Cold emailing can be tough. With so many other reps and firms in your prospect’s inbox demanding their attention, cutting through the noise isn’t easy. So when I see a cold email that does just that, I take note! A few months ago, I received a cold email that really grabbed my attention – and it has changed the way I do my outreach.
The email was from a market-leading CRM provider (no, not that one – the other one). It went like this:
Hi Alfie,
I made you a quick video (60 seconds), click here to watch:
Below the to-the-point opening sentence was a gif. A gif taken from a video of the CRM rep looking at my website.
I was hooked in. I needed to know what was being said in the video! I immediately clicked through and watched it. The video was less than 60 seconds long and in it, the rep talked about how his company could help us achieve our goals. They did so using specific examples, related to the content of my site. I responded almost immediately and booked in for a call.
Personalised videos can be a powerful tool in your outreach arsenal, but it can be hard to know where to start. Never fear! That is exactly why I wrote this blog. Let’s get started.
Why Use Personalised Videos in Cold Emails?
It could be tempting to save time and just send a demo or explainer video to your prospect. After all, it’s going to take a long time to make all those individual videos, right? Well – yes it would be faster, but it won’t work!
A video that isn’t personalised is just another friction point. Put yourself in your customer’s shoes. You’ve already interrupted their flow with an email they didn’t ask for, now you want them to go and watch a video about your product. Their first thought is probably going to be “why can’t they just tell me what they’re selling?”.
Personalisation is important for two reasons. Firstly, it builds a connection with the recipient. Being able to see your face and hear your voice will allow them to connect with your words and your energy in a way that text can’t. Secondly, it allows you to tailor your message so that it addresses specific details about their situation or company.
To go back to my example in the intro – it was seeing that rep on my website that captured my interest. It was them relating their pitch to my site and my business specifically that prompted me to respond. If they had just sent me a video of their product, I probably wouldn’t have watched it.
With that out of the way, let’s get down to business.
How to Add Personalised Video to Your Cold Emails
Now we know why personalisation is important, it’s time to get into how we make it happen.
In a nutshell, you are going to:
- Record a short introduction video that explains who you are and why you’re a great fit for them. Make sure it’s not too long – 30 to 60 seconds is ideal. Anything more than a minute and you’ll lose their interest.
- Craft some email copy that provides everything they need to proceed after they’ve seen the video.
- Start sending those emails!
Step 1. Do your research
In order to make personalised videos for cold emails, you’re going to need a list of prospects and some research around them and their business. Lix can help you to find the email address of anyone on LinkedIn, plus enrich your prospect lists with their profile data – if you need a headstart for this step!
Once you have your list read and you understand your prospect’s, it’s time to move to Step 2.
Step 2. Make a short script for each person.
I know what some of you are thinking right now. “Script? I don’t need a script! Communication is what I do!”. I get it. I was the same when I first started sending videos to prospects. I soon realised that having a script, even just some bullet points, helps you to stay on track.
Remember, these video are supposed to be short and to the point. There isn’t room for you to ramble while you remember your points! You need to communicate who you are, what you’re selling and why they specifically are a great fit using examples from their website or social media – all in less than a minute.
If you can do that off the cuff with no notes, hats off to you!
Step 3. Choose your tool
The best personalised videos show the recipient from the outset that it is, in fact, personalised. For this, I advise recording using something like Loom. Loom allows you to record a video on top of a web page – with your face taking up a small circle in the corner. This allows you to showcase their page as the main attraction.
Here’s a example of me using Loom on the Lix homepage:
Step 4. Record
Unless you’re an avid videographer or an actor in your spare time, this part will take some getting used to. Most people don’t like recording themselves, and I get it. It’s just about practice. The more you make, the better you’ll get and the less nervous you’ll be.
When recording your video, make sure that:
- You have a good camera and lighting.
- You are in a quiet place where no one else will disturb you while filming, so that you can focus on what is being said in the recording.
Step 5. Craft Copy & Send
When your video is ready, it’s time to prep the email. Remember, the personalised video is the star of the show. Your email content exists to drive recipients to the video and support your message.
If you’re comfortable with technology, it’s great idea to turn a section of your video into a gif (you can do that here). If not, provide a screenshot from the video. That way, your recipient knows what to expect when they click the link – they also know it’s not a virus!
For copy, I would advise keeping it short and sweet, just like the example at the top of this blog:
Hi {First Name},
I made you a quick video (60 seconds) click to watch
Then below the video, if you want add some links to testimonials or make a (short) supporting statement then do so. Most importantly however is the call to action.
Give your reader a clear, guided next step. Whether that’s a link to your Calendly, or asking them for a reply – make sure it’s in there!
Personalised videos can make a big difference to your cold emails
Personalised videos are a great way to connect with your audience. They can also increase your conversion rate, help you stand out from the crowd and build trust with your audience. And if that’s not enough, personalised videos can also help you build relationships with people!
Remember that when we talk about building relationships, it’s not just about one-way communication—it’s about two-way communication. You don’t want to be seen as just another company or brand; you want to be seen as an individual who is willing to go out of their way for their customers.
We hope that this post has helped you understand the importance and value of personalised videos. Video outreach is no longer a passing fad, but rather an integral part of your brand’s overall marketing and sales strategy. By using video to connect with your audience on a personal level, you can build trust in your message and reach out to new customers.