Personalisation is one of the biggest buzzwords in sales and marketing but until recently has been a pretty challenging workaround for emails. VIdeo was too big to attach, many email servers couldn’t cope with file sizes and you never knew whether they reached the intended recipient.
But it’s easier than ever.
And creating bespoke video messages for individual prospects and customers is a a good strategy for your video marketing.
So here’s what you need to know get your one-to-one email video messaging up and running.
What is one to one video email?
We’ve been doing it for many years with video calls, texts and plain text emails. And with Covid, everyone has got far more comfortable being on camera to chat.
And combining the two and actually using video in emails is an awesome engagement and business development tool.
The word “video” in an email subject line can increase open rates by 6%. (SuperOffice)
Video content in emails can improve click-through rates by up to 300%. (Biteable)
Adding video content to emails can reduce opt-outs by up to 5%. (Backlinko)
Technology enables you to go a step further, and send bespoke video to each and everyone person you reach out to via email. Nothing fancy –simple ‘to camera’ smart phone records – videos that talk direct to one prospect, customer or client and are quick to make, easy to watch and communicate information efficiently.
What platform do you use for your video emails?
Actually uploading videos within your email is a no no. It just doesn’t work for many email providers, particularly Outlook and Gmail.
But who doesn’t love an easy work around?
Insert an image in your email and link it to a landing page where the video is embedded.
Whether that’s on your website or on a third party hosting site such as You Tube or Vimeo, by clicking on an eye catching image within an email, a recipient can be viewing their own bespoke video in a matter of seconds.*
How do you make your videos?
Save the high production values, expensive gear and sound-proof studio for marketing brand videos. Video emails – true personalisation – is all about disposable, one-off content.
Making email video has to be quick and easy otherwise it won’t happen. Don’t you know it?!
Set up your workspace or desk in a way that means you when you need to create a video, you’re already set and ready to go.
If you’re using a webcam or smart phone, keep a microphone and headphones to hand: there’s no point in creating video if the recipient can’t hear what you’re saying. Unless of course your video is purely visual.
And to guarantee a steady image when videoing on your smart phone, a tripod – even a cheapie – is non negotiable.
Your first video may take you time to get right. Working out your tech, what you’re going to say and how to put your video link in your email. Go with it and practice until you’re happy with your process.
Upload direct from your phone or if you’ve got the skills edit it and add a logo and contact details.
Whatever your process is, once you’ve nailed it, establish a work flow that makes it easy to regularly record and publish your videos as quickly and efficiently as possible. That way it’ll happen more often.
Keep a step-by-step list somewhere handy, set up a vimeo or you tube account, create thumbnail templates that can easily be personalised – whatever it is that makes it hassle-free as possible.
When it comes to the creative side, the fun stuff you’re only limited by your imagination.
Keep it as straight-laced or as crazy as you and the recipient can take, but remember you’re the customer-facing part of your business, so do what’s appropriate for your business.
Neither should you get carried away with the creative or the video too complicated or the time-suck won’t be worth the effort.
· Use a whiteboard to add your recipient’s name for openers or thumbnails
· Position their website or Linked In profile behind you.
· Use props that relate to your prospect.
· Do a walk-through your office to show off the team or environment.
· Get a bunch of colleagues to cheer to camera.
· Do an on screen demo of your product or website walk-through.
Purpose & Intent
Just like any piece of marketing content you produce, when it comes to making personalised email videos, you need to be clear about your purpose and intent: a clear call to action is key.
Whether you’re trying to book in a meeting or call, schedule a demonstration, share insights or drive registrations or sign up, tell your recipients why you are contacting them and let them know what you want to do.
Whatever your intention, communicating this information and also letting them know you understand them and their problems, all done succinctly and in an entertaining way, is far more likely to generate the response you want.
Sending an email with your personal email video, is a sure-fire way to make sure the recipient gets what your saying and calls you back quick smart. IF you’re about provoking an action, then video email is the way to do it.
Want more content about video?
We also wrote an article you may like on how to feel more comfortable on camera.