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Scientists who study these things tell us that our average attention span these days is 8.5 seconds. If your email marketing has not grabbed someone by the collar in that short span, you’re probably not getting the results you want from your efforts.

Have you thought about vmail?

Vmail is simply email that features video. According to Campaign Monitor, videos used in email marketing can increase your open rate by almost 20% and increase click-through rates by more than 50%. It also helps reduce unsubscribe rates.

The point of adding video to email is to up the engagement factor. Here are some tips to implement a successful video email strategy for your law firm:

  1. Find the best way to use video in your emails.

There are a number of ways you can use video in email marketing — embedding, linking or using GIF images are the most common methods. The method you use should come down to several factors: cost, audience behavior, and messaging objective.

  1. Customize your video.

Just like you target your email messaging, your video content needs to be customized as well. Just like you do with text emails, choose one topic that you feel will engage the majority of your viewers. Reinforce your video message with text in the email and a clear call-to-action. Add social share buttons so viewers can pass it along. And remember that you don’t have to be the one featured in the video. Client testimonials can be extra impactful if they are videos rather than text.

  1. Make it interesting.

The law can be pretty dull stuff so you may need to dig a little deeper in order to find topics to engage viewers. Scour the news to find timely topics to address. For example, immigration attorneys can capitalize on the DACA debate raging right now to educate and inform people. And remember not to make it too long — keep it under five minutes.

  1. Don’t forget the analytics.

Be sure you scrutinize your analytics to see if adding video has given a boost to your open, click-through and unsubscribe rates.

  1. Use in other platforms.

The video you produce for your email campaign or e-newsletter should also be posted on your social media pages so it gets the maximum amount of traction with your target audience.