the ins and outs of video email in 2012
DESCRIPTION
Video in email provides marketers a chance to express their creativity while providing relevant and highly engaging content, but do you know how to optimize, or even execute on, this powerful tactic? Learn why, when and how to use video in email to increase conversions in your email program. This presentation covers everything you need to know about video in email so you can get started today; from creative design to email client support. Through examples and case studies, we will demonstrate what works and what doesn’t.TRANSCRIPT
Why video?
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• 181 million US Internet users watched online video in March 2012 (comScore)
• Video in email is undergoing radical disruptive forces now (HTML5/mobile) that transform the conversation around video in email
Things Change Fast
Marketers Confident in Online Video
Marketers Embracing Online Video
• Online video ad spending as a % of spend is increasing relative to both TV and Internet
• Expected to nearly double in 2012 vs. 2011 as a % of TV ad spend
• Video expected to more than double the rate of growth of the next closest format for online advertising in 2012 (54.7% vs. 27.0% for sponsorship)
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Marketers Embracing Online Video
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Video Trends Entertain Excite
Engage
• 1.25 million video views of a mini-series trailer for “Game of Thrones.”
• 38.9% of the audience received full video with audio in the email
• 45.6% received an animated .GIF or animated .PNG silent video
Results:
• 33% higher conversion rate (purchase) with video group compared to control group in 50/50 A/B split
• 55% lift in Sales per Email Delivered with video group in 50/50 A/B split
• 66.5% of audience received full video in email
Results:
• 25% higher time on site for video group compared to control in 50/50 A/B split
• 21% higher conversion rate (purchase) for video group in 50/50 A/B split
• 22% higher average order value for video group in 50/50 A/B split
Results:
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Persuade
• 40% higher Average Order Value for video group compared to control in 50/50 A/B split
Results:
• 35% higher total orders for video group compared to control in 50/50 A/B split
Results:
Best Practices Rundown
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•WHO to engage with
video?
• HOW can video add
value?
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Time & Attention
Value
• Segment previous video watchers / clickers
• Keep video messaging congruent with non-video messaging
• Smell Test: ask yourself if you think a plurality of recipients would enjoy and appreciate receiving messaging via video
Quick Tips
Video in email versus video with email…
PROS:
Compatible with nearly all mail clients No learning curve Established best practices
CONS:
More difficult for smartphone & tablet viewers to see video Inability to grab attention with video in the inbox
Use strong visual cues to indicate video presence to encourage subscribers to click through to web-hosted video.
Static Callout / Click-to-play
Animated .GIF?
• Apple leading drive behind HTML5 video in
email w/iPhone & iPad shipments at record
levels
Full video (HTML5 video)
62%
25%
13%
Full Video w/Audio
Animated .GIF/.PNG Video
Static Image
B2C Senders Reaching 40% - 65% of Recipients with Video in Email
B2C Senders Reaching 40% - 65% of Recipients with Video in Email
• iPhone views dominate video in email views on mobile devices, followed by iPad
• Android Honeycomb (3.x.x) displays video in email
• Android Gingerbread (2.x.x) or Ice Cream Sandwich (4.x.x): static image only
• Use mail client device detection software that dynamically serves video to those who can see it, while falling back automatically where video is not yet supported
Quick Tips
• Video should load only when email opened
• Animated .GIF/.PNG turned ON for broadest reach; OFF for highest quality coverage
• Add callout to static image and animated .GIF/.PNG video
Quick Tips
• Keep animated .GIF/.PNG length to no more than 30 seconds
• Keep full video with audio to less than 3 minutes
Quick Tips
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Conversion Rate of Video Viewers
87% of videos in the sample were < 3 minutes long.
1,500 videos in the sample
%
• Not possible to run straight clickthrough rate A/B split tests due to growing prevalence of HTML5 video (not possible to measure clicks on HTML5 video version)
• Success metrics on A/B split tests need to be post clickthrough to ensure test accuracy – Conversion rate or dollars generated
– % of visitors of each version that visited site after receiving each version (video in email v. video on landing page only)
– Site engagement (time on site, % video consumed while on site)
Quick Tips
Should You Adopt Video In Email Now?
Q & A