Email campaigns are a fantastic way to share your video content, but people are still a little unsure on how to include video effectively. In this posting I’ll share some tips and tricks to help you everybody add the special sauce and extremely amp up their nurturing campaigns.
Lots of people ask me “Ian, can I stream video playback within an email?”. The reply to this question is kind of. The photo below outlines which email clients support video, but as you’ll notice, you must be careful using this pie chart. Since the two major email clients (Outlook and Gmail) tend not to support video playback, you need to have a bit creative to offer readers an interactive video experience.
That said, here’s my 4 ideas to work across the playback challenge and incorporate video in your emails:
1. In your own email, include an image from the video and set a play button over surface of it to mimic the style of a standard video player:
Here you’re adding a visual indication that the video is an element of your email using the play button. When readers are prompted using this type of play button, they’ll go through the image and become directed to a landing page – or perhaps a branded video sharing page – along with your video embedded. By using a compelling image to link readers to video email works very well to increase click through rates.
You can also work with a GIF rather than a static image; however, you should choose an excellent first image for the GIF in case the email client does not support GIFs (darn Outlook), and freezes with the first image.
2. Embed video on your own website landing page and set it to auto-play:
Because you’re technically redirecting folks into a website landing page with the video embedded, you’ll wish to catch their attention straight away and auto-play is really a surefire technique of doing this (furthermore, it requires less clicks out of your viewers).
3. Like a general guideline, your video needs to be 30-90 seconds for surface of funnel campaigns and 1-30 minutes for folks further along the funnel:
Because attention spans will be different according to a prospect’s progression from the sales funnel, you’ll desire to make sure your emails, and also 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 full point is to attract new contacts and guide them in to the sales funnel.
For prospects you’re targeting who are further along within the funnel, consider including videos to respond to questions you already know they have regarding the product, detailed product demos, or personalized videos about how exactly this product solves problems in their industry.
4. Place a telephone call to action during, or at the conclusion of the recording that suggests a definite next step to your audience:
If you’ve been able to buy your readers to get viewers, you’ll definitely want to direct your these to more content they will often like, get them to share the video with social buttons, or ask them to 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 page form after a youtube 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 may send several emails as you would like, but when you aren’t tracking responses, you won’t determine if your videos work well or not. All email marketing systems can let you know who’s clicked on your own email, and which links they clicked throughout the email – video or otherwise. Tracking beyond this info is where things acquire more interesting.
For the video campaigns, we use Vidyard to follow not just who watches the video, but just how long each individual 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 site, it’s safe to assume 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 information isn’t kept in your marketing automation or customer relationship management system, you’ll want to make sure there’s some means for this new contact to place up their hand and ask for more information.
Vidyard offers email gates that can be added ahead of the video plays and customizable calls-to-action that adhere to the video wherever it’s viewed. Optimizations like this will help to you capture lead data anywhere your video goes, and it’s vital that you have this sort of strategy for capturing information from viewers that want to self-identify as interested prospects.
What if someone likes your articles so much which they publish it elsewhere (blog, press, social websites etc.)? Or maybe they prefer your video within re-published content? Well, the dexhpky83 functionality will apply. You continue to get all the data, lead generation, along with the built-in calls to action regardless of where your video ends up out on the net. This applies 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 ability to succeed? What’s your average click through rate once you include videos? Tell me from the comments below – I’d want to hear about what’s working and if you realise these tips helpful!