Video vs. Traditional Email: Which Works Best in Different Sales Funnel Stages

We’ve all been there—trying to figure out the best way to communicate with a prospect and get them to engage. Should you send a video, or maybe a traditional email will do the trick? The truth is, it really depends on where they are in the sales funnel. In this post, we're diving into how video and email stack up, and we'll break down which one works best for each stage of your prospect's journey.

According to Wooshii, 72% of businesses report that video outperforms other types of content when it comes to conversion rates. Both video and email have unique strengths. Understanding when and how to leverage each will elevate your outreach game. 

In this blog, we’ll break down how to use video and email strategically at each sales funnel stage—Awareness, Interest, Decision, and Retention. By the end, you’ll have a solid grasp of how to effectively move prospects through the funnel.

Understanding the Sales Funnel 

At its core, the sales funnel has four key stages: Awareness, Interest, Decision, and Retention. Each of these stages has its own unique objectives, and to move prospects forward effectively, you need to tailor your approach accordingly.

• Awareness: This is all about capturing the prospect’s attention and getting your brand on their radar.

• Interest: After gaining their attention, you need to build interest in your product or service by demonstrating its value.

• Decision: Here, prospects are comparing options—your role is to build trust and address any hesitations they might have.

• Retention: Once a prospect becomes a customer, your job shifts to keeping them satisfied and engaged.

Each stage benefits from a unique strategy, and that’s where the choice between video and email becomes key.

Awareness Stage: Making a Memorable First Impression 

The Awareness stage is all about getting noticed and making a lasting impression. This is the first time your prospects are hearing about you, so the goal is to be memorable.

Video: Think about it—you’re way more likely to remember someone who greeted you with a warm smile than someone who just handed over a generic business card, right? A personalized video lets you create that kind of memorable experience. By addressing your prospect by name, talking about the challenges they’re facing, and showing exactly how you can help, you’re making your outreach feel genuine and unique.

Instead of sending yet another generic message, why not try a quick introduction video that feels warm and personal? Videos bring in that extra layer of emotion and personality, which makes it so much easier for your prospects to feel a real connection with you.

Traditional Email: If your goal is to reach a larger audience, email is usually the more efficient option. The tricky part, though, is making sure your email doesn’t come off as too generic. Let’s be honest—if it looks like a copy-paste job, it’s probably headed straight for the trash. Instead, add a few personalized touches, like addressing their specific needs or mentioning something that’s uniquely relevant to them. That way, your email feels a lot more engaging.

Key Takeaway: Videos help make personal connections that are memorable, while emails are effective for broad outreach. Using both in a strategic manner can help prospects feel connected and informed.

Interest Stage: Sparking Curiosity and Building Understanding 

Once prospects are aware of who you are, the next challenge is getting them interested. You want to spark curiosity and build a deeper understanding of how you can help.

Video: Videos are especially powerful at this stage because they allow you to visually demonstrate value. Instead of just telling your prospects what your product can do, show them in action. A quick demo video or a real customer testimonial can evoke a much stronger emotional response than words on a page ever could.

Instead of listing out features, consider making a video that walks through a typical day for a user of your product. Show how your solution makes tasks easier or solves problems, making it more relatable for the prospect.

Traditional Email: Emails can serve as educational tools at this stage, providing more detailed information for those interested in learning more. You could use this opportunity to answer questions prospects may have or provide links to case studies that explain why your product is worth considering.

For example, a targeted email highlighting how your product has helped others in the same industry might be the nudge they need to take the next step.

Key Takeaway: Use videos to grab attention and build emotional resonance, then follow up with emails that provide deeper, more detailed information.

Decision Stage: Addressing Concerns and Building Trust 

The Decision stage is where things get real—prospects are weighing their options and trying to figure out if your solution is the one for them. At this point, building trust is everything. It’s what can make or break the decision.

Video: Imagine receiving a personalized video that speaks directly to your concerns. The video addresses your unique pain points and highlights how the product can help. This level of personalization makes prospects feel understood, and it can make all the difference.

A great approach here is a tailored demo video that focuses on the features your prospect is most interested in. It shows that you’ve listened and you understand what matters to them, helping to build trust.

Traditional Email: Emails serve as the logical final step. Prospects need information that they can share with decision-makers or refer to later. Providing a clear summary of key points, pricing details, and proposals helps them feel more confident.

To make sure your email is effective, focus on making it easy for the prospect to say yes. Include a straightforward call to action and ensure that the information is concise and easy to understand.

Key Takeaway: Use video to build a personal connection and tackle specific objections, while using email to provide all the necessary information in a clear format that prospects can easily reference.

Retention Stage: Keeping Customers Engaged and Loyal

Congratulations—you’ve closed the deal! But your job isn’t over. Now it’s time to maintain and nurture the relationship.

Video: Retention is all about making sure your customers feel valued and appreciated. A personal thank-you video or a helpful onboarding guide can work wonders here. Short videos featuring customer success stories are another great way to remind them why choosing your solution was the right call.

Videos make the relationship feel more personal, which can enhance loyalty. Even simple gestures, like a quick video celebrating a customer milestone, can make a big difference.

Traditional Email: Emails are great for ongoing communication. Whether it’s regular updates, new features, or helpful tips, emails provide customers with information they can access at any time. Segmenting email campaigns based on usage patterns can help you deliver content that’s relevant and useful to each customer.

For example, if a customer hasn’t yet tried a particular feature, an email explaining its benefits along with a link to a tutorial video could prompt them to explore it.

Key Takeaway: Videos help create an emotional bond, while emails are practical for providing ongoing information. Combining both allows you to keep customers engaged and satisfied.

Best Practices for Blending Video and Email 

The real magic happens when video and email work in tandem. Here are some best practices to create a cohesive journey for your prospects:

To illustrate, let’s take a look at a brief case study: Cardinal SB a senior insurance brokerage firm witnessed the highest number of closures in day when they used personalized videos to engage with leads who provided their information in a survey 

• Include video links in your emails: Embedding a video link in an email can significantly boost engagement. Videos are more likely to capture attention, and using a thumbnail can make the email more visually appealing.

• Use a video thumbnail to increase click-through rates: A well-placed thumbnail with a play button lets recipients know there’s engaging content waiting for them.

• Think about the overall journey: Use video to make an initial impact and build a personal connection, then use email to fill in the details. Together, they provide a seamless experience.

• Personalize whenever possible: Whether it’s through video or email, personalization makes a difference. Mentioning specific challenges or referring to their company helps build rapport.

• Measure and adapt: Track video views and email open rates to see what’s working. Use that information to fine-tune your approach and stay relevant to your audience.

Wrapping up

According to MediaPost, companies that use video grow their revenue 49% faster year-over-year compared to those that don’t. So, being strategic about when to use video versus email isn’t just important—it’s crucial for effective communication. Video creates an emotional bond, while email provides the detailed information prospects need. Often, the best approach is to combine both—experiment, measure results, and keep refining your strategy. By understanding how each medium can support different stages of the sales funnel, you’ll guide prospects from awareness to retention seamlessly.

Ultimately, it’s not about choosing between video or email, but rather about using both to craft an experience that resonates, engages, and converts. When used together, video and email can complement one another, offering a mix of emotion, information, and personalized connection that prospects need to move forward.

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