{"id":197521,"date":"2018-07-23T12:42:31","date_gmt":"2018-07-23T10:42:31","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=197521"},"modified":"2022-08-24T11:41:28","modified_gmt":"2022-08-24T09:41:28","slug":"video-in-email-marketing","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/videomarketing\/video-in-email-marketing\/","title":{"rendered":"Capture Physicians&#8217; Attention by Using Video in Email Marketing"},"content":{"rendered":"\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">Did you know that email is one of the top three preferred channels of communication for physicians? At the same time, 85% of HCPs take action after watching a medical professional video. It\u2019s clear that video and email are a match made in heaven to get physicians to open pharma emails and actually take action. Here are some ways to successfully combine email and video for pharma.<\/span><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-can-you-get-video-playback-directly-in-the-email\"><b>Can you get video playback directly in the email?<\/b><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">The majority of email clients will allow you to get videos to play directly in the email itself. Some of these include Outlook, Thunderbird, Hotmail, and all Apple devices, such as iPhones and iPads.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">On the other hand, clients such as Gmail and Yahoo and the majority of Android devices won\u2019t allow playback directly in the email. However, that\u2019s really easy to solve, using the step below. <\/span><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-link-your-pharma-videos-using-an-image\"><b>Link your pharma videos using an image<\/b><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">If you can\u2019t let HCPs play videos in the email, you can do the next best thing, and direct them towards the video on your website. You can use this by putting an image that mimics the video in the email body, and the physicians will intuitively click on it to start playing. You can set up the landing page so that the video automatically starts playing once the page is opened.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Alternatively, you can also use a gif instead of a static image to entice physicians to click through. However, bear in mind that some clients such as Outlook do not support gif images.<\/span><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-keep-it-short-and-sweet-with-video-in-email-marketing\"><b>Keep it short and sweet with video in email marketing<\/b><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">We\u2019ve repeatedly written that physicians have their hands filled with patients and paperwork on a daily basis. As such, they don\u2019t have hours to wade through emails each morning before work.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">In fact, email as a format should be kept very brief. According to research, the ideal length of an email that captures attention should be between 50 and 125 words \u2013 less than a minute of reading.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">The logic also extends to videos<\/span> in emails \u2013 they should be short and to the point. At BlueNovius, most of our PubExplainer videos are 90 seconds long. Naturally, the more targeted<span style=\"font-weight: 400;\"> the email and the more interested the physician is in your product, the longer the video can be.<\/span><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-always-use-calls-to-action\"><b>Always use calls to action<\/b><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">A call to action (CTA) is simply that, a short message inviting the physician to take some action after viewing your video in the email. This can be anything from viewing another video, subscribing to your newsletter, requesting a reprint, or asking for a sales rep to contact them \u2013 the list is only limited by your marketing creativity.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Pharma marketers who invest time and money into great email campaigns and creating medical videos (which don\u2019t have to be expensive at all) are missing out if they\u2019re not using any calls to action. Here are some examples of CTAs:<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">&#8211; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Request a reprint here<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">&#8211; \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Want to find out more? Subscribe to our newsletter!<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">&#8211; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Like this video? Share it on LinkedIn by clicking here<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Depending on the platform you use to host your videos, you can put the CTAs at any point in the video, be it the beginning, the middle, or the very end. In fact, some video hosting services even let you put an email capture form in the middle of the video. That way, the physician will only be able to finish watching if they leave their email address.<\/span><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-track-the-success-of-your-videos\"><b>Track the success of your videos<\/b><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">Using <a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\" target=\"_blank\" rel=\"noopener noreferrer\">video as a tool to improve your campaigns<\/a> is an ongoing effort. Therefore, you should measure what you are doing and see how physicians are responding to it. That way you can refine and improve the process.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Using your email service provider, you can see the difference videos make to your open- and click-through rates. What\u2019s more, you can track exactly who clicked on your video. You will be able to see which physician is interested in your latest scientific publication and product and which video they clicked on.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Furthermore, video platforms allow you to track video metrics as well. You can see how much of the video the physician has watched and at which points they were most engaged in.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">By using a combination of email, website, and video metrics, you can set up a dashboard and get the most relevant KPIs which you can use to measure and improve how you use video in emails.<\/span><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-things-you-should-avoid\"><b>Things you should avoid<\/b><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">In your email marketing efforts, there are some blunders to avoid. First, there are phrases such as <\/span><i><span style=\"font-weight: 400;\">click here<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">test<\/span><\/i><span style=\"font-weight: 400;\"> \u2013 your email provider won\u2019t like seeing these too much.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Second, don\u2019t try to use too many exclamation points, upper case letters, or emojis. Always remember your target audience and that physicians use this email address for work-related matters.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">When it comes to your video, there are some general guidelines. Avoid bright, flashing colors, both in the video and the embed screen.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Finally, as most emails that contain video have to be written in HTML, make sure to use text as well as HTML code. Otherwise, the physician\u2019s email client might recognize your message as spam.<\/span><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-do-you-need-some-help-with-using-video-in-emails\"><b>Do you need some help with using video in emails?<\/b><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><span style=\"font-weight: 400;\">Do you want to get guidance on using video in email marketing from pharma marketing experts? At BlueNovius, we\u2019ve helped over 50 pharma companies globally improve their email marketing results using video. Reach out to us today to find out what we can do for you as well!<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Do you want to read more posts like this one? You can <a href=\"https:\/\/www.bluenovius.com\/bosko-tnx-for-reading-post-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">subscribe to our newsletter<\/a> and get the latest digital pharma marketing tips, news, and insights, straight to your inbox, once per week.<\/span><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-hand-picked-related-content\">Hand-picked related content:<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.bluenovius.com\/videomarketing\/video-future-digital-pharma-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">7 Reasons why Video is the Future of Digital Pharma Marketing<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-sales-reps-struggling\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pharma Sales Reps are Struggling \u2013 Here\u2019s Why<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-digital-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\">Should Pharma Companies Invest in Digital Advertising?<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Did you know that email is one of the top three preferred channels of communication for physicians? At the same time, 85% of HCPs take action after watching a medical professional video. It\u2019s clear that video and email are a match made in heaven to get physicians to open pharma emails and actually take action. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":197522,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[53],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Capture Physicians&#039; Attention by Using Video in Email Marketing<\/title>\n<meta name=\"description\" content=\"Email is still the #1 channel for communicating with physicians, and there&#039;s one way to make it better - video in email marketing. 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