Embedding personal videos in emails can be daunting to anyone trying it out for the first time. For most, it’s a challenge to get in front of the camera in the first place.
I remember when I first started at Vidyard, I was so self-conscious about filming my outreach videos when other people were around. Now, I’ll pretty much film anywhere at work (as long as there’s good lighting, of course). Not sure how to get comfortable? I wrote a post with some of my top video selling tips for new sales reps.
Since the video is not meant to stand alone, it’s important to consider the surrounding text and how you can use it to set your video message up for success. Your video is the main course, the text before it is the appetizer (which whets the audience’s appetite for the video), and the ask at the end is the dessert. Let’s dig in:
Have a wicked subject line
If there’s a video in the email, let your recipient know about it. After all, adding video to email can boost open rates up to 300%. I put [VIDEO] right at the beginning of the subject line, then follow it with something short that packs a punch.
If I get a referral, I send a video with the subject line, “INSERT NAME HERE said we should chat!” or if it’s been a little while since I’ve heard back from someone, I’ll say something like, “just following up :)” or “just checking in :).” Use lowercase when you can; it catches people’s attention because it looks so out of place.
Keep it short and sweet
Long emails are dead. Even if you’re not including a video, only include relevant details in the text. By pointing the recipient to a continued conversation and getting them to accept that call-to-action, you’ve granted yourself the opportunity to expand on the points that you outlined in the body of the email. The email is solely there to provide an idea of what’s to come.
In other words, always include social proof in your email. For example, when reaching out to a prospect, include a metric from another customer in their industry that they would care about.
You can stir excitement about what you have to offer, but you want that to translate into a conversation. Give people a reason to keep listening.
Make the words and video work in tandem
We always say that video + text = one concise email.
Rather than using the email to repeat the messaging in the video, keep it simple by summarizing the material.
Be transparent about the video length before you insert it. If it’s only 33 seconds long, someone is probably going to make the time to watch it, rather than assuming that it’s five minutes long.
Highlight the three main points to consider from the video, and place the points right underneath it.
Always have an ask
End your email with a call-to-action. Whether it’s asking for time to talk or pointing to another piece of material, never let your message go dark. Illustrate the next step.
I recommend going big and being direct with your ask.
For example, if you’re trying to book a meeting, don’t ask the person if next week works for them. Instead, say something like, “How does Friday at 4:00 p.m. sound?” Not only does this show confidence, but it also suggests that you have other things going on.
A reminder: it’s a best practice to bring your personality into this process. There are a ton of ways to get creative with your outreach. Have fun with your whiteboard, make use of your co-workers for cool thumbnails, or even get the person you’re reaching out to involved by blowing up their LinkedIn profile picture. It might sound crazy, but trust me, it gets that click.
Our Video Inspiration Hub is ever-evolving and filled with tons of knowledge about how to use video at all stages of a client relationship. Who knows? Maybe you’ll be the next one to set an example.