It's no secret that eCommerce businesses need to be constantly growing to stay afloat. With new competition popping up every day, it's more important than ever to find ways to stand out from the crowd and increase your conversion rates, average order value, and frequency of purchase.
One way to do this is by interacting with your customers in a more dynamic way. Plain old emails are not as effective at building relationships with customers as a tool like video. Video adds personality to your business and brings customers closer to your brand. Video also allows you to communicate more meaningful information in a shorter amount of time compared to text. Plus, video feels more personal, especially when it is customized. This piece will detail why video is effective and how to introduce video to your communications with customers.
Why Video is More Effective Than Email
Video is more effective than email for a few reasons. First, video allows you to communicate more information in a shorter amount of time. You can show your product in use, demonstrate how it works, or talk about the features and benefits of your product in a matter of seconds. Compare that to the amount of time it would take you to write all that out in an email.
Second, video feels more personal. It's a face-to-face type of communication that allows customers to see your personality and connect with you on a deeper level. When customers feel like they know you and your brand, they're more likely to buy from you.
Third, video is more engaging than plain old email. With video, you can hold your viewers' attention for the entire duration of your message. You can also include calls to action, which are proven to increase conversion rates.
Introducing Video Into Your Communications Strategy
Understanding why video is so effective, it's time to start using it in your communications with customers. The variety of ways to use video is limited only by your imagination. To get started think about the kinds of text-based emails, sequences, and follow-ups you are receiving already. Melding sequences with video leads to awesome results for online stores.
From flash deals and offers to information about getting started with a product, these types of messages are tried and true, tested over the years by thousands and thousands of companies. Repurposing them with video means combining what is familiar and effective with a new and exciting medium.
Take Common Messages Up a Notch
An email nurture sequence is a series of automated emails that are sent to customers who have interacted with your online store in some way. The goal of a nurture sequence is to build relationships with customers and encourage them to return to your store and make a purchase.
There are many different types of automated emails that you can send as part of a nurture sequence. Here are a few examples:
Welcome emails are the perfect opportunity to introduce yourself and your brand to new customers. This is your chance to show them what you have to offer and get them excited about what's to come.
Informational emails are designed to provide customers with information about your products or services. This type of email can be used to educate customers about how to use your products, the benefits of using your products, or the features of your products.
Email newsletters are a great way to keep customers up-to-date on what's going on with your store. They're also a great way to build relationships with customers and encourage them to return to your store and make a purchase.
Include a video in your next email newsletter. This will help you stand out from all the other businesses that are sending boring old text emails.
Onboarding sequences are an important part of the customer experience, and they can be even more effective when video is used. By including video in your onboarding sequence, you can show customers how to use your product and explain the benefits they'll enjoy. This will help you build relationships with customers and increase conversion rates. Further, for many people, seeing what to do with a product in a video is significantly easier to understand than trying to read instructions about product use.
Create a series of instructional videos for your customers. This is a great way to build relationships and show that you're invested in helping them use your products successfully.
Whereas an onboarding video is great for a software or service, instructional videos can be great if the product is a physical good or tool that needs some step-by-step instructions for proper use. Instructional videos are also great for assembling a product like home gym equipment or furniture.
Use video to announce new products or sales. Customers will be more likely to pay attention to and remember your message if it's delivered via video. Further, highlighting that your product catalog is refreshed or changed regularly will help condition customers to visit your site more often to see what's new and in stock.
Information About Your Business
Further, video is a great way to share interesting information about your business. This kind of information helps customers feel more connected to you.
For example, if your online store only uses recycled materials in its product, an email sharing that information with customers can be powerful. Use a video to share your story.
Special offers are a great way to encourage customers to return to your store and make a purchase. You can use special offer emails to announce sales, discounts, or new products.
Flash sales or time-locked specials and discounts are all about excitement. Video conveys excitement about a limited-time deal or limited availability product when compared to sharing the message with text. In fact, flash sale conversions increase significantly when the message offering the special is dynamic. With video, it is.
Thank You Videos
When customers make a purchase from your online store, send them a thank you video to express your gratitude. This is a great way to show that you appreciate their business and to build relationships with them. Plus, it's a fun and unique way to say thank you.
Follow-up emails are designed to keep the conversation going after a customer has interacted with your online store in some way. This could be after they've made a purchase, signed up for your newsletter, or left a product review.
Repeat customers are the lifeblood of many online stores and eCommerce businesses. Unfortunately, not every first-time customer intends to be a repeat customer. Sometimes they need a little encouragement to come back again and again. Reengagement campaigns are a great way to stay engaged with customers and improve the chance that they will become repeat buyers.
Video in your engagement campaigns is a great way to cut through the noise of all the other emails people receive. Giving your business - and your messages - personality can be the difference between being a forgotten, one-time purchase kind of online store and the kind of online store that is a destination location for your customers.
The Limitless Potential of Video
Online store owners should try video because it is more dynamic than text and can help build relationships with customers. It also allows for communicating more meaningful information in a shorter amount of time, feels more personal, and increases conversion rates, average order value, and frequency of purchase.
With so many different types of emails playing a role in eCommerce success, your use of video to nurture relationships with customers is massive. Want to make your videos even more amazing? Try personalizing them with Windsor. The Windsor platform helps online stores personalize their video messages at scale. Record your video once, then watch as each individual you email gets a message made just for them. To learn more about how Windsor helps great online stores build long-term relationships with customers, Click "get started" above.