Sales Outreach

Video or Email? Best Use Cases for Every Sales Funnel Stage

Post by:

Tejas Shahasane

October 15, 2024

If you have ever wrestled with the question of whether a captivating video or a well-written email will drive better sales results, you are not alone. The answer depends on a single deciding factor: where your prospect stands in your sales funnel. Each stage requires unique messaging, and knowing when to press “record” or “send” can increase conversions and solidify relationships.

Below is a step-by-step guide on how to use video and email across four core stages of the sales funnel: Awareness, Interest, Decision, and Retention. By the time you finish, you will be equipped to make powerful, stage-specific connections that resonate with your target audience.

Why Your Sales Funnel Needs Both Video and Email

Every sales funnel includes four phases: Awareness, Interest, Decision, and Retention. Each phase has different goals, and each prospect will respond best to a tailored outreach method. Think of it like building a personal relationship. Early interactions require a certain approach, whereas later stages call for deeper conversations.

Below is a quick overview of the four stages, along with suggested approaches for each:

Marketing Outreach Table

Stage	Primary Objective	Recommended Outreach
Awareness	Capture attention and introduce your brand	Spark interest with a short video and augment reach with targeted, personalized emails
Interest	Highlight unique value and nurture curiosity	Show product or service benefits via dynamic videos, then provide more detail through email
Decision	Build trust, address objections, and motivate purchase	Provide personalized videos that tackle pain points, then offer pricing in a clear email
Retention	Sustain engagement, maximize loyalty, and foster advocacy	Send brief “check-in” videos to maintain a personal touch, plus consistent follow-up emails

Stage 1: Awareness

Make Your Brand Unforgettable

The Awareness stage is your brand’s first impression. The goal here is to stand out and grab attention. Personalization is key, and video excels in offering that human touch.

For instance, you can greet prospects by name, highlight industry-specific challenges, and show them how your solution eases those challenges.

Video Advantage:

Helps you move past a generic introduction.
Builds immediate trust and authenticity.
Provides a platform to share your unique brand message.

Email Advantage:

Extends your reach to a broader audience.
Lends itself to personalized content (though often less personal than video).
Works as a stable channel for distributing resources, articles, or promotions.

Below is a table summarizing how video and email work during the Awareness stage:

Approach Table

Approach	Key Benefit	Message Focus
Video	Rapidly captures attention and humanizes the brand	Greeting prospects by name and highlighting specific pain points
Email	Broadens reach with targeted messages	Introducing benefits and resources

Stage 2: Interest

Ignite Curiosity and Build Knowledge

Now that you have introduced your brand, the next step is sustaining interest. Videos excel at holding attention through storytelling, visuals, and testimonials, which can be much more compelling than words on a page.

How to Leverage Video in the Interest Stage:

Follow Up Your Initial Outreach:
Send an email with a personalized video thumbnail that links to a more detailed explanation of your offering.
Show Off Real-World Scenarios:
Include customer testimonials, product demos, or data visualizations.
Spark Engagement Across Multiple Channels:
Post these videos on your website, share them on social media, and embed them in email campaigns.

Role of Email in the Interest Stage

Email complements video by providing detailed information that helps prospective customers compare products and make informed decisions. Include links to supporting content such as blogs, infographics, and case studies.

This depth establishes your authority and positions you as a go-to resource.

Stage 3: Decision

Earn Trust and Seal the Deal

In the Decision stage, you want your prospects to feel confident choosing you. Video at this point should address objections, highlight ROI, and deliver the personal touch that convinces a prospect you genuinely understand their needs.

Effective Video Strategies for the Decision Stage:

Personalized Video FAQs:
Address common concerns so prospects see that you take their unique challenges seriously.
Focus on Relevance:
Tailor each video to show prospects exactly how your solution aligns with their goals.

Pair these videos with well-organized emails that link to pricing details, data sheets, and next-step instructions. These resources help the prospect finalize their decision.

Stage 4: Retention

Build Loyalty and Foster Advocacy

Closing a sale is just the beginning. Retention focuses on maintaining the relationship so your customers remain engaged and become advocates for your brand.

How Video Supports Retention:

Check-In Videos:
A quick, personalized “thank you” or “how are you doing?” video is more memorable than a standard follow-up email.
Tutorial Videos:
Keep customers informed about new features, upgrades, or best practices.

How Email Ensures Ongoing Engagement:

Periodic Updates:
Provide newsletters, feature announcements, or success stories.
Segmented Messaging:
Tailor emails to user activity, interests, and purchases.

Bringing It All Together: Best Practices for Video + Email

Using video and email in tandem creates a powerful, cohesive experience that guides prospects from their first interaction to long-term retention. Keep these best practices in mind:

Embed Video Thumbnails in Emails
Encourage clicks by making the play button and thumbnail visible. Recipients know immediately there is an engaging video waiting.
Personalize Whenever Possible
Address prospects by name or reference their industry challenges. Personal details show empathy and help you stand out.
Measure Everything
Track video view rates, email open rates, and clicks. Use the data to fine-tune your messaging.
Adapt Your Content for Each Stage
Tailor the video and email content to match the specific mindset of the prospect in that phase of the funnel.
Follow a Continuous Feedback Loop
Analyze feedback from your audience. Align future campaigns with what resonates best.

Below is a table summarizing these best practices:

Best Practices Table

Best Practice	Why It Matters
Embed video thumbnails in emails	Boosts click-through rate and piques user curiosity
Personalize whenever possible	Fosters genuine connections and makes your content memorable
Measure everything	Provides data for refining strategies and honing messages
Adapt content to each stage	Ensures relevance and demonstrates that you understand the evolving prospect mindset
Follow a continuous feedback loop	Keeps your approach fresh and aligned with what your audience wants

Real-World Impact

Companies that add video to their sales cycle can grow revenue faster than those that rely on text alone. A great example is Cardinal Senior Benefits, which drastically increased closures when they started sending personalized videos to qualified leads. Resulting in the highest number of closures in a single day they’ve ever recorded.

Final Takeaway

Your sales funnel deserves a balanced, holistic strategy. Videos create emotional connections and deliver the personal touch, while emails provide essential details and consistent follow-up. By blending both media formats, you can capture attention, sustain interest, close deals, and retain loyal customers who become your brand’s biggest advocates.

Ready to level up your outreach? Explore how Studio by Gan.AI helps create customized videos and data-driven emails that resonate with every stage of the funnel.