Video Email – Educate Yourself on Every One of the Details Pertaining to Applying Video Email in Your Particular Business.
Email campaigns are a fantastic way to share your video content, but everyone is still a lttle bit unsure concerning how to include video effectively. On this page I’ll share some tricks and tips to aid everybody add the special sauce and really amp up their nurturing campaigns.
A lot of people ask me “Ian, can I stream video playback in a email?”. The answer to this is form of. The picture below outlines which email clients support video, but as you’ll notice, you should be careful using this pie chart. As the two major email clients (Outlook and Gmail) do not support video playback, you will need to obtain a bit creative to provide your readers an interactive video experience.
That said, here’s my 4 ideas to work throughout the playback challenge and incorporate video within your emails:
1. In your own email, include an image through your video and placed a play button over top of it to mimic the design of a normal video player:
Here you’re adding a visual indication that a video is part of your respective email with all the play button. When readers are prompted using this play button, they’ll click the image and also be directed to a landing page - or even a branded video sharing page - with your video embedded. Employing a compelling image to link readers to video email works very well to improve click through rates.
You may also make use of a GIF rather than a static image; however, you must choose a great first image for your GIF in case the email client fails to support GIFs (darn Outlook), and freezes in the first image.
2. Embed video on your own landing page and set up it to auto-play:
Because you’re technically redirecting folks to a landing page with the video embedded, you’ll would like to catch their attention without delay and auto-play is a surefire way to do this (furthermore, it requires less clicks out of your viewers).
3. Being a general guideline, your video should be 30-90 seconds for surface of funnel campaigns and 1-thirty minutes for people further down the funnel:
Because attention spans will be different depending on a prospect’s progression from the sales funnel, you’ll want to make sure your emails, and also the videos within those email campaigns, are highly targeted.
When sending communication to top-of-funnel leads, the associated video should be short and sweet and doesn’t necessarily need to go into product details. The entire point is usually to attract new contacts and guide them to the sales funnel.
For prospects you’re targeting that are further along within the funnel, consider including videos to answer questions you already know they already have regarding the product, detailed product demos, or personalized videos about how precisely the product solves problems in their industry.
4. Place a telephone call to action during, or at the end of the recording that suggests a definite next thing for your audience:
If you’ve were able to buy your readers in becoming viewers, you’ll definitely want to direct your these to more content they will often like, get them to share the video with social buttons, or ask them to submit an Eloqua form following the recording.
Building a call to action could be as simple as prompting viewers to “download our white paper” or as strategic as together with a contact page form after a relevant video. A form can collect more details to push in your marketing automation or CRM contact records for future lead nurturing and segmentation.
You may send as much emails as you wish, however if you aren’t tracking responses, you won’t know if your videos are effective or perhaps not. All e-mail marketing systems can advise you who’s clicked in your email, and which links they clicked throughout the email - video or otherwise. Tracking beyond this info is when things acquire more interesting.
For the video campaigns, we use Vidyard to trace not merely who watches the video, but exactly how long each individual viewer watched our video and where they dropped off or lost interest. As an illustration, if Steve watches our webpage video, but never returns to our own site, it’s safe to assume he had not been as engaged with our content as Monica, who watched our Eloqua integration video, visited our blog, and watched more video content on our Space Academy.
If their friend’s contact information isn’t kept in your marketing automation or customer relationship management system, you’ll want to make sure there’s some way for this new contact to set up their hand and ask for additional information.
Vidyard offers email gates that could be added ahead of the video plays and customizable calls-to-action that adhere to the video wherever it’s viewed. Optimizations like this helps you capture lead data anywhere your video goes, and it’s vital that you have this sort of technique for capturing information from viewers who wish to self-identify as interested prospects.
Can you imagine if someone likes your site content so much they publish it elsewhere (blog, press, social websites etc.)? Or if they prefer your video within re-published content? Well, the dexhpky83 functionality will apply. You continue to get all of the data, lead generation, along with the internal calls to action no matter where your video eventually ends up out on the Internet. This applies to YouTube annotations, and Vidyard’s calls-to-action.
If you’re using video with your email campaigns, how’s it working? How are you currently tracking ensuring your success? What’s your average click through rate if you include videos? Inform me within the comments below - I’d enjoy to find out about what’s working and if you discover these pointers helpful!