
Why Video + Email is a Win-Win For B2B Healthcare Marketing
Marketing is never build-it-and-they-will-come, but a long game that requires a well-thought-out strategy, proven tactics, and multiple touchpoints throughout the buyer’s journey. With 80% of B2B sales interactions expected to occur in digital channels in 2025, healthcare companies must identify new ways to stay top of mind and stand out. If there’s one way to amplify your efforts and get to your end goal sooner, it’s video email marketing.
Here, we’ll explore what the latest research shows, the benefits of video email marketing, plus, easy ways to get started.
Video Email Marketing Statistics
The move to video has been at play for years, but there’s no doubt B2B healthcare marketers are embracing it more than ever—a trend we should expect to continue next year and beyond.
In fact, 58% of B2B marketers rank video as the most effective type of content and 61% are likely to increase their investments next year, according to new research from the Content Marketing Institute.
While posting video on your website, LinkedIn, and YouTube channel is a given, adding videos to your email campaigns can give you a powerful, one-two marketing punch.
According to Campaign Monitor, video and email can:
- Increase open rates by 19%
- Boost click-through rates by 65%
- Reduce unsubscribe rates by 26%
The Benefits of Video Email Marketing
Not yet convinced? Here are more reasons to believe.
Meets buyers where they are
Video and email are already preferred channels so why not make the most of them? With 95% of B2B buyers who say video plays an important role in their decisions to make a purchase, and 77% who prefer vendors to contact them via email, the combination is a no-brainer.
A competitive edge
Video and email can help you build brand awareness, stay top of mind, and stand out from your competitors. In fact, people are 13% more likely to remember information from a video email than a text-only email.
Higher engagement
#DYK that our brains process images 60,000 times faster than text and 90% of information transmitted to the brain is visual? It’s no wonder then that video is way more engaging than copy alone.
Positive ROI
A single piece of content isn’t usually enough to net an immediate ROI, but the combination of video and email may be. After all, email on its own can generate a whopping 3,600% ROI while 90% of marketers say video marketing has resulted in a good ROI.
Increased sales
Video email marketing can be an effective way to nudge buyers to close the deal. In fact, 82% of people have been convinced to buy a product or service after watching a video and nearly 60% of B2B marketers say email is their top revenue-generating marketing channel.
Video Email Marketing Ideas To Try
There are so many different ways to add videos to your emails, but here 8 to consider.
Welcome email
One of the most underutilized tactics for B2B healthcare marketers is a welcome email. When a new subscriber downloads a piece of content, or signs up for your newsletter, don’t stop there. You’ve already piqued their interest, so take advantage of the airtime.
An automated welcome video email can be an opportunity to tell your brand story, provide additional, relevant content, explain what they can expect in subsequent emails, include an invitation to an upcoming webinar or event, and a CTA to talk to a salesperson.
Email drip campaigns
Building email drip campaigns that include video can be an effective strategy to improve your click-through rates and conversions. Aim for about 5 to 6 emails and include video and other assets such as blog posts, ebooks, and case studies. Each email can have a video that provides an overview of the content, or the last email can be a video from a salesperson, for example.
Case studies and testimonials
Customer case studies are among the most effective types of content for B2B marketers, but oftentimes, they only live on the website or are used during the sales process. If you have permission from the client, record the interview and create a case study video that is more engaging than text alone and can net a positive ROI.
Event promotions
If you’re hosting a webinar or live event, or attending an upcoming conference, create a talking head, animated, or typography video and add it to your email campaign. A video email can drive sign-ups, allow you to schedule on-site meetings, and get the conversation going before the event.
Product demos
If you’re rolling out a new product or new capability, your customers will want to see it in action, and video can help them better understand how it works than text alone. Keep the video short—30 to 90 seconds— which is long enough to tease the solution and encourage them to sign up for a live demo or schedule a meeting.
Company announcements
A new round of funding, new partnerships, M&A, new hires, new solutions, or awards are all reasons to spread the word. Record a video with someone from your c-suite or sales team and embed it in your email announcement.
Media hits
A recent TV interview or a video podcast shouldn’t be a one-and-done. Emailing the interview to your subscribers can support brand building, foster thought leadership, and help your company stay top of mind.
Behind-the-scenes
You might be in B2B, but that doesn’t mean you can’t take your cues from consumer-facing brands. Creating videos with behind-the-scenes content of your team can be an effective way to humanize your brand and make a personal connection with buyers.
Revelant Writing helps lean B2B healthcare marketing teams do more with less. Set up your free discovery call today to learn more.