With 4 of 5 consumers (and a similar number of business leaders) saying they would rather watch a video about a product than read text (more on that here and here), it just makes sense to put videos in places that make the most of your automated lead nurturing: your lead nurturing emails.
Wistia has found that using a video thumbnail, instead of a plain image, in emails increased click-through rates by 300 percent.
That means three times as many leads returned to their website to continue engaging with their content and moving closer to a sale.
Options for embedded video range from an animated preview of an awareness level offer to which the email links to a product how-to video, and eventually an introduction video from an account representative as leads move further through the sales funnel.
Get more tips from Wistia and JONES on how to make video part of your lead nurturing and marketing automation strategy by downloading our quick slide show: Using Video With Marketing Automation.