Within the Email Marketing we find different strategies focused on the persuasion of our clients. Video Email Marketing occupies an important part. And it is that despite the years Email Marketing continues to be one of the most effective techniques to inform, educate, communicate and persuade customers. Its main benefits include time savings, automation, audience segmentation and low costs.
That is why we are going to focus on how to get the most out of Video Email Marketing. Not only in offering tips and advice, but in not making mistakes that could achieve the opposite effect to the one intended. The one to throw an advertising campaign to the ground. Its evolution has reached a point where the old and good habits that were had, have reached a saturation point.
Content of value for your audience
This lesson is essential in any marketing campaign, but being you the interested party, you must make sure what is transmitted. It is not enough to believe that the content is good, but That the client understands from the beginning that it is something that interests him.
Most likely, you are going to segment your customers. Thus, it is best to empathize with them. Put yourself in the place of the recipients, and first introduce what you are going to contribute or solve. Do not go first to explain what you offer, let them discover it as they watch the video. If you start detailing your product, you are going to run the bad fortune that many of them escape you. Because people are not interested in your product, but more in what you are going to contribute. Value content with the ability to persuade from the start.
The first seconds are crucial
In line with this point, once the video begins to play, consider that the first seconds are essential. You can observe this phenomenon in YouTube advertisements. Many of them can be eliminated during the first 5 seconds. It has not happened to you that you see it, but there are some that arouse your curiosity, and do you keep seeing them? Thats what I refer.
Make it easy to unsubscribe from your broadcasts
The main reason is that making it easy for people to leave makes them carefree and values it, or rather, we all value it. From here, if you hire a service that you have trouble unsubscribing does not have a good effect. But if you include that option, you show that there are no problems, and also make it visible, that is a point in favor and not against. Obviously, you don't have to make it too flashy. But I think I am understood. But there are also 3 more reasons:
- Failure to include it may cause your audience to select the email to mark it as "spam." To do that you can cause a drop in the «sender score» of your email, that is, a drop in your reputation. Which brings us to the next point.
- Many emails to the spam folder, will cause a drop in the «sender score», and are often interpreted as spam emails. In such a way that you would have inadvertently caused your audience to never have knowledge of your shipments.
- Also, to unsubscribe from the service, you can benefit from yourself. Complete the reason for the withdrawal with a small survey. These statistics can be invaluable to take into account for each future Video Email you send.
Send a persuasive subject that calls for action
Many times there are emails that, when received, do not inspire us much because the subject with which it is sent does not attract our attention. Remember that a persuasive subject will help the client decide that it is interesting to open the email, and not to delete it. A matter with little grace, can spoil in the worst way the best of jobs, that of not being seen. Not everyone will open it, it is true, but for this the click rate is going to be worked and monitored. In the same way that it happens with the call to action.
User call to action
In any case, you must take care of that highlights the Call to Action. Making the message clear to get the user to do what you want. In case the action call is an image, leave the link in a text anchor on the other side of the email. Sometimes the images as you may have seen can be blocked, so the call to action could be lost. In this way, you will keep it visible.
Customize the email
Avoid using generic senders in your email, so it doesn't end up on the spam list. By this I mean emails of the type "info@blabla.com", "publicity@blabla.com" or "company@blabla.com".
Similarly, give shipments a human touch. The name of a person is better than a department, for example. The open ratio is usually better, and closer ties can be created for future relationships. Both in the purchase of products, as suggestions, or doubts by customers.
In specific cases where customers are informed that they are about to purchase a product, the email can be sent with the same name of the commercial with which it was related. It is logical and it is more than proven that what is known attracts more.
Create a story with successive videos
If you plan to continue with Video Email Marketing, consider using the same people. Your potential clients will begin to familiarize themselves with the characters, and you will have the option of creating a short story. In this way, as soon as you send a new advertising video, you will attract attention. People like to see the continuation of stories that we know.
And of course, watch the number of shipments
Many people are prone to unsubscribe of those places that do not stop sending advertising. We all have a limit, and although in a massive and continuous way, it can give results in the short term, it does not usually work to keep clients. Monitoring and analyzing the impact that the advertising that is sent causes on customers will help us understand if perhaps we are burning their inboxes.
I'm sure that with these tips, your click-through rate will increase, and you will get more loyalty from your customers.