Great question Kiley.

TV spots learn toward entertainment and well produced, can hold a viewers attention for several minutes, while a personalized video email is a talking head, of which, viewers lose interest quickly for “whatever reason”. 

Keep in mind; your emailing establishes a pattern with your subscribers. 

Sending lengthy video emails, over time you will establish a pattern of “sending lengthy video emails”. 

NEGATIVE RESULTS: Our real-time case studies show that establishing a pattern of sending lengthy video emails will result in your open and click-thru rates dropping significantly.  In fact, in one case study, where we established a pattern of sending lengthy video emails, 83% watched less than 15 seconds of an average video length of 3 minutes, “after establishing the pattern of sending long video emails“.

POSITIVE RESULTS: While another case study with a pattern of sending less than 60 second videos emails, the open and click-thru rate went up 500%. In addition, more than 99% of click-thrus viewed 100% of the video,

WE’VE LEARNED:  The best way to keep subscriber’s engaged, is to keep personalized video emails under 30 seconds, and for sure under 60 seconds. 

Once you’ve establish a pattern of sending very short engaging video emails with your subscribers, it’s ok then to send a long video email every once in a while.  And you know what?  They usually watch the entire video.

Yesterday, I was asked why should a person start sending personalized Video and Audio email to their customers and prospects. In addition, did I think video was an effective way to communicate.

• Nielsen Online research found that 119 billion unique viewers watched 7 trillion total video streams during the month of April. That is right, just in the month of April.
• Moreover, according to a Forrester study: A video link in an email can increase clickthrough rates by two to three times.

However, sending a onetime Video email is not a one shot magic bullet.
Consumers are very savvy, have become distrustful of traditional marketing and can sense when they are being sold. “A softer approach is required”, one that is more “real” and less managed.

A personalized video email introducing yourself to a new prospect brings you to life in the eyes of your contact. Your contacts can look you in the eye and read your expressions. In a sense, they can see, hear, touch and feel you are real. Why is that so important?

• Scientific studies show that we derive as much as 55% of the message meaning is derived from facial expression,
• People buy from you not because you are tall, short, large, small, pretty or scruff. They buy from you because they either like or trust you.
• Video email helps you to become a real person instead of just another email or voice over the phone.

Put yourself in the mind of your prospects. Image if you wanted to buy a product or service, but were unsure if you could trust the source, service or product. Would you buy?  Probably not.  Imagine if that sales person sent you a personalized video email, introducing them self. And over the next few days or weeks, you received a few more video emails from that person, allowing you to see, touch, and feel thier genuineness, honesty, and knowledge of the product or service you were in the market to buy. Over time, after receiving several video communications, you would likely gain confidence in the sales person, and when the time was right, you would most likely make the purchase from them instead of someone else. 

To sum it up, adopting video email in your everyday communications will improve your relationships with prospects, customers, family, friends, and colleagues. Resulting in more first-time, repeat sales, and enriched relationships.  And you will have a blast doing it!