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How to create the ultimate customer experience with video & email.

 

Overview

Transcript

Our very own Content Strategist Jamie Bradley moderates a discussion between Kristen Craft (Wistia) and Lee Floyd (Emma) on the best ways to use video in your email marketing and produce some seriously impressive results.

Jamie: Thank you so much for joining us today for our webinar, Emma Plus Wistia, Creating the Ultimate Experience with Video and Email. I am joined here today with Lee Floyd from Emma. We are an email marketing company. I’m Jamie. I’m also from Emma. And Kristen Craft, our guest all the way in Boston from Wistia, a video marketing platform. So a little housekeeping before we get started. We will send an extra special bonus version of today’s webinar out to all you like you folks with some fun, flair and visuals here that they don’t get to see today. So if you need to hop off or you wanna share this content later with a friend, we got you covered. Also, if you have a question, feel free to type it in the chat modal in the GoTowebinar control panel and we’ll be collecting those today as we go.

You can also tweet at us using the #EmmaPlusWistia. That’s P-L-U-S at Emma Email and we will take questions from that as well. So before I kick it over to these two, I wanna level set a little bit about why we’re even here today talking about email and video and all this good stuff in the first place. Obviously, we would say this here at Emma, email is a big deal. In fact, it is the number one activity on the internet. Ninety-four percent of people say they actually get online to check their email, which is pretty cool. I mean, and actually in second place is using a search engine, believe it or not. And it’s not just that people are hanging out in their inboxes, it’s actually seeing results. So this comes from the Direct Marketing Association and the ROI for email is double that of every other digital channel.

And these numbers ebb and flow, these actual sort of price tags on these channels. But, you know, they definitely are performing. But it’s not just that email is successful. Guys, video is a big deal too. And to the tune of 78% of people watch videos online every week, 55% of people watch videos online every day. So that’s probably true of most of you here and that comes to us from High Q. But video plus email, which is what we’re talking about, those clickthrough rates are two to three times higher when marketers use video in their emails. So luckily, I am here today with two experts on email, video, and everything in between. So from the Emma side and in the corner here, we have Lee Floyd. Lee is the fearless creative director at Emma. Yeah, he’s fearless. That means day in and day out, he guides and oversees the brand aesthetic and messaging in our web, print, interactive marketing campaigns and beyond.

And, of course, that also includes our video marketing efforts. And he is a creative planner that rides the fence of brand design and marketing. He is our solver of problems, facer of challenges. Also, he’s a thoughtful funny guy and I’m lucky to work with him every day.

Lee: Oh, thank you.

Jamie: You’re welcome. And then we are joined, we’re super excited about this, Kristen Craft from Wistia. Kristen is a self-admitted big fan of technology education in business and she is the director of business development at Wistia. She enjoys helping people use video more effectively. She loves working with Wistia’s partner community, building connections with other companies like Emma that also care about video marketing. And Kristen holds advanced degrees in business and education from MIT and Harvard. So she knows her stuff, guys. In her spare time, she brews and drinks different varieties of beer. And in my spare time, I drink different varieties of beers. So this is a lot of synergy happening.

So essentially, what we’re here, you know, we know email’s a big deal. We know that video is a big deal. But first and foremost, and really what we’re gonna focus our efforts on today is how those two things sort of come together to create the correct experience for your brands. So 64% of marketers say that experience is more important than price in their choice of choosing to go with the brand or not. But what creates that experience? What does that actually mean? It’s really easy to see a stat like that and go, “Okay, sure, that’s great.” But obviously, we know that video and email are powerful together. So to kind of kick it on over, I would love to hear from both Kristen and Lee on really, how do you guys say that we, our brands, as sort of people that are in charge of helping us get there at our respective companies? What is experienced-based marketing look for at both Emma and Wistia? So I’m gonna kick it over to Kristen to kind of walk us through that now.

Kristen: Awesome. Thank you so much, Jamie. I’m thrilled to be here, and this is a topic I care so much about and that really everybody at Wistia cares about tremendously. We are, you know, a group of people, a company that cares really deeply about video marketing, but ultimately, I think that is really just a means to an end. And the end that we’re really passionate about is about making more genuine connections with customers and with audience members and with partners. And we do this, you know, in large part by using video, but we also do this by being pretty authentic about who we are. So, you know, we’re a pretty playful company, a pretty fun group of people.

Jamie: Obviously.

Kristen: Yes. We really did hire a big New Orleans brass band for a product launch. So that was a pretty wacky thing but amazing. And we’re pretty upfront about the things that we value. For some people, that’s very appealing. They want to work with a company that is all about excitement, authenticity, fun, you know, having passion for trying new things. But we also recognize that that’s not necessarily for everybody and that’s okay. You know, for example, the Department of Defense is probably never going to become a Wistia customer and that’s all right. I think by being authentic about who we are, we help to attract the people that are a natural fit for us and we, you know, avoid wasting our time or the Department of Defense’s time by trying to be something that we’re not. So I guess when it comes to experience-based marketing, we really believe that it’s important to be authentic and to let that be the driver of the experience people have with you.

Jamie: Exactly. And to kick it over to Lee, this might be my favorite slide in the deck. What do we value?

Lee: It’s good you mentioned that. We also value excitement, authenticity, and fun. Maybe not as fun. We didn’t have a dinosaur for this picture. This was an ice bucket challenge thing that we did last summer. But our brand resonates with people that want a human touch, that want authenticity, that care about what they care about. And obviously we do that with the people we partner with, but also with all the people that use Emma, we care about their success and we want that to show through everything that we do.

Jamie: Yeah. And, you know, there’s tons of alignment with our two brands and that’s why I’m super pumped to have you both here talking about this. And really just sort of transition sort of to our first kind of getting at the heart of what we mean. I mean, you just teed it up really well with sort of the ethos behind, you know, what our brands stand for. But specifically, for you Kristen, you know, what do you guys mean when you say experience-based marketing? You know, we see it now more than ever. Our content, I mean, I am a content marketing strategist here at Emma. We do a ton of webinars, not just about video, but this sort of idea of experience-based marketing is really woven and becoming the backbone of all of our efforts. And so I’d love to kind of kick it over to you and look at why that is or why that sort of becoming the norm regardless of what medium our channels that we’re talking about. So take us home, take us there, Kristen.

Kristen: Absolutely. So, you know, I think there’s a little bit of a problem with the way that some companies and some marketers approach the customer experience. It’s a very transactional focus that some people have whereby they, you know, decide, “I’m gonna collect as many leads as I can and then I’m gonna blast those people.” And, you know, it’s all about, you know, sort of treating people as leads rather than as people. And if you think about this from the consumer perspective, I know for myself when I sign up to be on some of these newsletters or mailing list, I think of it as an invitation. You know, I wanna invite that person into that most sacred of spaces, i.e. my inbox, because I like them and I trust them and I believe they’re going to send me useful, interesting content.

But really it’s just the first step in an ongoing relationship. It is not, you know, meant to say, “Hey, company, I want you to suddenly blast me and try to sell me from minute one.” Instead, it’s like, “Let’s start getting to know one another a little bit better.”

Jamie: Right. And the email blast. I was gonna say here at Emma, we talk about blasting people. It’s like, “Oh, that sounds painful.” Nobody wants that.

Kristen: Agreed. Yeah, that’s a good way of putting it. I like that.

Jamie: Yeah. So what do we do with that?

Kristen: So, you know, I think in some ways, the way that we behave in our own personal lives can be a good benchmark of how we ought to behave when we are interacting with them as consumers and as audience members. You know, I think that we as business people, as marketers, need to give people a better reason to invite us in, you know, being authentic, showing that we care, showing that we will not abuse their trust, showing that we have content that’s really valuable, that can make their day better and help them perform better.

And ultimately also, you know, being a gracious guest once you are in the front door, making sure that that experience, you know, the experience that you create is as awesome as humanly possible. You are respecting their trust and continuing to build a strong rapport.

Jamie: Absolutely. And there’s some key ways you can go about it for sure.

Kristen: Yeah. And, you know, a while back, a mentor of mine made a comment that has stuck with me for a long time. And that comment was that, you know, all of us, all of these companies can differentiate on three primary things, price, product, and experience. And price frankly is a pretty, you know, that kind of stinks. Like, nobody wants to engage in that race to the bottom. I mean, yes, we wanna be competitively priced, but the race to bottom is not good for most companies.

When it comes to product, I tend to think that it should be a given and we are all trying to create products that are excellent as possible and that are well differentiated from our competitors’ products. So, therefore, that really leaves us with experience. And experience, the experience that you’re cultivating for your audience members and for your customers, this is something where you can really stand out above the crowd, where you can create that experience that is unique to your company and the people who work there. And I think also what’s really cool about differentiating on experience is that it’s something that no one else can steal from you. You know, someone might look at your product and say like, “I’ll copy that feature. You know, I’ll replicate that.” But it’s really hard to copy the experience that is cultivated in an ongoing relationship with a customer.

Jamie: Absolutely. Well, and I love absolutely the stat that you found. I was like, “That’s really compelling.” I love it.

Kristen: Yeah. And there’s a lot of data out there about the fact that companies who focus on experience and that focus might mean many things. It might mean something very explicitly. We have a chief experience officer or some specific title that helps make sure that the company focuses. It might be that is just part of their values and sort of the company mandate. But the bottom line is that companies that do focus on creating that customer experience, that excellent customer experience, do see much faster growth. And then, of course, also retention that’s much higher than those who do not.

Jamie: Totally. How do we do that? You just told us. So, like, yeah, you have a plan.

Kristen: Well, you know, I think that, you know, first of all going back to that earlier comment that, you know, once somebody invites you into their home, into their inbox, you know, you have to be a gracious guest. I think that, you know, again, certain truisms from our own lives are very applicable here. You know, when you are giving people information or talking about something, make it really easy for them. Don’t use jargon. You know, don’t make people read 20 paragraphs when a 52-second video might do the trick. You know, make it really easy for people.

Jamie: Absolutely.

Kristen: Second, I think, and this goes back again to something I was saying earlier, that, you know, we should always be seeking to add value. You know, there shouldn’t be an email blast just for the sake of converting somebody into a customer. Every interaction that we have, every communication, every email that we send should be creating something or sharing something that we believe will add value to the recipient’s life.

And then last, you know, being authentic, making that sort of personal connection. I think that, at this point, you know, I guess unless you are the DOD, you know, you don’t want a nameless, faceless organization to work with. That is not appealing to many people these days. Instead, I think we are looking for those more personal connections and more authentic connections. So we’re looking to work with and do business with those companies that get us and share certain traits. So, you know, I think unsurprisingly, given the industry that Wistia is in doing video hosting and video analytics, we’re pretty strong believers about the fact that video does all of these three things exceptionally well and they help people, you know, provide a great experience that is highly differentiated from the experience somebody might get from your competitor.

Jamie: No, it’s completely true. And, you know, here at Emma we, and this is kind of, I’ll kick it over to Lee to talk about how we approach this. Here, you know, obviously being an email marketing company, there’s a lot of data in our world, and I threw out a stat earlier, about how video in email or video just mentioning video in the subject line can actually increase the opens and all that kind of stuff. So we obviously value that here, but we do use it sparingly or judiciously or we use it, do it with a purpose. And so we have a couple of examples and I think, you know…

Lee: And just before that, like, completely agree. And just to just to say it out loud, Cody Newman and I started the video program here at Emma almost five years ago. And we were completely… Wistia was our biggest influence on how to do video right. Not only did we watch your how-tos and everything and build from that, we took that and then how we do email and just kind of combined it together. But it’s been awesome.

Kristen: Sounds so great to hear. Thank you.

Jamie: They love you guys. They went to WistiaFest.

Lee: We did.

Jamie: Which is coming up.

Lee: We went to WistiaFest last year, it was awesome.

Jamie: Which we’ll talk about more later.

Lee: WistiaFest this June.

Jamie: Yes. But yeah, when we talk about getting that personality in the inbox, this kind of first example here, I think, can you explain what the pod challenge is? This is one of my favorite videos.

Lee: Sure. This is a man painting? No. What we did here, this was an internal video that we did through our offices. We have a talent night every year. And we expanded it to talent week. But anyway, it was a good chance for us to get our people on camera teamwork, not about email, but just about how we are and how we interact with each other and our passion for working here. And this is a great little video about just us literally almost trading spaces, our office areas. It was a really fun thing, but it helped to get our personality in the inbox. It was something that we could put on our YouTube channel and something that we can direct people to that showed our personality more.

Jamie: Yeah. And we even used this video at our booth experience. We have, you know, TV setup and it gets people to come over. And so it goes back to what Kristen was saying about, you know, it’s not always about the hard sell and especially video can be this really beautiful medium to kind of show that often and draw the right people to you. And what’s this one? Walk us through that.

Lee: This is Cody De Vos. He’s an amazing product owner here at Emma. And that’s one thing that we definitely like to do. That’s like Wistia’s, we put our people in our videos and, you know, having Cody explain something that he’s been working on for, you know, a year and really passionate about releasing, that just comes through in the camera. And you can tell that not only is this an awesome feature that’s gonna help you out, but this is someone that cares about, you know, your goals as well and he’s been hard at work for it.

Jamie: Yeah. And same. Yeah.

Lee: Except for this Guy. Jason Bynum, he’s our actually VP of Technology now. But when he came here, he built our Shopify integration. So instead of, you know, showing a screenshot of, you know, what the product looks like doing this, you know, we did that as well, but we also showed Jason and all of his amazing personality. He’s actually going, [inaudible 00:17:19] right there, to get that, smiling down on my cell phone.

Jamie: And, you know, Kristen touched on partnerships earlier and that’s super important for us too. So what are we looking at here?

Lee: This was a partnership we did with Noah Kagan, he runs SumoMe which is a cool engagement…how would you describe?

Jamie: Yeah, they build… We integrate with them. They build platforms for things like list building, form building, and all kinds of little plugins that make other programs run better.

Lee: Tons of fun sneaky stuff. But, you know, we took all of that and we said, “Well, let’s just get them in here and make a taco with them because that’s when real conversation happens.” Just a fun spin on something that…

Jamie: Yeah, well, we still had them answer all the requisite marketing questions. We just made…

Lee: Correct. It wasn’t about food.

Jamie: Yeah. We just made him make tacos and eat them while he did it and it’s one of our favorites. So yeah, so that’s kind of, you know, the types of videos that we like to bake here at Emma. And obviously at Wistia, you guys are making video. That’s your focus, but you guys also send really awesome emails with those videos in them. So kind of walk us through what that looks like.

Kristen: Sure. Yeah. So we do send a lot of emails here at Wistia, many of which contain video. But sort of even before someone sees what’s in the video, I’ve been really pumped to see the kind of feedback and data we’re getting from our customers, but also from, you know, the market generally about the impact on open rate when you use the word video in the email subject line. You know, there is a ton of data out there about how that can increase open rates. But we’ve also got some more, you know, anecdotal data around this from a customer called BambooHR. And they make a ton of video. They’re an HR software platform. And they make a lot of video themselves and they consistently see their highest open rates when they do use the word video in their subject line. You know, at first, they kind of wondered, like, “Not only is this because we’re trying something new, but that has been borne out over time and again and again.” It’s very cool to see.

Jamie: Yeah. And I think it’s neat that that’s working for an industry that people might not necessarily…you know, it’s not like a fun retail brand selling shoes. It’s an industry that is all about people. So it’s very logical, but probably underused, I would imagine in that industry. So that’s super neat. Yeah.

Kristen: And then, of course, all of us care about conversion rate. And there is also a ton of great data around how video can help increase conversion rates. You know, Zappos, for example, had started doing some A/B testing where some of their products have video, some of them only had images and written descriptions. And consistently, those with video outperforms those without. So Zappos ended up really ramping up their video team and their budget for that. So that at this point, when you go to zappos.com, the vast majority of their products do have video of some sort. But I do think it’s worth just acknowledging that, you know, I love this term that people are using lately and this philosophy, you know, of an MVC, the Minimum Viable Conversion.

And, you know, I think oftentimes a minimum viable conversion that many of us care about is the clickthrough rate. Like, by somebody actually clicking on something in your email, like, that is a very specific, deliberate acknowledgement that they want more, that they’re interested in what you have on offer.

So we’ve been doing a lot of testing around this as well and doing A/B testing on the change in clickthrough rate when the email has a video thumbnail image as a call to action versus many other calls to action, whether it’s a button or an infographic or something else there in the email. And I mean, ultimately, as we were, you know, talking about before with the Zappos example, there is a pretty, you know, strong correlation there also with purchasing.

And this example here is actually just for… of the upcoming WistiaFest that Jamie and Lee were mentioning. You know, we have been experimenting a lot with using a video thumbnail image and just a little tip here. If you can choose a thumbnail image in the email that is either, you know, of people looking very friendly and approachable or something very, you know, I guess just a little bit intriguing, that tends to get people clicking through at a much higher rate. So, you know, I think a lot of people are like, “What is up with this weird old school telephone and answering machine in this picture?”

Lee: I definitely clicked on it myself.

Jamie: I know.

Lee: I was like, “I gotta hear the answering machine.”

Jamie: Right. I was like, “This is gonna be funny. Something’s up here.”

Lee: It was funny.

Jamie: Yeah. And it worked.

Kristen: I thought this was very interesting to realize that leads who engage with the video ended up making a purchase at a rate of 11.5% because the overall average in general is about 5% or slightly over that. And the more interesting, the longer the prospect engages with that video, i.e. either engagement rate over time, the more likely they are to convert.

Jamie: That’s awesome.

Kristen: So just wanna share another quick pro tip. This is an example from the company Litmus that does email testing. Justine Jordan here in this video is actually going to be a speaker at Marketing United. She is awesome.

Jamie: She is.

Kristen: She is terrific. And they do a ton of emails and emails that contain video as a call to action in the email itself. And I want to share a quick pro tip here about best practices around using video and email together. So a lot of people ask, like, you know, “Should I be embedding the video itself into my email? Isn’t that the best user experience? Like, don’t people want the video to play right there in the email?” We very strongly advise against doing that for a number of reasons. Let me preface this with what we do advise, which is using an image of a thumbnail image from the video itself and putting that in the email as a clickable CTA. And then when people click on it, they are redirected to the landing page or, you know, the page where the video itself lives. And then you can let the video autoplay or even selectively autoplay for those who are coming from the email itself.

And the reasoning behind this, first of all, if you do have video in the email itself, that is more likely to get you marked as spam. But I also think this is probably even more important. You don’t have access to any of the analytics about how people are watching your video or even whether they watched your video. So instead you have the video on a landing page, you can see very clearly whether somebody engaged with it. You can see who it is that engaged with it. With Emma, this is possible to attach their email address from the email to that video-viewing activity so that you can say, “All right, so Jamie, when she watched this video and she actually re-watched this one section, you know, all about enterprise pricing. So therefore, I know when I get on the phone with Jamie, I need to talk about enterprise pricing. Clearly, she’s either confused or just want some more information there.”

Jamie: Exactly. And specifically, when it comes to these thumbnails, you know, this one’s super enticing because it’s this awesome photo of Justine, but you’ve got all kinds of tips on what makes a compelling thumbnail CTA.

Kristen: Yeah. So as I mentioned before, having people spaces. You know, we are all hardwired to respond to other human faces, especially those that are smiling. There’s a weird rapport that Justine has built up from seeing people’s faces there. Second, if possible, choose something that’s enticing or curiosity inspiring. You know, you’ll notice that Justine, not only was there smiling, but also she had some data right there on the screen that she was about to show.

As I mentioned earlier, you can use selective autoplay so that people who are coming from an email to view that video, the video will just start playing. And the reason that we advise this is, first of all, the reason we have advise selective autoplay is because most of us don’t really enjoy going to a website and having a video autoplay. It’s a little jarring. You know, if you don’t have your headphones in or something, it can be disruptive to those around you. But for the person who is coming from an email, that is what they’re expecting to happen. When you click on a video thumbnail image, you are expecting that video to play without any further clicks. So to facilitate that user experience and ultimately user experience that that person is expecting, you can selectively autoplay and, you know, we and probably Emma, and others have great documentation about how you can do this, really pretty easy to do.

And then just last, you know, best practice that is worth mentioning. So many people will use video in email or will use video on the landing page and just kind of slap it on there and never think about it again, never think about the larger strategy. And this is a real shame. I mean, it’s frankly, it’s leaving money on the table because video is an awesome workforce. It can do a lot of heavy lifting for you. And one of the things that video does exceptionally well, is it helps you collect email addresses and be in touch with people. So do make sure that you’re asking people to take that action to give you their email address, to stay in touch with you and, you know, then pump them directly into Emma. Wistia and Emma have an integration that lets you do just that and even tell which video they are watching when they came into Emma so that you can nurture them appropriately going forward.

Jamie: And we are huge fans of that. And those are all awesome points. And, yeah, I mean, to what you were just saying, we use email is just sort of the way to get them to a place where we can give them the best experience.

Lee: And one more thing just to touch on this, on the selective autoplay, I totally agree. And we battle with this a lot because of exactly what you said, the email experience they’re expecting to see a video. So sometimes we will autoplay into a lightbox that’s already popped up and playing. And they can close it out and then, of course, we have the other content on the page that we want them to engage with and then they know how that user experience is meant to be. Sometimes we let them just do another click to get to. But an interesting point. I like talking about that because it is a difference in opinion on whether, you know, that jarring experience or where people expect it. So it’s really interesting.

Jamie: Yeah. And a great thing to test, I’m sure, too, that we probably do all the time.

Lee: Absolutely, absolutely.

Jamie: And, to sort of bring it into that realm, you know, obviously, testing, optimizing, you know, Kristen just sort of, you know, opened up, you know, it’s not just that video makes people feel good, which it does, but it gets their attention. You know, we are seeing…I mean Wistia is based on the idea of sort of analyzing what people are interacting with and clicking and how you can use video as a real driver of business and not just to, you know, trick people into parting with their money but to actually create that experience but then also make it a viable tool for marketers to be using and incorporating. And like she was just saying, not leaving money on the table. And it’s something that we feel really strongly about, you know, here at Emma and we use video pretty strategically in our promotions on our website, all kinds of places. And Lee is the king of it. So I’m gonna kick it over to him to kind of walk through some of our favorite examples of how we’ve incorporated that into our planning.

Lee: Well, first of all, I mean, it takes a great video team to pull this stuff off and just to let people know, there’s a lot of people involved. This example is a great example of that. This took about everybody. I mean, we’ve got copywriting, one of our great frontend developers, John Paraguay designed this to play in the inbox this way. We’ve got people that do animations and make GIFs for us. But this is a really cool example of using motion in the inbox without an autoplay video. So it’s kind of the best of both worlds. You get that cool, “Oh, man, this is a really neat, fun, you know, event. I wanna click on here, I wanna see this video.” And, of course, we’ve covered this out so that if you don’t have these capabilities and depending on what you’re using, it will default to a background image or a simple color. So we’ve kind of taken all that into consideration. But this got a huge response as far as, like, just when we announced this last year.

Jamie: Absolutely. We had people writing in and saying, “I love this email,” and most importantly, buying tickets, which is great, which is the point. And yeah, what are we looking at here?

Lee: This is an example. So at the bottom of most Emma emails that you might receive, you’ll see powered by Emma and it’s one of our second highest traffic sites that we have. People click on that, they get it. And like, “Oh, what’s Emma? What’s powered by…?” So this is a simple page that we haven’t… we’re testing right now. And the video here is a really nice story, a little bit of Emma background, a little bit of us, why we’re passionate about making this product the way it is. And, of course, all the things you can do, the art of what’s possible with Emma all wrapped up in a nice video, and then, of course, a forum to kind of engage with them, get them to give us a call or we can give them a call and talk a little bit more about what we can do for them.

Jamie: Totally. And do we have any data on… Or we noticed that people were going to the site, but now there’s more activity, right?

Lee: Oh, absolutely. I mean, I think just the form alone, we raised the conversion by at least 5% on just people filling out that form, getting that video and that taste of what they’re going to experience by getting the call.

Jamie: Totally. Oh, yeah. These guys. This is one of my favorite things we’ve done.

Lee: Scott Stratten and Alison Kramer of the UnMarketing event happening.

Jamie: And podcast. Yeah.

Lee: Scott might wanna say something different, I know. We have these guys do a live podcast, UnPodcast. Excuse me, I’m sorry, Scott, in our bistro and it was just a really fun event.

Jamie: Yeah, absolutely. And we used this video all over the place, you know, just trying to capture that sort of spirit and energy because it was a small group here. And I think the asset is something that we use everywhere.

Lee: It’s great to see… You know, they sign up. We send them some content and it’s a great video piece to send back out.

Jamie: Oh, yeah. And we’re actually using this when you sign up for Marketing United or that… This is like the exclusive content that you get.

Lee: Great. Because Scot is one of the speakers at Marketing United this year, I’m having him back again. So it’s a great piece for that.

Jamie: Yeah. And, oh, yes. Talking about videos for conversion, inception.

Lee: This is Jamie’s world all wrapped up in a beautiful website. Jamie Bradley does an amazing job doing all of these webinars, facilitating a lot of this with different awesome partners. And this was just us taking all of this content and finding a home on the internet for these and a place that people could discover these because we just are doing so many. I think, what do you do? Like four of these a month?

Jamie: Yes.

Lee: All worth attending. So make sure you check it out, but this is a great way to not only have a library of these but we gate these and if you’ve never seen them, we get your information from that and give you more and more awesome content.

Jamie: And we found, too, just by, you know, gating the webinars their longer format. I mean, obviously, we send out the recording to anyone that registers for them. But people that are interested enough in your brand to watch a 60-minute webinar, skim through that at least, are probably people that are willing to give you a little bit more information and to invest a little bit more and are probably people that wanna be more connected to your brand and you can find out more about that.

Lee: And I know by using Wistia exactly when and where they skim through. It’s a great feature of that product. You can tell exactly where the majority of people drop off and where they’re engaged the most. It’s really cool.

Jamie: Yeah. We’ve definitely used that to sort of format how we, you know, create that content and so it’s super helpful.

Lee: Especially if we’re gonna edit them down, we look at that and we see where people are dropping off and we make sure we get the relevant stuff in the front end.

Jamie: Absolutely. So thank you, Wistia. And yeah, and then this.

Lee: This is the fun… it’s a local customer called The Peach Truck and it is exactly what you think it is and it’s awesome. They go get peaches from his hometown, bring them back, and it’s just a huge phenomenon here in Nashville. People love this truck. It’s crazy. But he talked at length about all the things that he uses Emma for and it was just a great customer story. It’s one of those times where the customer is literally saying everything you want to prompt them to say at an alarming rate, but great people.

Jamie: We didn’t. There was no duress, yeah.

Lee: Yeah, no peaches were exchanged in that at all.

Jamie: Well, you know, and I think that that’s a great point. I mean, and what you were saying earlier, we base so much of just how we wanted our videos to look based on the expertise that Wistia has. So I wanna kinda kick it back over to Kristen and just talk through some different flavors of how, you know, they approach email when they… Or, I’m sorry, approach video, when they’re putting an email, and just in general the different flavors that it takes for their own marketing efforts. So. Oh, wait, no. One last one. We have Marketing United coming up. We filmed everything about that. And that is April 18th through the 20th here in Nashville. I’ll talk about it a little bit more later, but yeah.

Lee: Yeah, we’ll breeze through a couple of these because I added some stuff. I threw a wrench in.

Jamie: Oh, no, sorry. Yes.

Lee: These are some quick way to get animation in the inbox if you’re not using video. We make video, we make them into GIFs, and it’s been really helpful and engaging people just to click through to the site. So a lot of animation in our ads and in our Marketing United work for sure.

Jamie: Absolutely. And using those GIF thumbnails to, you know, with a play button on them as well, and just some of our advertisements that are animated, not quite videos of people but…

Lee: Yeah, it starts with making animated videos and then kind of working backwards. There’s just a lot of fun stuff.

Jamie: Yeah. And these ads perform super well for us. Obviously, they’re attention-getting and people are drawn in by that. So we are constantly testing and iterating on those images. And so now, now I’ll kick it over to Kristen.

Lee: Sorry, Kristen.

Jamie: No. To sort of talk about your strengths there.

Kristen: Actually, I’m totally in love with those animations. So I think they’re so cool for many reasons, but, you know, also because they are like very true to your brand. I mean, they display such a, you know, a fun and friendly attitude, which I think is very much who you all are. And I think like having that come through in everything that you’re making is really cool to see.

Jamie: Thanks.

Lee: Thanks.

Kristen: So we, you know, similarly think about how we can use this experience-based mentality to do a lot of different things, whether it’s increasing traffic or generating leads or driving usage. So a few examples here. We tend to do now make a lot of video content that is gated. You know, oftentimes, this is much more long form content. So, for example, this is a screenshot from a video that we made, some practical editing tips and I think this video is something like 45 minutes long. I mean, it is a pretty weighty meaty thing. And if you are a video producer, I mean this is right up your alley and there aren’t many people making this kind of content. Though we are in the business of doing video hosting for customers, not video production, we do know that a lot of them look to Wistia for guidance on how to shoot and edit video. You know, we were saying earlier, there are a lot of things that we do cover that is more on the video production side of the fence.

So, you know, we took a piece of content that this person, Trevor, presented at last year’s WistiaFest and repurposed that into this sort of online training video, if you will, and use it now for lead gen. You know, at the end of the day, even though it was long, it was fairly easy to make because he had already done all the heavy lifting on the presentation and the slides. So it was, you know, and he had done this talk a number of times. So it wasn’t that much work to do, but already it has yielded us, you know, almost a thousand really, really high quality leads in a very short period of time. So I think like using video and using content in general that is very focused on the experience. Like, we know that you wanna learn this. We know that sometimes taking on a new skill like editing can be daunting. So we want to walk you through it in a really tactical, easy to fall away but also feels friendly and approachable just to help to cultivate that experience that ultimately we’re trying to create for everybody in our audience.

Similarly, we, of course, want to drive as much traffic as we can. So we do a lot of content that is focused on, you know, just bringing people in the door. So we did a post here on, actually it was, we call them video snacks, and it was this little, like, kind of short, just playful video about how to shoot video entirely with your iPhone. And, you know, the goal of this, of course, is to, you know, make our customers feel more informed. You know, there’s no aspect of this that really pushes people towards Wistia, just like, “Hey, if you wanna use your iPhone to shoot video, that is actually totally doable, provided that you’re doing a few things correctly. Let us teach you how.” And, you know, as you might imagine, a lot of people out there want to know how to shoot great-looking video with their iPhone.

So this has been a really good source of traffic for us. And, you know, I guess one tip that I would like to share with everybody who’s on this webinar is to listen really closely at the questions that come up again and again. You know, I noticed that already on this webinar, some people are asking about how to make a video on a budget, how to do it with their iPhone or with their webcam. And I think so frequently, those FAQs are terrific inspiration points for content that you can be making to drive traffic, drive leads, you know, drive a connection and advocacy for your brand.

Jamie: Absolutely. And I was about to say I noticed that come in a lot.

Kristen: Yeah, everyone wants to know that.

Jamie: I know. So you may have to elaborate that on that at the end, but we’ll keep on trekking.

Kristen: Sure thing. So this example, you know, another goal that I’m sure is true for you guys at Emma, but also for many companies is usage of the product. And, you know, one of the best ways that you can help people use your product better is to educate them about what they can be doing, new features that have launched, why you built them, how companies might think about using, what are those use cases. So we changed our email collection form, which we call Turnstile, and made this fun sort of magician-themed video around it. And this was really successful. It drove a lot of usage for Wistia Turnstile and it helped people to use Turnstile more intelligently, which, you know, hopefully ends up reducing churn and increasing the stickiness of the Wistia product.

Jamie: Absolutely. And we’ve mentioned it already, but…

Kristen: Yeah, so last, you know, so many companies are really focusing on that in-person experience more and more and are doing so for events and conferences. And, you know, we’ve tried to figure out how… We’ve tried to crack the nut on how to convey what it’s like to actually be their advocacy aspect. Because I think when you think about what makes a conference really incredible versus just sort of mediocre, like, at the end of the day, like, yes, the content is important but I mean at least in my humble opinion, it’s the experience and the way that it feels to be there that makes the biggest difference. And what better way to give people a sense of what it’s like to truly be there at the event, than showing them a highlight reel from the last year, for example, or some clips of the speakers and what they’re like on stage, that they’re really dynamic and really engaging, have really intelligent stuff to share. So, you know, this was something that we did in an email, but, you know, I think like this kind of content can be used anywhere and can really help not only drive attendance and registration for events but can also just give people, again, just a better feel for the experience you’re trying to cultivate.

Jamie: Absolutely. I was gonna say, last year, for our conference was our first year and the thing that we didn’t have was video of the conference because it didn’t exist yet.

Lee: It’s so hard to market your first conference. I did a lot with a photo of an empty room and a lot of just hopeful language.

Jamie: Yeah. But the moment we had video content, we were like, “Thank goodness.”

Lee: We’ve used it recently just as a 15-second ad on YouTube just to drive like a ton of traffic to the site. It’s so valuable.

Jamie: Absolutely.

Kristen: That’s awesome.

Jamie: So as we round it out, I know we are getting a lot of questions. So I wanna kind of rattle through just some. This is my favorite part, just stuff that you guys like. I think, you know, you gave just great insights into our strategy, Wistia’s sort of philosophy on it, but at the end of the day, you guys are also consumers of content as well. So just wanna look at a few of those. So first one up is Lee.

Lee: Liqour.com for all of your liquor needs. I can watch the animated GIF of this inside out ice sphere cocktail at the bottom left probably over and over and over again, and this is a really great way to use an animated GIF to entice that click and get people to go read the story or go engage with your landing page without actually embedding video.

Jamie: Yeah, it’s mesmerizing. I’m just like, “He’s gonna do it again. There it goes.”

Kristen: It certainly is. That’s incredible.

Jamie: And tell us about this one, Kristen.

Kristen: Clearly, you can tell, where we in my head is at. So Sam Adams is a customer and they use video all over their website. When they come out with a new beer, they generally will make a video about it. I think here they have their master brewer. Sometimes they’ll have the founder of Sam Adams. But basically, just these are really short and sweet. They’re like 30 seconds long and just talking about the beer, you know, some of that, which hops they use, what malts, what other flavors you can detect in that beer. And I think it’s such a cool way of getting your really hardcore fans even more excited about something that you’re working on.

Jamie: Absolutely. And what are we looking at here, Lee?

Lee: This is from a HubSpot and this is kind of like their breakup email when you unsubscribe from their list. This is one of my favorite examples on the internet. But it is an in-the-camera, like kind of just talking about the breakup. Like, “I know you clicked on the content. I don’t know what happened. I mean I’m not creepily watching you, but I know you’ve been enjoying some of this stuff.” It’s just a really great example of how authenticity and personality can come through with a very simple email and a video.

Jamie: Absolutely.

Lee: I just had to include this one. This one is a company called Death to Stock. They’re out of Ohio. A really cool company. If you sign up at deathtothestockphoto.com, I think you can get a free photo packs sent to you every month. Awesome non-stock looking imagery. This was something that they did called the mystery USB. But what I love about this, this is actually out of my inbox and just look at all that white space and that crazy guy just looking down at that button and you have something called The Mystery USB. Of course, you’re gonna watch this.

Jamie: Yeah. Like, what is this? I need it. I need it in my life.

Lee: This backs up everything Kristen just said, like in that bullet list. It’s intriguing-looking, yeah, everything.

Kristen: So good.

Jamie: And then I have been dying to hear what is going on at Santa Barbara Chicken Ranch. Yeah. I’m like, “I’m putting this last because I need to know what’s up.”

Lee: I ate a chicken fillet yesterday just in preparation for this.

Kristen: I just love this example so much. There is a company in Santa Barbara which unsurprisingly cooks chicken. And when you click on their menu, they have almost like a video of menu of the things that they are best known for. And what they do here is before you actually watch the video, they prompt you to give your email address and then they show you all this great stuff. And what’s really cool about this is that they then nurture these people who signed up for this free quarter chicken fillet and the outcome of this is insane. So they have been really forthcoming with their data around this, that this particular video and email collection form has driven an 800% increase in the size of their email lists.

Jamie: Oh, my God.

Kristen: And this, you know, like, this is even more impressive that they’re this into the weeds with their data. But they’ve been able to attach a $500 value to every email address that they collect because, you know, they found that when they’re able to email those people with new menu items or coupons for, you know, a free whatever, side dish or something, that people tend to come in twice as much on average, and they come in to the restaurant twice as much as they otherwise would.

Jamie: That’s awesome.

Kristen: So I just love this because not only does it help you get a feel for what the experience is like to dine there where they have this nice music, they, you know, show you some of the stuff that they’re cooking. But then they follow that all the way to the end, to the actual ROI of the content that they’re creating. And I’ve been so diligent about seeing what the true impact is of this initiative.

Jamie: Absolutely. No. And I think all of this is… we’re gonna rip it off.

Lee: No. I mean, well, our home page right now says “The ROI of email marketing is 4,300%.”

Jamie: Yeah, exactly.

Lee: And I think that this just proved it right there with the chicken fillet.

Jamie: Exactly. Okay. We have about 10 minutes left. We are gonna get to as many of these questions as we can. But first up, we did get a ton of questions about how do you make a really great video on a budget. And I do wanna plug really quickly if you’re on the webinar today, if you use the code Wistia100, you get 100 bucks off. Kristen will actually be joining us at Marketing United in just three weeks and speaking and doing an amazing presentation about the five email or the five videos you absolutely need to be making as a brand. So maybe she’ll give us a taste of that now. But yeah, you should definitely join us and, I mean, yeah. So Jerome asked how to do zero budget videos that look good and polished even though they’re quick and easy, which you guys are experts on this. And, Kristen, I’m gonna kind of kick this to you to get us started.

Kristen: Sure. Jerome, you are not alone. You know, seemingly everybody’s excited about video and everybody wants to know how to do it on more of a budget. And I think the good news here is that it’s actually quite easy to do if you are paying attention to a few key things or a few things that make a huge, huge difference in the outcome of your video. So first of all, it is worth saying like over and over again that the camera that you use has way less of an impact on the final outcome of that video than almost anything else you would choose. So even if you are using your iPhone, that’s fine. The iPhone has an excellent camera at this point.

What does make a big difference and does make the video look a lot more professional is lighting. So the name of the game with lighting is you want to flood your face with as much light as possible, preferably sort of coming from an upward direction. And, you know, with the camera position slightly at right above your eyeline. And this is because when you have poor lighting or you have really awful like overhead fluorescent lighting, it just accentuates all of these, you know, it like makes any bags under your eyes that much more prominent, makes that area under your chin look just really like heavy and dark. So lighting makes a huge difference in the professional look of your video afterwards.

Second of all, scripting makes a big difference. People seem to think like, “Oh, I know this kind of the back of my hand. I’ll just wing it.” Do not wing it. Actually, script it in advance and I know that the primary pushback on this is that I don’t want it to sound scripted. It’s a very good point. I think having a video that looks scripted and sounds scripted is uncomfortable to watch, frankly. But there are some really great ways that you can do this with different cuts so that you can either sort of be memorizing your script in like one-sentence chunks so it’s really not that hard to deliver to the camera and do it without spending a ton of time memorizing. But that would make the video is so much smoother.

And then last thing I just wanna point out here again because it’s very inexpensive. In fact, it is free if you’re, you know, being creative is using music. I think having music in the background of your video can just give it a level of polish and also set the emotional tone for the video that you’re making. And there is a lot of music out there that is open for fair use. Wistia even has some tracks that a musician, Dan Mills had written and it’s just there for any company to use at any time with different, like, you know, beats and rhythms and stuff so that you can match the tone of the rest of your video.

Lee: Dan is awesome by the way. I met him at WistiaFest. And he’s not only an awesome guy, but great music as well. That’s really cool.

Kristen: That’s awesome.

Jamie: I think he wrote the chicken ranch music, right? Was that what you were saying?

Lee: He’s definitely at chicken ranch right now?

Jamie: I won’t be there.

Lee: I’m gonna pull up my iPhone right now just to show, in fact, it’s Amy Nelson kicking it. This is our big life that keeps us awake, so we put that in.

Jamie: Perfect.

Lee: That’s unscripted and no music. Well, let’s add some music right now. Maybe in post.

Jamie: Yeah, we will.

Lee: Oh, this sounds good. That’s nice. A good choice.

Jamie: Wonderful. So actually, this is a question from Sylvia. She says or asks, “Do the strategies of personality work for an audience over 55? All of these examples seem to be geared toward a younger millennial audience,” and I love this question because I feel like anytime we do a webinar, someone asks this either whether it be about age demographics or about verticals. So can you guys speak to sort of the experience and how we make that work for lots of different demographics and things of that nature?

Lee: Sure. I’m gonna go first. I think, obviously, we’re product here. At Emma, we make that. And when we put a feature, an update on the world, you know, we definitely think about the verticals that are gonna use it and we put that into the video, whether it’s the social proof of who we use in the video, of who we get a story from that we put out on the blog or whatever. and I think that that definitely doesn’t have an age bracket to it. It’s more of like, “This is what you can use the product for.” And we make sure that that’s the focus more than any kind of age thing or… I don’t know if that helps. Just like a jumping [inaudible 00:53:03]

Jamie: Or just the idea that, you know, video isn’t necessarily just relegated to millennials. And Scott Stratten, the guy that we’ve mentioned who’s speaking at Marketing United goes off about this stuff all the time. He’s like, “Millennials are not different species of people.”

Lee: No. Absolutely not. And I’m not a millennial, but I can assure you that they’re not.

Kristen: If I can jump in.

Jamie: Yeah.

Lee: Yeah, go for it.

Kristen: I mean the other thing that I think is really interesting about Sylvia’s question, you know, she’s talking about audiences over 55. And there is I think a lot of research out there about what people in that sort of 55 and up demographic care about. And actually, in some ways, they are even better positioned to care about the fact that they’re getting a great experience. You know, they value trust. They value security. They value feeling as though like they’re not going to get ripped off on things. So if you think about, for example, if you are about to book a bed, you know, you’re taking a trip to Ireland or something and you’re about to book a bed and breakfast and you see one website that just has like a few images of this little Irish cottage and then the other one has like a video of, you know, the owners of that bed and breakfast talking about why they went into that industry and how they like to treat their guests and what sort of experience they like to give to those guests. I mean, that goes such a long way in helping somebody make that buying decision and establishing that kind of rapport and conveying what sort of experience do you intend to give them.

Jamie: Absolutely. And I think we have time for probably one more question. And this one is actually for both of you as well. But we touched on this a little bit, but sort of how do we, you know, not every email that we send has a video in it. Probably, maybe not the same for Wistia, but how do you decide when a video in an email is appropriate versus not, and what sort of factors go into making that decision or rather the types of video that that should be leading in the email itself?

Kristen: Hmm, that’s a good question. So one rule of thumb, which I think sort of applies here is thinking about or asking the question, “Would a video help me reach my goal faster or more easily or help me exceeded my goal?” Rather than saying like, “Do I need a video?” or even saying like, “I made this video. Now where should it go?” So if, for example, you are sending out a really important email and you really want the greatest number of people that click through, probably having a video in it is a good idea. You know, most of the data seems to suggest that people click through at a higher rate when there is a video thumbnail image in it. So I guess I would suggest to lead with the goal and then to evaluate, you know, as you probably do with anything, how these other components such as video can help you reach your goal.

Lee: Yeah, I absolutely agree. I think we look at it from that lens and also just kind of a value lens of, you know, what is the feature that we wanna make a big splash with it? You know, do we want people to click through and see more? Do we want them to hear our passion about why we made it and how all these awesome things they can do with it? A lot of times, we’ll definitely make a video and then if not, you know, maybe it’s better for an article or for a story or something else. But yeah, completely agree.

Jamie: Yeah, absolutely. Well, actually, I think we have time for maybe just one more because we actually have about two minutes left. And this one comes from Kimberly. And she’s asking about video links specifically, but I think there’s an answer just in general. She says, “Can you put too many video links into an email?”

Lee: Too many videos links?

Jamie: Yeah.

Lee: I would think, yes, absolutely. I think just email practice that we try to stick by is a very clear call to action. You might put a couple of things in there, but really there’s one main call to action and that should be evident in the design and the language. I think that goes true for video. What do you think, Kristen?

Kristen: Yeah, I agree completely. I think having one breakthrough CTA is the way to go.

Jamie: Yeah. Well, I agree, it turns out.

Lee: It’s unanimous.

Jamie: Yes, it’s unanimous. One link is the best. So thank you guys so much. I think we’re gonna round it out today. Like I said, we will be sending out the recording, an extra special version, and some other materials to you promptly after this webinar. And again, we’re so happy that you were here. Thank you so much to Kristen Craft from Wistia, super fantastic insights and I know everyone learned a lot. I did. And thank you to Lee for sitting on this webinar with me.

Lee: Thank you for having me.

Jamie: I know you would rather be creating things right now.

Lee: I’m easy on the other side of the camera watching this [inaudible 00:57:50].

Jamie: But, yeah. Thank you, guys, so much. And we will see you soon.

Kristen: Thank you.

Jamie: Yup.

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