Why Embedded Video Does Not Work in Cold Email
Standing out is important. This quality often makes a cold email successful, at the core. But how you appear unique decides response (and conversation) rate. Video does not seem to be working beyond the promise of vendors who sell it.
No Time Left For You
With rare exception, a "first touch" cold email (with integrated video) is a non-starter. Instead, short, pithy provocations are the way forward. Campaign data shows: You have 8 seconds or less to earn attention of a VP, director, owner or C-level decision maker.
Your provocation must generate a short, pithy reply. I use the word provocation purposefully. Targets are on their mobile devices, clearing email. Deleting the deluge of unsolicited messages from reps like you... 90% of whom:
- ask for meetings too soon,
- try to convince prospects (of needing a solution) using quoted research,
- boast about Gartner ratings and client lists,
- ask questions designed to elicit qualification-driven responses.
60 seconds? 90 seconds? 3 minutes for a video clip? You must be kidding.
You have less than 20 seconds for targets to read, consider and respond to a provocation. Anything more is unrealistic.
Your Ugly End Game
Customers know your end game before you even get started with video-embedded email messages. Video content is often structured to convince and qualify clients. They assume this the moment they see it. It is also one-directional. A broadcast, not a conversation.
In my (and my students' experience), it's not what they're looking for. It's what they love to delete.
You may think video is a new, unique way to separate from the other wolves. But it's not. We've all seen business video shorts... and know what to expect. We know why they're being shoved at us.
Embedded video clips usually play on a presumed need, pain or goal... in an attempt to garner a response that makes the buyer vulnerable to a pitch. At best, they're designed to qualify the viewer. Convenient for sellers, not for viewers.