In the fast-paced world of B2B sales, capturing the prospect’s attention is just half the battle. While traditional methods have worked well previously, things have changed now. It’s no longer a guarantee that a simple cold, 50-word cold email won’t get lost in a sea of messages inside the prospect’s inbox. This is exactly where personalized video email marketing comes into the picture.
We’ve been using personalized video email marketing for a while, and the results have been phenomenal. Being a B2B growth partner, it’s quickly become one of our key channels.
But why should you use video in your emails?
Well it’s simple: Adding video to your outbound efforts not only grabs attention but also significantly increases your reply rates.
With video prospecting being the next frontier of B2B cold outreach, it’s important to acquaint yourself with the benefits early. This article delves into the world of personalized video outreach, with tips, templates and helpful examples for seamless execution.
Read on to find out.
What is Personalized Video Email Marketing?
Personalized video email marketing is more than just adding a video to an email; it’s about tailoring that video to the individual viewer. This form of outbound communication captures your prospects’ attention far more effectively than text alone.
By integrating video personalization into your outreach efforts, you can present a compelling narrative that stands out from the usual B2B noise.
According to an article published by Smallbiztrends, adding videos to your email campaigns can improve its CTR by a whopping 200-300%.
This makes personalized video email marketing not just another “nice-to-have” but a necessary strategy for modern B2B outbound.
We previously did a comprehensive guide for SDRs and B2B founders to get started with personalized video email marketing.
If you’re in B2B and want to use videos in your emails, we’d totally recommend giving it a read.
Why Use Personalized Video Email Marketing?
As stated previously, while text-based emails do have a good chance of conversion, they often miss the mark when it comes to impact. If your prospect is someone who doesn’t open their emails often, it’s almost impossible to get through to them.
This is where personalized video email marketing can be the differentiator – You know the moment where you open an email and there’s a video embedded inside.
Now imagine it being addressed directly to you, while talking about challenges that you face in your industry on a daily basis.
A study conducted by Spiceworks recently revealed that 95% of B2B buyers use videos to drive their purchase decisions.
With trust becoming harder to build through text alone, personalized video email marketing can make the overall outreach process much more meaningful.
Now that we’ve covered the importance of video personalization, let’s also look at a few personalized video email marketing templates and examples to use in your outreach.
Personalized Video Email Marketing Examples
There are multiple ways you can use videos in your sales emails. Having experimented with a few of these ourselves, we’ve seen some really good results – irrespective of the stage where videos were implemented inside the funnel.
Plus, with the rise of robust email marketing software, you now have the added advantage of leveraging real-time analytics. This means you can track the performance of your video campaigns, understand user behavior, and make data-driven adjustments to optimize ROI.
That being said, here are a few personalized video email marketing examples for you (and the scenarios where you can use them):
One-on-One Personalized Videos
In scenarios where you’re targeting a high-value account or C-suite executive, one-on-one personalized video email marketing offers unmatched precision and relevance. Imagine pitching a cutting-edge cloud storage solution to a tech company.
With a one-on-one personalized video, you can kick things off by greeting the CEO by their first name, then delve into specific pain points related to data security or system scalability that you know their company is facing.
Your video could start off with a recent problem they faced, before proceeding to demonstrate some of the key features, personalizing the examples to align with their specific challenges.
Tools like Vidyard or Loom can be used to directly record and save the footage on your laptop. You can then embed these into your email platform, as you prepare them to be sent to prospects.
Here’s a quick personalized video email marketing template for 1:1 videos:
Bulk personalized videos
Bulk personalized videos are a game-changer when you need to scale your outreach without losing that personal touch. Let’s say you’ve just launched a new software feature that’s relevant to different verticals like healthcare, finance, and retail. Instead of creating individual videos for each sector, you can make one base video and use dynamic content insertion to tailor specific segments.
When the finance folks watch it, they hear how the feature will make regulatory compliance a breeze. Similarly, the healthcare professionals could learn how the feature simplifies patient data management.
This kind of personalized video email marketing approach is particularly effective when integrated into multi-step campaigns. As you talk about a specific feature, you can dynamically insert the name of the company or the recipient, ensuring that each video, while part of a bulk send-out, feels unique to the viewer, thereby increasing engagement and click-through rates (CTR).
With all these things in mind, it’s clear that bulk personalized video email marketing can be a highly efficient yet intimate way to reach multiple prospects or clients simultaneously.
Semi-personalized videos occupy a middle ground between bulk personalized videos and one-on-one personalized videos. They are not as individualized as one-on-one videos, but they offer more specificity than bulk personalized videos.
Utilizing this kind of personalized video email marketing approach helps you target specific sectors or roles without crafting a unique video for each recipient.
For instance, if your focus is on reaching out to VPs of Sales in the software industry, a semi-personalized video could delve into challenges commonly encountered in that field, making your outreach more relatable and engaging.
So, if you’re looking to strike a balance between highly individualized engagement and scalable reach, using a semi-personalized video email marketing template like this could be a good move.
This is one of the most useful but highly under-appreciated personalized video email marketing examples when it comes to B2B outreach. According to a study by HubSpot, lead nurturing emails generate an 8% click-through rate compared to general email sends, which generate just a 3% click-through rate.
Now, imagine boosting that engagement with the power of personalized video
For instance, let’s say you’ve had an initial meeting with a potential client where various pain points and solutions were discussed. Instead of sending a standard follow-up email, you could create a personalized video summarizing key discussion points. You could even showcase a short demo or a case study that aligns closely with their needs.
This level of detail and engagement could very well be the difference between a lost opportunity and a successful conversion.
Tips for Better, More Personalized Video Email Marketing
Now that we’ve explored the potential of using a personalized video email marketing template and also seen a few examples, it’s important to understand a few things about crafting such videos.
Given below are some helpful tips to get better results with personalized video email marketing:
Keep It Short and Relevant
In today’s fast-paced world, attention spans are shorter than ever. According to a study by Microsoft, the average human attention span has shrunk to just 8 seconds. In personalized video email marketing, brevity isn’t just a ‘nice-to-have’; it’s a necessity.
Your videos should be concise yet packed with valuable information. Aim for a duration of around 1-2 minutes to ensure you grab and maintain your audience’s attention.
This time-frame is long enough to convey key messages but short enough to fit into busy schedules.
Segment Your Audience
The true power of personalized video email marketing shines when your messaging is laser-focused on specific audience segments. A report by Campaign Monitor states that marketers have noted as much as a 760% increase in revenue from segmented campaigns.
By breaking down your audience into segments such as industry, role, or buying stage — you can tailor video content to address the unique pain points of each group.
This makes your outreach exponentially more relevant and engaging.
Have a Script Before You Start
Going in without a plan is a recipe for disaster. A well-thought-out script serves as the backbone of your personalized video email marketing strategy. It ensures that you hit all your key points in a coherent, persuasive manner.
Draft your script in a way that guides the viewer through a logical sequence, from problem identification to the solutions you offer. It’s not just about what you say, but how you say it, so keep your tone and language consistent with your brand messaging.
Have an Engaging, Clear Subject Line
The subject line is your first touchpoint in personalized video email marketing. According to an article by Outreach.io, 35% of email recipients open emails based on the subject line alone.
Make yours catchy yet relevant to ensure it doesn’t get lost in the inbox clutter.
It should give a sneak peek into what the video contains, enticing recipients to click through and watch your personalized video.
Use Personalization Variables
Incorporating personalization variables like the recipient’s name or their company’s name can dramatically elevate the effectiveness of your personalized video email campaigns.
This creates an immediate connection, making the viewer more likely to engage with the content.
Sophisticated email marketing software often has features that make it easy to integrate these variables automatically, creating a seamless personalized experience.
Have a Clear CTA
In a well-crafted personalized video email marketing campaign, everything leads to a strong call-to-action (CTA). The CTA, in a few words, is your moment to guide the viewer toward taking a specific, meaningful action that benefits both parties.
Whether you want them to schedule a demo, sign up for a webinar, or download a free resource, the CTA serves as a bridge between engagement and conversion.
By being clear and direct in your call-to-action, you make it easy for the viewer to take the next step in their customer journey, enriching your relationship with them in the long-term.
Make Sure You Follow-Up
Last but not least, follow-up is crucial in personalized video email marketing. According to InsideSales.com, 50% of sales happen after the 5th follow-up. This step keeps you top-of-mind and provides opportunities to re-engage prospects who may have been initially interested but haven’t yet taken the leap.
Use follow-up emails to share additional resources, answer questions, or even send another personalized video to keep the conversation going.
With these tips in place, you can easily start using personalized videos in your outreach, exponentially increasing the response rates and filling your pipeline with more, new customers.
Make sure to use these best practices every time you launch a new outreach campaign so you can focus on other tasks while your lead generation system powers itself to growth.
Personalized Video Email Marketing = Unlocking Unlimited Sales Growth for B2B Companies
In conclusion, personalized video email marketing is a potent tool for any B2B company looking to improve its outreach and engagement metrics. By implementing the strategies and examples discussed in this blog, you’ll be well on your way to mastering personalized video email marketing and significantly improve your sales and engagement metrics.
At Cleverviral, we’re focused on using personalized video email marketing to help our clients grow their sales pipelines. With B2B sales becoming more layered day-by-day, our video prospecting campaigns can be your path to exponential growth.
If you’re looking for a B2B growth partner that can help you navigate through this maze of B2B outbound, book a call now and experience the difference yourself.
Frequently Asked Questions
How do I send a personalized video via email?
One of the biggest benefits of personalized video email marketing is that you can easily send these videos via email. You can embed the video either as a GIF thumbnail or copy-paste the code into the email sending software you’re using.
Many cold email sending tools offer this functionality for users.
What is a personalized video message?
A personalized video message is a one-on-one communication method where a prospective customer receives tailored messages from salespeople. A fairly new technology, personalized video email marketing has quickly become popular in the B2B space.
What is the app that sends personalized videos?
There are multiple platforms/apps offering personalized video email marketing capabilities. The likes of Hippo Video, Covideo and Vidyard are some popular apps offering features that let you send personalized videos to prospects via email and even social media channels like LinkedIn, Facebook and Twitter.