EP 468 | Build Trust Faster with Video in Your Email Nurture Sequence
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If you know email funnels matter, but you’re unsure what to say, what comes next, or how your lead magnet, nurture sequence, and pitch sequence are supposed to work together, a VIP Week is designed to fix that.
During a VIP Week, we audit your lead magnet, then map and write your nurture and pitch sequences as one intentional system—so your emails educate, shift mindsets, and naturally lead to sales without pushy “bro marketing” strategies that no one likes.
You know you're supposed to nurture your leads, but are you doing it in a way that actually builds trust fast?
In this Email Empire episode, Allison shares a high-converting (but often overlooked) strategy for making your Email Nurture Sequence feel more personal, more effective, and more like content your people actually want to consume...video!
She breaks down the why and the how, so you can start using short, strategic videos to make real connections (without needing perfect lighting or a fancy camera).
TAKEAWAYS:
Video accelerates trust by letting leads experience your voice, energy, and personality, something copy alone can’t always do
Embedding short (under 2-minute) videos in your nurture sequence helps you feel familiar before your pitch ever happens
Video fits right into your audience's habits, they're already used to consuming video content daily
Video clicks train your leads to engage with your emails, so when you do pitch, clicking feels natural (+ expected)
Pro tools like Descript can streamline the video process, especially its AI Eye Contact feature and captioning tool
Resources:
Want to learn more about Email Nurture Sequences? Listen to episode #467.
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Artist: : Benjamin Tissot
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Transcript:
Hey, hey. Welcome to episode number 468 of the Email Empire Podcast. I'm your host, Alison Hardy. And I'm just so glad you're here. In today's episode, we're talking about something that very clearly sets my email funnel process apart from a lot of others that you will see online, and that is using video inside your nurture sequence.
Now, if you're confused about what a nurture sequence is, pause this episode and go back to last week's episode number 4 67. It'll explain what a nurture sequence is and what it isn't. All right, let's get back to video in nurture sequences. So I'm not talking about a full course or a 30 minute training,
I'm not even talking about something that you need perfect lighting for, or a fancy camera for.
What I'm talking about is short intentional video that you can just shoot on your phone. Now, if all the objections are coming up for you, like, I'm not a video person, or This seems like a lot of work, or This seems like overkill, or do people even click videos in emails? Stick with me. Don't stop listening because this is one of those strategic choices that quietly does a lot of heavy lifting for you.
So first I wanna start with why video makes so much sense here. So number one, video accelerates the no like trust factor and accelerates it fast. So if we're thinking about a nurture sequence, they have one job, right? It's to move someone from an interested stranger. To a comfortable future buyer. Video collapses that timeline because your lead hears your voice.
They see your facial expressions and your mannerisms, for better or for worse, they get your energy, your tone, your pacing. That connection happens faster than text alone, even really good text.
Number two, it familiarizes your lead with you, not just your ideas. If the program you're gonna eventually invite them to join includes you teaching, you, coaching, you showing up live, or you being a part of the experience in any way. Video removes that friction before the sale ever happens. By the time you open the doors to your program, you're not new.
You're already a familiar face, literally, and that's huge. Number three, it matches how people already consume content.
Your audience is already watching reels, tiktoks, YouTube shorts, Instagram stories, video doesn't feel like extra work to them. It feels normal because again, they've already consumed content in this way. There's no learning curve involved. This is when your nurture sequence stops feeling like email marketing and starts feeling like content they'd probably already consume anyway.
Number four. It's less overwhelming than long scroll heavy emails. This is a big one. A wall of texts can feel like a lot of work or a lot of homework, especially for a brand new email subscriber who doesn't know you that well yet, a short video that feels approachable. They can watch it while they're drinking coffee or folding laundry, or waiting in the carpool line.
Or if you're anything like me sitting on baseball bleachers all weekend long. Number five, you're training for the click before you invite your lead to buy anything. And this is a purely strategic decision.
You absolutely need to create a culture of clicking in your emails before you ask your lead to click to a sales page and buy. So having video in your emails requires your lead to click to watch, right? It makes clicking a normal part of how they interact with your emails. It becomes a part of your brand's.
Culture. And so when you start to pitch your lead, the person consuming your emails, to join your program,
that culture, that habit that you've established kicks in, and they're so used to clicking to receive information from you. They're going to continue to click. So having video in your emails accomplishes the goal of creating that culture of clicking. All right. Let's talk execution because this doesn't need to be complicated.
So I'm gonna dig into a couple of pro tips for you. Okay. When it comes to putting video in your nurture sequence.
Pro tip number one, keep your videos short. We're talking like two minutes max. These are not mini webinars. Two minutes is the sweet spot because they're easy to watch, they're easy to finish, and they're easy to say yes to. It's not a massive ask. A 30 minute video? Yeah, that's a massive ask. You want to create momentum with these videos, and so the easier they are to watch, the more likely your lead is to actually watch pro Tip number two, film in the format your people are used to consuming videos in.
So think about how your audience is watching. Are they watching these videos on desktop? Filming your video horizontal would make sense here. Are they watching on their phones? Vertical is your friend. The goal here is to reduce friction by meeting your people where they already are. Pro tip number three, you gotta caption it.
This is a non-negotiable. I read a stat that said 90% of people watch videos on mute, and so if you're not captioning them, they're not actually gonna consume.
Captions increase completion rates. They improve accessibility, and they make your videos usable anywhere. Video without captions is way less likely to get consumed. A tool that I use for my videos, and this might be helpful for you, and I encourage all of my clients to use for their videos, is script. And the reason why I love the script is because of their eye contact feature.
I landed on the script because I don't have a setup where my camera and my screen are connected, so if I read my script, it looks like I'm looking down, not at the camera. I'm also not really great at memorizing video scripts, so I have to read from a script. So what the script's eye contact feature does is it uses ai.
To make it look like you're actually looking at the camera, even when you're not. It's not 100% perfect, but it's pretty gosh darn good. And it can also create captions for you that you can edit and customize if need be, and you can record directly in Descrip. It's really easy to use. It's an amazing tool.
I highly recommend it. I'll include my affiliate link in the show notes for you to check out. It's one of those tools that actually earns its place in my tech stack. As we wrap up this episode, I just wanna offer up a quick reminder about nurture sequences. Your nurture sequence isn't about teaching everything.
It's about building trust, creating momentum, and making the next step for your lead. Feel very, very, very, very obvious.
Video helps you to accomplish all three of those things, and when done right, it makes your pitch sequence feel like a continuation, not a hard pivot.
I do wanna tell you about how you can get hands on support with this, because this is exactly the kind of thing I do for my VIP clients. You might have heard me talk about a VIP day in the past. Well, I've evolved it into an offer now called VIP week, and I made that change very intentionally. A single day was great for execution, but a full week allows for something even more important, which is space.
Space to think, space to refine space, to make sure the decisions were making actually fit into your business. And your audience. So inside a VIP week, we don't just add video or write emails. We look at how the lead magnet relates to the program. You'll invite your leads to join. We look at how your nurture sequence is structured and does the strategy actually make sense for you, your business and your program.
We look at how we can enhance the leads experience inside of the funnel with video and what those videos should actually say. And we talk about how the entire flow of your email funnel supports the program that you're selling. So instead of guessing or duct taping ideas together after a VIP week together, you'll walk away with not only a nurture sequence that's intentional aligned,
but a pitch sequence that leads to somewhere. You'll leave the VIP week with an entire email sequence that is designed strategically for sales on autopilot. So if you've been listening to this episode thinking, yeah, I totally need this. I don't have time to figure this out myself, or my email funnel isn't performing the way it should be.
Or you've got a series of lackluster emails after your lead magnet that aren't doing anything for your business. Or if you just want someone to take this off of your plate and do it for you so that you don't have to think about it anymore, the VIP week was built for you. You can check out all the details through link in my show notes.
Thanks so much for listening to this episode of Email Empire Podcast. I'll see you next time.
