Increasing Open and Play Rates with Video

FAQ index

1. How do I write a subject line that gets my video opened?
2. How should I structure a video email I send outside OneDay?
3. How should I structure a video email I send through OneDay?
4. What is the STEPS method?
5. How do I get a thumbnail people want to click?
6. How long should my video be?
7. Where should I look while I record?
8. How do I personalize a video that isn't one-to-one?
9. What should every video include?
10. Should I send my video by text message instead of email?

1. How do I write a subject line that gets my video opened?

Lead with the recipient's first name, mention video, and keep it to 45–75 characters. Based on OneDay customer data, mentioning "video" lifts clicks by 77%, and opening with a first name lifts them by 39%.

Do:

• Lead with their first name or your first name and say "video": for example "John, I made you a video" or "John from [Community Name] created a video message for you".
• Before a visit or tour: "Coming soon" or "I made a video to prepare you for your tour" works better than a generic reminder.
• Aim for 45–75 characters: subject lines under 30 or over 90 characters underperform.
• Create intrigue: don't give everything away. The recipient should have to open the email and watch to find out what you mean.

Avoid:

Element	Change in clicks
Emoji	−83%
Question marks	−67%
Digits or numbers	−40%
Exclamation points	−29%
"Thank you" or "thanks"	−29%

Also skip countdowns, percentages and dates, such as "ONLY 4 DAYS LEFT" or "12% Off". Numeric urgency goes with sharply lower clicks.

2. How should I structure a video email I send outside OneDay?

Use the sandwich method: text above the video, the video, then text below it, ending with a call to action.

Text around the video lowers the chance your email lands in spam.

1. Start with your personalized subject line (see question 1).
2. Above the video: a short greeting and a reason to click. For example: "I have a small favor to ask. Please click on the video below for more information."
3. The video: place it in the middle of the email.
4. Below the video: more text that drives people to click play if they haven't yet. For example: "Please let me know if you have any questions about these next steps." They'll wonder what the next steps are and will click to find out.
5. Call to action: close with one, even if your video already has a CTA. For example: "Please let me know if you have any questions."

Tip: each piece of text should leave a small question that only the video answers.

3. How should I structure a video email I send through OneDay?

The same rules apply: an engaging subject line, the video, a message that drives people to click play, and a call to action.

Part	What to do	Example
Email subject	Personalize it, include the word "video" and create intrigue	"(Video) Don't miss this special offer, John"
Video	Shown in the email for the recipient to click and play
Message	Add text below the video that gives a reason to click play	"Hey John, as you consider our community for your senior living needs, I wanted to let you know about a special offer we have going on right now through the end of June. Click on the video for more details."
Call to action	Add one in the video, in the message or as a CTA button

You set the subject, message and CTA button in the Personalize your Video Message panel on the Share Video screen.

4. What is the STEPS method?

STEPS is a five-part checklist for recording videos people want to click on and watch to the end.

Letter	Stands for	In short
S	Smile	Smile before you hit record and hold it for a few seconds
T	Time	Keep it to a minute or less; 30 to 45 seconds is best
E	Eye contact	Look at the camera lens, not the screen
P	Personalize	Use their name, or hold up a whiteboard message
S	SWIIFT: So what's in it for them?	Give every video a value statement

Much of this shows up in the static thumbnail or moving GIF people see when they first open your email.

5. How do I get a thumbnail people want to click?

Smile before you start, then hold that smile for a few seconds after you hit record.

1. Put a smile on your face before you click the red button.
2. Click the red button to start recording.
3. Hold your smile and look at the camera for a few seconds.
4. Then start talking.

The more warmth you can convey, the more likely people are to click, watch to the end and reply.

6. How long should my video be?

One minute or less, and 30 to 45 seconds is even better, especially for a first outreach.

People can't see how long a video is until they click it. Short videos still matter: people watch them to the end, and they learn you get to the point, so they'll watch your next one too.

7. Where should I look while I record?

Look into the camera lens, not at yourself on the screen.

• Check your framing, lighting and setup before you hit record, so you don't need to watch the screen.
• You don't need eye contact the whole time. Glancing away to collect your thoughts or check notes is fine.
• When you face the camera, look at the lens. It feels like you're talking directly to the recipient.

8. How do I personalize a video that isn't one-to-one?

Hold up a whiteboard or a digital whiteboard app with a short message during the first few seconds (if you're recording from a computer).

• One-to-one videos: when you have time, use the recipient's name or mention something specific about them. Put their name on the whiteboard too.
• Evergreen videos: still show a message that relates to them, such as "Can't wait to meet you" or "Thank you for your inquiry".
• Digital whiteboard: apps such as Make It Big turn your phone into a whiteboard you can hold up to the camera.

Seeing a message in the first few seconds tells the recipient the video is meant for them.

9. What should every video include?

A value statement that answers SWIIFT: "So what's in it for them?" Give the recipient something that helps them.

Videos that give value bring people back to watch the next one you send.

10. Should I send my video by text message instead of email?

Yes, when you have their mobile number. A video sent by text is 50% more likely to be opened and watched.

For families who've shared a mobile number, text is the fastest path to a play. When you add a one-time recipient on the Share Video screen, choose Phone instead of Email.