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The quickest and easiest way to establish trust within the sales process is using video in your emails. Admittedly, doing business face to face is clearly more effective, though not always as convenient. In fact, traveling to meet each new prospect face to face can be both time and cost prohibitive.

By supplementing your text based emails with video email messages, you will shorten your sales cycle and gain the ability to automate repetitive tasks by recording evergreen (reusable) video emails.

What is a Video Email?

Technically, video email is niche application of web video. Video email follows a rapid-authoring workflow, giving you the ability to record videos straight from a webcam, quickly and easily. In general, web video is the opposite, requiring longer production times and at minimum at basic understanding of HTML.

We do not believe that video email will ever replace text based email. Use video in your emails to supplement text based emails. Think of video email as the vitamin that makes everything work better: if you use it too much it tends to have the opposite effect.

“The Digital Handshake”

“Pareto’s Law applies, you will get 80% of the results from 20% of the effort.”

By far the most powerful tactic for using video in emails is to follow-up every first phone call with a new prospect using a video email message. The video email can be personalized (recorded as a one off), or it can be evergreen (a canned response).

The Underlying Mechanics

Part of the underlying mechanics of what makes video email so powerful is that it improves comprehension and retention. The image above is taken from the Weiss-McGrath Retention study. Notice that retention is significantly higher after 72hrs. This is very important because not everyone is ready to buy right away. When you make a lasting impression, your sales will skyrocket, especially since we are in the times of information overload.

About the Author:

Will Franco is the CEO/Founder of jiveSYSTEMS (a video email marketing software and training company). He also runs an online community / membership group called AskFlywheel, in which he teaches cutting-edge online marketing strategies. His mantra at work is "Think-Automate: Do it, Automate it, Delegate it, or Ditch it"