Why use video in email marketing to engage prospects and close deals?
Think about assembling a new almirah. Would you choose a long, 15-page instruction manual or a 90-second video that shows you exactly what to do?
Most people prefer video because it’s quicker and easier to digest – your prospects might feel the same.
Using video in email marketing can boost prospect engagement and shorten the sales cycle.
Surprisingly, many companies miss out on the potential of video in their email strategy. Yes, it takes time and some skill, but the payoff is more efficiency, saved time, and reduced effort.
Let’s discuss why video works for email marketing, why you should consider it, and the best practices for making it work.
Benefits of using video in email marketing campaigns
Sales videos are exactly what they sound: videos sales teams use to engage prospects. They can be sent directly via email or shared during meetings.
At first, adding video to your sales approach might seem less personal, especially if you’re used to a more hands-on style. But embracing this brings big advantages for both you and your customers. Here are a few video email marketing benefits!
Grabs Instant Attention
Videos can grab recipients’ interest and prompt them to open the mailer to discover more. This higher engagement rate could increase the cold email conversion rate and overall performance.
Studies have proven that videos in emails can boost open rates by as much as 70%, making it a powerful tool for boosting email marketing results.
Friendly Faces Help Build Connection
Cold Emails can often feel too cold or miss the mark if you try too hard to sound “cool.” Instead of spending too much time perfecting your sales emails, send short videos. They let your personality come through while showcasing your product.
| “Personal video lets us showcase our personality and create important human connections. Unlike a phone call or an email, a personal video is memorable and puts a face to a name. So even if you end up on a phone call with a prospect, the call is much better.” |
– Roger Bernardino 1Huddle, VP of Business Development
Your prospects will appreciate seeing your face and hearing your voice, which helps them better remember you and your product. Plus, videos let you demonstrate the features and benefits in real-time, breaking down barriers and building trust.
Customers who feel a personal connection with your team are more likely to buy and recommend your company to others.
Can Be More Convincing
Using video in marketing is a game-changer, with 87% of respondents in a 2021 Hubspot survey saying it delivers a solid return on investment.
Video is far more engaging than traditional text or cold calls. It builds trust by putting a face to the name, making your outreach feel more personal and credible – even when it’s a cold email.
Are Better At Engaging Prospects
Long emails packed with product details might work for some, but most people won’t stick around to read through dense text.
Instead, short videos deliver the same information more engagingly, making it easier for viewers to understand your offer.
This clarity can streamline your sales process and help you overcome objections more effectively than traditional methods. Plus, video appeals to all types of learners – visual, auditory, and reading-based. For more engaging content, you might consider using the best ai video generator to create high-quality video messages quickly.
So, your sales team won’t have to constantly find new ways to explain your product or service.
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First impressions matter, especially in a crowded inbox. Instead of sending plain, forgettable emails, try sending a short video. It’s a simple way to grab attention and get your prospect to engage.
A video lets you showcase your personality and build a connection that’s hard to achieve through text alone. By the time they finish watching, they’ll already feel like they know you, making the sales process much smoother.
With just a quick video, you can share your smile, let them hear your voice, and clearly explain why your product is the right choice – all in a few seconds.
Data Can Be Gathered To Improve Sales Videos Over Time
Collecting and analyzing data, then tweaking your approach based on those insights, can enhance every business process.
For example, when using an online video platform to send video in email marketing, you’ll gather key data that can shape your strategy. Some metrics to track include:
- How many prospects watched the video
- How many completed it
- How many dropped off early
- How many took action, like booking a consultation
These insights help you identify what’s working and what needs adjustment. Plus, by A/B testing different versions of your sales emails, you’ll pinpoint which ones drive better results.
| “Video marketing has become a powerful tool for enhancing e-commerce sales. By leveraging the visual appeal and storytelling potential of videos, you can captivate your audience and drive conversions.” |
– Ratan Kumar Quora User
Best Practices For Using Video In Email Marketing
Your video sales emails should be informative, engaging, and to the point. No one’s going to open a 10-minute explainer video!
Stick to these videos in email best practices to boost your results:
Write An Impressive Subject Line
The success of your email often hinges on the subject line. A dull or overly edgy one can turn prospects away before they even click.
Aim for an intriguing subject line. Including something like “[VIDEO]” can also give recipients a sneak peek, boosting your open rates.
Experiment with different subject lines to see which grabs the most attention. And if you’re using an email marketing platform, tracking open rates becomes much simpler, giving you valuable insights into what resonates best.
Keep It Short
While long emails and explainer videos have their uses, a cold sales email isn’t the best time for lengthy details. Instead, make your initial sales video email punchy and informative!
Start by introducing yourself and your company. Briefly explain what you offer and how it can benefit the prospect.
Don’t forget to include a clear call to action! Let them know precisely what to do next.
Aim for your video to be around 2 minutes long. This keeps it concise while covering the essentials your prospect needs to know without losing their interest.
Build Credibility With Social Proof
Recommendations from friends, family, and strangers play a huge role in shaping our buying choices. This holds true in the B2B space as well.
Add facts, figures, and reviews from your current customers in your email marketing video whenever you can. You don’t need to read every detail of a Google Review; instead, highlight specific feedback or results related to your product features.
For instance, instead of just saying, “I’d love to demonstrate our amazing accounting software,” try saying, “I’d love to show you how our accounting software helped (customer name) cut their payroll processing time by 3 hours!”
Your Words And Video Must Complement Each Other
When crafting your video and the accompanying email, ensure they work together seamlessly.
Start with an eye-catching email subject line and text that sparks curiosity. Pose a question in the email, hinting that your video holds the answer. Curiosity is a powerful motivator, and this approach can boost views on your sales video.
Also, align your video content with the key messages in your email. If you want your prospects to take specific actions or need to reference additional information, provide links or attachments directly in the email. This way, you can deliver more value without overwhelming your audience.
Be Creative
Don’t hesitate to get creative with your sales videos. This is your chance to grab your prospect’s attention and make a memorable impression.
Here are some fun ideas to make your video stand out:
- Personal Touch: Start by writing your prospect’s name on a whiteboard.
- Use Props: Wear a fun hat or a sports jersey to add flair.
- Catchy Tunes: Wrap up your video with some lively music.
- Humor: Light-hearted jokes can go a long way – just keep it appropriate!
- Eye-Catching Graphics: Use visuals that keep your audience engaged.
Just keep it tasteful; too many gimmicks or inappropriate humor can backfire. It might be helpful to have a few people review your video to ensure it hits the right notes!
A CTA Should Never Be Missed
Whether you want them to book a consultation call, explore your product further, or take another action, ensure your video guides them to that action.
You can remind them to check the email body for links to your calendar or a PDF of your sales brochure. Add a clickable link to the video if you or someone you know is tech-savvy.
Also, be specific about the action you want them to take for better results. Instead of asking if they have “sometime next week” to chat, ask, “Does Tuesday at 2:00 work for you?”
Finding the best practices for sales emails can be a journey of trial and error. However, if your entire team is experimenting with videos in their emails, sharing insights can lead to greater success for everyone.
For instance, you might discover that a particular segment of prospects loves meme references. By sharing this insight, your teammates can incorporate similar content in their videos for that segment, boosting their chances of success.
The impact of sharing knowledge multiplies when you have data to back it up. If you can show how one video was watched longer than another or that a specific email subject line led to more opens, your claims become even stronger.
Prioritize Key Information First
When a prospect plays your video, you have mere seconds to captivate them before they decide to click away or delete your email. Share the most compelling information right from the start.
Create an impactful opening that highlights how your product can save them time or increase profits. Once you’ve hooked them, then introduce yourself and your company and dive deeper into the benefits of partnering with you.
Best Video Sales Letter Template
Conclusion
Struggling to get noticed in your prospects’ crowded inboxes?
A sales video can be very useful! Unlike standard text-only emails, a video can grab attention and increase your chances of getting that key sales call or purchase.
| I use personalized gifs and vids when a prospect goes silent, and also make videos as recaps for sales meetings. I’ve always had really good results from doing this, personally. Sometimes even with just a lead who said “Follow up in 6 mo.” |
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FAQs
Q 1. How To Use Video In Email Marketing?
To use video in email marketing, embed a thumbnail image linked to your video or use a GIF to grab attention. Keep the video short and engaging, focusing on delivering value, and include a clear CTA to encourage viewer interaction.
Q 2. When Are The Best Times To Use Video Prospecting?
The best times to use video prospecting are during the initial outreach phase and following up with leads. Videos can also enhance engagement and help build rapport with potential clients.
Q 3. Where Video Prospecting Is Most Effective?
Video prospecting excels in industries where personal connection is key, such as sales, real estate, and B2B services. It’s effective for engaging potential clients during the early stages of outreach.
Q 4. How Might You Best Use Video In An Email?
Using video in an email can convey your message more effectively. Try incorporating a brief, personalized video introduction or a product demo to capture attention and encourage recipients to take action. Ensure the video is relevant and adds value to your content!
Q 5. What Is A Good Open Rate For Cold Email?
Generally, it’s between 40% and 60%. While that might not sound high, it outperforms the average cold email open rate for regular email marketing, which sits around 15% to 25%, according to Mailchimp.
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