Home Professionalisms Best Practices When Video And Email Cross Paths

Best Practices When Video And Email Cross Paths


by Sean Gordon, founder of vidREACH.io

Every business today, no matter the industry, has someone working with video. Whether marketing, or a startup, video is always an integral part of how you conduct business.

That said, in many ways digital video production and distribution remain in its infancy. While programs with exciting new features pop up on a weekly basis, existing tools like email are playing catch-up to the video revolution.

Besides hardware taking steps forward, we’re still adapting to the production of video, as well as the etiquette when it comes to distribution. Etiquette is equally important; when to send, whom to send what, and what accompanies a video, are crucial considerations.

How can we ensure our video will reach the widest intended audience? Let’’s look at some best practices for sending videos through email to prospects, customers and for internal communications.

Treat Your Subject Line as a Film Studio Treats Their Movie Titles…

Put thought into it! Be creative, draw their eyes, make them want to open and view. Be forthcoming but clever, not misleading. What are some subject line strategies? First and foremost, let your recipient know a video is embedded.

Another strategy is to be self-referential of the video, stating something like, “INSERT CONTACT NAME, I created this quick 30 second video to introduce you to our INSERT PRODUCT”. The benefit here is that it personalizes and even includes stakes; this title is obviously predicated on an earlier outreach, so you’re delivering specific information for the recipient that they may have requested.

Words Are Your Friend.

The video is the key to your email, the reason you’re sending it in the first place. However, don’t ignore the power of text to augment your message!

Don’’t use your email to reiterate what was said in the video; summarize, add personalized caveats to strengthen the message.

Don’t Forget to Follow-Up.

Include a call-to-action at the conclusion of the emailWhat would be the next step you’d like to see taken?

A final thought, don’t be afraid to show some personality! You can be a little bit goofy or a little bit eccentric. Personalize and humanize, those two words should be your guiding creed.


Sean Gordon founded vidREACH.io to engage candidates, prospects, customers and employees – all on one platform. Sean has created new lines of business, reinvigorated stagnant company cultures, and mentored hundreds of employees who have gone on to do great things.


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