3 Easy Ways to Make Video for Your Emails

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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.

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3 Easy Ways to Make Video for Your Emails

  1. 1. Video Demystified:3 Ways to Make Video For Emails
  2. 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. 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 3 3/4/11  
  4. 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 3/4/11  
  5. 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. 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. 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. 8. 2x-3x email click-through
  9. 9. Opt-out of email75% reduction of opt-out rate
  10. 10. White Paper vs. Video Offer 373% more leads60% lower acquisition cost
  11. 11. An average video on … 500 50% in 45views 14 days seconds
  12. 12. Quick Poll What is the biggest challenge you have with your Email Marketing Program? 3/4/11  
  13. 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 3/4/11  
  14. 14. Customer Lifecycle Examples White  Papers  &  Webinars   UP-­‐SELL   ACQUIRE   Webinar  PromoLon   RETAIN   ENGAGE   EMAIL   CONVERT   3/4/11  
  15. 15. Acquisition Example 20  –  200  %  increase  in:   •  Open  Rate   •  Click  Rate   Webinar Promotion •  RegistraLon  Rate   http://bit.ly/hPdREU 15 3/4/11  
  16. 16. Components of Video Email Campaign EMAILS LANDING PAGE View: http://bit.ly/dReOXB View: http://bit.ly/hPdREU 3/4/11  
  17. 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. 18. Customer Lifecycle Examples White  Papers  &  Webinars   UP-­‐SELL   ACQUIRE   Webinar  PromoLon   Overviews  &  TesAmonials   RETAIN   ENGAGE   EMAIL   Customer  TesLmonial   CONVERT   18 3/4/11  
  19. 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 3/4/11  
  20. 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 3/4/11  
  21. 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 3/4/11  
  22. 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 3/4/11  
  23. 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 3/4/11  
  24. 24. Customer Lifecycle ExamplesProduct  &  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 3/4/11  
  25. 25. Up-Sell Example --- An Opportunity Missed… 25 3/4/11  
  26. 26. Quick PollWhat is the biggest challenge for you with video? 27 3/4/11  
  27. 27. If Necessary, Get Your Feet Wet GRAB  A  VIDEO  CAMERA…   …GET  A  CLIP  OF  SOMETHING  FAMILIAR   AND  SEE  WHAT  YOU  LEARN…   28 3/4/11  
  28. 28. Choose an upcoming webinar or sales demo Look  For:   •  Topics  that  are  Reusable   •  Content  with  InteresLng   Visuals   •  Lead  Time  of  2-­‐4  weeks   29 3/4/11  
  29. 29. Do Something Simple INTERVIEW CLIP VOICE-OVER DIAGRAM(S) CAPTURE SCREENCAST 3/4/11  
  30. 30. 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 3/4/11  
  31. 31. Ways to Learn More… Become  a  beber  marketer.   7  Tips  for  Video  Conversion.   blueskyfactory.com/videowebinar   visiblegains.com/7videoAps   32 3/4/11  
  32. 32. 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 3/4/11  
  33. 33. Now for some Q & A… 34 3/4/11  

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