As trends progress, video is being used more than ever to communicate with others through sales emails and also to facilitate ideas. Consumers are turning to video to educate themselves on a multitude of topics as well as entertaining themselves and connecting with others. With this in mind, using video in your sales emails has become more important than ever.
According to Hubspot, sales emails that use video see eight times higher open to reply rate than traditional sales emails – as if you needed more encouragement to carefully curate video marketing in your emails. Setting out strategies can help your video email marketing become even more effective and generate more leads.
What is Video Email Marketing?
Despite its name, video email marketing doesn’t always include a playable video in an inbox. This is due to embedded videos not being supports in most email servers. Getting creative, a lot of marketers link a thumbnail image to a landing page for prospects to watch the video in question.
Taking a thumbnail and embedding it with a link can make the receiver think they are playing a video within their email, but they are taken to a gated landing page to access the video content which can lead to engagement with whatever the marketer is selling.
Data is consistently highlighting the importance of video marketing to today’s consumers. People are likely to open their emails by 19% more, reduce their unsubscribing by 25%, and have found email click-through rates increased by 300%. Factoring in these impressive statistics, why aren’t you using video marketing already?
Personalise Your Emails and Use them for Sales
Creating a video is now easier than ever. With tons of professional equipment, you can achieve perfect lighting and settings to make your video flawless. If you don’t have access to this type of technology, our phones are more than sufficient, with plenty of apps to edit and curate professional content.
With that in mind, it can take but a few minutes to develop a personal video for a lead that you are chasing. With a 36.9% higher closing rate when using personalised video with email, it’s a no-brainer.
Never Forget Your Call to Action In Sales Emails
Something that is effective about video email marketing is that people don’t stay in their inboxes, they follow the links bringing them to your carefully curated page. Another thing to factor in when creating your landing page is that it is mobile user-friendly.
A lot of people will be opening your emails on a mobile device, so it is important to have factored in the user experience when creating your landing page. Embed a video thumbnail image into your video to lead your potential lead to your landing page. From here, they will be able to enjoy your video but will also be greeted by the call to action you have placed on it, sending leads further down the sales funnel.
Tell a Story with Video Email Marketing
Everyone loves a good story and being able to demonstrate the benefits of your product by using unbiased and first-hand experience can help you clinch a sale. Using powerful customer testimonials can help generate leads and push those watching to invest in your product or service.
Using customer testimonials creates trust in a brand or product, and promotes whatever you selling with limited effort from you.
Make Your Email Marketing Fun
Technology is so advanced that we are able to utilise different formats to engage our customers. A video doesn’t have to be very long to be super effective. With mediums like Instagram and TikTok, people are consuming video material that is short and sweet. There are plenty of methods to ensure a short and sweet video in your email. Sometimes, using a GIF is enough to engage your audience and it creates a sense of fun and excitement for the user.
Events and Video Email Marketing
Using video email marketing to promote your events can increase engagement and encourage consumers to become involved. A video email campaign can be used effectively to build an audience who are interested in what you have to offer. This could be done by showing a previous event or by creating a teaser of what is to come during the event. You are able to include CTAs as well as bring people to your site through embedded video thumbnails, helping you share with your audience what your event is about and what it can offer them as a consumer.
Upsell Your Customers and Give Them Good Content
You can generate leads with video email marketing but you can also encourage your current customers to remain loyal by creating good video content for them to enjoy. You are 70% more likely to sell to a current customer, so looking into what they have bought and how they have invested in your brand or product can help you curate video content directly for them.
There is plenty of potential here to show your current customers how you can continue to benefit them, leading to them making more purchases with through your marketing. This could be done in a fun video or using a direct thank you or testimonial.
Make Your Content Relevant
The beauty of video email marketing is that it can be created quickly and easily. Tying your marketing in with current and suitable events can encourage your prospects to engage with your material. Making it relevant to your brand or product is a great way to help those who might not have heard of your business become interested and generate conversions.
Getting Started With Video Marketing In Sales Emails
Before creating your video marketing content to include in sales emails, it’s important to be aware of the video marketing tools available to achieve the best results. Some tools to consider when developing your video marketing strategy include editing tools and colour grading tools. Let’s take a look at some tools that can help you achieve the best results for your video marketing material in emails.
Choosing the Right Tools For Video Creation and Editing
In terms of video creation, there are plenty of tools available to utilise to ensure your video marketing material is of high quality and can be created quickly. Some useful tools include:
- Adobe Premiere Pro
- Final Pro Cut X
- Clipchamp
- Splice
These are a few tools that provide a range of editing options for visuals and sounds. By using editing tools, you can utilise several editing features including effects, transitions, and colour grading options, which are key elements of a professional marketing video for business. Creating a high-quality video will ensure that you engage your audience and motivate them to find out more about your business by clicking on your call to action button.
Keep Videos Short In Sales Emails
When it comes to video marketing, consumers’ attention spans are typically quite short. Due to this, every second that the user spends looking at your sales emails is critical to generating sales and leads.
When creating your sales emails, it’s usually best practice to create short video content that communicates your brand messaging quickly and clearly. We recommend aiming to keep your videos no more than two minutes long. This means that you can capture your audience’s attention through creative video marketing content without demanding too much of their time.
To engage your customers through the entire duration of your video content, ensure to utilise the following elements:
- An Engaging Hook: Begin your video content in sales emails with an engaging hook through the subject line of the email and also in the video itself. This can be a statement or question to address and engage your audience. Your hook is all about piquing the customer’s interests, so ensure to make it count!
- Quick and Valuable Information: Break up your information into different sections through clips and text to deliver your brand messaging in a clear and concise manner.
- Include a Call To Action: Don’t forget to add a call to action at the end of your video to encourage your customers to interact with your business through an action such as clicking a button or a URL link to a product page (E.g. “Browse our new stock”, “Click here for your discount code”, etc.).
Creating short video content ensures that you can dedicate more time to starting to plan more video content and experiment with different marketing strategies to identify what your target audience wants to see in your sales emails.
Content Ideas For Video Sales Emails
Once you have implemented your video marketing strategy for your sales, it’s important to have variety within your content to ensure that it’s always unique, creative, and engaging for your target audience. Let’s take a look at some of the best content ideas to engage your audience through video marketing:
Product and Service Demonstrations
Short product and service demonstration videos present the perfect opportunity to showcase the key features and benefits of utilising your products and services. Video content allows the customer to view exactly how your products work, why they should use them, and tips for maximising the benefits of using your products.
Product and service demonstrations are your chance to provide evidence to your audience about your high-quality products and services, therefore this will increase your sales and conversions. When creating this type of video content, ensure that the video footage is clear and effectively communicates your demonstrations for the customer to follow in steps.
Customer Testimonials and Case Studies
If you have any long-term relationships with clients or customers, consider reaching out to them to participate in a customer testimonial or case study video. This type of video marketing content is particularly effective in sales emails as it allows the customer to see the human faces behind a customer testimonial.
Video testimonials also allow the recipient of the sales email to hear the customer’s tone of voice and passion when speaking highly of your business. Case studies are a great way to tell the story of how you alleviate your customers’ challenges and pain points.
Just like every great story, a case study needs a setup, conflict, and resolution to effectively communicate your brand messaging. Therefore, customer testimonials and case studies are the perfect way to showcase your business, the team, and real-life examples of how you help your customers.
Behind-The-Scenes Content
When it comes to businesses and sales, people trust other people. This means that as businesses, we should always be trying to make our customers aware of the people behind the team. Behind-the-scenes video content is the perfect way to introduce your customers to the faces behind the team in sales emails.
Not only does this make your customers aware of the people that they would be working with, but also builds trust and authenticity. Customers appreciate receiving behind-the-scenes content from businesses as this transparency can foster loyalty and trust. Therefore, the more trust you build with your customers through video marketing in sales emails, the more likely they are to continue to choose your brand in the future.
Announcements and Teasers of New Products and Services
Video content is a great way to showcase the visual appeal and personality of your products and services. When building up towards a new product launch, create video content showing sneak peeks of your products and build anticipation amongst your target audience.
For example, consider editing together short clips of close-ups of your new product to tease its features and qualities. Then, once your product has launched, send your customers an announcement sales email with a high-quality video showcasing the product reveal.
This is a great way to utilise video content in sales emails to build anticipation and keep your audience informed and interested in your content and new product and service launches.
Want to know more about utilising video marketing for sales emails? Get in touch with ProfileTree today to develop your email marketing strategy!
