Email campaigns are a fantastic way to talk about your video content, but everyone is still a lttle bit unsure on how to include video effectively. On this page I’ll share some tips and tricks to assist everybody add the special sauce and extremely amp up their nurturing campaigns.
Many people ask me “Ian, should i stream video playback within an email?”. The answer to this query is type of. The graphic below outlines which email clients support video, but as you’ll notice, you need to be careful using this pie chart. Because the two major email clients (Outlook and Gmail) usually do not support video playback, you must get a bit creative to give prospective customers an interactive video experience.
Having said that, here’s my 4 ideas to work round the playback challenge and incorporate video within your emails:
1. Inside your email, include an image from the video and set a play button over surface of it to mimic the look of a normal video player:
Here you’re adding a visual indication which a video is a component of your own email with the play button. When readers are prompted using this play button, they’ll click the image and also be sent to a landing page – or even a branded video sharing page – together with your video embedded. Using a compelling image to link readers to video email works properly to enhance click through rates.
You can also make use of a GIF as opposed to a static image; however, you need to choose an excellent first image for your GIF if your email client does not support GIFs (darn Outlook), and freezes on the first image.
2. Embed video on your website landing page and set up it to auto-play:
Because you’re technically redirecting folks to your landing page along with your video embedded, you’ll would like to catch their attention right away and auto-play is really a surefire technique of doing this (furthermore, it requires less clicks out of your viewers).
3. As a general guideline, your video must be 30-90 seconds for top of funnel campaigns and 1-a half-hour for individuals further down the funnel:
Because attention spans can vary depending on a prospect’s progression through the sales funnel, you’ll need to make sure your emails, as well as the videos within those email campaigns, are highly targeted.
When sending communication to top-of-funnel leads, the associated video ought to be short and sweet and doesn’t necessarily have to go into product details. The full point is usually to attract new contacts and guide them in to the sales funnel.
For prospects you’re targeting who definitely are further along in the funnel, consider including videos to answer questions you realize they already have in regards to the product, detailed product demos, or personalized videos about how exactly the item solves problems in their industry.
4. Place a call to action during, or at the conclusion of the recording that suggests a definite next step for the audience:
If you’ve been able to buy your readers in becoming viewers, you’ll definitely would like to direct your them to more content they will often like, encourage them to share the video with social buttons, or keep these things fill in an Eloqua form after the video.
Constructing a call to action may be as simple as prompting viewers to “download our white paper” or as strategic as including a contact form at the end of a video. A form can collect even more details to push into the marketing automation or CRM contact records for future lead nurturing and segmentation.
You can send as many emails as you wish, however, if you aren’t tracking responses, you won’t determine if your videos are effective or perhaps not. All e-mail marketing systems can tell you who’s clicked in your email, and which links they clicked throughout the email – video or otherwise. Tracking beyond this info is how things find more interesting.
For our own video campaigns, we use Vidyard to track not merely who watches the video, but exactly how long every person viewer watched our video and where they dropped off or lost interest. As an illustration, if Steve watches our home page video, but never returns to our site, it’s safe to believe he had not been as engaged with this 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 details isn’t saved in your marketing automation or customer relationship management system, you’ll intend to make sure there’s some method for this new contact to set up their hand and ask for more info.
Vidyard offers email gates that could be added before the video plays and customizable calls-to-action that stick to the video wherever it’s viewed. Optimizations like it will help you capture lead data anywhere your video goes, and it’s crucial that you have this sort of technique for capturing information from viewers that want to self-identify as interested prospects.
Can you imagine if someone likes your articles a whole lot which they publish it elsewhere (blog, press, social media marketing etc.)? Or maybe if they normally use your video within re-published content? Well, the dexhpky83 functionality will apply. You continue to get all the data, lead generation, and the built-in calls to action regardless of where your video ends up out online. This is applicable to YouTube annotations, and Vidyard’s calls-to-action.
If you’re using video inside your email campaigns, how’s it working? How are you currently tracking ensuring your success? What’s your average click through rate whenever you include videos? Tell me within the comments below – I’d love to find out about what’s working and if you discover these guidelines helpful!