Email campaigns are a great way to talk about your video content, but individuals are still somewhat unsure about how to include video effectively. In this posting I’ll share some guidelines to assist everybody add the special sauce and incredibly amp up their nurturing campaigns.
A number of people ask me “Ian, may i stream video playback in a email?”. The response to this question is type of. The graphic 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) usually do not support video playback, you need to have a bit creative to present your potential customers an interactive video experience.
That said, here’s my 4 tips to work throughout the playback challenge and incorporate video in your emails:
1. In your email, include an image from the video and place a play button over surface of it to mimic the design of a typical video player:
Here you’re adding a visual indication a video is a component of your own email with the play button. When readers are prompted using this play button, they’ll select the image and also be directed to a landing page – or a branded video sharing page – with the video embedded. Using a compelling image to link readers to video email works rather well to improve click through rates.
You may also use a GIF as opposed to a static image; however, you need to choose a great first image for the GIF if your email client does 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 want to catch their attention straight away and auto-play is actually a surefire technique of doing this (additionally, it requires less clicks through your viewers).
3. Being a general guideline, your video must be 30-90 seconds for surface of funnel campaigns and 1-half an hour for people further across the funnel:
Because attention spans will vary 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 ought to be short and sweet and doesn’t necessarily have to go into product details. The entire point would be 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 realize they have got regarding the product, detailed product demos, or personalized videos about how precisely the item solves problems in their industry.
4. Place a call to action during, or at the end of the video that suggests a definite following step for your audience:
If you’ve managed to get the readers in becoming viewers, you’ll definitely desire to direct your these people to more content they could like, get them to share the video with social buttons, or have them complete an Eloqua form at the conclusion of the recording.
Creating a call to action is often as simple as prompting viewers to “download our white paper” or as strategic as such as a contact page form following a video. A form can collect much more details to push to your marketing automation or CRM contact records for future lead nurturing and segmentation.
You can send several emails as you would like, however, if you aren’t tracking responses, you won’t know if your videos work well or otherwise not. All email marketing systems will tell you who’s clicked on your email, and which links they clicked inside the email – video or else. Tracking beyond this info is when things get more interesting.
For the video campaigns, we use Vidyard to monitor not simply who watches the video, so how long every person viewer watched our video and where they dropped off or lost interest. As an example, if Steve watches our webpage video, but never returns to our own site, it’s safe to assume he was not 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 information isn’t stored in your marketing automation or customer relationship management system, you’ll intend to make sure there’s some way for this new contact to get up their hand and ask for more info.
Vidyard offers email gates that may be added before 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 type of strategy for capturing information from viewers that want to self-identify as interested prospects.
Can you imagine if someone likes your posts a lot that they publish it elsewhere (blog, press, social networking etc.)? Or if they use your video within re-published content? Well, the dexhpky83 functionality will apply. You continue to get every one of the data, lead generation, and the built in calls to action wherever your video eventually ends up out on the web. This is applicable to YouTube annotations, and Vidyard’s calls-to-action.
If you’re using video with your email campaigns, how’s it working? How are you tracking your prosperity? 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 discover these pointers helpful!