B2B Video & Email Fusion

10 Unique Strategies to Use Video Engagement in B2B Email Marketing

The intersection of video and email has evolved into a formidable force for B2B marketers.

This dynamic fusion of visuals and written content not only amplifies engagement but also catalyzes achieving impactful results.

Here are 10 innovative and distinctive strategies that seamlessly weave video into B2B email campaigns. These strategies aim not just to captivate but to convert, creating a compelling narrative that resonates with your audience on a profound level.

Let's begin.

1. Why Video Email Marketing Matters?

Video adds a dynamic layer to traditional emails, capturing attention and conveying complex messages more effectively. In B2B scenarios, where conveying value propositions is crucial, video email marketing becomes a powerful tool for engagement and conversion.

Practical Tips:

• Use personalised video messages for lead nurturing.
• Embed clickable calls-to-action within the video.

Examples:

• HubSpot's Personalised Video Emails: HubSpot incorporates personalized video messages in their email campaigns, fostering a more personalized connection with their audience.

2. What Types of Videos Work Best?

Consider the nature of your B2B communication. While product demos, explainer videos, and testimonial snippets are effective, personalized messages from key team members or founders add a human touch, enhancing authenticity.

Practical Tips:

• Create concise and targeted videos for specific buyer personas.
• Use video series to maintain engagement over multiple emails.

Examples:

• Drift's Conversational Videos: Drift often includes conversational videos from their team members, making their emails more engaging and relatable.

3. When to Deploy Video Emails?

Timing is crucial. Use video emails strategically during critical stages of the buyer's journey. Introduction videos can kickstart relationships, while product-focused videos are ideal during the consideration stage.

Practical Tips:

• Use introductory videos in welcome sequences.
• Send product demonstration videos as a follow-up after a prospect's engagement.

Examples:

• Salesforce's Onboarding Videos: Salesforce employs onboarding videos in their email campaigns to guide new users through their platform.

4. Where to Host Your Video Content?

Choose a reliable video hosting platform that ensures seamless playback in emails. Popular choices include YouTube, Vimeo, or utilizing native video hosting platforms integrated with email marketing tools.

Practical Tips:

• Optimize video content for various devices and email clients.
• Use thumbnail images linked to the hosted video for better compatibility.

Examples:

• Wistia's Thumbnail Linking: Wistia uses thumbnail images linked to their hosted videos, ensuring a smooth viewing experience in emails.

5. Who Should Be the Face of Your Videos?

Select a spokesperson or presenter who aligns with your brand persona. This could be a charismatic founder, an expert, or even a satisfied customer sharing their experience. The chosen face adds credibility and relatability.

Practical Tips:

• Train presenters for effective on-camera communication.
• Rotate presenters to keep content diverse and engaging.

Examples:

• Zendesk's Customer Testimonial Videos: Zendesk often features customer testimonial videos in their emails, letting satisfied customers become advocates for their brand.

6. How to Maximise Click-Through Rates?

Increase the likelihood of click-throughs by strategically placing video thumbnails within your email content. Use compelling captions and compelling headlines to prompt recipients to click and watch.

Practical Tips:

• Include a clear call-to-action alongside the video.
• A/B test different placements to determine optimal positioning.

Examples:

• Grammarly's Video Thumbnail Placement: Grammarly strategically places video thumbnails with catchy captions in their emails, enticing recipients to click for more information.

Let’s find out now how to craft emails with video assets?

Crafting Attention-Grabbing Subject Lines

Capture attention right from the inbox by crafting subject lines that tease the video content. Intriguing subject lines create curiosity and encourage recipients to open the email.

Practical Tips:

• Keep subject lines concise and compelling.
• Use emojis to add a touch of personality.

Examples:

• Adobe's Teaser Subject Lines: Adobe often uses teaser subject lines like "Unlock the Secrets Inside" to entice recipients to open and watch their videos.

Personalization Beyond the Greeting

Go beyond just addressing recipients by their names. Leverage dynamic content insertion to personalize video messages with specific details relevant to each recipient, enhancing the personal touch.

Practical Tips:

• Incorporate personalized data into the video content.
• Use recipient-specific examples to showcase value.

Examples:

• Amazon's Product Recommendation Videos: Amazon incorporates personalized product recommendation videos based on user preferences, enhancing the shopping experience.

Implementing Interactive Elements

Enhance engagement by incorporating interactive elements within your videos. Include clickable annotations, polls, or interactive quizzes to encourage active participation from viewers.

Practical Tips:

• Use annotations to guide viewers to relevant content.
• Create interactive decision trees for personalized journeys.

Examples:

• Interactive Videos by HapYak: HapYak allows marketers to create interactive elements within videos, enhancing engagement and encouraging viewer interaction.

Analyzing and Optimizing Video Email Performance

Regularly analyze metrics such as open rates, click-through rates, and watch times. Use insights to optimize future campaigns, refining your approach based on audience behaviour.

Practical Tips:

• A/B test variations of video content and email structure.
• Gather feedback from recipients through surveys or comments.

Examples:

• Mailchimp's Analytics Dashboard: Mailchimp provides a detailed analytics dashboard, allowing users to track the performance of their email campaigns, including video engagement metrics.

Incorporating video into B2B email marketing isn't just a trend; it's a strategic move to elevate your communication and foster deeper connections with your audience. By embracing these 10 unique strategies, you can transform your B2B email campaigns, making them more engaging, memorable, and effective.

Follow Vani Aggarwal for more insights into mastering the fusion of video and digital marketing in the B2B space.