Why Embedded Video Does Not Work in Cold Email
Video tends to reveal your true end game: to speak at, not with, clients.
Video amplifies your willingness to look like another spammy push-marketers. Not to mention being too lazy to get cozy with them. Instead, you expect video to do the heavy lifting (qualification) for you.
My former student defended his decision to abandon text-based emails for video this way:
"Through video you can show your enthusiasm," he said. "You show that the email is hyper personalized and not templated, and if done correctly, you can start to build trust from first contact."
"If done correctly" is perhaps the most over-rated, over-used, disingenuous phrase I read online lately. Aside from this observation, it's true... you can, as a seller, personalize and avoid a templated message using video.
However, if it's not effective (for the reasons I'm discussing here) how can you justify using it?
The best outcome of a cold email is to spark curiosity in your words. Never to convince or persuade a client. Qualification (of you) is also too big an ask, too soon.
In this age, human beings are hard-wired to run from (delete) anything that smells promotional. Videos are promotional.
Most cold emails using video aim to convince and persuade. Instead, earn the right to speak with prospects... so they may convince themselves of their need.
This is a worthwhile outcome. This is a realistic outcome. Relying on a video within an email to help prospects qualify you or your solution? Unrealistic in most B2B selling cases.
Cold email must be provocative. Provocation takes research, creative application of words (mental triggers) and diligence on follow-up. There are no short-cuts.
Most importantly, video is asynchronous. Text-based email is, too. Both embedded video and text do not encourage synchronous conversation. Email, in general, not encourage customers to engage rapid-fire, freely, quickly.