Marketers can see 66% more solid leads every year when they use video.(SmallBizGenius)
If you’re debating adding video to your next marketing email, this is the sign you’ve been waiting for. In today’s tech space, you don’t need to be an expert to create a killer video for your clients.
Whether you choose to link or embed the video into your personalized outreach, it’s sure to increase your open rate. Once you’ve selected a method for sharing your video, you’ll want to consider a few things before pushing out your first video email.
Lighting is your friend.
No fancy lighting equipment is necessary to create an effective video for your clients. If you can, position yourself in front of a window or natural light source. Ideally, a south-facing window will give you the best light. If you don’t have access to a natural light source, there are some low-cost tools you can pick up to help boost your shot. We recommend this Selfie Ring Light that seamlessly clips on to your phone or laptop. Plus, its travel-friendly size means you can use it when you’re on the go!
Keep the text short & sweet.
Emails are already most effective when they contain a healthy amount of characters in the text. When it comes to adding a video, there’s even more reason to keep the text concise and non-overwhelming to the recipient. The client viewing your email will appreciate the thoughtful balance of text and video. Save the bulk of the information for the video itself.
Pick the right content.
Choosing the right content for your video is vital. From tutorials and demos to event highlights and testimonials, there’s a huge amount of options for content. Select a type of content that aligns with your other communications and provides the most value to customers. Have an awesome new website? Now’s the perfect time to create a quick demo video sharing its features and hidden gems. Host a webinar this week? Shoot an email out to your clients with a video replay so they can pass it along to any colleagues that missed out.
Timing is everything.
Consider the pockets of time in your clients’ days when creating a video to plug into your next email. 1.5 minutes in the drive-through lane at their favorite coffee spot, 3 minutes waiting for their Uber. These pockets are the perfect amount of time for your client to check their email and view a brief but highly effective video from you. Avoid sending an email with a 10-minute video in the middle of the workday–the client will check out when they realize how long of a time commitment it is.
Give a heads up!
Make sure that you call out the video you’re sending to clients. For an email, hint at the video in your subject line. If you’re using SMS, use verbiage that alludes to the video and ensure that it’s not set up to autoplay when they open the message. No client wants to accidentally play a loud video in the middle of a crowded area. Giving the recipient a heads up will allow them time to pop in their headphones before they hit “Play”.