge-able content and video tutorials to the recent popularity of streaming platforms such as Twitch and Tik Tok. Video is the preferred format of content for all kinds of audiences.

Marketers have been using the virtues of video content on their email campaigns for a while now, and the results speak for themselves:

Choosing the Right Type of Video for Your Message

There’s at least one type of video for each of your marketing needs. So, you should start by determining your campaign‘s main goal and then work with a production team to create a piece designed to achieve it.

Here are some of the most effective type of videos for your email campaign:

New Product or Service Reveal

Newsletters are a way of showing your subscribers what you’ve been up to, and there’s no better news to share with them than the launch of a brand-new product or service. This comes in the form of a product video or demo that showcases your creation’s most important features and characteristics.

A great idea is to include your subscribers in the pre-launch phase of your campaign. That way, they get an exclusive treat before anyone else. This tactic can be especially useful for small businesses that are looking to build a loyal customer base and for brands that want to benefit from word-of-mouth marketing.

Explainer Videos

At the beginning of this article, I mentioned how audiences demand valuable content from the brands they follow, and no other type of video is more helpful than the explainer video. Just as the product video centers around the features of your product, the explainer video focuses on the benefits of your product and how it can better the lives of your customers.

Explainers are short animated pieces that usually don’t go over the 90-second mark. But suppose you need a long-form video that guides users through a lengthy process. In that case, you might want to consider making a series of tutorials or how-to videos that give specific and clear instructions on how to install your product or use it properly.

Customer Stories

Many marketers make the mistake of talking way too much. But isn’t it more effective to let your happy customers do the promoting for you? Customer stories are honest and heartful testimonials from the people you’ve helped along the way. And what better way to deliver these powerful stories than directly to your leads’ inboxes?

Customer stories are at adding a real human face to your brand, humanizing your company, and making your customers trust you more. After all, people trust other people, as simple as that. Make sure your testimonial feels as honest as possible.

Event Invites

Promoting events through email just makes sense: it’s like delivering an invitation right to someone’s mailbox. And what better way to get your audience excited than with a stunning video.

Your vid doesn’t need to be lengthy; just an intriguing animation with your event’s date and location will do most of the time. If it’s a regular sort of event, you can also create a recap of last year’s edition to attract those on-the-fence attendees.

The Three Golden Rules for Using Video on Your Email Campaign

Like with any other marketing strategy, there are plenty of ways to approach using videos on your emails to great effect. However, that’s not the same to say that some practices and principles don’t tend to outperform others!

Here are some we recommend following.

1) Don’t Embed Video on Your Email

One of the most common first-timer mistakes is to think you should embed your video on your email, just like you do on your landing page. But if you’re subscribed to a couple of newsletters, you’ll notice that most of them rather use a thumbnail linked to the video hosted online. This is because many email clients often don’t support the technical requirements needed to play a video right inside the email.

But if you think this is a limitation, then turn that frown upside down. Think about it: instead of making your audience watch a video within the email itself, you can direct them to a landing page where they can watch the video and visit your online store next (or any other specific action).

2) An Attractive Thumbnail Can Make the Difference

Using a thumbnail is the most practical form of ensuring your subscribers will watch your video regardless of the device or email platform they use. So, it’s time to design an attractive thumbnail that intrigues your audience! There are a couple of ways to do this:

· Use a static picture with a play button

This is the easiest way. You can simply use a screencap of your video and insert a play button right at the center of the picture so that your audience knows it’s linked to a video.

· Use a short GIF of your video

GIFs are the closest thing next to actually uploading your video, giving the illusion of video but with the key difference that they are well-supported across email clients. And even though some platforms like Outlook 2013 and Windows 10 don’t play GIFs, they’ll show the first frame of your GIF as a static image.

Extra pro tip: Keep your thumbnail below 200KB, or below 1MB if you’re using GIFs. There’s a chance your email will be identified as spam if it contains heavy attachments.

3) Place Your Video Below the Copy

Before embedding your thumbnail, make sure you write a brief introduction. It doesn’t need to be too long, just a few words to introduce your piece. Formatting is super important in emails. A message with just a picture will look like spam.

Conclusions

The global lockdown has made many companies rethink the way they connect with their audience. Now more than ever, audiences demand valuable content from the brands they support, and an email campaign that uses video can do that.

The pandemic has also taught us how unforeseeable the future is and how things can change from one second to the next.  While this article provides a comprehensive guide, it’s up to you to start figuring out what your own audience likes and dislikes, and what type of emails and videos are going to strengthen that bond. I wish you the bests of luck.

Victor Blasco

Victor Blasco is an audiovisual designer, video marketing expert, and founder/CEO of the explainer video company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.

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Fintech Kennek raises $12.5M seed round to digitize lending

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Google eyed for $2 billion Anthropic deal after major Amazon play


London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.

According to an Oct. 10 tech.eu report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.

The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:

“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”

The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:

“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”

The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.

The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.

Featured Image Credit: Photo from Kennek.io; Thank you!

Radek Zielinski

Radek Zielinski is an experienced technology and financial journalist with a passion for cybersecurity and futurology.

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Fortune 500’s race for generative AI breakthroughs

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Deanna Ritchie


As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.

Goldman Sachs’ Cautious Approach to Implementing Generative AI

In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.

According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.

One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.

To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.

Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.

Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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UK seizes web3 opportunity simplifying crypto regulations

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Deanna Ritchie


As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.

Streamlining Cryptocurrency Regulations for Innovation

To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.

The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.

Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.

The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.

Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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