Email campaigns are a fun way to talk about your video content, but folks are still somewhat unsure concerning how to include video effectively. In this post I’ll share some guidelines to aid everybody add the special sauce and extremely amp up their nurturing campaigns.
A lot of people ask me “Ian, can I stream video playback within an email?”. The response to this inquiry is sort of. The image below outlines which email clients support video, but as you’ll notice, you should be careful with this particular pie chart. Because the two major email clients (Outlook and Gmail) will not support video playback, you must obtain a bit creative to provide your readers an interactive video experience.
In spite of this, here’s my 4 suggestions to work throughout the playback challenge and incorporate video within your emails:
1. In your own email, feature an image out of your video and set a play button over top of it to mimic the appearance of an average video player:
Here you’re adding a visual indication which a video is an element of your respective email with the play button. When readers are prompted using this type of play button, they’ll click the image and become forwarded to a website landing page – or even a branded video sharing page – together 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 make use of a GIF as opposed to a static image; however, you need to choose an excellent first image to the GIF in case the email client does not support GIFs (darn Outlook), and freezes on the first image.
2. Embed video on the website landing page and set it to auto-play:
Because you’re technically redirecting folks to some website landing page together with your video embedded, you’ll desire to catch their attention without delay and auto-play can be a surefire way to do this (in addition, it requires less clicks from your viewers).
3. As a general guideline, your video needs to be 30-90 seconds for surface of funnel campaigns and 1-thirty minutes for folks further along the funnel:
Because attention spans will vary according to a prospect’s progression from the sales funnel, you’ll want 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 should be short and sweet and doesn’t necessarily will need to go into product details. The full point is usually to attract new contacts and guide them in to the sales funnel.
For prospects you’re targeting who are further along from the funnel, consider including videos to answer questions you realize they already have concerning the product, detailed product demos, or personalized videos about how the item solves problems inside their industry.
4. Place a telephone call to action during, or at the conclusion of the recording that suggests a definite next thing for your audience:
If you’ve managed to obtain your readers to get viewers, you’ll definitely desire to direct your these to more content they will often like, get them to share the recording with social buttons, or ask them to submit an Eloqua form at the conclusion of the recording.
Creating 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 after a relevant video. A form can collect even more details to push in your marketing automation or CRM contact records for future lead nurturing and segmentation.
It is possible to send as numerous emails as you wish, but if you aren’t tracking responses, you won’t determine if your videos are effective or otherwise. All email marketing systems can tell you who’s clicked on your own email, and which links they clicked inside the email – video or otherwise. Tracking beyond this info is where things get more interesting.
For our video campaigns, we use Vidyard to monitor not simply 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 webpage video, but never returns to the site, it’s safe to imagine he had not been as engaged with 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 information isn’t kept in your marketing automation or customer relationship management system, you’ll desire to make sure there’s some technique for this new contact to set up their hand and request more details.
Vidyard offers email gates that can be added ahead of the video plays and customizable calls-to-action that keep to the video wherever it’s viewed. Optimizations like it will help you capture lead data anywhere your video goes, and it’s important to have this sort of strategy for capturing information from viewers who wish to self-identify as interested prospects.
What happens if someone likes your articles a great deal which they publish it elsewhere (blog, press, social media marketing etc.)? Or maybe if they utilize your video within re-published content? Well, the dexhpky83 functionality will apply. You will still get every one of the data, lead generation, and the internal calls to action wherever your video eventually ends up out online. 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 have you been tracking ensuring your success? What’s your average click through rate once you include videos? Inform me in the comments below – I’d enjoy to find out about what’s working and if you discover these pointers helpful!