Cold emails can work really well on their own. But could video emails work better?
A good cold email campaign requires experimentation with subject lines, personalization and personality.
These days, personalization is pretty easy: import your contact list and customize each email with first names and company names.
But personalization isn’t personality. If you know how to write a cold email, you know that you’ll need a unique edge to get your leads to open your email in the first place — let alone respond.
Adding a video in your emails could give your campaign the personality boost it needs, whether it’s in your first cold email or in a follow up from an interaction on LinkedIn.
So: if you already feel good about your cold email skills but you need a nudge to take it over the edge, here’s how you can use video emails to help.
How To Add Video Emails to Your Outreach Campaign
Every email provider is different. Some of them don’t allow you to embed videos but they do allow attached videos. If your email provider allows embedding, there will be a button specifically for this.
Even then, we recommend linking to your video rather than embedding it in the email itself. Embedded video (anything fancy, really) can mess up your email deliverability.
The easiest and most data-friendly method for video emails is to simply link to your video. It doesn’t clutter up the email and you’re able to measure how many clicks and views you’re getting. Plus, you can get more visits to your website, which could lead to more customer conversions.
Tips For Using Video Emails for Outreach
These methods can help increase open rates and the number of responses as you use cold emails to gain new customers.
1. Cut Back On The Text
If you’re going to be including a video in your cold emails — whether embedded or linked to — that means you don’t need as much text.
You don’t want to overwhelm the recipient with a long email and a video. If good cold emails are supposed to be short, then good cold emails with video need to be shorter.
In this case, the video is the main focus.
2. Put The Video Below The Text
Not only should the email copy be short, but the video should go below whatever you write. You want to introduce yourself in the medium the recipient expects when they open an email: text.
An email where a video is the first thing looks like spam. And emails that look like spam go right to the trash.
3. Keep The Video Short
Decision makers don’t have a lot of time. You’re lucky if they even open your email. So they’re not going to have time to watch a long-winded video of you trying to sell them something.
The video should be short — under 30 seconds, a minute maximum.
Whatever you say in the video and whatever your ask is, get right to the point while still giving the recipient value.
4. Personalize Your Video Emails
Imagine if one of your leads opens your email and watches a video where you say ‘hi’ and then use their name.
How impactful would that be? There’s something about seeing and hearing someone say your name into a camera that has a positive effect on the viewer.
So try this: make a short, customized video for each cold email where you use the person’s name at the beginning and end of the video.
You can do this on your smartphone. You don’t need to hire a film crew or have a fancy camera. Just shoot a selfie video, but make sure you have your pitch down and you know what you’re going to say ahead of time.
5. Make Your Video The Only Clickable Link
When you include your video in the email, you have a few different methods you can use:
- Embed the video into the email so they can watch it there
- Include a still frame photo of the video that links to a page with the actual video
- Insert a link to the video
Whatever method you choose, make sure the video is the only clickable link. You want them to watch the video and feel compelled to respond. So don’t bog them down with any more than one link to click on.
Multiple links will either overwhelm the recipient and they’ll delete the email, or they will only choose one link to click. And it may not be the video.
6. Use “Video” In The Subject Line
Putting the word “video” in the subject line tells people what to expect. And, better yet, according to Vidyard it increases open rates by 19%.
When you do this, put the word “video” in brackets, like this:
- Quick question [Video]
- [Video] Quick question
7. Test, Test, Test
A/B tests are your friend, especially when it comes to cold emailing.
Try sending some emails with video and some without. Try using “[Video]” at the beginning and the end of the subject line. Send some with more text and some with much less text.
Maybe including a video in your first email reduces deliverability but linking to a personalized video in your follow up email gives you a boost in replies. You won’t know until you try.
It’s all about finding out how video emails will — or won’t — work for your cold email campaign. Give video a shot — and don’t forget to report back with the results!