flimp wvmc - exact target-final

DRIVE CLICKS AND CONVERSIONS WITH EMAIL + VIDEO

Presented By:

WEB VIDEO MARKETING COUNCIL FLIMP MEDIAEXACTTARGET

Moderated By:Morgan Stewart, Principal, Marketing Research and Education ExactTarget

Audio Dial In: 1-866-699-3239 Event Number: 961 688 468

SPEAKERS

Wayne Wall CEO & Founder Flimp Media

Paul RitterDirector of Strategic ProgramsWeb Video Marketing Council

Chris StudabakerSenior Design ConsultantExactTarget

Web Video Marketing Council: June 2010 Email + Video Marketing Survey Results

WEB VIDEO MARKETING COUNCIL

• Publishes articles and information about web video marketing• Archive of over 3,000 articles on video marketing topics • Weekly newsletter with latest video marketing articles• Research studies and webinars on video marketing topics

www.webvideomarketing.org

PURPOSE AND METHODOLOGY OF SURVEY

• Assess online marketing professionals level of participation and interest in video based email marketing

• Identify key industry trends and user issues with respect to integration of video within email marketing programs

• Gain insight into marketers perception of the effectiveness of video use with email marketing programs

Purpose of Survey:

Methodology:

• Online survey with 13 questions digitally distributed through the Web Video

Marketing Council and ExactTarget websites.

www.webvideomarketing.org

2010 VIDEO EMAIL SURVEY PARTICIPANTS

Survey taken by over 200 Interactive Marketing Professionals

• 87% of survey participants have marketing oversight responsibilities in their role

• 71% are in-house marketing professionals

• 29% work for marketing agencies

• 30% are marketing decision makers (CMO, SVP, VP, Director)

www.webvideomarketing.org

KEY FINDINGS

Have you ever used online video in any of your marketing efforts?

www.webvideomarketing.org

KEY FINDINGS

Have you ever used video in your email marketing efforts?

www.webvideomarketing.org

KEY FINDINGS

Does your Email Service Provider offer video marketing solutions to its customers?

www.webvideomarketing.org

KEY FINDINGS

Do you believe integrating video with email marketing increases email click thru rates?

www.webvideomarketing.org

KEY FINDINGS

Do you believe consumers are more or less likely to purchase or convert after viewing an email campaign that incorporates video?

• 73% More likely to purchase/convert

• 2% Less likely to purchase/convert

• 3% No difference

• 21% Not sure

www.webvideomarketing.org

KEY FINDINGS

What are your impressions of video usage in email marketing?

www.webvideomarketing.org

KEY FINDINGS

What do you see as the primary barrier to using video in email marketing?

www.webvideomarketing.org

KEY FINDINGS

What do you believe is the most effective way to use video in email?

• 40% Link to a video landing page

• 33% Video player embedded in email message

• 5% Animated or video .gif embedded in email

• 6% Link to a page on a video sharing network

• 16% Not sure

www.webvideomarketing.org

Email + Video: Capabilities and Best Practices

Email, Video, and Email + Video

• Message content and delivery have evolved:

Text – HTML – Rich Media & Video

• Email drives significant commerce with impressive ROI• How we communicate via media is constantly changing• Web video

– Ubiquitous with internet experience– Standard formats (.mpeg, .mov, .wmv, .avi, etc)

Email + Video: Delivery Methods

• Streaming – video downloaded as it plays• Embedded – video data included in sent message• Linking – click through to externally hosted video

Email + Video: Email Client Support

Source: The Current State of Video in Email, Campaign Monitor

Email + Video: Considerations

• Email client support

• Image blocking

• File size and bandwidth

• Quality

• Sound

• Subscriber experience

Email + Video: Best Practices

• Link to external video

• Create a preview image of the video with a play button superimposed

• Feature video prominently in message body

Email + Video: Example

Email + Video: Example

Email + Video: Example

Email + Video: Video Brochures and Landing Pages

• FLIMP® is a video marketing platform that makes it easy to create, distribute and track interactive video brochures and landing pages for web marketing , sales and communications

• Integrated with ExactTarget and other email service providers

• FlimpAgency develops web video creative content for clients

• Since 2008, Flimp Media has worked with over 200 customers including Best Buy, Oracle, Deluxe, Sirius XM, Harvard, United Way, Gannett, TNC, Allstate, Humana, Medco, Aetna, WTA, Blue Cross & others doing video + email marketing campaigns

ABOUT FLIMP – Interactive Video Email Marketing

Visit us at: www.flimp.net

Recommended practices from over 500 VE campaigns:

• Subject line – Indicate that there is video content in the message

• Video Email Design – Use a video thumbnail image with play arrow overlay and a descriptive link – “View your Video Message/Brochure”

• Focus on Video – Simpler is better; purpose is to drive the viewer to a video landing page or brochure. Don’t expect good results adding video to an email with multiple messages, links and calls to action

• Descriptive Text and Link – Include some descriptive text and a clear hyper link and alt link in case the video screenshot image is blocked

BEST PRACTICES FOR INCREASED CLICK THRU RATES

Visit us at: www.flimp.net

• Forrester research reports a 2-3X higher email click thru rate when embedding video content

• Online viewers spend an average of 1.5 minutes with video vs. an average of 8-10 seconds on static graphic email s (Marketing Sherpa)

• Video ads generate 4-7X higher viewer engagement and response rates compared to static ads (DoubleClick)

VIDEO DRIVES HIGHER ENGAGEMENT AND RESPONSE RATES

Visit us at: www.flimp.net

FLIMP® PLATFORM – SIMPLIFY INTERACTIVE VIDEO MARKETING

Create/Edit

Video Landing Pages

Video Brochures

Multimedia Web Content

Video White Papers

Video Case Studies

Video Invitations

No Programming

Report/Measure

Campaign Results

Viewer Engagement

Viewer Response

Web Form Data

Forwarding Activity

Data is Exportable and Real Time

Data Collected by Viewer Email

Address

Email Distribute/Optimize

Visit us at: www.flimp.net

FLIMP APPLICATIONS

• Interactive Video Brochures • Deliver by email to target audiences and track viewer activity by email address.

• Video Email Communications• Employee and corporate PR video communications with instant analytics.

• Video Sales Prospecting • Audio-Visual sales collateral with viewer tracking and alerts by email address.

• Video Search Marketing (SEO)• Search optimize video content on web pages for organic search.

• Video Landing Pages• Conversion video landing pages for email and online advertising.

• Social Media and Blog Content• Dynamic, self tracking, multimedia content for blogs, and social media sharing.

Visit us at: www.flimp.net

INCREASE CLICKS AND CONVERSIONS WITH VIDEO + EMAIL

Flimp Video Brochure Viewer Metrics :• 23% of flimp viewers initiate a response action

• 40% of flimp viewers watch video to completion

• 1.3 minutes is average viewer engagement time

• 42% average email click thru rate (industry- 4.5%)

• 98% of flimp viewers have successful video starts

* Aggregate data from over 8 million flimp viewers since 2008

Visit us at: www.flimp.net

FLIMP VIDEO + EMAIL MARKETING SOLUTION: HOW IT WORKS

Flimp + ExactTarget to Drive Higher Email Response Rates and Conversions

Visit us at: www.flimp.net

FLIMP MEDIA CASE STUDIESUnited Way Women’s Breakfast Event - Fundraising

Average Viewing Time: 2 minutes, 42 seconds

Video Email Click Thru Rate: 27.14% of video email opens

Response Links Clicked: 69.98% of video viewers

Registrations from Flimp: 63.12 % of video viewers (sold out)

Visit us at: www.flimp.net

FLIMP MEDIA CASE STUDIESBausch & Lomb Tennis Championships

Average Video Viewing Time: 48 seconds

Video Email Click Thru Rate: 69.93% of video email opens

Video Watch to Completion: 69.86% of video viewers

Response Links Clicked: 20.92% of video viewers

Viral email to a friend forwards: 8.09% of video viewers

Visit us at: www.flimp.net

FLIMP MEDIA CASE STUDIESBoston College Law School Alumni Development

Average Video Viewing Time: 1 minute, 6 seconds

Video Email Click Thru Rate: 37.12% of video email opens

Video Watch to Completion: 42.37% of video viewers

Response Links Clicked: 49.66% of video viewers (Donations)

Visit us at: www.flimp.net

FLIMP MEDIA CASE STUDIESLIFE Foundation Insurance Education

Average Video Viewing Time: 3 minutes, 6 seconds

Video Watch to Completion: 42.20% of video viewers

Response Links Clicked: 19.60% of video viewers

Viral Shares: 14.22% of video viewers

Visit us at: www.flimp.net

Contact Information

Wayne Wall Flimp Mediawwall@flimp.net

Paul RitterWeb Video Marketing Council ritter@interactivemediastrategies.com

Chris StudabakerSenior Design Consultant, ExactTargetcstudabaker@exacttarget.com