Using video in your email campaigns will increase your click-through rate, reduce your opt-out rate, and increase overall subscriber engagement. In "Video Demystified: 3 Easy Ways to Make Video For Your Emails" we cover: current trends, client success stories, and how to get started using video in email.

1. Video Demystified:
3 Ways to Make Video For Emails

2. Today’s Presenters
Joe
Eldridge
Amy
Garland
Co-­‐Founder
&
VP
of
Client
Success
MarkeLng
Manager
617-­‐966-­‐1622
443-­‐478-­‐2005
Joe@visiblegains.com
agarland@blueskyfactory.com
VisibleGains:
We
help
you
create
and
Blue
Sky
Factory:
Making
you
a
beSer
share
effecLve
business
video
marketer
through
effecLve
email
3/4/11

3. Webinar Logistics
! Today’s webinar will be recorded. You will be emailed a link.
! Please enter your questions on Twitter or
in the Questions box. We will answer as
many as possible at the end.
! If you have technical difficulties, try logging
back in or use a different browser
! The Twitter hashtag for today’s webinar is #videoemail
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4. Agenda
! Webinar (30 min)
! Current Trends with Email & Video
! Ways to Use Email & Video Across the
Customer Lifecycle
! 3 Simple Ways to Get Started
! Q&A (15 min)
4
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5. “If
email
was
a
country,
its
1.4
billion
users
would
make
it
the
largest
in
the
world.”
“94%
of
daily
email
users
subscribed
to
markeAng
messages.”

6. “Email
markeAng
provides
the
highest
ROI
of
any
other
markeLng
channel.”
• $43.62
for
every
dollar
spent
(2009)
• $42.08
for
every
dollar
spent
(2010
projected)

7. “Online
video
is
second
only
to
word-­‐of-­‐mouth
for
its
ability
to
influence
decision
makers
in
every
stage
of
the
purchase
lifecycle.”
-­‐
Video
MarkeAng
Benchmark
2009

8. 2x-3x email click-through

9. Opt-out of email
75% reduction of opt-out rate

10. White Paper vs. Video Offer
373% more leads
60% lower acquisition cost

11. An average video on …
500 50% in 45
views 14 days seconds

12. Quick Poll
What is the biggest challenge
you have with your Email Marketing Program?
3/4/11

13. Consider Your Level of Experience…
1 Newbie
2 Novice
3 Experienced
4 Expert
(0
videos)
(<
2
videos)
(5+
videos,
2+
(15+
videos,
2+
video
types)
departments)
13
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14. Customer Lifecycle Examples
White
Papers
&
Webinars
UP-­‐SELL
ACQUIRE
Webinar
PromoLon
RETAIN
ENGAGE
EMAIL
CONVERT
3/4/11

15. Acquisition Example
20
–
200
%
increase
in:
• Open
Rate
• Click
Rate
Webinar Promotion • RegistraLon
Rate
http://bit.ly/hPdREU
15
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16. Components of Video Email Campaign
EMAILS LANDING PAGE
View: http://bit.ly/dReOXB View: http://bit.ly/hPdREU
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17. Interesting Campaign Insights
! Email Insights: ! Video Insights:
Video
on
55
%
Played
Bobom
48
%
CTR
97
%
Completed
Increase
! Page Conversion:
8.5
%
Reach
Increase
51%
3/4/11
Page 17

18. Customer Lifecycle Examples
White
Papers
&
Webinars
UP-­‐SELL
ACQUIRE
Webinar
PromoLon
Overviews
&
TesAmonials
RETAIN
ENGAGE
EMAIL
Customer
TesLmonial
CONVERT
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19. Engagement Example
• Builds
trust
with
prospects
• Topics
can
be
selected
by
Customer Testimonial viewer
http://clients.visiblegains.com/Get/EHCJzNX3hxI
• Can
be
opLmized
over
Lme
with
other
clips
19
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20. Customer Lifecycle Examples
White
Papers
&
Webinars
UP-­‐SELL
ACQUIRE
Webinar
PromoLon
Overviews
&
TesAmonials
RETAIN
ENGAGE
EMAIL
Customer
TesLmonial
ConversaAons
&
Special
Offers
CONVERT
Salesperson
Follow-­‐Up
20
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21. Conversion Example
• 20 – 60 % increase in
getting meetings &
closing deals
Getting A Meeting • 10 – 50 % decrease in
sales cycle time
http://clients.visiblegains.com/Get/Vk_W2LZQoAo
21
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22. Customer Lifecycle Examples
White
Papers
&
Webinars
UP-­‐SELL
ACQUIRE
Webinar
PromoLon
Newslebers
&
FAQs
Overviews
&
TesAmonials
RETAIN
ENGAGE
Product
How-­‐To
EMAIL
Customer
TesLmonial
ConversaAons
&
Special
Offers
CONVERT
Salesperson
Follow-­‐Up
22
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23. Retention Examples
Product How-To
http://www.apple.com/support/ipod/tutorials/shuffle.html/
• More
content
to
generate
interest
in
nurturing
campaigns
• ConversaLon
pieces
for
Frequently Asked Question sales
follow-­‐ups
http://blog.visiblegains.com/index.php/can-i-record-you-
getting-approval-and-signing-release-forms/
23
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24. Customer Lifecycle Examples
Product
&
Service
Announcements
White
Papers
&
Webinars
UP-­‐SELL
ACQUIRE
Webinar
PromoLon
New
Feature
Newslebers
&
FAQs
Overviews
&
TesAmonials
RETAIN
ENGAGE
Product
How-­‐To
EMAIL
Customer
TesLmonial
ConversaAons
&
Special
Offers
CONVERT
Salesperson
Follow-­‐Up
24
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25. Up-Sell Example --- An Opportunity Missed…
25
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27. Quick Poll
What is the biggest challenge for you with video?
27
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28. If Necessary, Get Your Feet Wet
GRAB
A
VIDEO
CAMERA…
…GET
A
CLIP
OF
SOMETHING
FAMILIAR
AND
SEE
WHAT
YOU
LEARN…
28
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29. Choose an upcoming webinar or sales demo
Look
For:
• Topics
that
are
Reusable
• Content
with
InteresLng
Visuals
• Lead
Time
of
2-­‐4
weeks
29
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30. Do Something Simple
INTERVIEW CLIP
VOICE-OVER DIAGRAM(S)
CAPTURE SCREENCAST
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31. Things to watch out for…
1. Too many cooks
2. Skipping a dry run
3. Audio importance is
underestimated
4. Complex production
techniques
5. Overloaded messaging
31
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32. Ways to Learn More…
Become
a
beber
marketer.
7
Tips
for
Video
Conversion.
blueskyfactory.com/videowebinar
visiblegains.com/7videoAps
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33. A Special Offer From VisibleGains
Free Video Email Campaign
As Part of this offer you will get:
! 30 Days Access to Our Software
! Personal Coach to Educate & Support You
! Up to a 90 Second Video for Your Campaign
33
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34. Now for some Q & A…
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