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When Video Email Can Be A Huge Success Or An Embarassing Failure

When working for one of my first mentors, I was tasked with cold calling through the entire mortgage license education section for the United States.

I’d picked up the book for each state and then started dialing from A to Z.

Cold calling is like running into a wall ninety nine times and breaking through one time, only to have the wall instantly rebuild.

If I knew back then, what I know now, I’d cut a door through that wall using video email.

However, one has to understand when and how to cut that door at the right moment.

And in this post, that’s exactly what I’m going to reveal.

Why is Timing Critical?

What would happen if you sent a girl flowers a day before that all-so-exciting first date?

I’ll tell you.

She’d think you were creepy and that first date would never happen.

This is because as a rule of thumb, sending a personal gesture before you meet someone it is just downright weird!

The same is true with video email.

It’s only AFTER that first interaction that video email should be brought out of your communication toolbox.

Priming & The 3 Best Times To Send A Video Email

Playing ChessPriming a lead is all about thinking slightly ahead of yourself. Similar to chess.

Whether you’re first interaction happens with someone via phone, email, social media or even in-person…your closing comments should ALWAYS BE geared towards priming them for a follow-up video email message.

But don’t need to be like Garry Kasparov to close deals faster with video email.

It really is as simple as telling them you’re going to send them a video email and to look out for it in their inbox.

And I know you’ll agree, EVERYONE can do that.

As a word of caution though, it’s not wise to send video emails all the time.

Here are times when I’ve found it’s best to use video emails:

The 3 Best Times To Send A Video Email:

1) Follow-up first phone call with a new lead, a practice I’ve coined the “The Digital Handshake” that is by far the most effective way to close more deals on the planet;

2) Respond to an FAQ from a prospect / client (these videos can be evergreen meaning you can create them once and reuse, saving you precious time while adding in the personal touch);

3) Go into more detail about a key deal point that’s otherwise too complicated to write out, giving your prospect the opportunity to watch that content multiple times at their leisure.

Don’t Take My Word For It: Look at the Data!

The magic happens after you send the video email.

As unlike a regular email, with video email can track exactly how the recipient watches your video using charts like these:

jiveSYSTEMS Viewer Heatmaps for Video Email

This information that can help you in your next interaction with them (for example, if they watched one part three times, you know they were curious or interested).

You can look at your analytics and see what’s working and what’s not.

This is invaluable data that you just can’t get with regular email and the telephone.

So the next time you find yourself talking with a new lead, for example on the telephone and find yourself sending a boring text-based email as a follow-up, perhaps you should think again.

About the Author William 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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