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How Video Email Helped Justin Increase His Sales by 35%

Justin DeBoom tracked 1361 leads over the past 13.5 months.

After every first phone call, Justin sent one group of leads a regular email and the other group a video email.


This is the largest independent case study conducted (as far as we know) on the efficacy of video email in the sales process.

Regular Email vs. Video Email

Screenshot of a Regular Email

Screenshot of Justin's regular email follow-up

Screenshot of a Video Email

Screenshot of Justin's video email follow-up

Even at a glance, you can feel the difference between these communications.

The regular email feels canned and impersonal. Whereas, the video email (even before they watch the message) feels warm and authentic.

The question is "How much better will the video email perform?"

Video Email Method

Justin is using a video email technique called a Digital Handshake that's designed for sales pros who are working a pipeline of leads.

Specifically, those fielding inbound phone calls and reaching out to web leads.

Best Practices

  • Priming: At the end of each phone call, tell your lead that you'll be sending them a video email and to look-out for the message in their inbox.
  • Timing: After you hang-up, record and send them a video email straightaway while the conversation is still fresh in your mind.
  • Ready: Leave your equipment setup and keep a comb, razor and a couple of spare shirts at your office. Ideally, be camera-ready during business hours.

Every morning, I told Justin to ask himself,  "Am I Prime, Time, Ready?

It's a handy phrase that reminds you to get into the right zone before you leave for the office.


Justin used a Logitech C920 webcam, Blue Nessie Microphone and Manfrotto Compact Action Tripod with a combined cost of $200.

Each video email was recorded and sent within an average of five minutes.

If you're in sales, you have the time to send video email and can afford this gear.

Let's see how this plays out, by the numbers...

Here Are the Results

Closing Ratio

Compared to a regular email, the video email yielded a 35% increase in closing ratio.

Regular Email (Baseline) vs. Video Email (+35%)

Days to Close

Compared to a regular email, the video email yielded a -60% reduction in closing time. Saving Justin 10.5 days of follow-up.

Regular Email (17 Days) vs. Video Email (7 Days)


Is there really anything else that needs to be said?

The results speak for themselves. 

By sending one video email, Justin closed 35% more deals! Furthermore, he reduced his average closing time from 17 days to 6.5 days.

Caution: Don't expect to get results like these using your laptops built-in webcam, or by holding your cell phone at arms length and taking a selfie that never ends.

You do not need to make a Hollywood production.

But, you will get out what you put in. 

A Real Video Email Example

Here's a video email that Justin sent from his account.

Switch to Flash
About Wistia

Hi! We're Wistia. We provide business video hosting to attract, engage, and delight.


A call-to-action message appears at the end. Once clicked, it redirects the viewer to a custom itinerary that Justin builds for each lead.

Screenshot of a jiveSYSTEMS video email call-to-action

Screenshot of Justin's call-to-action (for illustration purposes only).


Using viewer heatmaps, it's easy to determine the leads interest level. This message was viewed four and a half times (see below).

Image depicting five heatmaps, signifying each view of the video email

Legend: Green = Viewed; White = Not Viewed.

Real Results

Curious how Justin's lead responded to the video email used in this example?

Justin closed a $12,790.17 deal in less than 24hrs.

Beating both his old average of 17 days and his new average of 6.5 days to close.

Justin DeBoom Says...

These are Real Cold Hard Numbers. I will officially be sending 100% of my itineraries out using video email and will not be selective anymore.

Justin DeBoom

It's "rinse and repeat workflow" that by the numbers delivers consistent results!

Tapping Into Tradition

According to Stephen M. R. Covey, author of The Speed of Trust, "Nothing is as fast as the speed of trust. Nothing is as profitable as the economics of trust. Nothing is as central to leadership as relationships of trust. It truly is the one thing that changes everything."

Trust Up = Speed Up and Cost Down

There are many ways to build trust. None more powerful than tapping into the time-proven tradition of giving someone the opportunity to look you in the eyes, while you shake their hand and begin a relationship. 

When you overlook this important gesture, follow-up turns into a grind.

This is why we call the practice of sending a video email (of you) immediately after every first phone call with a new lead, a Digital Handshake.


A regular email is faceless. You're just another email in their inbox.

Using video email, you can teleport into your leads office and put a face to the name.

One well-timed video email has the potential to build a level of trust and rapport that equates to several weeks of regular emails and phone calls.

Invest the time to learn how to leverage video email and you will turn tedious follow-up into a closing conversation.

About the Author Will Franco

Will is the Managing Director of jiveSYSTEMS and creator of the Digital Handshake™, a digital version of a time-proven tradition that turns tedious follow-up into a closing conversation. Will’s a hands-on guy, with a decade of experience enabling sales teams to leverage video. Will’s an instant catalyst for positive change, once you get to know him, you’ll completely understand why.

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