How to use video emails to sell to prospects

Start in 30 seconds

How many emails per day do you get? That seems to be 20-30 for me. It may even be 100+ for professionals.

If you want to attract the attention of busy professionals, this is the number of emails that your sales outreach will need to send. You are competing with the internet through social media, messaging and podcasts.

How do you get prospects’ attention while also educating and building interest in your product? Video for sales?

Videos can be a great way of making a lasting impression and cutting through the noise of sales emails.

We’ll be discussing why video is important in sales emails and the various types of videos that salespeople can use.

Video emails are essential for sales.

Prospects will be more interested in your video sales email if it contains a video. It makes you stand out from the noise of your inbox and other work demands.

Here are some reasons videos work well for sales emails

Customers love them

One study showed that videos in emails increased click-through rates of 96%. SuperOffice also found that using the word “video” in the subject line can increase email open rates by 6 percent.

They can help increase sales

59% of senior executives said they prefer to watch video over reading text. 50% of those who watched an online marketing video made a purchase.

They make it possible to sell human beings

Covid 19 has made it easy to prospect online for sales. Video emails can be a great way to reach prospects and keep the human touch alive, even if you are unable to meet in person.

Let’s suppose you are a new sales rep for ABC Corp. Which do you prefer?

They are more powerful than text

HubSpot’s study found that video content is more popular than long-form content and social media.

Video is a powerful tool to grab the attention of busy prospects, and make more sales.

We’ll be discussing the most common videos that can be included in sales emails in the next section.

Different types of video emails in sales

All videos are not created equal. It’s crucial to find the right video for your prospect depending on their stage in the buyer’s journey.

Let’s look at some of the most common video types that can be included in sales emails.

Prospecting video

These prospects are not aware of your brand or solution, but they might be aware of the problem that your product solves.

This video could be used as an introduction to your company and you. This may encourage them to find out more about your product.

Keep in mind that your goal at this stage is to get them interested, not sell. Instead of focusing on the features of your product, think about how you can help them solve a problem.

Demo Video

Demo videos are a great way to demonstrate the features and functions of a product. This will keep prospects interested and help them to understand the solution provided by the product. A demonstration video showing a spiral mop that cleans the floor quickly and efficiently.

How-to videos

Your how-to videos are not only a great way to get views on YouTube but they can also be a great way to inform interested prospects about all the features of your tool.

These videos are suitable for buyers at the decision-making phase. These buyers are likely to be considering between two and three options at this stage. A how-to video can help you tip the balance in your favor.

This video by monday.com shows how it can be used to create a CRM. Imagine sending this video to a prospect frustrated at their inability to effectively manage sales leads. There is no way to know if they will become customers.

Testimonials/ case studies

Typically, testimonial videos are sent to prospects at the end of the buying process. These prospects may be considering other solutions to their problem.

You can build trust for your brand or product by sharing testimonials. Customers can share their experiences about how the product has helped them. This is a way to get other customers to approve of your brand.

Best Practices for Using Video Email for Sales

We now know which videos are best for sales emails. Let’s look at the best practices when adding video to sales emails.

Video length determined by goals

Although there is no magic video length that guarantees views, we did find some interesting statistics in LinkedIn research about video ads. It can provide some insight into the optimal length of B2B videos.

Video lengths of less than 30 seconds were found to have a 200% increase in completion rates. LinkedIn suggests that shorter videos are used to increase brand awareness. This can be useful when you send your first introduction video.

However, the study also found that longer videos received the same number of views and clicks as shorter videos. Because long-form content is more likely to explain complex features or stories, this is why it is so popular.

Demo videos can easily run for 10-15 minutes. That’s fine, so long as they get to the right people.

Personalize your video

84% of customers prefer to buy from companies that treat them as people, and not numbers. After all, who would like to be treated as #566-on-a-cold-email-list?

Marketers reported an average 20% increase of sales when creating personalized experiences.

How can you personalize the prospect’s experience with sales emails?

These are some suggestions:

Segment prospects

You should consider different buyer personas to your business. These include decision-makers, users and people who will be conducting technical research about your product. You’ll need to target your outreach based on their challenges and pain points. For example, decision-makers will want to emphasize product ROI while users will want to highlight ease of use.

Your outreach can be customized based on the industry, size of the company, and seniority.

Track prospect

Activity on your website to determine which pieces of content they are most interested in.

Follow-up video messages with personalized notes

Based on the last interaction you had with a prospect.

Instead of focusing on selling, focus on solving the problem.

Most people have heard of the rule that benefits over features is the best copywriting tip. This is a great lesson to use when creating videos for sale.

Whatever type of video you send, make sure you focus on the customer’s benefit and solve a problem for them. This is the best way to grab their attention.

It’s not a bad idea to talk about features, but it is important to not center your entire video around them.

Logistics are important

This video is intended for people who want to record a video for their sales. A good microphone will make it clear that you are audible. Also, ensure that the recording is done in a quiet, well-lit area.

Don’t forget to have a professional background. While you don’t necessarily need anything fancy, it’s not necessary to have a lot of laundry.

Remember that even though you are making a video in your own home, you don’t want to wear your favorite PJs while giving a pitch.

You don’t have to be a complete presentation artist, but dress appropriately so that your clothes don’t draw attention.

Invest in the best tools

Although you can make a decent video with your iPhone, it is worth going the extra mile to make them look professional.

What tools are available to take your videos to the next step?

You will need a high-quality webcam or camera to capture professional-quality videos. Microphone: Prospects must hear what you are saying loudly and clearly. Video editing software: This software can trim, edit, add effects, and other functions to your video.

It can be time-consuming and expensive to choose the right equipment, as well as invest in each one. You can instead use a video customer service platform to make it easier to record, edit and share video email messages. To easily send video emails, all you need to do is link your sales tools (Gmail/Outlook & CRM), with the video platform.

Write a video email script

Video scripts are important because they ensure that your video is concise and clear. A good script is essential for creating an introduction video or a how-to video. Before you hit’record,’ make sure you have a copy.

How can you create a video script that is engaging? Here are some tips to help you get started:

The goal of the video is what you think. What is the goal of the video? Is it to create awareness, explain, or make a sale? The length and content will be determined by this. Your brand’s tone and personality are important. Avoid using terms that are difficult to understand by your target audience. Create a narrative. Whatever your video type, you should start with a conflict (your customer’s problem) and end it with a solution (your product). Then, end with a call to action. Are you asking them to visit your site? Register for a demo Another video? Make sure you include a clear CTA.

Create an emotional appeal

We humans don’t always do the right thing. Why? We are more motivated by emotion than rational reasoning. Emotions are a powerful tool to convince customers to purchase your product pitch.

Consider the problem that your product solves for customers. Let’s say you sell a tool for team collaboration. You help teams work better.

Think about the problem your customers are facing. Teams that work together more efficiently save time. This time can be used for recharging, taking more breaks from work, and spending more time with loved ones.

Furthermore, employees who are productive are more likely to reach their professional and personal goals.

You have it. Your team will benefit from a better way of managing their time and improving their overall health.

You’ll be amazed at how emotions can instantly make a boring product pitch more appealing to customers.

Your videos will be more engaging and customer-friendly if you add an emotional element.

How to make videos in less than 5 minutes

Many people can’t help but acknowledge that it is difficult to create multiple videos in different settings and for different processes. This can leave you feeling exhausted and even discouraged from continuing to build momentum. This shouldn’t be a reason to stop you from using the most effective tool to your advantage.

Video templates are a useful feature that can help to make it easier for people to use video in emails. You can simply join parts of completed videos together, and you can also stitch personal videos inside. You get the same effect as a professionally recorded video in an outdoor or studio setting, but without the hassle.

Sales managers can save their time by using video templates.

The flow of video templates follows a predetermined process. Upload brand-approved videos/images. Uploading pre-recorded videos will act as the intro/outro. This flow allows you to record personalized videos and sandwich them between existing videos, creating customized video templates.

These templates can be reused later for many purposes, such as product demonstrations or product walksthroughs. You can modify only the personal video portion of the exercise without having to redo it all. This reduces the time required to create new videos by half.

In the following scenarios, video templates are a great option

If you have multiple projects and are limited in time. You want to send personalized messages following a specific brand guideline.