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5 Steps To Using Personalized Video in Email Campaigns

In today’s world, it’s essential to stick out. As people become preoccupied and build a higher resistance to sales and marketing content, marketers must create more appealing campaigns to target consumers. That is why including customized and personalized video is such a great idea.

 Whether in internal communication, account-based marketing, or e-commerce, videos have become the most popular marketing content. Companies are rushing to include tailored videos into their 2021 strategy, advertising budgets, and team communication. This clever idea of enticing clients with unique, customized material is undoubtedly appealing. It’s now easier to adapt content to your clients, catch their attention, and build a long-term relationship with them by courtesy of point-and-click video production automation.

What is a personalized video?

A personalized video is a video that has been designed to seem like it was made for a specific viewer by putting it into a personal perspective using the data you’ve gathered.

What features are utilized to customize videos? For example, the user’s name, profession, corporate name or trademark, position, age, location, and other details are inserted to offer the viewer a highly personal feeling.

It does not imply that you should create individual clips for each receiver. But what other options do you have? Today’s technology allows replacing well-placed parts from a video a lot simpler than it once was – it’s super easy to automate the process. Let’s imagine you wish your video’s opening shot to say “Hello,” followed by the names of everyone on your email list. You don’t need to waste hours and hours preparing a hundred different clips. The whole operation can be simplified by using contact forms or linking the video with your CRM software, giving each receiver the impression of being individually contacted.

Why should you use video personalization in your email campaigns?

There’s a strong possibility you’ve stumbled across some “email is obsolete” information, but it’s not true. According to research, it is one of the most successful channels for marketers to leverage to achieve results. From business transactions to private messaging to day-to-day activities, people regularly use email for different purposes. So, whether you’re advertising software or constructing tailored click-and-order, your subscribers are still receiving your emails.

When they combine video and email, companies have the opportunity to develop incredibly effective campaigns. According to Wyzowl’s research, 95% of video marketers said this approach has helped the customers genuinely understand the company’s products and services. In addition, 83 % of marketers claim the video was responsible for acquiring leads, making a noticeable difference. The perfect approach to verify customers in real-time is now quite easy. Video KYC is a quick solution for authentication as well.

Benefits of using personalization in your videos

There’s quite a lot of reasons why to use personalized videos in your email campaign, and some of the most obvious benefits are:

  • Easily understood – Videos are important for your marketing strategy because they attract viewers’ interest. Opposed to text format, consumers consider them more intriguing and engaging. As a result, viewers are more likely to respond positively to a video email.
  • Prevalent marketing tool – Videos have an outstanding way of stating and sharing thoughts, and they can spread like a fire. Viewers are more likely to purchase the product after seeing a video about it.
  • Saves time – Video in email saves both sender and recipient’s time. It quickly provides more information about a product/service and simplifies tricky topics.
  • Search Engine Optimization Boost – One of the most significant advantages of video email marketing is higher Google search results. We’ve all seen how easy a clip can go viral and gain a lot of publicity. It usually results in greater social media management and gives your brand a push.

Some of the other benefits are: increase your clickthrough rates, boost engagement, generate revenue, develop trustworthy relationships with your customer, maximize open email rates, build brand loyalty, expand your understanding of your client’s needs, etc. The list goes on, but the point stays the same; personalized video in email campaigns gives measurable results. 

Start working on your email video strategy by following these few simple steps:

Step #1: Personalize the email subject line

Top email subject lines scream “Look at me!” in the inbox of a recipient. Customization helps you welcome your customer by name, highlight a topic of discussion, or surprise them on an important milestone. In addition, personalization increases email clicks and views.

Also, remember to add the word “video” in the subject line of your email. Using the term “video” in email subject lines increases open rates by 19% and lowers unsubscribes by 26%.

Step #2: Add an interactive element to your video

As opposed to linear video commercials, interactive video ads produce a 47% increase in time spent getting familiar with the marketing message, and they’re also more entertaining to watch. They enable viewers to interact with video content by selecting, dragging, sliding, scrolling, and moving to provide a more unique and enjoyable video journey. The most popular functions are: 

  • HOTPOTS – Clickable places or buttons inside a video.
  • BRANCHING – A type of cherry-pick-your-own-adventure interaction in which content is tailored to the likes or decisions of the viewer.
  • 360 VIDEO – A virtual reality experience that allows users to gaze up, down, left, and right while watching a video.

Brands are using these interactive elements to achieve various marketing objectives, such as boosting revenue, creating a more personal experience for a user, raising brand awareness, and increasing website traffic. Keep in mind that if you plan to include interactive sections in your video, you need to double-check that they will work in your video hosting platform.

Step #3: Keep it short

Your potential customers don’t want to spend much time focusing on a random person, especially one who they know is trying to sell them something. Furthermore, they take an awful lot of time for attachment. So if your video lasts more than a few minutes and includes a long explanation, you will lose your audience’s attention.

You should make your videos no longer than 90 seconds – and they should only last that long if you’re delivering a demo. Intro clips (which account for most of the customized videos sent in cold emails) should be around 30-45 seconds in length.

Step #4: Make sure to include a call-to-action

If we were to point out one crucial thing about making a personalized video for your email campaign, it would have a clear call-to-action (CTA). If you want someone to act on your behalf, make it as obvious as possible.

Before you start creating the video, determine the action you want the viewer to take after seeing it. Do you want them to make an appointment with you? Do you want them to fill out a form? Furthermore, design a method for making this action as straightforward as possible. For example, post a link to open dates on your calendar rather than asking somebody to return an email at a convenient time.

Once you’ve figured out what your CTA is, all that’s left is to lead the viewer to it by making it stand out.

Step #5: Test different videos for different audiences

Does your tailored video enhance funnel conversions? The construction of a successful video strategy involves testing and refining the aspects of the video one by one.

For instance, when the video generates views but converts are low, you should test the positioning, timing, or design of the click-to-action element. Also, it is vital not to evaluate and change too many variables at once to draw precise conclusions.

Best practices

Successful customization requires thorough planning. You shouldn’t customize everything, but you should customize more than one element. It is ideal to have four to six moments where viewers think you’re talking directly to them.

A good practice is to customize one element at the start of the clip to let consumers understand what you’re about to talk about, one element in the middle to keep their interest, and a minimum one element at the end to thank them for watching the whole thing.

The video will be more successful if customized parts are tightly linked to the topic. Even though it may seem risky to put their mugshot or personal data somewhere in the video in an intriguing context, if you use it to make a compelling argument, you’ve got yourself a new fan.

Conclusion

Marketers can witness an explosive boost in engagement and conversion through customized video marketing. In addition, it can help you increase brand awareness, bring in new consumers and create long-term business connections to help you close enterprise sales as well.  Although this form of video content is super effective, it is frequently tricky for marketers to use it correctly.

As reported by Rapt Media, 83% of marketers think the most challenging part of their job is developing customized experience. In terms of videos, the biggest roadblock is the lack of a platform that can deliver personalized videos at their best without breaking the bank or sacrificing quality. Email is not exactly a platform that meets that requirement, but it becomes a powerful marketing tool if you follow the steps and tips listed above.

This post was last modified on September 10, 2021 4:08 pm