Originally published on The Growth Masters Daily (www.thegrowthmasters.com)
Video Email Basics for Today’s Marketers
David J Dunworth O. C. E.
Let’s face it folks, traditional email is a drag, and it is no longer effective. Mobile Marketing has overtaken the marketing efforts and results prove that it is the new way to get it done. Why not add video to your email marketing campaigns and create a buzz about your product or service; after all, your emails can be viewed on today’s Smartphones in full color.
Sending video emails with full color custom templates to highlight them is as easy as pie, and you don’t have to pay an arm and a leg for the ability to either.
I. What are the Benefits of using Video Email Marketing?
II. Why Use Video Email?
III. What are the ways to use Video Email Marketing?
Allow me to start with the easy one.
Video email is the latest way to get your message across while still using email services. With custom color templates, the look is refreshing, exciting and make a significant impact on your customers.
Video emails will give your messages that personal touch; no longer will they sit in the inbox. Once your customers know you use video, they’ll be more than happy to open them first.
Video email inherently grows your customer loyalty, primarily because there is no misunderstanding your message. Your friendly, reassuring face delivering the message develops rapport and a comfortable relationship between you and your customers.
The back office portion of your video email services provides valuable information, so tracking is easy. The instant your email is opened, your back office receives a message that the email is being viewed. That way, you can follow up on the message, further increasing customer satisfaction and loyalty. All emails are able to be tracked, so profitability is measurable.
Email marketing is still 15-20 times more cost effective than traditional marketing like direct mail. With the use of video email, your capture rate will increase, further enhancing the ROI.
II. Why Use Video Email Marketing?
The personal nature of video email marketing makes it a natural in today’s competitive markets. Video over traditional emails are many times more effective, as they get the message across the first time. There is no misunderstanding what you say and the way you say it, rather than what the customer reads (and perceives) with traditional email.
Even with SPAM filling our email inboxes, email still gets read. It may not be as immediate as a text message, but is viewable on mobile devices in the same way. Once your customers know you utilize video email, they will open your message before they open someone else’s old fashioned email.
Video email is cost effective, and due to the higher open rates than traditional email (now estimated at above 40%), enhances return on investment. Because of its acceptability, communicating with your customers can happen more with greater acceptance.
Video production is easy, quick and instantly reviewable. With do-it-yourself capabilities, it’s once and done in most cases. Video email messages can be as long as twenty minutes, but the majority of the time they only need to be a minute or two. Special reports such as PowerPoint presentations can be inserted into the full color templates, giving your email audience an entirely fresh look to receive the message.
Personal video emails let your customers know that they mean something to the company stakeholders. They aren’t just a name on a list, they become a known individual in their mind, and their natural loyalty to you and your company grows with each video email they receive.
III. Using Video Email in Your Marketing Efforts
With the overall acceptance and favorable results of video email, there are several uses that are noteworthy.
Existing customers are less expensive to market to than new customers. When emailing prospective customers, more contacts with video emails means quicker sales, because rapport is elevated within the first couple of messages. Normally, marketing messages must be viewed or experienced by the target at least eight or nine times. Video shrinks that number.
Consistent video contact with your customer base means higher overall revenues, as the recipient is more inclined to do business with someone they know. With your face on the other end of the email, customers gain that “I know them” feeling.
Video email provides an opportunity to inform, educate and reassure your customers about upcoming special events, special product introductions and a host of other marketing messages. With the personal touch, the messages are better received, have a higher customer retention factor, and are simply more fun.
With the ability to forward these video emails to their friends, you gain additional potential customers with each message being shared. Not all video email service providers offer this feature, so make sure you have that feature in your video email package. The ability to track every video email, regardless of who receives it from your original target is a feature than makes the minimal cost of it worth every penny.
David J Dunworth is a consultant and coach to the entrepreneur and emerging enterprise sectors, and is CEO of TeXT-Icon Mobile Marketing Communications, a full service mobile marketing firm. See his blog at http://www.theovercaffeinatedentrepreneur.wordpress.com