Email campaigns are an easy way to share with you your video content, but individuals are still a little unsure on how to include video effectively. In this post I’ll share some guidelines to help everybody add the special sauce and amp up their nurturing campaigns.
Lots of people ask me “Ian, may i stream video playback in an email?”. The response to this question is sort of. The photo below outlines which email clients support video, but as you’ll notice, you need to be careful with this pie chart. For the reason that two major email clients (Outlook and Gmail) will not support video playback, you need to get yourself a bit creative to present your potential customers an interactive video experience.
That said, here’s my 4 tips to work round the playback challenge and incorporate video inside your emails:
1. Within your email, feature an image out of your video and place a play button over surface of it to mimic the design of a standard video player:
Here you’re adding a visual indication which a video is a component of the email with all the play button. When readers are prompted using this type of play button, they’ll click the image and become sent to a website landing page – or perhaps a branded video sharing page – with the video embedded. Employing a compelling image to link readers to video email works rather well to increase click through rates.
You may also utilize a GIF rather than a static image; however, you should choose a perfect first image for that GIF in case the email client will not support GIFs (darn Outlook), and freezes at the first image.
2. Embed video on the landing page and set it to auto-play:
Because you’re technically redirecting folks to a website landing page with the video embedded, you’ll would like to catch their attention straight away and auto-play is really a surefire technique of doing this (it also requires less clicks through your viewers).
3. As being a general guideline, your video should be 30-90 seconds for top of funnel campaigns and 1-thirty minutes for individuals further on the funnel:
Because attention spans will be different according to a prospect’s progression with the sales funnel, you’ll intend 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 must be short and sweet and doesn’t necessarily have to go into product details. The whole point is to attract new contacts and guide them in the sales funnel.
For prospects you’re targeting that are further along within the funnel, consider including videos to resolve questions you realize they have got about the product, detailed product demos, or personalized videos about how precisely the merchandise solves problems inside their industry.
4. Place a telephone call to action during, or at the conclusion of the video that suggests a precise next phase for the audience:
If you’ve were able to obtain your readers to be viewers, you’ll definitely want to direct your these people to more content they might like, get them to share the recording with social buttons, or get them fill in an Eloqua form after the video.
Constructing 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 youtube video. A form can collect much 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 desire, however if you aren’t tracking responses, you won’t determine if your videos work well or not. All e-mail marketing systems can let you know who’s clicked on the email, and which links they clicked throughout the email – video or else. Tracking beyond this info is where things have more interesting.
For our own video campaigns, we use Vidyard to trace not just who watches the recording, but just how long every person viewer watched our video and where they dropped off or lost interest. For example, if Steve watches our webpage video, but never returns to your site, it’s safe to assume he was not 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 info isn’t kept in your marketing automation or customer relationship management system, you’ll need to make sure there’s some way for this new contact to set up their hand and ask for 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 can help you capture lead data anywhere your video goes, and it’s essential to have this kind of technique for capturing information from viewers that want to self-identify as interested prospects.
Imagine if someone likes your site content so much that they publish it elsewhere (blog, press, social media etc.)? Or if they utilize your video within re-published content? Well, the dexhpky83 functionality will apply. You continue to get each of the data, lead generation, as well as the built in calls to action no matter where your video ends up out on the Internet. This applies 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 presently tracking ensuring your success? What’s your average click through rate whenever you include videos? Say in the comments below – I’d enjoy to learn about what’s working and if you locate these guidelines helpful!