Best Practices for Pairing Video and Email Marketing

Every business today, no matter the industry, has someone working with video. In this world of online searches and google rankings, video has become an integral part of how to conduct business.

That said, in many ways digital video production and distribution remain in their infancy. While programs with exciting new features pop up on a weekly basis, existing tools like email are playing catch-up to the video revolution.

Besides hardware taking steps forward, we're still adapting to the production of video, as well as the etiquette when it comes to distribution. Etiquette is equally important: when to send, whom to send what, and what accompanies a video are crucial considerations.

How can you ensure your video will reach the widest intended audience? Let's look at some best practices for sending videos through email to customers and prospects, and for internal communication.

Treat your subject line like a film studio treats their movie titles

Put thought into it! Be creative, draw their eyes, make them want to open and view. Be forthcoming and clever, not misleading. What are some subject line strategies? First and foremost, let your recipient know a video is embedded. Another strategy is to say something like, "NAME, I created this quick, 30-second video to introduce you to our new product/service." The benefit here is that it personalizes and even includes stakes: this title is obviously predicated on an earlier outreach, so you're delivering specific information for the recipient that they may have requested.

Words are your friend

The video is the key to your email, the reason you're sending it in the first place. However, don't ignore the power of text to augment your message! Don't use your email to reiterate what was said in the video. Instead, summarize and, when possible, add personalized details to strengthen the message.

Remember to follow up!

Include a call-to-action at the conclusion of the email, such as What would be the next step you'd like to see taken?

A final thought: Don't be afraid to show some personality! You can be a little bit goofy or a little bit eccentric. Personalize and humanize, two words that should be your guiding creed.

 Sean Gordon is CEO of vidREACH.io, which he founded to engage candidates, prospects, customers, and employees - all on one platform. He has an extensive track record recruiting, hiring, training, and unlocking the talent of people. In the past 20 years, he has been on the front lines of business across North America. He started with AT&T, where he built award-winning teams in sales and operations from coast to coast, and spent time at EMC, Aetna, and West Unified Communications. Connect with him on LinkedIn.