Using Video In Sales Emails

In the competitive landscape of B2B sales, differentiating your outreach can be the difference between a meeting set and a message ignored. With the average office worker receiving hundreds of emails every day, standing out in a crowded inbox is no small feat — enter the power of video in sales emails.

The trend of incorporating video in sales outreach is more than just a blip on the communication radar; it's reshaping the way sales professionals connect with prospects and customers. In this extensive discussion, not only will we unlock the persuasive power of video in sales emails, but also dissect strategies and techniques to make those videos compelling and, most importantly, converting.

The Persuasive Power of Video in Sales Emails

Human beings are visual creatures — an estimated 90% of the information transmitted to our brains is visual, and visuals are processed in the brain at astoundingly faster rates than text. Video incorporates imagery, movement, and sound, appealing to multiple senses and fostering a stronger, more memorable connection.

From a sales perspective, video offers a dynamic way to convey your message, showcase your product, or introduce yourself, making it a superb medium to cut through the noise of the average inbox.

Benefits of Using Video in Sales Emails:

• Increased Engagement: Videos are known to boost open rates and engagement. According to HubSpot, including video in an email can lead to a 200-300% increase in click-through rates.
• Personal Touch: Video allows you to create a more personal connection. Seeing and hearing you helps build trust and rapport.
• Distinctiveness: The unique approach of a video in an email sets you apart from competitors still relying solely on text.
• Complex Information Simplified: Demonstrating complex product features or concepts can be much easier with a visual aid.

Crafting High-Converting Sales Videos:

Creating a video for your sales email requires planning, execution, and optimization. Here's how to craft videos that not only captivate attention but also drive action:

1. Plan Your Video Strategy:

• Determine the purpose: Is the video intended to introduce yourself, explain a product feature, answer a question, or share customer testimonials?
• Tailor the content: Tailor your video content for different stages of the buyer's journey.
• Script it out: While you want to appear natural and conversational, a script ensures you stay on message and hit all key points succinctly.

2. Technical Aspects Matter:

• Quality over Quantity: Invest in a good webcam and microphone. Crisp visuals and clear audio reflect professionalism.
• Background Settings: Keep your backdrop professional and distraction-free. Your setting should add to your credibility.
• Lighting is Key: Good lighting can make all the difference. Ensure your face is well-lit, ideally with natural lighting.

3. Keep it Short and Sweet:

• Respect their time: Sales videos should be concise. Aim for 1-3 minutes. If you can't say it in three minutes, reconsider if email is the right medium.

4. Focus on Personalization:

• Personalize your approach: Adding the prospect's name, referencing their company, or touching on specific pain points shows a personalized approach.

5. Deliver a Clear Call to Action (CTA):

• What next? At the end of the video, provide a clear CTA. Whether it's scheduling a meeting, visiting a webpage, or another step—make it clear and easy to follow.

6. Optimize for Mobile Viewing:

• Mobile-Friendly: Test your video on different devices to ensure it's easily viewable on mobile, where a lot of email is now checked.

7. Test and Measure:

• Trial and Analysis: Test different video styles and messages. Measure engagement and conversion rates to refine your approach.

Best Practices for Sending Sales Videos in Emails:

Now that you've created an engaging video, it's critical to embed it effectively within your sales email.

• Thumbnail Optimization: The video thumbnail is the first thing the recipient sees, so choose an engaging image, possibly with a play button overlaid.
• Use an Engaging Subject Line: Subject lines can make or break open rates. Tease the video content in the subject for a curiosity-driven open.
• Don't Ditch Text Altogether: Support your video with a brief email body that primes the recipient on what to expect and why it's worth watching.
• Hosting & Embedding Videos: Host your video on a reliable platform and embed it in your email or provide a link due to attachment size limitations and deliverability concerns.

Leveraging Video Email Tools

Numerous tools exist to streamline video production and integration into sales emails, including Vidyard, Loom, and BombBomb. These platforms offer recording and analytics capabilities, which are invaluable for tracking engagement and improving your video outreach strategies.

Overcoming Challenges and Objections

While video can transform your sales emails, it isn't a silver bullet and comes with challenges:

1. Spam Filters: Videos can sometimes trigger spam filters. It's important to keep email best practices in mind to minimize this risk.
2. Production Intimidation: Creating videos can be daunting initially. Focus on authentic, value-driven content over Hollywood production.
3. Technical Troubleshooting: Always ensure your video plays across different email clients and devices to avoid technical snafus.

Final Thoughts

Video is a potent tool in the modern sales arsenal, combining the benefits of face-to-face interaction with the scalability of digital communication. Utilizing video in your sales emails can significantly boost open rates, build stronger connections, and ultimately, close more deals.

In conclusion, the strategic incorporation of video into your sales emails reflects a forward-thinking approach that aligns with contemporary communication preferences. Properly done, it provides a competitive edge that captivates, convinces, and converts.

For those looking to maximize their sales strategy with minimum effort, solutions like Aomni can make a pivotal difference. By understanding your audience and providing actionable insights and tools, they enable you to craft personalized video content that resonates with your prospects, all while simplifying the process. So, capture the power of video and watch your sales soar.