When To Use Video in an Email Cadence or Sequence

In the realm of sales engagement, it’s crucial to find the right balance between persistence and diversity. According to Salesloft, it is recommended to make around 14 to 15 attempts to engage with a contact at a target account. However, it’s important to consider whether every attempt should be identical.

To effectively reach out to potential clients in the digital era, a salesperson needs to embrace an omnichannel approach. This involves utilizing various communication channels such as phone, email, social media, video, direct mail, chat, and text. The key here is diversity.

At OneMob, we have identified several steps that incorporate video into the outreach process, which has proven to be successful.

Step 1: Begin your engagement with a video message, as suggested by Frank Pinder (EVP @ Corporate Visions). This initial video serves as a powerful tool to prime the cadence and establish a personalized and human connection. While an immediate response may not be guaranteed, it plants a seed in the recipient’s mind and helps establish a stronger connection for future interactions.

Step 8: Salesloft conducted an analysis of 134 million cadence emails and discovered that including videos in sales emails increases the reply rate by 26%. Now, the question arises: which is the best day to send a video?

From the data, we learn a more specific strategy for the early stage of the cadence. The first day of the cadence garners the highest open rate for video content. However, if you’re aiming for a reply, the 8th business day is the most opportune time.

Step 14: It’s worth noting that many sellers give up by step 10. However, Salesloft’s research indicates that step 14 has the highest contact rate. Therefore, consistency and perseverance are crucial at this stage. Consider sending another video or explore alternative omnichannel methods to maintain engagement.

Step 20: Towards the end of the cadence, it’s important to find a friendly and memorable way to sign off. Video can be a fantastic tool to revive a dormant lead or re-engage with a prospect who has been unresponsive. Use this opportunity to express gratitude for their consideration and leave the door open for future interactions in a friendly and personal manner.

To summarize, emails that incorporate embedded videos tend to have higher open rates compared to those without videos. Additionally, sending emails with videos between the 2nd and 20th day of a cadence results in significantly higher reply rates. To maximize the effectiveness of your sales team, consider placing a video after a brief introductory statement but before the latter half of the email.

Stop being ignored by your customers and prospects with OneMob

Sati Hillyer

Sati Hillyer

Founder and CEO of OneMob

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