Most marketers and sales executives believe that to make a message persuasive, it can only be done by making the content right: through strong evidence, relatable examples, and valid reasoning. However, according to the famous communication theorist Marshall McLuhan, “The medium is the message”. This means the power of content lies in the medium through which it is shared; the weaker the medium, the weaker the content and its effect. That is why when a video is attached to an email, the click-through rate increases by 200%–300%. Also, around 60% of executives agree that if both text and video are available on the same topic, they are more likely to choose video, showing clear indication that people choose videos over emails.
Videos are not only changing the dynamics of b2b business but are now an integral part of the sales ecosystem. To understand the potential of video emails, first let us discover what video emails are and how they are superior to text emails.
Why are traditional email strategies no longer enough?
According to statistics, a working executive receives around 120 emails daily, and across the globe, approximately 333 billion text-based emails are sent and received daily. However, the average email open rate is only 18%, and depending on what day it is, it can drop down to 1%. Shocking, right? Therefore, videos are a great way to accelerate sales, save time, money, and energy, and build trust and communication through emails.
Further, we will uncover the real potential of video emails at every step of the sales and marketing funnel and how you can be the next game changer by creating video emails that stand out in your audience’s inboxes. Also, we will discuss six sales scenarios where videos work better than text emails.
It is time for us to decode 6 sales scenarios wherein video email is a stellar choice over text emails.
1. Initial prospecting to grab their attention
According to a study conducted by McKinsey, “email outreach is 40 times more powerful than social media”. However, text emails are losing their touch as they are not personalized, mostly found in the spam folder, and do not hold the attention of the reader. Therefore, more than 70% of experts believe that video email outperforms text.
For any company, the sales process starts with building a relationship and then converting it into a prospective client. This could be aced by using Hippo’s video flow feature. This allows you to insert a prospect’s LinkedIn page or any website page to give your video proposal a personalized touch. Let’s say you found a prospect checking out your company’s G2 page, and you want to reach out to them. Sending a cold email in black and white text might sound like a plausible solution, but a personalized video pitch will resonate better with your recipients.
2. Business Proposal Video Emails
Trust is the foundation of any relationship, and in sales, trust means everything. In today’s digital age, incorporating video into your sales proposal is no longer an option; it’s a necessity. When you send your sales proposal through video, it allows you to simplify complex information and explain your product or service in a more engaging and easy-to-understand way. With the help of video, you can demonstrate how your product works, show its features, and highlight its benefits. This is also a wonderful opportunity for your prospects to share the video proposal and all other details with other decision-makers. A video email also speeds up the sales process and helps the prospect comprehend it better. This link will explain how you can up your sales game by including important elements in your video email. Take a look at the sales proposal video email example here:
3. Meeting Invite and Summary
Once the video pitch is delivered, you, as a sales representative, need to send meeting invites and stay in constant touch with the prospective client. With a video email, you can directly provide a link to the meeting inside the video so that the prospect can click on it and directly update his calendar. Not only this, but sending a video reminder for the meeting will plummet the no-show rate and improve the chances of conversion. Also, sending a video of the minutes of the meeting along with the desired document and PDFs can accelerate the entire sales process. Therefore, take a look at the perfect example of how to send a meeting invitation and follow through with the client.
4. Out-of-Office Video Responses
Unplugging and recharging ourselves once in a while is good therapy to rejuvenate the mind, body, and spirit.But you do not want all your efforts in building a relationship with the prospective client to be a total waste, and when you come back, you will have to start from ground zero. To save you from this agony, the Out-of-Office (OOO) message is a Godsend (metaphorically). However, the OOO message should stand out and cover the distance between average and advantageous. Here, add an automated video email along with a video signature. Also, provide the details of a team member to whom your prospects can reach out until you are OOO. Here is an example of everything the OOO video message should contain.
5. Follow-Ups
Video follow-up changes the entire dynamics of the sales system. You, as a great salesperson, might have figured out an ace proposal, but if you have yet to follow up with the client at regular intervals, the deal is dead. As the research states, “the most optimal number of follow-up emails to send are 2-3.” Actual sales begin at this stage. It is the time when your potential customer converts into a paying client. Through a video email, you can remind a client of the USPs you bring to the table and how important you are to his business. All you need to do is create an outstanding follow-up strategy and start implementing it right after the first video pitch is out. Here is an example of how to embed videos in follow-up emails.
6. Answering Frequent Questions
Answering the frequently asked questions is an opportunity for you to nudge prospective clients who have reached the decision-making line. According to a survey, around 70% of buyers expect businesses to have a self-service application section on their websites. The Customer Life Cycle Survey from Forrester states, “Buyers are using the FAQ section just as frequently as speaking to a customer executive over the phone.” This FAQ section can have a video hub like Hippo Video instead of simply written blogs. This will not only increase engagement but also provide valuable insights. As mentioned in the Harvard Business Review study, online sales accelerated when customers could easily find information on products and services in the FAQ section of the website.
This is your opportunity to show your creative side through video. Remember to use visuals and numbers and make it quirky to deliver clarity of business to visitors.
Final Thoughts
As the business world is growing and evolving every day, it is essential to make it more convenient and engaging with all the available information. Business is all about engagement and retention, and by keeping the above scenarios in mind, it will be easier for you to create a sales process that has video emails as an integral part.
With an ace video tool like Hippo, you can create videos for emails in no time. Book a demo today to learn more about creating amazing video emails.