In a world of GIFs, memes, and way-too-many browser tabs, standing out in a sea of content can be challenging. Combine that with science that says our brains are literally becoming more selective about the content we consume, and you’ll see the conundrum facing marketers today. Reaching people — especially the right people — is hard.
Luckily, there’s one channel where you can be sure to get in front of your customers, each and every day. You guessed it: email.
But exactly how do you grow your subscriber base, and where does video fit into the equation? We’ll cover the basics below, including a look at how to seamlessly combine email capture with your videos. Let’s get started.
The value of an email address
Here’s a fun fact: Nearly 89% of Americans check their email daily. That’s a huge opportunity to engage with customers in a place where you already know they’re hanging out.
On top of that, even in 2019, email remains consumers’ preferred method of communication from brands, beating out flashier, more instantly gratifying channels like social. And then there’s return on investment. In 2018, for every dollar marketers spent on email, the ROI was a whopping $44.
Grow your subscriber list
Given the value and efficiency of email, you’ll want to start growing your email subscriber list today. Here are a few ideas to consider:
Website: Webforms, banners, or pop-ups
Social media: Facebook, Twitter, Instagram
Offline events: Meet-ups, trade shows, industry conferences, talks
Marketing materials: E-books, white papers, webinars
Contests: Giveaways, share-a-thons, referrals
And last but not least, incorporating a form directly before, during, or after they watch your business’s video.
Capture email addresses directly in the Vimeo player
Our email capture tools are designed to help you generate leads and get more customers straight from the Vimeo player — wherever it’s embedded. When you add email capture to your videos, your viewers get prompted to enter their email addresses in an easy-to-use form. From there, you can sync them directly with your favorite email marketing software. Just like that.
To get started, simply navigate to your video’s Settings, click the Embed tab, and scroll to the Interaction Tools section. From there, you’ll be able to select when the email capture form appears in your video; you can also add a custom message, brand the form with a custom logo, and choose whether you want the form to be dismissible or not.
Decide when to prompt sign-ups
When you use our email capture tools, you decide when to prompt viewers to enter their info: before your video starts playing, near the middle, or at the end. Here are some tips to help you decide.
Before your video starts playing: Placing email capture before your customer starts your video is a savvy way to maximize your list growth. By gating your videos behind an email submission form, you’re incentivizing potential customers to provide their contact info. This works especially well with premium or long-form videos like online talks or seminars, informational videos, brand stories, etc.
While your video is playing: It might seem counterintuitive to interrupt the viewer’s experience for data collection. But, if done correctly — such as at an emotional high point, before a big resolution, or right after a catchy intro — your viewers will be more likely to share their info so they can keep watching. This can be an incredibly effective way to capture those coveted subscribers.
After your video finishes: Statistically speaking, this is the most challenging (but least intrusive) placement. That said, it can work in certain circumstances. Consider this: 50% of viewers stop watching a video after one minute, and 60% by two minutes. There is an upside, though. Viewers who have made it to the end of your video tend to be the most engaged viewers of all. Therefore, when you prompt email collection at the end of your video, you’re ensuring high-quality leads.
Connect Vimeo sign-ups with your email platform
Our email capture tools go one step beyond wooing new subscribers. Once your email capture form is up and running, Vimeo Business members can seamlessly import those leads into their preferred email marketing platform, such as MailChimp, Campaign Monitor, Constant Contact, or InfusionSoft.
Need help getting set up? Visit our help center here.
Keep iterating until you find what fits
Ultimately, there’s no one-size-fits-all for growing your email list. Experiment with the tips and tricks above until you find the methods that work best for your business — and your customers. Good luck!