Your customers probably get a lot of emails, which makes it pretty difficult to stand out in their crowded inboxes. So, when you finally get your customer to open your email, you can’t afford to waste that precious opportunity to connect with them. So let’s look at when to add video to your email campaigns with the help of Render Perfect Productions.
What should you do? Well, we know video boosts email click-through rates, so sending video is the way to go, right?
The answer is: Yes, but with some caveats. The videos you send in your email campaigns matter more than blasting inboxes with any old piece of video content. We’re going to cover five types of videos you can send via email and what scenarios to send them in, so you can bring in more clicks and keep customers engaged.
Personalized Welcome Video
Personalized welcome videos are a fantastic way to introduce customers to your company. With a 90-second (or less) video, you can kick off the customer onboarding process and create a deeper connection with your new prospect.
“Personalized” is the operative word here. When you’re making your welcome videos for your new prospects, don’t look at it as an opportunity to only talk about your company. On the contrary: Experts recommend you start out by demonstrating your understanding of the customer. Show that you did your research and you understand their pain points by talking a bit about their niche or industry and how they can better serve their customers.
After you’ve shown them, you know where they’re coming from, you can take some time to explain how your organization addresses their pain points.
Cap off the welcome video with a Call to Action (CTA) that moves your customer further along in the sales funnel. Tell them how they can learn more about your product or service or get in touch with someone on your sales team. If you use Soapbox, you can embed a CTA directly in your video.
Video Voicemails
So, you’ve got a foot in the door with your customer, and now it’s time to connect them with your sales team. This is a perfect opportunity to send out a video voicemail.
At a high level, a video voicemail is a short video you send to someone to better connect with them. Think of a traditional phone voicemail, but made with a webcam.
We found four components that make for a good video voicemail:
- An attractive thumbnail, to stand out in a noisy inbox
- A short, personalized introduction and the reason you’re emailing the prospect
- A sprinkle of personality
- A next step for the prospect to take
When used correctly, sending a video voicemail can bump your sales outreach email click-through rate and build a stronger relationship with your customer — all while moving them further down the sales funnel.
Onboarding Video
Onboarding your customers and acclimating them to your company is just as important as onboarding new employees. According to a Wyzowl report, 86% of people are more likely to stay loyal to a business that invests time into onboarding content.
The significant part about building onboarding content is that it does double duty as library content. If your onboarding video contains info on how to get started with your services, you can also put that video on a knowledge base or how-to page.
Strong onboarding content educates your new customer at a high level about your company. Your onboarding video needs to do a few things and do them well. Read on to discover what these are.
People Behind Products
Give your team the spotlight here and show the customer who they’re going to be working with. This presents another opportunity for you as sales professionals to provide the customer points of contact — both people and email addresses — in case they have follow-up questions.
Communicate Effectively
Be clear with your language and get to the point quickly. Take advantage of the little time you have and craft a concise message from your sales team that explains your product’s features and how your services will benefit your customer.
Use Case Studies and Examples
One of the most effective ways to get your point across is to cite wins with other customers or bring up relevant, real-world examples of how your product or services helped people in the past.
So, break out those case studies and customer testimonials, weave them into your onboarding script, and you’ll be well on your way to convincing customers of your value.
Demo the Product
Finally, bring it all together by demonstrating your product. As you demo, show a quick shot of who is giving the demo (hint: this should be your sales team), get to the point quickly, weave in practical examples and former customers as wins, and close out the demo with a final CTA — something that makes folks want to dive deeper into your product or service.
Email Your Video Event Invitations
Event marketers live and die by the inbox. In 2019, a full 78% of event marketers said email is their most effective marketing tactic. A year earlier, 94% of event marketers that used video said they found it to be effective.
Knowing that, it only makes sense that video for email works for both invitations and pre-event announcements.
Just make sure to not confuse invitations with welcome videos. Invitation videos are focused on single events and are personal invites to attend, unlike welcome videos, which are built to be general introductions to your product or service.
Your invitation video should come from someone high within your company or from the person who is leading the event.
Bring Customer Stories to Life with Video
A well-rounded marketing strategy includes more than just self-serving promotional messaging. Take yourself out of the picture and highlight how you’re helping customers succeed. Thoughtful testimonials can inspire prospects to take the plunge and introduce existing customers to new products and services that could help them grow in different ways.
Sprinkle these stories into newsletters, include relevant testimonials in sales emails, and map results to specific features during onboarding. There’s no going wrong when you let customers steal the spotlight.
Like any good email campaign, all you have to do is tap into your email list, link out to your testimonial video’s landing page, and include a relevant CTA. Video testimonials allow you to showcase the absolute best of your brand, using real customers as your marketing “actors.”
About Render Perfect Productions:
Render Perfect has been built from the ground up to service growing businesses and help them realize their full visual storytelling and digital marketing potential. We’ve created a service offering and skill-set that spans video production, post-production, motion graphic design, 3D animation, web development, and video marketing strategy. Our insight and experience allow us to help clients make better planning decisions and get more out of their video production effort.
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