Many people create videos for their website and social media. But did you know that incorporating video into your email can really boost your stats? Simply putting the word “video” in the subject line will boost open rates by 19% and click-through rates by 65%.
So, using videos in your email marketing is a no-brainer. But deciding which emails to use is a little more complex.
You should rarely be sending emails to everyone on your list. Instead, segment your master list and send targeted emails to each. The segment you are trying to reach, and the way in which you acquired their email, can help you determine what kind of video to share.
Many times, someone will give you their email without knowing very much about you, your company, or your product. But it’s important to think of email as currency, and as something personal. This person has opened the door to let you into their very busy lives. The least you can do is tell them a little bit about yourself.
Take for example this video from Brumble Bikes:
If Brumble has a segment of their list that they know is into bikes, but has never purchased before, this video is a good intro to Amos Brumble and his philosophy. It leaves the impression that they are welcome in the store, they can ask questions, and there will be no pressure. And more than that, it lets the potential customer know that Amos is interested in helping them and getting to know them. He’s not in it for a quick sale.
Many businesses have a segment of their list that has shown interest in a particular product or service, but hasn’t purchased yet. A video like this one from Toshiba is a reminder of all the unique selling points of their toaster and even offers recommendations for what to make in it...all in about 30 seconds.
Another good video for that segment of “interested but haven’t purchased yet” are customer testimonials. In general, people want to do what everyone else is doing, so if you can show happy customers describing what they like about your product or service and why, your potential customer is much more likely to hit that buy button.
When your Call to Action is a big ask, you might need a more in-depth video that lays out things like the problem, the solution you’re providing, the benefits of taking action, and how to take that action.
A video like the one from Jetpack Aviation below is useful when you are emailing potential investors, sponsors, or backers.
Series videos are good for products or services that need a longer marketing funnel.
Take for example this series of videos from us. We sat down and asked ourselves what our buyer’s journey was and what questions they had along the way.
At the beginning, our potential customers may be wondering how to solve a problem - how to get more customers for their business. We’ve created an FAQ video that explains our solution - video - and why it’s a great choice.
In our next video, we go beyond stats and explain which videos can affect your customer’s purchasing decisions.
At this point, our potential customers know they want video, but they also want to know how they are going to get that video out to their potential customers. We explain how Facebook ads work and how we work with you to reach your target audience.
Series videos are best for customers who are purchasing something that involves a serious commitment of time and resources.
Before sending any videos, remember to segment your list and then put yourself in your customer’s shoes. Ask yourself:
- What information would be beneficial to them at this point in the buyer’s journey?
- What is the most important message to get across at this time?
- What can we share that is valuable to them?
Answering those questions should get you started on the right foot.