10 Simple Tips for Using Personalized Videos in Email Marketing

Last updated on: February 16, 2024

I used to play this board game called Othello as a kid. I think it’s sometimes called Reversi. Maybe you know it.

The saying printed on the box was “A minute to learn, a lifetime to master.” This tagline unduly annoyed me because at the age of eight, I felt I had definitely mastered the game. Nonetheless, this is the phrase that frequently jumps to my mind when I consider email marketing.

Email marketing takes just a moment to learn, in terms of what it is and how to execute it. But it truly requires a lifetime of constant optimizing and tinkering to master. Now I’d like to offer you another way to improve your email marketing: personalized videos.

Including personalized videos in your emails can encourage more engagement, strengthen relationships, and ultimately lead to more sales. Let’s dive into how to use personalized video in email marketing!

Benefits of using personalized videos in email marketing messages

Here are some of the benefits you might see from including personalized videos in your email marketing:

  • Higher engagement: Reps who include the word “video” in their email subject lines can see their open rate increase by 6%! Combining personalization with video content in an email is a great way to get recipients’ attention and have more interaction with your emails.
  • Greater connection: Video creates a person-to-person connection (as opposed to person-to-written-word) because it uses your unique face and voice to share your message, rather than the same black-and-white text that everyone else uses. And when you increase your connection to a lead, you help drive sales.
  • More concise communication: Video allows the salesperson to easily convey information visually that would have otherwise taken paragraphs of wording to explain.
  • Standing out from the crowd: Video, at the moment anyway, is rare in emails and, therefore, stands out. Even as video becomes an increasingly popular method of communication, it still taps into your audience’s desire to be acknowledged.

10 tips for including personalized videos in your email marketing

Want to take advantage of some of these benefits in your own marketing efforts? Let’s talk about how to use personalized videos in email marketing and do it well:

1. Use the right equipment

In order to create a stellar email marketing video, you need lighting equipment, a camera, and a microphone. The good news is, in the words of Dylan Echter, Brand Marketing Manager for Gartner Digital Markets and video production expert, “You don’t have to spend big to dramatically increase the quality.”

At the end of the day, you likely already have the equipment needed in order to make a video and start testing your success. (In fact, I might even recommend avoiding purchasing high-end production equipment until you’ve seen some initial success from using video in emails.)

Til å begynne med trenger du bare et godt webkamera, litt naturlig belysning og mikrofonen på hodetelefonene dine. Det er alt du trenger. Bare sørg for at du stiller deg vendt mot et vindu (slik at lyset treffer deg forfra og ikke bakfra) og begynner å ta opp.

Når du har prøvd ut video og bestemt deg for å fortsette med det (eller utvide det til hele salgsteamet), bør du sannsynligvis investere i mer skalerbart utstyr. Spesielt naturlig belysning er ikke spesielt skalerbart. Du kan sannsynligvis ikke plassere hele salgsteamet ditt i nærheten av vinduer hele tiden, for ikke å snakke om det faktum at dagslys ikke er en permanent tilstand.

Når du er klar til å investere i bedre produksjonsutstyr, må du velge noe ut fra dine egne behov, men du bør begynne her:

  • Her er en liste over rimelige kameraer.
  • Her er en liste over lamper til under 50 dollar som får deg til å se levende ut uansett tid på døgnet.
  • Her er en liste over budsjettmikrofoner du bør se nærmere på. (Én koster under 50 dollar!)

2. Use the right software

In addition to production equipment, you’ll need to select easy-to-use software that allows your team to edit their own videos.

For beginners, Echter says, “A lot of free video editing software can do far more than you think it can. If you’re familiar with iMovie, start with that. Don’t feel the need to spring for anything fancy if you don’t know how to use it, because having workable software and knowing how to use it are two different problems.”

Once your team is comfortable working with video editing software, there are many platforms available today that will really upgrade your video and types of marketing emails. Modern video management platforms will allow your team to edit videos and embed them easily into their emails.

Most of these solutions will even give you access to important metrics for the videos in your emails, helping you determine not just if your video emails get higher click-throughs, but also how engaging the video itself really is, so you can optimize your format and approach.

3. Do your research

Whether you’re recording your video for a cold email or a customer you’ve had for years, it’s important to research your recipient. Researching them before recording gives you a better idea of their needs so you can address them thoroughly. Learn a bit about their company, industry, and any other information that might be relevant.

Consider the following things when conducting research:

  • Have a goal: As with your other marketing materials, each video should have a goal. Do you want to inform the recipient of an upcoming event or product launch? Want to get them to sign up for a sales call? Research with that specific goal in mind and ignore other details.
  • Find the right recipient: It might be tricky if you only have one email subscriber working at a specific company, but sending your marketing email to the right person is important. You need to get your marketing messages in front of people who can actually act on them. If you do create a personalized video for someone who isn’t the ideal recipient of your message, make it clear that you’d love to get in touch with the right contact.
  • Decide how personalized to get: Depending on your email’s goal and what you know about your recipient, you might want to personalize your videos to varying degrees. A smaller degree of personalization might just include the recipient’s first name, while a more personalized video could include their job title, company size and name, and other details. Consider your relationship with the recipient to decide how personalized to make your video.

4. Plan your personalized videos, but don’t script them

Et viktig aspekt ved bruk av video for å skape en menneskelig kontakt er å gjøre videoen så naturlig menneskelig som mulig - og det betyr å snakke på en spontan måte i stedet for i en monoton tone.

Spend some time carefully planning what points you want to make. For an intro video, you’re basically making your elevator pitch. Then hit the following points:

  • Hvem du er/hva bedriften din gjør
  • Tillitsfaktorer
  • Interessentens smertepunkt (tenk på klisjeen i infomercials: "Er du lei av at X skjer med deg?").
  • Hvordan produktet eller tjenesten din løser dette smertepunktet

5. Keep your videos under 90 seconds

Your prospects really don’t want to spend a lot of time paying attention to a stranger, especially a stranger who they know wants something from them. 90 seconds is the absolute longest that you should make your videos—and they should only get that long if you’re offering a micro-demo. Intro videos (which will make up the vast majority of the personalized videos you send in cold emails) really should be more like 30-45 seconds long.

LAST NED

Et idiotsikkert veikart for utgående salg.

Det er langt mer sannsynlig at potensielle kunder kjøper når de har hørt om deg før. Denne steg-for-steg-malen for utgående kampanjer viser deg hvordan du kommer på radaren til kontaktene dine før du begynner å ringe.

HENTE MALEN

6. Seek a second opinion

Dylan delte også denne perlen av visdom med meg: "Førsteinntrykket er fortsatt viktig i video. Hvis du er nybegynner innen video, bør du låne en venn med et godt øye som kan hjelpe deg med å sikre at du ikke produserer en utilsiktet frontkamera-selfie eller en Blair Witcheller Blair Witch-aktige videoer. Til syvende og sist ønsker du at kunden skal bli imponert over innsatsen, men en personlig video kan fort virke avskrekkende hvis den er dårlig filmet."

I tillegg til å ta noen stikkprøver av de første videoene, bør du og teamet ditt møtes jevnlig for å sammenligne suksessen til alles videoer. Dere kan gi hverandre tips om hva som fungerer og hva som ikke fungerer, slik at hele teamet kan bli bedre på video-e-poststrategien.

7. Visually customize

Med video kan og bør du gjøre mer enn bare å vise at du har undersøkt prospektet. Et tips som salgsvideo-ekspertene i Vidyard anbefaler, er å holde opp en whiteboardtavle med "Hei [navn på kundeemnet]" skrevet på i begynnelsen. Ved å inkludere denne tavlen gjør du miniatyrbildet ditt mer personlig og tiltrekker deg prospektets oppmerksomhet.

Another method is to create your video as a screen recording of the prospect’s website for part or all of the video. Doing so allows you to both capture the prospect’s attention from the thumbnail and clearly indicate where your product will make a difference on their site. It can give a demo feel to an intro video.

8. Use images to present information quickly

Noe av det beste med video er at du kan bruke grafikk til å presentere konsepter som ellers ville kreve mye tekst. Du kan bruke grafikk til å dekke ting som vanligvis tynger ned cold emails, for eksempel tillitsfaktorer eller suksessmålinger.

To see what I mean, check out this mind-blowingly good video from a cold email that the CEO of ProfitWell sent to someone at Nutshell. You’ll see for starters that when Patrick mentions that 25% of his target audience already uses Profitwell, he displays an image with dozens of logos of big-name companies that use Profitwell. Because he uses a graphic instead, he doesn’t have to waste time or space dropping names to drive your trust.

Mens han gir en kort forklaring på hva Profitwell gjør, viser han et rent, enkelt og personlig grensesnitt (antagelig Profitwell-grensesnittet) som viser nøyaktig hvordan det vil se ut hvis man lykkes takket være Profitwell. Det jeg liker best med denne grafikken, er at den gir inntrykk av at Profitwell vil øke Nutshellsin suksess med ca. 25 % uten at han faktisk sier det. Den andre gangen han bruker denne grafiske stilen, klarer han selvfølgelig å gjøre det enda tydeligere hvor stor avkastning Nutshell vil få, uten å si det.

Det beste med denne grafikken er at du i teorien kan lage den på forhånd og i stor grad gjenbruke den om og om igjen. Grafikk med firmanavn kan raskt endres.

I tillegg til personlig grafikk kan merkevarebasert grafikk, for eksempel et tittelkort eller et godt CTA-overlegg, virkelig løfte videoene dine og vise potensielle kunder hvor mye arbeid du legger ned i å snakke med dem. Hvis du ikke er god på grafisk design, foreslår Echter at du "[spør] en venn som er god på programvare som After Effects, om han eller hun kan lage noe raskt og billig for deg (for Guds skyld, betal kreative!) som du kan bruke om og om igjen. Få dem til å eksportere det som en videofil som du kan dra og slippe i hver eneste video du produserer."

9. Have a clear CTA

If I was only allowed to give one more piece of advice ever to sales and marketing people it would be this: have a clear CTA. It honestly doesn’t matter what you’re doing, if you want someone to take an action for you, MAKE IT OBVIOUS AND EASY. That’s in all-caps because so many people fail at this simple task all the time.

Før du lager videoen, bør du bestemme deg for hva du vil at kunden skal gjøre etterpå. Vil du at de skal bestille tid i kalenderen din? Skal de fylle ut et skjema? Finn deretter ut hvordan du kan gjøre denne handlingen så enkel som mulig. I stedet for å be kunden om å svare på e-posten din når det passer for ham eller henne, kan du for eksempel legge inn en lenke til ledige tider i kalenderen din.

Nå som du har funnet ut hvordan CTA-en din skal se ut, bør du lede videomeldingen tydelig inn i den. Noe i retning av: "Hvis du synes det høres bra ut, kan du klikke nedenfor for å sette av tid i kalenderen min til å fortsette denne samtalen!" (Hvis du trenger et godt eksempel på hvordan du gjør dette, kan du se Profitwell-videoen. CTA-en på slutten kunne ikke vært tydeligere eller enklere å følge).

10. Keep the actual email short, sweet, and focused

Selv om den personaliserte videoen er en fulltreffer, må du ikke glemme at du fortsatt må sende en e-post. I stedet for å fokusere på å få respons i teksten, bør du fokusere på å få mottakerne til å se videoen, så hold teksten så kort og oversiktlig som mulig. I utgangspunktet vil du bare presentere deg selv og gi en grunn til at de bør se videoen. Her er en mal fra Vidyard:

"Hei [potensiell kunde],

Som [tittel] i [prospektets selskap] antar jeg at du fokuserer på å forbedre [relevant element]. Jeg har satt sammen en 45-sekunders video som forklarer hvordan [representantens selskap] kan [gjøre X, forbedre Y, løse Z].

[Video]

Vi ser frem til å dele mer beste praksis. Hvordan fungerer [dato og klokkeslett] for en introduksjonssamtale?

Best,[Name]”

If your video is actually a link to another page (like the Profitwell video is), leave the secondary CTA off the email altogether and focus on getting them to click on that video. You can then rely on the video’s CTA to do its job.

Frequently asked questions about using personalized video in email marketing

Want to know more about including personalized videos in your emails? Take a look at these FAQs:

How do I send a personalized video via email?

There are generally two ways for you to send your personalized videos in an email message: embedding the video and including a thumbnail and link that takes the recipient to your video once they click on it. The option you choose depends on your email provider, marketing goals, file quality, and even which format your recipients prefer.

What should you avoid when sending personalized videos in marketing emails?

Just as there are ways to make your personalized videos more effective, there are also ways to make them less effective. Avoid the following things when sending videos in email marketing campaigns:

  • Including too much personal information about your recipient
  • Not having a clear CTA
  • Not looking professional
  • Creating a video that’s too long
  • Using too many cliches

Which tools are best for sending personalized videos via email?

There are dozens of video personalization platforms out there for companies to use in their email marketing campaigns. There isn’t necessarily a best tool — just those that fit your needs most closely. Consider the platform’s features and cost to determine if it will work for your business.

Maximize your email marketing efforts with Nutshell

Email marketing is a powerful tool for reaching out to new leads and old customers alike. By following the tips above, you can make your marketing emails even more effective through the use of personalized videos. Connect with recipients and boost engagement with well-planned and executed videos that pack a punch.

If you want to make the most of your email marketing campaigns, look no further than Nutshell. With Nutshell Campaigns, the email marketing software we built into our CRM, you can easily create marketing lists based on your CRM contacts, send scheduled and targeted campaigns, and integrate your marketing data with your CRM platform to quickly see the big picture of every relationship. 

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