Video can differentiate your outreach. Here's when and how to use it.
When Video Works
High-value prospects worth the extra effort. Complex products that benefit from visual explanation. Competitive situations needing differentiation. Relationship-focused sales.
When to Skip Video
High-volume outreach. Simple products. Time-constrained buyers. Mobile-heavy audiences.
Video Best Practices
Keep it short: 30-60 seconds max.
Personalize visibly: Say their name, reference their company.
Show, don't just tell: Screen share relevant content.
Clear CTA: Tell them exactly what to do next.
Technical Considerations
Thumbnail matters: Custom thumbnail with their name.
Embedding: Link vs embed depends on deliverability.
Tools: Vidyard, Loom, Hippo Video.
Video Email Structure
Subject: Include "[Video]" or similar.
Body: Brief text intro, video thumbnail/link, text CTA.
Don't rely solely on video for your message.
Measuring Video Performance
Views vs plays. Watch time. Click-through. Reply rate compared to non-video.