Email campaigns are an easy way to discuss your video content, but people are still a little unsure on how to include video effectively. In this posting I’ll share some guidelines to help you everybody add the special sauce and incredibly amp up their nurturing campaigns.
Many people ask me “Ian, may i stream video playback in a email?”. The answer to this inquiry is type of. The picture below outlines which email clients support video, but as you’ll notice, you have to be careful with this particular pie chart. Because the two major email clients (Outlook and Gmail) will not support video playback, you need to get a bit creative to offer prospective customers an interactive video experience.
Nevertheless, here’s my 4 ways to work around the playback challenge and incorporate video within your emails:
1. Inside your email, include an image through your video and put a play button over surface of it to mimic the design of a normal video player:
Here you’re adding a visual indication which a video is a component of your email using the play button. When readers are prompted using this play button, they’ll click on the image and be directed to a landing page – or even a branded video sharing page – with the video embedded. By using a compelling image to link readers to video email works rather well to improve click through rates.
Also you can make use of a GIF as opposed to a static image; however, you should choose a great first image for your GIF if your email client is not going to support GIFs (darn Outlook), and freezes in the first image.
2. Embed video on your own website landing page and set up it to auto-play:
Because you’re technically redirecting folks to a website landing page with your video embedded, you’ll would like to catch their attention immediately and auto-play can be a surefire method of doing this (additionally, it requires less clicks from the viewers).
3. Like a general guideline, your video needs to be 30-90 seconds for top of funnel campaigns and 1-half an hour for individuals further across the funnel:
Because attention spans will vary depending on a prospect’s progression from the sales funnel, you’ll need 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 entire 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 reply to questions you understand they have got concerning the product, detailed product demos, or personalized videos regarding how the item solves problems in their industry.
4. Place a phone call to action during, or after the video that suggests a definite next thing to your audience:
If you’ve been able to obtain your readers to become viewers, you’ll definitely want to direct your these people to more content they might like, encourage them to share the recording with social buttons, or ask them to fill in an Eloqua form following the recording.
Developing a call to action can be as simple as prompting viewers to “download our white paper” or as strategic as such as a contact form at the conclusion of a relevant video. A form can collect more details to push into the marketing automation or CRM contact records for future lead nurturing and segmentation.
You are able to send as many emails as you wish, but when you aren’t tracking responses, you won’t determine your videos work well or not. All email marketing systems can advise you who’s clicked on your email, and which links they clicked throughout the email – video or else. Tracking beyond this info is when things get more interesting.
For our video campaigns, we use Vidyard to monitor not only who watches the video, but exactly how long every person viewer watched our video and where they dropped off or lost interest. For instance, if Steve watches our webpage video, but never returns to our own site, it’s safe to imagine he had not been 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 contact information isn’t held in your marketing automation or customer relationship management system, you’ll desire to make sure there’s some way for this new contact to get up their hand and request more details.
Vidyard offers email gates which can be added just before the video plays and customizable calls-to-action that follow the video wherever it’s viewed. Optimizations like this can 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 want to self-identify as interested prospects.
What if someone likes your posts a lot that they publish it elsewhere (blog, press, social websites etc.)? Or 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 the built in calls to action wherever your video eventually 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 currently tracking your success? What’s your average click through rate when you include videos? Inform me from the comments below – I’d like to find out about what’s working and if you discover these tips helpful!