Email campaigns are a fun way to discuss your video content, but individuals are still a little unsure on how to include video effectively. In this article I’ll share some tricks and tips to help you everybody add the special sauce and extremely amp up their nurturing campaigns.
A lot of people ask me “Ian, may i stream video playback within an email?”. The answer to this query is sort of. The graphic below outlines which email clients support video, but as you’ll notice, you must be careful with this particular pie chart. For the reason that two major email clients (Outlook and Gmail) usually do not support video playback, you must get a bit creative to give your readers an interactive video experience.
That said, here’s my 4 ways to work across the playback challenge and incorporate video in your emails:
1. Within your email, include an image from the video and set a play button over top of it to mimic the style of a standard video player:
Here you’re adding a visual indication that a video is part of your email with the play button. When readers are prompted using this play button, they’ll click on the image and stay sent to a website landing page – or perhaps a branded video sharing page – with the video embedded. Utilizing a compelling image to link readers to video email works really well to boost click through rates.
You may also utilize a GIF rather than a static image; however, you need to choose a great first image for your GIF if your email client fails to support GIFs (darn Outlook), and freezes with the first image.
2. Embed video in your website landing page and set it to auto-play:
Because you’re technically redirecting folks to a landing page along with your video embedded, you’ll would like to catch their attention right away and auto-play is actually a surefire way to do this (additionally, it requires less clicks out of your viewers).
3. Being a general guideline, your video must be 30-90 seconds for top of funnel campaigns and 1-half an hour for people further on the funnel:
Because attention spans can vary dependant upon a prospect’s progression throughout the sales funnel, you’ll desire to make sure your emails, and 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 have to go into product details. The complete point would be 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 respond to questions you know they have got regarding the product, detailed product demos, or personalized videos about how the product solves problems within their industry.
4. Place a telephone call to action during, or at the conclusion of the recording that suggests a clear following step to your audience:
If you’ve were able to obtain your readers in becoming viewers, you’ll definitely would like to direct your them to more content they may like, encourage them to share the recording with social buttons, or get them submit an Eloqua form at the end of the recording.
Building a call to action is often as simple as prompting viewers to “download our white paper” or as strategic as including a contact page form at the end of 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.
You can send as numerous emails as you wish, but if you aren’t tracking responses, you won’t determine your videos are effective or otherwise. All e-mail marketing systems can let you know who’s clicked on your email, and which links they clicked within the email – video or else. Tracking beyond this info is when things find more interesting.
For your video campaigns, we use Vidyard to trace not just who watches the recording, so how long every person viewer watched our video and where they dropped off or lost interest. As an example, if Steve watches our home page video, but never returns to our own site, it’s safe to imagine he had not been as engaged using 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 details isn’t stored in your marketing automation or customer relationship management system, you’ll want to make sure there’s some method for this new contact to place up their hand and request more details.
Vidyard offers email gates that may be added prior to the video plays and customizable calls-to-action that follow 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 type of strategy for capturing information from viewers that want to self-identify as interested prospects.
Imagine if someone likes your content a great deal which they publish it elsewhere (blog, press, social media marketing etc.)? Or if they use your video within re-published content? Well, the dexhpky83 functionality will apply. You still get every one of the data, lead generation, and also the internal calls to action regardless of where your video winds up out on the net. This is applicable to YouTube annotations, and Vidyard’s calls-to-action.
If you’re using video in your email campaigns, how’s it working? How are you tracking your success? What’s your average click through rate whenever you include videos? Say within the comments below – I’d want to hear about what’s working and if you realise these tips helpful!