This Simple Trick Will Instantly Increase Your Email Performance with Prospects
Email is a great way to connect with your current customers and future customers (a.k.a. prospects) and so is video. We use both to help customers and prospects alike to understand how our OfficeSuite UC system works and how it can benefit their organization. However, combining email and video is often difficult, as email programs do not allow you to insert a video that is playable by the recipient. But, there are a few tricks to getting someone to think there is a video in your email and to get them to click on it and watch your message.
The first step is to find a video that's going to appeal to your buyer. You want something that is short, under 2 minutes, and to the point. Make sure that the business value of your solution is in the first 10 or 20 seconds. This will draw your user end in and get them to watch more of your content. For those of you who are Broadview agents, you have access to lots of videos you can use for your email messages!
Next, make sure that your video is posted on a website that you control. Sending somebody off to YouTube is only an exercise of getting them distracted from what you want them to do. If you have created a video that is hosted on YouTube, you have two options - host on your own website or embed the video from YouTube on your own webpage.
To embed a video from YouTube, simply find a video you would like to use and click the share button underneath the video. Now, click embed and then copy. This code can be copied and pasted into the HTML of a webpage or in a code block if you are using a content management system. It really is easy, but if you are unsure, just search YouTube!
Next, we need to pick an image from the video that will really get your reader's attention. Something from that video that's going to attract them to click on it. So, you might pick a scene that includes your product, or something silly like a weird expression on someone's face while they're talking. The whole goal is to get them to watch the video.
Now that you found that perfect scene, use a free screenshot tool like Lightshot to make that frame an image you can insert into your email. I like Lightshot because there is a Chrome extension and a desktop application. Plus, you can take a screenshot of just a particular section of your screen instead of the whole desktop.
Now we're ready to write the email and insert the picture of your video. I'm going to show you on Microsoft Outlook since it is the most commonly used email application for businesses, but these steps are similar in other email programs.
First, let's write a compelling email. Start with something that's going to get your reader’s attention, like the end benefit of your solution. Try to make it tangible to the reader. Hubspot has a great article to help you out if you need some inspiration. Whatever you do, do not start with an introduction to your service or company.
Now, go up to “Insert” from the menu bar and select “Pictures” and find the clip of the video you just saved.
Once the picture is inserted, click the picture and then click “Insert” from the menu bar again. Look for the hyperlink button and insert the webpage address. You can also right click on the image and select hyperlink.
That’s it. Now you are ready to send. You can measure your success by simply tracking the number of views before and after you send the email. While not perfect, tracking views on YouTube is easy and a good indicator of if the video in email worked or not. For a quick crash course on easy video metrics, check out Social Media Examiner.
Don't forget your signature line! Signatures are a great way to get people to follow you on social media and ensure they always have your contact information.
One more tip, always include a post script (p.s.) line at the end of your emails. Offer your reader a white paper or link to an article on your website. This is a last-ditch effort to try to get them to interact with your email and company.