Justin FosterFounder & President, Video Commerce

ConsortiumCo-Founder & VP Market Development,

LiveclickerFounder & Past President, Email Marketing

Roundtable253.988.3183

Why Video? Why Now? Challenges Email Marketing Drilldown

What’s possible right now? What are the advantages and drawbacks? What are some high-level best practices?

Emerging Technology Discussion Peter Horan, CEO Goodmail Systems

Web Connection Speed Trends - Work Users (US)Source: Nielsen Online, Sept 2008

Web Connection Speed Trends - Home Users (US)Source: Nielsen Online, Sept 2008

Worldwide broadband penetration by population Q1 2008 through Q2 2008Source: Point Topic, Sept 2008

• Rising Broadband Adoption• Everyone’s a Producer• Publish Anywhere• Create Interaction

Video’s Rapid Growth

Source: Permission TV Interactive Marketing Study, January 2009. n= 400 Senior Level decision makers

Source: The Current State of Video in Email, Campaign Monitor, January 2009.

• Animated .GIFs still rule• Externally referenced only• Embed = deliverability issues

The Long and Short of it:

Benefits Higher CTR, CVR Attention grabbing Works in [almost] all email clients

Drawbacks No sound Frame rate limited to 10 per second (higher unstable in

IE) Huge files (Up to 2MB – 10MB per video per email)

▪ Depends on several factors

Processor intensive Cost/benefit (bandwidth costs)

Best Performance Fewer colors Shorter clip Fewer frames per

second Smaller “player”

Best Experience Bigger “player” More colors Higher frame rate

Bluefly 5% increase CTR – simple animated .GIF 12% increase $ spent

▪ Internet Retailer, April 2008

MarketingSherpa ~300% increase CTR v. average CTR

▪ VHD Technology, Jan 2009.

SAP Increased CTR from 7% to 32% VHD Technology, Jan 2009.

Olympus 49% increase in CVR over several

emails.▪ MarketingSherpa, April 2007

Loop vs. no loop? “Player” treatment

Play button Play progress Player size

Frame rate impact Impact of post-roll Deliverability has not

been an issue. Cost/benefit will not

pan out for all senders.

Start with small, simple A/B test

Justin FosterFounder & President, Video Commerce

ConsortiumCo-Founder & VP Market Development,

LiveclickerFounder & Past President, Email Marketing

Roundtable253.988.3183