![Page 1: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/1.jpg)
Online Video and Email Marketing: Meant to be Together?
July 6, 2010
![Page 2: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/2.jpg)
![Page 3: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/3.jpg)
“US online video views more than doubled from 14.8
billion/mo in Jan 2009 to 33.2 billion/mo in Dec 2009.”
-Comscore Research, February 2010
![Page 4: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/4.jpg)
Video Trends
![Page 5: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/5.jpg)
“33% of retailers plan to add video or streaming media to
their sites in 2010.” -Internet Retailer/Vovici Group Survey
January 29, 2010
![Page 6: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/6.jpg)
“68% of the Top 50 Internet retailers use video on their web sites, compared with
18% in 2008.” -Patti Freeman-Evans, VP, Research Director, Forrester Research
May 4, 2009
Source: Online Retailers’ Adoption Of Online Video Content Is Ahead Of Consumers’ Preferences, November 24, 2009
![Page 7: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/7.jpg)
“Video in email can increase click-through rates by as
much as 2X – 3X.” -David Daniels, Former VP, Principal Analyst, Forrester Research
May 4, 2009
![Page 8: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/8.jpg)
Video TrendsExcite and Entertain
![Page 9: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/9.jpg)
Build Trust
![Page 10: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/10.jpg)
Stir the Imagination
![Page 11: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/11.jpg)
Persuade
![Page 12: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/12.jpg)
When video in email is executed well, it will…
1. Differentiate the inbox experience
2. Boost subscriber engagement
3. Drive clicks and conversions
![Page 13: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/13.jpg)
1. Annoy subscribers
2. Create a distraction
3. Distance a retailer from its customers
When video in email is executed poorly, it will…
![Page 14: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/14.jpg)
Video viewing creates an implied contract between
shoppers and retailers.
![Page 15: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/15.jpg)
Time & Attention
Value
![Page 16: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/16.jpg)
• WHO to engage with
video?
• HOW can video add value for
shoppers?
![Page 17: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/17.jpg)
Introduce shoppers to the brand
![Page 18: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/18.jpg)
Create a magical aura around products
![Page 19: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/19.jpg)
Connect on a more emotional level
![Page 20: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/20.jpg)
SUBJECT LINE: Video: Explore our new virtual tours and videos
2X higher CTR than average
campaign
100% higher CTR in-email
video v. static image
![Page 21: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/21.jpg)
The universal symbol of
video – use it!
Reinforce expectations
Communicate the value
![Page 22: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/22.jpg)
See who’s engaged already.
Subject lines matter – set the expectation for video
![Page 23: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/23.jpg)
Video in Email v.
Video with email:
Can Dreams Come True?
![Page 24: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/24.jpg)
Most marketers are open-minded toward using video in email
Open-Minded
Not Possible
Too Limited
Seeking Optimization
n = 287. Registrants attending “Video Email Marketing in 2009” 8/10/2009
![Page 25: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/25.jpg)
Deliverability, rendering and subscriber experience are top concerns.
Hosting/Streaming
Other/Don't Know
Poor Subscriber Experience
Producing/Acquiring Videos
Spam filters/Rendering Issues
n = 287. Registrants attending “Video Email Marketing in 2009” 8/10/2009
![Page 26: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/26.jpg)
DO NOT USE FLASH IN EMAIL!
![Page 27: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/27.jpg)
BenefitStatic Image
Animated .GIF Video
FlashHTML5 Video
Certified Video™
Certified Video .GIF™
Universal Support
YES NO NO NO NO NO
Broad Support
100% 75% - 90% ~0% ~5% - 10% ~10% >50%
Video Plays in Email
NO YES YES YES YES YES
Image-Block
ResistantNO NO N/A N/A N/A YES
Spam-Block Resistant
YES YES NO YES YES YES
How to Incorporate Video
![Page 28: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/28.jpg)
PROS: Compatible with nearly all mail clients No learning curve Established best practices
CONS: It’s not really video in email Subscriber must click through for video and audio
Use strong visual cues to indicate video presence to encourage subscribers to click through to web-hosted video.
Static Image Video Callout
![Page 29: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/29.jpg)
Animated .GIF?
![Page 30: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/30.jpg)
PROS: Compatible with most mail clients
(~75% - 90% for most) Displays video directly in email Does not cause ISP blocks
(if not directly embedded) Does not require the end user to download the video prior to viewing
CONS: No audio Works most places, but not everywhere No player controls in email Requires enabled images Poorer quality output than full motion video Production and delivery expense
Animated .GIF/.PNG Video
![Page 31: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/31.jpg)
“.GIF Myths”
(File) size matters.
Longer is better.
Bigger (pixel dimensions) are better.
![Page 32: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/32.jpg)
• 3 million+ iPads sold to date• Selling at 2.5X the rate of the original iPhone
HTML5 Video
![Page 33: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/33.jpg)
• 51.15 million iPhones sold to date (not counting iPhone 4
Source: Apple Computer earnings report, April 20, 2010.
HTML5 Video
![Page 34: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/34.jpg)
What works where?
iPhone mail client
iPad mail client
Apple Mail 4
Thunderbird
Blackberry (BOLT 2.1)
All webmail clients
Outlook Express – 2003
Lotus Notes 6.5 – 8
Entourage
Windows Mail
HTML5 Video Animated .GIF/.PNG
![Page 35: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/35.jpg)
Beware Exception Cases
Outlook 2007 / 2010
- Shows static image
Apple Mail 3
- Shows static image
Webmail clients opened with HTML5 video compliant web browsers
Video Not Supported Special Requirements
Lotus Notes 6.5 – 8
Webmail clients in IE6 (no compression
Safari (slow render speed)
Mobile clients that do not support HTML5 (bandwidth)
Thunderbird (OGG Theora) v. Apple clients (H.264)
![Page 36: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/36.jpg)
Internal education is key to gaining buy-in for in-
email video.
![Page 37: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/37.jpg)
Consider video email automation software to
enable a “hybrid” approach.
![Page 38: Online Video and Email Marketing: Meant to be Together?](https://reader034.vdocument.in/reader034/viewer/2022052504/554b9d27b4c905b8618b46e0/html5/thumbnails/38.jpg)
Best Practice Takeaways
Serve video to those likely to respond
Use the emotional/trust building/persuasive power of video to connect
Focus on creating unique value with video
Choose an inclusion method that meets your goals; be prepared to accept limitations
Strategy Design Technical
Use the word “video” in subject lines
Use “play” button
Place callouts in animated .GIF/.PNG videos
Reinforce expectations of video in the email
Communicate the value of video in the email
Static image = easy but not really video in email
Widespread video in email = consider hybrid approach using HTML5/animated .GIF/animated .PNG
Internal education re: limitations is key
Consider using video email automation software