Justin FosterCo-Founder & VP Market

Development, LiveclickerFounder, Video Commerce

Consortium

Tweet about this webinar using #videoemailFollow us on Twitter! @videocommerce

Justin Foster – follow @videocommerce Co-Founder & VP Market Development at

Liveclicker Advise marketers on video email marketing

strategy Develop & contribute to industry research

Founder & President of the Video Commerce Consortium 500 members

Founder of the Email Marketing Best Practices Roundtable 1,500 members

Poll

A – Clueless

B – Novice

C – Intermediate

D – Advanced

E – Expert

Take Our Poll: Describe your level of expertise with video in email.

Poll

A – Provide a differentiated inbox experience

B – Boost subscriber engagement

C – Drive key metrics (clicks, revenue)

D – Want to innovate / use as competitive differentiation

E – Just curious right now / not sure

Take Our Poll: Why are you interested in video in email?

Poll

A – Spam filters & rendering issues

B – Producing or acquiring video content

C – Poor subscriber experience

D – Hosting/technical issues

E – Other/don’t know

Take Our Poll: What are your top concerns re: video in email?

Rising access to high-speed Internet

The expense of creating and hosting video is falling

Video can entertain, persuade, and inform subscribers in a way that is difficult to achieve when using imagery and text.

Why is Video Growing Online?

Rank the priority of the following online marketing initiatives for your company in 2010.

n = 116 representing Fortune 500 brands, regional brands, PR and traditional agencies, representing . TurnHere Networks, October 20, 2009

What is Video’s Role in Email? Receiving email is no longer

a novelty and video in email is something that still stands out.

In-email video can drive subscriber engagement and clickthrough when implemented thoughtfully.

Adds a “third dimension” to a traditionally two-dimensional channel

Enables marketers to tell stories in new ways while capturing the attention of subscribers.

“Video in email can increase clickthrough rates by as

much as 2X – 3X” - David Daniels, VP, Principal Analyst, Forrester Research

May 4, 2009

“Video in email can increase clickthrough rates by as

much as 2X – 3X” - David Daniels, VP, Principal Analyst, Forrester Research

May 4, 2009

How to Incorporate Video

BenefitStatic Image

Animated .GIF

Flash HTML5Certified Video™

Certified Video .GIF™

Universal Support

YES NO NO NO NO NO

Broad Support

100% 75% - 90% ~0% ~2% ~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

What Methods Have You Tried?

A – Static Image

B – Animated .GIF

C – HTML5

D – Certified Video (Goodmail)

D – Haven’t Tried

Take Our Poll: What Methods Have You Tried?

What are the Benefits?

>100% increase in CTR video vs. non video in broad consumer segments.

Created internal buzz around email and generated renewed interest in the channel

Contributed to business case resulting in increased email marketing budget in 2010.

What are the Benefits?

Statistically significant increase in average order value

Statistically significant increase in conversion rate

Run in controlled A/B test of in-email video v. static image.

What are the Benefits?

Told a story

Differentiated the brand

Humanized an offer

When to Incorporate Video?

When it is relevant

When it adds value to the subscriber experience

When it is associated with a primary call-to-action in the email

When it is used as a teaser to click through

When NOT to Incorporate Video?

When it’s just a distraction

If it’s not relevant to the primary offer or callout

If it must be placed below the fold

If the costs outweigh the benefits

If you are unable or unprepared to educate internal stakeholders about limitations of in-email video

If video needs to be longer than ~45 seconds

What Email Clients/ISPs Support Video?Desktop Clients Animated

.GIF?Certified Video?

HTML5 Comments

AOL 10.0 YES YES NOAOL 9.0 YES YES NOApple Mail 3.0 NO NO NO First frame displays only for animated .GIFEntourage 2008 YES NO NOLotus Notes 6.5 YES NO NO Requires special file encoding for video .GIF to work.

Lotus Notes 7.0 YES NO NO Requires special file encoding for video .GIF to work.

Lotus Notes 8.0 YES NO NO Requires special file encoding for video .GIF to work.

Outlook Express YES NO NOOutlook 2000 YES NO NOOutlook 2003 YES NO NOOutlook 2007 NO NO NO First frame displays only for video .GIFThunderbird YES NO NOWindows Mail YES NO NO

Web Mail ClientsAOL.com YES+ YES NO* *Safari 3, 4, Chrome 3 and higher Firefox 3.6, and iPhone support HTML5.

Video ,GIF subject to per-user agent differences in support. Gmail currently strips HTML5 <video> tag.

Gmail YES+ NO NO*

Windows Live Mail YES+ NO NO* + Internet Explorer 6 requires special detection and dynamic animated .GIF compression toggle to render properly for most animated .GIFs. Chrome and Firefox deliver higher animated .GIF frame rates than Internet Explorer or Chrome (all versions)

Yahoo Mail YES+ NO NO*Yahoo Classic YES+ NO NO*Comcast YES+ NO NO*Cox Webmail YES+ NO NO*AT&T Webmail YES+ NO NO*RoadRunner Webmail YES+ NO NO*Verizon Webmail YES+ NO NO*Earthlink Web Mail YES+ NO NO*Mobile Mail ClientsiPhone 3.0 YES NO YES Dependent on connection for animated .GIFiPhone 2.2 YES NO YES Dependent on connection for animated .GIFBlackberry Curve YES NO NO Dependent on connection for animated .GIFBlackberry Bold YES NO NO Dependent on connection for animated .GIF

StrategicRelevant? YES

Engages rather than distracts? YES

Able to be leveraged well considering tech limitations? YES

Supports the brand? YES

Used as a teaser? YES

Costs understood and accurately estimated? YES

Able to measure key success metrics? YES

Key internal stakeholders properly educated? YES

CreativeSound off by default? YES

Used as primary visual element in-email? YES

Above the fold in-email? YES

> 160px wide, < than 320px wide? YES

Acceptable playback quality? YES

>15 seconds, < 45 seconds? YES

First frame acceptable in Outlook 2K7 & Apple Mail YES

Technical<150KB/sec in data transfer required? YES

<10MB? YES

Seamless failover for nonsupporting mail clients? YES

Optimized playback for different mail clients? YES

Alternative display methods utilized (e.g. HTML5) YES

Sufficiently robust content delivery infrastructure in place? YES

No Javascript or Flash required (unless using CertifiedVideo™)? YES

Best Practice Checklist for In-Email Video

Poll

A – Definitely will use

B – Very likely

C – Somewhat likely

D – Somewhat unlikely

E – Definitely will not use

Take Our Poll: Based on your understanding of video in email, how likely are you to use in-email video in your email marketing program in 2010?

Loren McDonaldVP Industry Relations, Silverpop

Justin FosterCo-Founder & VP Market Development,

LiveclickerFounder & President, Video Commerce

Consortium

Tweet about this webinar using #videoemailFollow us on Twitter! @LorenMcDonald, @Silverpop, @videocommerce