What are Dynamic Follow-Ups?

Dynamic follow-ups are tailored responses sent to your prospects based on their engagement with your video content. This method ensures that each recipient receives a follow-up message that directly correlates with how they interacted with your video.

Why Are Dynamic Follow-Ups Important?

Many marketers believe that the primary benefit of including video in emails is personalization. While personalization is indeed a significant advantage, dynamic follow-ups go beyond this. They help tackle the problem of ghosting—when a prospect opens your email, watches your video, but fails to respond.

Dynamic follow-ups allow you to engage prospects more effectively by referencing their specific actions. For instance, a follow-up email saying, “Hey, I saw you watched 50% of the video I sent you. What did you think of it? Did something come up?” is more likely to elicit a response than a generic follow-up.

How to Implement Dynamic Follow-Ups

Let’s walk through an example of how you can set up dynamic follow-ups using VINNA and SAP here.

1. Initial Setup in VINNA:

   • When a prospect watches your video, their engagement is tracked. You can specify different engagement thresholds, such as watching 50%, 75%, or 100% of the video.

2. Triggering Actions with SAP here:

   • Set up a workflow in SAP here to trigger an action based on the prospect’s engagement. For example, if a prospect watches 50% of the video, their lead status is updated to “waiting for response.”

3. Creating Sub-Sequences in Instantly:

   • In Instantly, create sub-sequences that are triggered by the updated lead status. For instance, when the lead status is set to “waiting for response,” the prospect is automatically pulled into a sub-sequence designed to follow up based on their specific engagement level.

Example Workflow

Here’s a step-by-step example to illustrate this process:

1. Prospect Engagement:

   • A prospect receives your email and clicks on the video.
   • They watch 50% of the video.

2. Triggering the Follow-Up:

   • SAP here detects that the prospect watched 50% of the video.
   • The lead status in VINNA is updated to “waiting for response.”

3. Sub-Sequence Activation:

   • Instantly pulls the prospect into a sub-sequence designed for 50% video watchers.
   • The follow-up email might say, “Hey [First Name], I saw you watched 50% of my video. Was it really that bad?”

Expanding Dynamic Follow-Ups

Dynamic follow-ups are not limited to email responses. You can expand this strategy to include additional actions, such as sending a LinkedIn connection request as soon as someone watches your video. The more specific and targeted your follow-ups, the better they will perform.

Demonstration

To see this in action, you can follow these steps in VINNA and Instantly. Start by setting up your video and tracking its engagement. Then, configure your workflows in SAP here to trigger updates based on the level of engagement. Finally, create the corresponding sub-sequences in Instantly to ensure your follow-ups are as relevant and timely as possible.

Conclusion

Dynamic follow-ups are a powerful tool to enhance your email marketing efforts. By tailoring your follow-ups based on how prospects interact with your videos, you can significantly improve your response rates and reduce the occurrence of ghosting. Give this strategy a try, and watch as your engagement levels soar.

Cheers, Oskar