Why Embedded Video Does Not Work in Cold Email
There's no shortage of reasons why embedded video should work in cold sales email. Sadly, they amount to lazy fantasies of inside- and field-sales reps who should know better.
Cold email is work. Real work. Research. Creativity. Resisting. Not caving to urges ... to be cute or funny. Most of all, it's tough to not "go for it" in the first, second or even third email. I get that.
However, it's far more effective to use text. Words. Text-based emails work best to start discussions. Because text-based cold email provokes questions ... so you can answer customers, yourself in real time.
Customers don't want what you're pushing in embedded video. But they will gladly be provoked and consider asking for more details... if they are primed for it.
3 Reasons Why Embedded Video Content Doesn't Work
Time, expectation and assumptions. Video almost never starts conversations (in cold email) because your target doesn't have time to watch.
When customers see "aah, a business-oriented video" the expectation is "this will take too long getting to the point." Kind of like a webinar. You can be 10 minutes late, not have missed anything on arrival... and you've invested those 10 minutes productively!
From a customers' point of view, video is also expected to persuade, based on what you think their pain is. Video is, essentially, a monologue.
Perhaps most convincing, video content often produces no useful action (response) in the client... even if viewed.
Why the love affair with video? One of my students broke away from my guidance for video. He sells for a global B2B publisher selling exclusively to lawyers who, "receive more emails in a day than any professional I’ve encountered," said my student.
His reasoning was, "Lawyers, if they get 10 emails by text, and one by video, which one stands out?"