Email campaigns are an easy way to talk about your video content, but everyone is still a lttle bit unsure on how to include video effectively. In this posting I’ll share some tips and tricks to assist everybody add the special sauce and incredibly amp up their nurturing campaigns.
Lots of people ask me “Ian, may i stream video playback within an email?”. The reply to this inquiry is sort of. The graphic below outlines which email clients support video, but as you’ll notice, you have to be careful with this particular pie chart. For the reason that two major email clients (Outlook and Gmail) do not support video playback, you will need to get a bit creative to provide your readers an interactive video experience.
Nevertheless, here’s my 4 suggestions to work round the playback challenge and incorporate video with your emails:
1. Within your email, include an image from your video and place a play button over surface of it to mimic the design of an average video player:
Here you’re adding a visual indication that the video is a component of the email together with the play button. When readers are prompted using this play button, they’ll click the image and become sent to a landing page – or even a branded video sharing page – with the video embedded. Using a compelling image to link readers to video email works properly to improve click through rates.
Also you can use a GIF rather than a static image; however, you should choose a perfect first image for that GIF if your email client is not going to support GIFs (darn Outlook), and freezes with the first image.
2. Embed video in your 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 would like to catch their attention without delay and auto-play is really a surefire method of doing this (it also requires less clicks from your viewers).
3. Like a general guideline, your video should be 30-90 seconds for top of funnel campaigns and 1-thirty minutes for folks further down 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, along with the videos within those email campaigns, are highly targeted.
When sending communication to top-of-funnel leads, the associated video should be short and sweet and doesn’t necessarily have to go into product details. The full point is always to attract new contacts and guide them to the sales funnel.
For prospects you’re targeting who happen to be further along within the funnel, consider including videos to reply to questions you already know they may have regarding the product, detailed product demos, or personalized videos regarding how this product solves problems in their industry.
4. Place a phone call to action during, or following the recording that suggests a clear next step for your personal audience:
If you’ve been able to get the readers to become viewers, you’ll definitely desire to direct your these people to more content they may like, get them to share the recording with social buttons, or get them fill in an Eloqua form at the conclusion of the video.
Developing a call to action could be as simple as prompting viewers to “download our white paper” or as strategic as such as a contact page form at the end of a video. A form can collect even more details to push into the marketing automation or CRM contact records for future lead nurturing and segmentation.
It is possible to send as numerous emails as you wish, but when you aren’t tracking responses, you won’t know if your videos work well or otherwise not. All e-mail marketing systems can advise you who’s clicked on the email, and which links they clicked in the email – video or else. Tracking beyond this info is how things find more interesting.
For the video campaigns, we use Vidyard to follow not only who watches the video, but exactly how long every individual viewer watched our video and where they dropped off or lost interest. As an illustration, if Steve watches our homepage video, but never returns to your site, it’s safe to imagine he was not as engaged with the 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 desire to make sure there’s some means for this new contact to put up their hand and ask for more information.
Vidyard offers email gates which can be added prior to the video plays and customizable calls-to-action that follow the video wherever it’s viewed. Optimizations like it will help you capture lead data anywhere your video goes, and it’s crucial that you have this sort of strategy for capturing information from viewers who wish to self-identify as interested prospects.
Can you imagine if someone likes your posts so much that they can publish it elsewhere (blog, press, social media etc.)? Or maybe if they use your video within re-published content? Well, the dexhpky83 functionality will apply. You still get all of the data, lead generation, and also the built in calls to action regardless of where your video winds up out online. 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 tracking ensuring your success? What’s your average click through rate if you include videos? Inform me from the comments below – I’d want to learn about what’s working and if you discover the following tips helpful!