Using Video Email for Higher Follow-Up Engagement

By Murad Malachiev, Co-founder of Alfacreators

Alright folks, let’s talk about something that’s probably hitting you right where it hurts: email follow-ups. You meticulously craft these emails, hoping to snag that lead, nurture that client, or close that deal. But how often are those emails actually working? I’m willing to bet your open and click-through rates are making you want to pull your hair out.

Think about it. The average email open rate hovers around a measly 20%. Click-through rates? Even worse! It’s a noisy world out there, and your perfectly worded text-based email is just another whisper in the digital hurricane.

So, what’s the solution? **Video email.** That’s right. I’m talking about injecting some personality, some visual flair, and some straight-up **human connection** into your follow-up strategy. Forget plain text. Forget static images. Let’s dive into the world of video and explore how this game-changer can help you build trust, skyrocket engagement, and ultimately, close more deals.

The goal of this article? To arm you with the knowledge and tools you need to start leveraging the power of video email today. We’ll explore why video works, how to create killer video content, the technical bits you need to know, and how to measure your success like a pro. Ready? Let’s get rolling!

The Power of Video in Email Follow-Ups

Why Email Follow-Up Strategies Need a Reboot

Let’s face it. The inbox is a battlefield. Every day, your potential clients and customers are bombarded with emails vying for their attention. Most of these emails are, well, *boring*. They’re predictable, impersonal, and easily ignored. We’re talking about a serious case of email marketing over-saturation.

According to stats, the average office worker receives around 120 emails per day! That’s a lot of noise to cut through. And when you factor in the ever-shrinking attention spans we all have these days, the limitations of sticking with plain text and traditional image-based emails become painfully obvious.

Simply put: Your follow-up strategy needs a serious upgrade. And that’s where video comes in.

Video’s Impact on Engagement Metrics

Why does video work so well? It’s not just a shiny new toy; there’s actual science behind it. Think about it – humans are wired to process visual information much faster than text. We are naturally drawn to movement and dynamism.

Plus, video allows you to connect better with your audience on several key levels:

• Building Trust and Personification: It’s hard to build trust with a wall of text. Video puts a face (yours!) to your message, making you more relatable and trustworthy.
• Increased Memorability: People remember video. A well-crafted video is far more likely to stick in someone’s mind than a generic email.
• Improved Emotional Connection: Tone of voice, facial expressions, body language – video lets you convey emotion in a way that text simply can’t replicate.

Don’t just take my word for it. Statistics consistently show that including video in your emails can dramatically boost engagement. Numbers from sources like Wistia and Vidyard frequently quote:

• Increased open rates (sometimes a whopping 20-30% higher!)
• Higher click-through rates (often doubling or even tripling)
• Improved conversion rates (video viewers are more likely to become customers)

Consider popular apps and software platforms already leveraging video for enhanced communication: personalized onboarding videos, customer support explainers, and internal communications. These examples highlight video’s versatility and potential to create impactful experiences.

Crafting Effective Video Email Follow-Ups

Planning Your Video Email Strategy

Alright, let’s get down to brass tacks. You’re sold on the idea of video email, but where do you start? The key is to develop a clear strategy. Here’s how:

1. Define Your Goals: What are you genuinely trying to achieve with your follow-up? Selling a property? Nurturing a lead through the sales funnel? Building stronger relationships with current clients? Promoting an event? Each goal requires a slightly different approach.
2. Identify Your Target Audience: Remember this real estate audience we’re talking about: male and female real estate agents aged 25-55, making a good living in urban and suburban areas, a busy bunch who want to be tech savvy but struggle with the time commitment. Segmentation is essential! Tailor your videos to specifically address their needs, pain points, and aspirations. A video targeting luxury property buyers will be vastly different from one aimed at first-time home buyers. Personalization is key. Use their name and reference specific details about your past interactions.
3. Outline Your Email Sequence: Don’t just fire off a single video and hope for the best. Plan a sequence of videos that build upon each other. Think about what you want to communicate at each stage of the process and how video can help you achieve it.
4. Outline the Structure for Your Videos: Plan the overall structure of your videos. What will you mention? What visuals will you use? A well-structured video keeps viewers engaged and gets your message across effectively.

Creating Compelling Video Content

Types of Video for Follow-Up Emails

The possibilities are endless, but here are a few ideas to get your creative juices flowing:

• Personalized Greetings: A short video welcoming a new lead or client can make a fantastic first impression. Mention their name and something specific about their inquiry.
• Product Demos/Tutorials: Showcase your properties, walk through features, and demonstrate why they’re a great fit for your client’s needs.
• Thank-You Videos: A brief, heartfelt thank-you video after a meeting or showing can go a long way in building rapport.
• Behind-the-Scenes Footage: Give your audience a peek into your day-to-day activities, your office culture, or the local community to build trust and transparency.
• Client Testimonials: Let your satisfied clients do the selling for you! Video testimonials are incredibly powerful.

Essential Elements of a Great Video Email

Okay, you’ve got your video type sorted. Now make sure it hits these key points:

• Keep it Concise and Valuable: Respect your audience’s time. Get to the point quickly. Most follow-up videos should be under two minutes. Focus on delivering value, answering their questions, or providing helpful information.
• Clear and Concise Calls to Action (CTAs): What do you want viewers to do after watching your video? Book a showing? Schedule a call? Visit your website? Make it crystal clear! Use visuals and verbal prompts to highlight your CTAs.
• Compelling Visuals and Good Lighting and Audio: Invest in decent lighting and a good microphone. A poorly lit, grainy video with muffled audio will tank your credibility faster than you can say “low conversion rate.”
• Proper Formatting and Optimization: Ensure your video looks good on all devices (desktop, mobile, tablet). Optimize your video for fast loading times.

Scripting and Storytelling Techniques for Video Emails

Don’t just wing it! Planning is essential. First, ensure that your video has a clear objective! Second, write a brief but impactful script that conveys your purpose! Finally, make certain that your script is concise and professional, leaving a meaningful impression.

Technical Considerations for Video Email Creation

Video Email Platforms and Tools

Choosing the right tools is crucial for success. Here are a few popular platforms to consider:

• Loom: Great for quick, informal screen recordings and webcam videos.
• Wistia: A robust platform with powerful analytics and customization options.
• Vidyard: Another popular choice for business video hosting and marketing.
• BombBomb: Specifically designed for video email marketing and CRM integration.

Consider their features, pricing, and integrations with your existing marketing tools.

Recording and Editing

You don’t need a Hollywood studio to create effective video emails. Here’s some simple equipment to consider:

• Camera: Your smartphone camera is likely more than sufficient. A good webcam will also do the trick.
• Microphone: Invest in an external microphone for better audio quality.
• Lighting: Good lighting is essential. Natural light is your friend! Otherwise, consider a simple ring light.

There are also many editing software options (free and paid), so find what suits your needs.

Best practices for shooting, editing, and uploading: keep your videos short and sweet, maintain a professional demeanor, and upload in optimal resolutions

Embedding and Sending Video Emails

Let’s talk about mechanics. You’ll need to consider optimal sizes and formats (MP4 and MOV are your best bets), and the advantages and disadvantages with embedding versus linking.

Here’s a good tip: while embedding videos inside emails might seem appealing, it’s often better to link to your video on a platform like Wistia or YouTube. This avoids potential deliverability issues and provides better tracking data.

Also, think strategically about subject lines and preview images – they can make or break open rates.

Implementing and Testing Video Email Follow-Ups

Integrating Video into Your Follow-Up Workflows

Now for bringing it all together. Choosing the right email marketing platform can make or break your video email strategy, so check out Mailchimp, HubSpot, and ActiveCampaign.

You can also explore workflow automation with video: triggered campaigns based on user actions such as website visits or form submissions, and implement scheduling and timing in your strategies, as well as testing different sequences to see what works best.

Measuring and Analyzing Your Results

Data is your friend! Key metrics to track and analyze include:

• Open rates
• Click-through rates
• Conversion rates
• Play rates
• Engagement (replies, shares)

A/B testing lets you test the water with different video formats, lengths, styles, and subject lines, so you can use your analytics to optimize your video emails and get the most out of them.

Common Mistakes to Avoid

Let’s avoid some pratfalls… Watch out for:

• Poor video quality (audio, lighting).
• Long and rambling videos.
• Lack of a clear call to action.
• Ignoring email deliverability.
• Not respecting user privacy.

Real-World Examples and Case Studies

Successful Examples of Video Email Follow-Up

Let’s check success stories of conversion, lead nurturing, and engagement from across industries. Look at companies using personalized video messages to win deals, or real estate agents creating video walk-throughs that double their showings. Also, look at how they showcase different use cases (sales, marketing, customer service, etc.).

Conclusion

So, let’s sum up: Video email is no longer a luxury; it’s a necessity. It’s your secret weapon for cutting through the noise, building real connections, and skyrocketing your results. It’s time to embrace the power of video and transform your follow-up strategy.

My call to action for you? Start implementing video email right away and get your campaigns up and running. Then, check out some additional resources to help guide you, such as links to video email platforms, helpful articles, and templates.