In today's digital world, your prospects receive TONS of emails every day. How can you break through the clutter? With video.
Video is an engaging and powerful medium that humanizes you (you're not a sales robot!) and lets you connect with prospects faster. In fact, Vidyard reports that open-to-reply rates increase 8x when a video is included in an email.
With that in mind, this post outlines four things to keep in mind that will make a big difference when using video in emails.
Target, target, target!
While creating a custom videos for each prospect may take too much time, you should still try to personalize your videos the best you can (and not just with <Company Name>). At Slope, we've created videos for specific job functions, locations, and industries. You can decide what your most important factors are, but the more focused the better.
For example, when we wanted to target Marketing Managers in Seattle, we picked two of the most important ways we target customers – location and job function – and produced a personalized video that could still reach a large number of people.
Keep it short
Most effective cold emails are short, as your prospect doesn’t have the time or interest to read a novel from someone they don’t know. The same goes for video. You can’t ask a prospect to watch an extravagant film the first time they meet you. Hook their attention quickly, and keep the video under 30 seconds.
You are not a sales robot! If you want to connect with your prospect, show that there is a real human on the other side of the email. Being authentic and personal will help break down the barriers of a cold email introduction. One of the easiest ways to do this is to include a thumbnail in the email that shows your face. Bonus points for GIFs.
Another great way to be authentic is to speak naturally, as if you were leaving a voicemail. If you stick to an exact script, it will hurt your chances at sounding genuine. Keeping a few bullet points in mind is enough.
Also, be sure to look directly into the camera (and smile!). You want your prospect to feel like you are speaking directly to them, not to another person off camera.
Have a clear call-to-action in the video
If a prospect takes the time to click and watch your video, then give them an easy way to take the next step! They are clearly more interested than someone that just deletes your email immediately, so take the opportunity to direct them to schedule a meeting, download a report, or whatever your call to action may be.
What other strategies have you used with video in emails? Anything we are leaving out here? Let us know in the comments!
If you made it this far, it's clear you understand the power of video. Here's Why Video is Essential to Your Content Strategy.
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