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Email marketers understand that the subject line, including key words within it, are vital to obtaining higher open and click-through rates, but what is just as important is a clear call to action.

It could be a phrase or sentence, a video, or a single word, but a clear call to action is the primary determinant of whether the email recipient will click on your email or delete it forever (and possibly block others you may send in the future).

I would argue that email marketers who want to improve their click-through rates should use video. If content is king, then your video content is that king's golden crown.

Video Increases Click-Through

It used to be that video content in email marketing was considered something of a trend, but in recent years it has become something more of a standard technique than merely yet another fading fad.

The first thing that will strike you about using video in your emails is that it will massively increase your click-through rate.

Different people learn differently, and using video is a good way to reach those who are visual and aural learners. Some people are very interested in music, for example, because they are primarily stimulated by sound (as opposed to physical touch or sight); others watch a lot of movies because they are primarily stimulated by sight, which is often considered the most important sense and the one that most people are powerfully drawn to.

Still, video alone is not enough in an email, of course. You need to include some text, especially an attention-grabbing headline or header, if you want people to click.

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image of Joe Forte

Joe Forte is co-owner and producer at D-Mak Productions, an Arizona video production company based in Phoenix and specializing in full-service video production from script to screen.

LinkedIn: Joseph Forte Jr