Email campaigns are a fantastic way to talk about your video content, but people are still somewhat unsure on how to include video effectively. In this posting I’ll share some tricks and tips to assist everybody add the special sauce and incredibly amp up their nurturing campaigns.
A number of people ask me “Ian, can one stream video playback in a email?”. The reply to this is sort of. The picture below outlines which email clients support video, but as you’ll notice, you have to be careful with this pie chart. Since the two major email clients (Outlook and Gmail) will not support video playback, you have to get a bit creative to give your readers an interactive video experience.
Nevertheless, here’s my 4 suggestions to work across the playback challenge and incorporate video inside your emails:
1. Within your email, feature an image from your video and put a play button over top of it to mimic the look of a normal video player:
Here you’re adding a visual indication a video is a component of your respective email with the play button. When readers are prompted with this particular play button, they’ll select the image and stay forwarded to a landing page – or even a branded video sharing page – together with your video embedded. Utilizing a compelling image to link readers to video email works rather well to boost click through rates.
Also you can make use of a GIF rather than static image; however, you must choose an excellent first image to the GIF if your email client does not support GIFs (darn Outlook), and freezes on the first image.
2. Embed video on your own landing page and set it to auto-play:
Because you’re technically redirecting folks to some landing page with your video embedded, you’ll desire to catch their attention without delay and auto-play is a surefire method of doing this (furthermore, it requires less clicks from your viewers).
3. As a general guideline, your video ought to be 30-90 seconds for surface of funnel campaigns and 1-thirty minutes for people further along the funnel:
Because attention spans will vary dependant upon a prospect’s progression through the sales funnel, you’ll desire to make sure your emails, along with the videos within those email campaigns, are highly targeted.
When sending communication to top-of-funnel leads, the associated video needs to be short and sweet and doesn’t necessarily will need to go into product details. The complete point is to attract new contacts and guide them to the sales funnel.
For prospects you’re targeting who are further along in the funnel, consider including videos to answer questions you understand they may have concerning the product, detailed product demos, or personalized videos about how precisely the merchandise solves problems in their industry.
4. Place a phone call to action during, or at the conclusion of the recording that suggests a definite next step for your personal audience:
If you’ve managed to obtain your readers to get viewers, you’ll definitely desire to direct your them to more content they might like, get them to share the video with social buttons, or have them fill in an Eloqua form following the recording.
Creating a call to action may be as simple as prompting viewers to “download our white paper” or as strategic as such as a contact form after a video. A form can collect even more details to push into your marketing automation or CRM contact records for future lead nurturing and segmentation.
It is possible to send as numerous emails as you desire, 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 tell you who’s clicked on your email, and which links they clicked in the email – video or otherwise. Tracking beyond this info is how things get more interesting.
For our own video campaigns, we use Vidyard to trace not just who watches the recording, but how long every individual viewer watched our video and where they dropped off or lost interest. For example, if Steve watches our homepage video, but never returns to the site, it’s safe to imagine 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 information isn’t stored in your marketing automation or customer relationship management system, you’ll need to make sure there’s some way for this new contact to place up their hand and request additional information.
Vidyard offers email gates which can be added prior to the video plays and customizable calls-to-action that keep to the video wherever it’s viewed. Optimizations like this will help to you capture lead data anywhere your video goes, and it’s important to have this type of technique for capturing information from viewers who wish to self-identify as interested prospects.
What if someone likes your posts so much they publish it elsewhere (blog, press, social websites etc.)? Or if they utilize 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 winds up out on the Internet. 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 presently tracking your prosperity? What’s your average click through rate when you include videos? Say within the comments below – I’d love to read about what’s working and if you locate these pointers helpful!