How to Use Video to Warm Up a Cold E-mail List
by Deborah M. Burris
So you've messed up, let your email list go cold, and now hardly anyone is opening your emails. One of the best ways to fix this is to use video.
Including "video" in your subject line can increase your open rates by 19 percent And including a thumbnail of your video within your email can increase open rates by 65 percent. And even more importantly, according to Comscore, 64 percent of consumers are more likely to buy a product or service after watching a video about it. Now that you know why you should use video, we'll show you how to use this technique with maximum effectiveness.
How to make effective, engaging video content for your list
1. Keep it short and sweet to maximize the odds that viewers will see your entire message. The last thing you want to do is go on and on, and have them stop watching before you have a chance to unleash your call to action. According to Wistia, a popular video hosting provider, 60 seconds is the best length—59 percent of viewers will watch the entire video if it's 60 seconds or less.
2. It's critically important to grab the attention of viewers in the first few seconds of your video. Use an introduction to your video that contains a powerful reason for viewers to keep watching. And be sure to get to the point quickly to avoid losing the attention of your audience.
3. Invest in a quality microphone to ensure that your audio is crystal clear. Low quality audio makes viewers work too hard to understand your message and unlikely to stick with you until the end.
4. Take care to properly light your video. No one will want to watch you in the shadows, right?
5. Whenever possible, prove to viewers that what you're saying is true. If it fits your topic, consider using attractive graphics to illustrate your points.
6. Avoid monotony, because if viewers get bored, they'll stop watching. A music track in the background, plus changes in location and camera angles, can help to keep things fresh and interesting. And most importantly, make sure that your video is packed full of useful information that adds real value.
7. Include a call to action in your video. A call to action refers to what you tell viewers to do next. This might be to buy something, sign up for your e-mail list, or book a free consultation.
8. Avoid using phrases that make viewers think there is nothing more to see, especially if you haven't presented your call to action yet. Phrases to avoid include: "to wrap thing up," "we'll just finish up now," or "in summary".
Tools for hosting and distributing your video
Once you've made your video, and before you distribute it to your list, you need to host it somewhere. YouTube is free, and easy to use even for a novice. Or, if you have more sophisticated needs, you could use a company such as Vimeo, Wistia, or Brightcove.
Additionally, most video hosting providers make it easy for you to integrate your video into your email campaigns, whether you're using Infusionsoft, GetResponse, Aweber, or some other company.
Lastly, you can use a tool such as PlusThis to find out how much of your video is actually being watched, which can help you to identify weak spots in your script and improve your content for future viewers.
It's time to warm up your email list with video
It can be intimidating to think of making your first video, but if you want to improve engagement and conversions from your email list, you should jump in with both feet and just do it. And remember, be yourself and let your passion for your product or service shine through.
Deborah has a bachelor’s degree in Economics from Brigham Young University and a master’s degree in Business Administration. She has worked for top pharmaceutical companies as a sales representative and sales trainer. She now enjoys being a mother, business owner and video strategist.
With a passion for video, Deborah has extensive training in all aspects of video production and loves to help small business owners create videos to promote their companies. She stays on top of sales and marketing trends by attending the best conferences in the industry, such as WistiaFest, Traffic and Conversion Summit, and ICON.
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