Email Template (CRM)

If your personal video is distributed via e-mail (CRM), the e-mail template is very important to get the viewer on the landing page. The decision to play the video is made in the email template. This article contains a number of useful learnings to optimize this flow. We also provide - for inspiration - a list of subject rules that have worked well in the past.

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IN THIS ARTICLE

Design

Structure

Subject Lines

Design

The e-mail template has one purpose: to ensure that people click through to the landing page. Because then they come into contact with the power of the personal video and can convert on the spot. With this in mind, there are a number of important learnings for the design of the e-mail template:

  • Keep it stupid simple, according to the KISS principle
    Keep the e-mail template as simple as possible. Don't make the design too busy, because that only distracts from what really matters.
  • There is only one call to action
    Do not confuse the recipient with multiple calls to actions. And tune the links in the e-mail accordingly. From the mail, you can ideally only go to the landing page. The more options for clicking, the more people you guide yourself away from the content that you want to serve the recipient.
  • The gif/still of the video player stands out
    Make sure that the video player does not merge or fall away in the header of the mail. The recipient should not think that it's 'just an image' that he scrolls past to get to the text. The solution is simple: put the salutation or a short introduction text above the gif or still image of the player.
  • Keep the text short and functional.
    Ensure that the email template is full of text. A few lines of text are more than enough to lead people to the video.
  • Think mobile, think multiscreen
    Make sure that the e-mail template is responsive and the content is suitable for all potential screens, whether it is a smartphone, tablet or desktop. You do this by starting from "mobile-first". Because content made for small screens works great on a large screen, but content made for a large screen is often unsuitable for smartphones. So: start with mobile and work your way up!

Structure

The mail template consists of the following parts, from top to bottom:
  • Personalized salutation
  • A line of text
    A catchy sentence as an introduction. 
  • The personalized gif or still image with a video player overlay
    The personalized image is the biggest draw to the landing page. Our advice is to process the image in a prominent place in the e-mail. The image must, in any case, be immediately visible, that is: above the fold, regardless of the device. The gif or still image is provided with an overlay, which makes it look like a video player. The still is clickable and links to the landing page. In addition, it is wise to include a button in the e-mail as a backup that again refers to the landing page.
  • (Possible) E-mail body text 
  • Button to the landing page
    Also place a striking button, with a clear call to action in it. If the recipient skips the personalized image, the button can still attract his attention.
  • Opt-out
    Remember that with mass mailing it is required by law to process an opt-out in the e-mail template.

Below are a couple of examples of video e-mail templates.

Subject Lines

Subject lines are extremely important but are often forgotten. At the last minute, something is quickly made up, while it is crucial for the conversion of your mailing. Below are some important things to keep in mind while writing:

  • Keep it short and sweet
    Short subject lines ensure high open rates. Every letter counts! Because most mail clients cut long subject lines. Especially, as the vast majority of e-mails are opened on mobile. Do you want to lose a longer message? Then put it in your pre-header (preview text). Always place the most important message at the front.
  • Personalize the subject line
    But only if you think it offers added value. Sometimes it can feel a bit spammy. If you choose to personalise, process the name of the recipient in the subject line, but do this in the shortest possible way. For example, only use the recipient's first name. Do you want to use a surname with salutation? Then choose ‘Dear Mr. <last name>' and not 'Dear Mister <last name>'. Because: every letter counts!
  • Use the words "personal" and "video"
    This has a positive influence on the open rate. Do you want a purely substantive subject line? Then you can always close with [video].
  • Tell the recipient what he can expect in the email
    It's all about managing expectations. If you can add urgency to this, do it! This boosts the open rate.
  • Use action-oriented verbs
    Such as "View", "Discover", et cetera.
  • Avoid exclamation marks !!! And CAPITAL LETTERS
  • Don't sell, just tell
Whatever subject line you come up with; ultimately the success totally depends on the specific target group. That is why it is best to perform an A / B testing on your best subject rules before you approach the entire target group. A small effort, but the result is often great!
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