If you’re reading this, you’ve either decided to take on a Video Mailer project, or you’re considering one. Based on the brilliant marketing and excellent ROI they produce, you’ve made a fantastic decision.
Now, reflecting on our ten years of experience with them, here are our suggestions to help ensure yours is successful.
Four Keys To Making A Video Mailer The Most Profitable
Your time is valuable, and so is your money. When used wisely, they can both lead to great profits.
With that said, Video Mailers combine the best of print advertising with new-age video marketing to create a marketing powerhouse. They regularly produce great returns, making their value high, and the elevated perceived value they give companies along with the products, services and opportunities they sell makes them an excellent investment.
While you may already know that because you’re here, what you really want to know is what you should do to make yours the most profitable for your business. So, without further buildup, here are our suggestions for each important aspect.
First, it’s always good to keep in mind that most commercials are 30 seconds or less for a reason. Attention spans play a role in that, and so does the concept of not saying too much too soon.
With that said, if you need to say more than what 30 seconds will allow, do you know you can have multiple buttons to activate different videos in each unit? You can also have different videos in separate units if you want to customize them for different prospects. Cool, huh? In other words, segmenting is a great idea, and you don’t have to have the same videos in each unit.
Also, we recommend your video content accomplish three things. First, it should tell viewers who you are. Second, it should tell them what you do. And finally, it should tell them what you can do to alleviate their struggles. More than anything, what they really want to know is if they can trust you and what you can do to make their life better.
All the while, it’s best to let your video content be the star. While the entire piece will be catchy and popular, the video content is where the magic happens and it’s truly what escalates response rates.
And finally, we recommend that your videos arouse emotions. Emotions are what prompt people to make decisions and take action. They also get consumers to respond to calls-to-action, which you should definitely include, and they help create connections between presenters and viewers. To learn more, click this link: The Magical Power Of Emotion In Video Marketing
Regarding design, we can either send you the specifications so your team can design your Video Mailer, or we can design it for you. Also, in case you’re wondering, we have templates to make it easier, and we’ll happily answer questions or give advice along the way.
Having said that, what we’ve found through the years is that the most effective design is simple and clean. It’s an excellent way to let your video be the star. It also tends to feel the most appealing, and recipients usually enjoy simplicity and efficiency in Video Marketing Products that give them amusement and class they’ll appreciate.
For instance, Apple has benefited from phenomenal marketing by keeping their messages simple. Their strategy of not distracting viewers with too many quotes or catch phrases has been brilliant, and by allowing their videos to be the stars of their marketing, their simple graphics have performed very well for them.
Should you use UPS or FedEx? Or would using the United States Postal Service be better? Here we’ll answer those questions.
First, if you use UPS or FedEx, you’ll basically be marketing for them because of the packaging they use. Not only will it cover up the design you spent time and money to produce, but it will also reduce your open and response rates based on feedback we’ve received from our customers.
On the other hand, when a package arrives in custom packaging, it feels important. It definitely doesn’t feel like junk mail, and it gets more attention because of it.
Furthermore, in the COVID-19 environment we’re currently living in, many professionals are working from home. Because of it, most mail that they would normally receive at their office is instead being received at their residential addresses, and UPS and FedEx charge more for that.
Considering all of those factors, we believe using the USPS is the best choice. Here’s why:
- While UPS and FedEx charge extra for residential deliveries, the USPS does not because it’s where the majority of their deliveries take place.
- The USPS doesn’t normally charge for returns.
- If by chance any of your Video Mailers get returned, you can reuse them… even if you have to change the video content. To learn more, click How To Change Video Content
- The USPS won’t cover up the custom packaging you spent time and money to design, making your package feel more intriguing.
And finally, to make matters easier for you, we offer a complete distribution service. We’ll load videos, customize each unit, test them thoroughly, and get them mailed to as many addresses as you’d like. From our warehouse in Utah, we can hit up to 14 million addresses within two days. And within three days, we can hit millions more.
Follow-up after sending HD IPS Video Mailers is a huge key to success. For instance, do you know that most sales in general happen after the fifth follow-up? After referencing that, I should also mention that Video Mailers have proven to shorten sales cycles, but more than likely, you get the point. Follow-up is vastly important. Sometimes even when consumers are ready to make purchases, they still need to be contacted because they’re just busy.
With that in mind, follow-up is where the majority of your effort should occur. Yes, many recipients will respond to your Video Mailer without your team having to contact them. However, we highly recommend you have a plan in place to follow-up within 24 to 48 hours with prospects who don’t respond after your Video Mailers should have been received.
Why? Because Video Mailers get shared around offices and among decision-makers. Emotions are high after they’ve been viewed, and because of it, the best time to follow-up is while that excitement still exists.
In addition, sometimes an incorrect address gets used or the wrong recipient receives the delivery. By following-up, you can find that out. Also, when they’re giving you the correct address and/or making arrangements to give the correct person your Video Mailer, that’s when connections for the future can be made. Coincidentally, you’ll be talking to them at the right time to optimize that relationship as well.
And last but not least… Depending on how many salespeople you have, it’s usually a great idea to stagger your distribution. Otherwise, responding to all of the responses while also trying to do follow-up can get way too busy. Trust us, your salespeople will thank you for doing this.
Video Mailer In Action
By the slim chance that you’ve never seen a Video Mailer in action, here is a short video highlighting several for your enjoyment.
Why Implementing A Video Mailer Is A Great Choice
As stated in the opening, implementing a Video Mailer into your marketing strategy is a great choice. If you’re a marketer, it’ll make you look almost like a genius. If you’re a company owner, it’ll give you a fantastic return on your investment. The return on your experience should be fantastic as well.
And one last final important point: Your video content doesn’t have to be Oscar Award winning quality. Just do your best to connect with viewers. Use humor if you’d like, and don’t be afraid to make it genuine and raw. After all, people love videos, and more than likely, they’ll love yours too.
Having owned Villager Magazine in Utah, I’ve worked in marketing for over twenty years.
I started writing for MediaFast in 2014, and the first time I held a Video Brochure, I instantly thought something like, “This blows away our magazine…and any other print advertising I’ve ever known. It’s like I’m holding a TV commercial in my hands. These things are amazing!”
Since then, Video Brochures, Video Mailers and Video Boxes have become marketing superstars. Writing about them is definitely a privilege, and with regards to MediaFast—with its industry-leading product quality, outstanding customer service, and phenomenal associates—I feel like I couldn’t have picked a better group of people to work with.