How to Use Video Content to grow your SaaS email list?

Marketing used to be about billboards, radio ads, and TV spots in the not-so-distant past. In the recent past, however, the focus has shifted toward social media marketing, paid ads, and content marketing.

How to use Video Content to grow your SaaS email list

One may ask: “What about email marketing? Has it fallen from grace?”

Far from it, let us assure you. It continues to be one of the most powerful forms of marketing, which you can use at every stage of the marketing funnel to deliver your message to your audience. Email marketing is alive and well, In fact, it is thriving!

Benefits of email marketing

We will first have a look at the undeniable benefits of using emails for marketing, and how it can help your business to generate more revenue, build customer loyalty, increase web traffic, and enhance your brand credibility.

Let’s look at the benefits in detail:

Customer engagement

  • Emails are a great way to reach customers who have already purchased from you or reach prospects who have shown interest in your brand or website.
  • It is an effective way to reach your customer base by sending them promotional information. Whether you are promoting a product, service, or content, email marketing helps you in increasing traffic to your website.
  • Email marketing has made it easy for small businesses to grow their customer base at a rapid pace.
  • It is still effective in helping you reach out to prospects and customers because emails are delivered on time so there is no waiting for a response from your subscribers or prospects.
  • It provides a direct connection with your audience and gets them to respond to your CTA.
  • It can help you build long-lasting relationships with your customers, based on trust.

Monetary benefits

  • It is the most cost-effective way of reaching out to your customers. It can be done with a low budget and without any tool or external party involvement.
  • It has one of the highest ROIs.
  • It costs less than most other digital marketing channels, which means you can start with email marketing even if you don’t have the cash to invest in something like PPC advertising or social media ads.
  • It allows you to measure the success of your campaigns in real-time.
  • It is one of the most cost-effective ways to promote your products, services, and offers.

Limitations of email marketing

Email marketing, however, can be tricky for some brands that are not fully equipped with the tools and knowledge needed for this strategy.

It is important to understand how to manage an email campaign before launching one. Let’s understand:

How Lawcus achieve higher product signups with Content Beta?

The 3 major parts of an email campaign

Email marketing is an effective way to grow your subscriber base. To help you get more subscribers to your list, you need to create a compelling email campaign that will appeal to them.

An email campaign is a process in which a company sends email messages to its customers in order to promote its products or services. There are three major parts:

The sender’s address: The first line of an email is the sender’s address, which is arguably the most difficult part of the marketing campaign.

“This guide focuses on how to use video to grow your email list.”

The subject line: The subject line is the first thing customers will see. It is your best chance to grab their attention and interest them enough to want to open your email.

You get only one chance at it as anti-spamming filters and laws have made it increasingly difficult to send an email that does not end up in the ‘Junk’ folder.

The content of the message: Good content is one of the most important factors in marketing. It is what gets people to notice your brand, it is what leads them to your website, and it is what helps you convert them into customers.

So what is considered good content? Well, it should be useful, simple, and relevant to the topic, explained in everyday language.

Next, let us look at some numbers related to emails, compiled by Snov.io:

Sr. No. Fact Numbers
1 Emails sent every day 306 billion
2 Average open rate (10% is considered good) 18%
3 Most-favored customer engagement tool is US, Europe, and Asia-Pacific 77.6%
4 Percentage of people opening emails based on the subject line 47%
5 People reporting emails as spam based on the subject line 69%

Facts 1-5 demonstrate why email marketing is an effective tool, favored both by customers and marketers.

Sr. No. Fact Numbers
6 Increase in CTR if an initial email contains a video 96%
7 Marketers using video as a marketing tool 81%
8 Marketers using video say that it increases ROI 78%
9 Users who rely on videos to make a purchase decision. 90%

Facts 6-9 demonstrate how you can turbo-charge email marketing using video content.

Building your email list

Email marketing is all about building email lists legally and legally.

Why are they so important?

Perhaps the following quote describes it best:

A small list that wants exactly what you’re offering is better than a bigger list that isn’t committed.

Ramsay Leimenstoll

But how do you get people to join your list voluntarily is a million-dollar question?

There are a number of techniques marketers use to do it, but let’s get more specific and see:

How to use video to grow your email list?

A video is a great way to get your point across, especially when you want to inspire people or encourage them to take action.

For many entrepreneurs, the most difficult part of creating a SaaS video marketing campaign is figuring out how to turn the video into a lead-generating asset.

But let us understand how with the help of relevant checklists specially put together for you.

The checklists are applicable to:

  • Content and video creation
  • Email marketing
  • Both video and email when they are used in tandem.

1. High-level checklist

The first part of the agenda is to announce your presence, what you do and what you stand for:

Establish your credentials: Tell them about you, your business background. Personal details matter but don’t make it all about you.

Showcase your brand: Tell them about the nature of your business– products, and services. Good brand building is about laying solid foundations for your business,

Make it about your audience: Find out what is their biggest problem, how you can solve it for them, and what they stand to gain both in the short and long terms.

Tell a good story: Storytelling is a great way to get people’s attention and to tell your brand’s story. A good story can keep customers engaged, give them the information they need, and draw them to your product or service.

Be authentic: There are many variables involved in using video to tell a good story, but being authentic and sounding genuine remain constant factors.

Read More: How can SaaS Companies Boost User Engagement With Videos?

2. Content checklist

It all boils down to creating useful and attractive content that finds favor with both: Google and the audience.

As marketing techniques evolved and customer sensibilities changed, we went through the process of content creation using clever copy, attractive static imagery, and elaborate infographics.

But as the data provided in the second table shows, there is:

“A major trend shaping content creation and consumption is the use of dynamic imagery and videos.”

What do we recommend?

Identify when to use video content: You can use it for practically any information you want to share– Newsletters, customer testimonials/success stories, case studies, announcements of product updates, product launches, special offers, flash sales, or discounts.

Here’s an example of a case study we created for our client leadfeeder:

Make good use of distribution channels: Be where your audience is. Keep in mind that most channels have their own rules and guidelines for posting videos.

Use blogs/Newsletters: Share interesting content on your blog frequently. You can ask your readers to subscribe by offering additional benefits.

Landing pages: Send your audience to a specially created landing page, state the benefits clearly, and ask them to opt in.

Offer free content: The easiest way to get people onto your list is by providing them with something of value for free. This could be an eBook, video course, or anything else that helps them solve a problem.

Create ‘gated content’: Create eBooks, case studies, or whitepapers and offer them in exchange for their email address.

Repurpose content: Convert your marketing assets like PDF or brochures into attractive video content so that you never run out of ideas.

Create webinars: One of the best ways to use video to grow your email list is to create a webinar. Webinars are among the most successful and inexpensive content types.

Here’s an example we created for our client’s IVY

3. Social media checklist

Engaging your audience is what social media is all about. Reaching out to them using videos can help you add a human element to your social media marketing strategy.

It can make you stand out from the competition because people can relate better when they feel they are dealing with a real person. Here are more tips:

Encourage sharing: Make it easy to share by simply including a ‘Mail to a friend’ button. Also, include popular social media network share icons.

Share on social media: Find new subscribers through ads on Facebook, search engines, Twitter, LinkedIn, Instagram, and YouTube.

Audience segmentation: Delivering the right message to the right audience remains the cornerstone of any type of marketing.

4. Email checklist

Even though your job is to concentrate on creating quality content, adopting some of the proven techniques can make your email marketing more efficient:

Personalize your emails: Use first names or something similar that will make recipients feel special.

Don’t use spammy words: With privacy concerns rising, there is a real danger that you might end up triggering spam filters. Refer to this handy Guide from Hubspot when you design your campaign.

Choose the right time of the day: The open rates are greatly improved if your email reaches your readers at the right time.

Choose the right day of the week: Sending emails on weekends results in the worst open and click-through rates. An ideal time for sending is 11 AM.

Easy unsubscribe: Make it easy for readers to unsubscribe without making them jump through hoops. But make one more effort to retain them.

Automate: There are many email marketing automation tools to help you run the campaign, often at little or reasonable cost. They can help your business reach new customers, drive traffic back to your website and achieve higher conversion rates.

5. Video checklist

This is where Content Beta can offer you our expertise to create videos for every occasion and then some more.

When you use video with email for your marketing campaigns, make sure that you:

  • Use short videos and mention clearly in the subject line that the email contains a video.
  • Get to the point quickly and stay on it for the duration of the video.
  • Pay attention to technical details such as lighting, editing, script, and audio. If your video lacks in any of these departments, recipients are likely to delete, or worse, mark your email as spam.
  • Don’t use more visual assets in the body text than is necessary as it might make your email look non-serious.
  • Make the video the center of attention in the email, gently nudging the recipients to watch it without delay.
  • Highlight important points with text, and if possible, provide Closed Captions (CC).

Read More: Top 10 Tips to Create the Best SaaS eLearning Videos

6. Tools checklist

Lastly, we present a list of reputed video marketing and email marketing tools:

Final words

We live in an era where digital marketing is beginning to play an increasingly important role in forming opinions and influencing buyer decisions.

“Building up your email list is important as it provides you with legitimate and continuous access to the hearts and minds of your existing customers; and if done right, maybe to thousands more.”

Using videos with emails is a great way to reach out to your subscribers and leads when they are most interested in your content. They help you make it engaging, informative, and entertaining than is possible with other mediums.

“As we see more and more data-backed evidence to suggest that one of the best ways to grow your email list is to invest in creating quality video content.”

And we can help you with that!

Finally, visit our website to access resources related to the making, marketing, and distribution of video content.

FAQs

An email marketing list is a key to the growth of your online business & especially for your SaaS business. While growing your email list is an initial cost, the benefits that come with growing the list are priceless. If you offer the right incentives, an email can be used for a long time. But make sure that you give your subscribers no real reasons to unsubscribe.

  • Use short videos and get to the point fast.
  • Mention in the subject line about the video.
  • Make sure the video is technically sound.
  • Use emojis and other visual assets are used sparingly.
  • Provide Closed Captions (CC).
  • Produce useful content
  • Make effective use of landing pages
  • Show your value proposition
  • Offer incentives
  • Customize emails
  • Email course
  • Free cheat sheet
  • Checklist
  • Free guide
  • Free e-book
  • Free trial
  • Free downloadable template
  • Infographic
  • Video course

Ready to get started?

Get more product signups, convert trial users, and improve product adoption, with videos

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I hope you enjoy reading this blog post.

If you want my team at Content Beta to help you improve product usage, just book a call.

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