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Jordan Munson

How to Use Video to Grow an Engaged Email List

Jordan Munson
How to Use Video to Grow an Engaged Email List

Your email list is what connects you to the people who care about your business. It's more than a CSV file or SmartList. It's a close and trusting relationship between your company and its connected audience. Our email inboxes are private places – a person who is thinking about giving your company their email address has to weigh how much they trust and care about your company. Your videos help get them there. On March 23rd, we're hosting a webinar to get into the nitty gritty of how video can grow an engaged email list for your business.

Video lends a human element to your business. It allows your audience to connect your business with faces, people just like them, who they can trust. People are 69% more likely to watch a video about a product than to read the copy. Companies can use that momentum to grow their email list and fill it with an engaged audience excited about their product.

Using Turnstile

77% of consumers say they've been convinced to buy a product or service by watching a video. Why not add a way for them to easily sign up to your email list? Adding an email capture form in your video can be as easy as a single click. Wistia's Turnstile feature allows you to add a form anywhere in your video. You can tease your content and gate the rest of your video, or put your form at the end of the video urging audience members to subscribe to your content.

Connect your Turnstile to your email service provider, whether it be HubSpot, Pardot, Marketo, Mailchimp and others, and have your leads go directly into your recipient lists. Jump into our webinar for more stats on where to put your turnstile to get the most leads.


Sometimes, adding a Turnstile may not be the right choice for your video. You may not want to distract from the video, or would rather link a viewer to a specific page on your site that deals with the content of the video. In this case, use an annotation as a call to action for a viewer who may be interested in what you're talking about in a specific section of your video. Link your viewer to a page with a signup form where they can become leads.

Put It Into Practice

Video can be used in so many ways to grow your email list. In addition to great product videos that showcase your business in its best light, you can use video to increase the amount of registrants for your webinars. These short webinar invite videos grow your email list in a way that adds value to your viewers. Here's one we made for our upcoming webinar:

Webinar videos are super easy to make, low-risk, and high reward. They introduce the audience to the folks behind the scenes, help relay your brand's trust factor, and can catapult your registration numbers, populating your email list with informed members. The best way to make sure you hit your ideal numbers is to set the right goals. We'll be talking more about goal setting for list growth in our webinar!

Maintaining Trust With Video

You're on your way, starting relationships with folks eager to maintain contact. Your email list is growing with your awesome video projects, but now what? It's time to maintain that trust with your audience and send out emails that continue to allow them to get to know your company, understand your message and convert. What better way to do that than with video?

Every email has a message. Use video to relay that message concisely and to engage your audience. Data shows that just using the word "video" in your subject line can grow your open rate by up to 6%. Include an exciting thumbnail in your email, then link it to your video that lives on your website. When folks click, that traffic goes right back to your site and your audience has a clear opportunity to convert.

We can't wait to meet you and talk about using video to grow your email list. Come prepared with questions – we'll have an in-depth Q&A at the end of the webinar. See you there!

Jordan Munson is a Customer Champion at Wistia, a video hosting company for businesses that helps companies get the most from their videos. Jordan has been at Wistia since 2012, and has been a key member of building out their support team from three people to nearly twenty since 2012. Along the way, he’s absorbed a wide variety of know how in creating and implementing video campaigns for a variety of needs.

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