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10: The Video

10: The Video

Chelsea Castle 2 min

Use case: Prospecting (but never in a first touch)

How to use it:

  1. Observation (to give context)
  2. Tie the observation to their challenge

A video should never be your first touch. It gives the reader extra work and can hurt your chances of delivery.

The video also can’t stand alone. You need to give your prospect an idea of what’s in the video and compel them to want to watch it.

As a seller, you must put yourself in a decision-maker’s shoes. They’re in meetings and calls all day. They simply can’t watch your video (or listen to your audio message) during a meeting. An email is much easier to read when they’re multitasking.

Some buyers will never watch your video. Others love to receive them. It’s important to test multiple formats and channels on each buyer. But never start off with a video because it’s unlikely to be watched or responded to. First, build familiarity via text.


Hey Will,

Given your team is growing, I thought you’d find this interesting. Growth typically either leads to one of two things: trying to standardize or risking having no idea what’s working across inboxes.

Assuming you’re personalizing emails, thought you might enjoy this: [insert video here]

If so, worth a chat soon?

Why this works:

When you’re sending a video, your only goal is a video play. Like other frameworks, you need to start with context and connect it to a potential problem your prospect is facing. This is a common theme because selling is about solving your buyer’s pain.

Finally, end with an ask to continue the conversation. Here are other powerful ways to incorporate video in your emails.

How to Use An Email Framework

Tailor each framework to its designated use cases for optimal effectiveness. Examples are provided for reference, but avoid copying them directly. They include light personalization to clarify the framework’s structure. Use the framework as the foundation for your email and add your relevant personalization.

Ensure your emails go beyond the provided examples by incorporating more personalization to resonate with the recipient. Focus on the underlying structure and instructions of the frameworks.

Make the framework your own, then test it with Lavender’s email grader. Our email coach will pinpoint areas that require improvement and provide guidance to optimize your email for a score of 90+. Achieving this score doubles your chances of receiving a reply.

Chelsea Castle 2 min

10: The Video

Videos are surprisingly underutilized in cold email, and can be powerful if used correctly. Her'es a framework for how.

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