Your inbox is a precious space. You protect it diligently. So when you get that dreaded “Dear Customer” email, it’s bound to end up banished to your trash. And that’s where it will stay, alongside other collateral that doesn’t include personalized video email marketing.
Individualizing your marketing campaigns has become table stakes in order to capitalize on your audience’s attention. So, how can you stand out with your potential (and longstanding) clients? Personalized video email marketing campaigns.
“Sounds great…” you’re thinking skeptically, “But how do I make compelling videos that will drive engagement?” There are numerous strategies to improve customer responses, but here are three tips to consider when making your actual videos:
1. Respect Time and Attention.
While Wyzowl has found that 72% of consumers prefer learning about products or services via video rather than reading text, that doesn’t mean all video content is equally compelling. Create an outline of what you hope to address ahead of time and distill the information down to its most essential message.
An approachable, conversational tone is helpful, but don’t mistake tone and content. Your audience hasn’t signed on for a vlog based on your stream-of-consciousness thoughts, so hit the main points concisely. This ensures a more impactful takeaway.
2. Take Advantage of the Visual Stage.
Yes, by simply turning on your webcam and addressing your client or customer directly, you’re already amplifying the directness of your campaign. However, maintaining your audience’s attention and, more importantly, their ability to retain your message is still the goal. High impact personalized video email marketing drives engagement to the next level.
Use features such as screen recording, files, boards, and screenshots to associate relevant images, charts, or other deliverables to aid your audience’s comprehension. Keep tip number one in mind here, as well, and only choose visuals which are helpful and easily understood.
3. Focus on a Single, Clear Call-to-Action.
So, you’ve whittled your message down to its core components, and you’ve identified the best visuals to help reinforce your points—now you want to finish strong. While a fantastic video message can help create audience affinity, the reality is that you have a next step in mind. Now, your audience needs to know exactly what that is and why they should want to comply.
The two most common mistakes at this juncture are to 1) provide multiple calls-to-action or 2) bury the call-to-action amongst the messaging. Decide what the absolute, most-necessary next step is for your audience and directly finish your message with this charge. Within a marketing campaign, the next step may simply be to “click-thru” to your newest white paper, or it may be time to make the big sales pitch and request a meeting. Whatever the goal, provide it singularly and explicitly.
Start Making Videos Your Customers Can’t Resist
Embedding videos within your communication strategy is a proven way to increase audience interaction. Refining the personalization of your videos will help to continually improve how your messaging resonates, as well as how effectively your calls-to-action are instigated.
At Covideo, we’re all about efficient, effective visual communication. Try our 7-day free trial to see for yourself just how engaging your personalized video email marketing strategy can become.