LCMC: Email movers and shakers - Part 2

Creating a Dynamic Inbox with Embedded Video in EmailPresented by: Justin Foster, Keith Richard

#VideoEmail

Video in Email. Done Right.

#VideoEmail

#VideoEmail

Daily Time Spent with Digital Media (US Consumers)

Source: GfK “Multimedia Monitor” / IAB “45 Million Reasons and Counting to Check out the NewFronts,” April 29, 2013

2010 2011 2012

Social networks 0:26 0:30 0:37

Email 0:26 0:28 0:33

Online video 0:10 0:17 0:24

Using search 0:16 0:20 0:22

Online games 0:13 0:16 0:17

Blogs 0:05 0:16 0:07

Online radio 0:07 0:06 0:06

Online newspapers 0:06 0:06 0:06

Online magazines 0:02 0:03 0:03

#VideoEmail

2010 2011 20120

5

10

15

20

25

30

35

40

Social networksEmailOnline video

Source: GfK “Multimedia Monitor” / IAB “45 Million Reasons and Counting to Check out the NewFronts,” April 29, 2013

Daily Time Spent with Digital Media (US Consumers)

#VideoEmail

Ad Tactics US Agency Executives Expect to Show Highest and Lowest Growth

Highest Growth Lowest Growth

Online video 25% 2%

Mobile video 23% 4%

Mobile display 17% 10%

Social media 9% 4%

Direct response 7% 32%

Online display 7% 4%

TV 6% 25%

Search advertising 5% 5%

Connected TV 2% 15%

Source: Brightroll, “Digital Video 2013,” May 1, 2013

#VideoEmail

Benefits of Using Video in Email Marketing

Increased CTR

Increased time duration reading email

Increased sharing of the email

Increased conversion rate

Increased revenue (sales)

Increased ad sales

Inceased AOV

Other

No benefit/None

0% 10% 20% 30% 40% 50% 60%

Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013

#VideoEmail

“Marketers adding video had monthly revenues that were forty percent higher than those that were not using video in their email marketing.”

Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013

#VideoEmail

WHO to engage with

video?

HOW can video add

value?

#VideoEmail

Time & Attention

Value

#VideoEmail

Simulated video player

PROS: Compatible with nearly all mail clients No learning curve Established best practices

CONS: Lowest CTR of all possibilities of featuring video in email Does not differentiate in-email messaging Reduces video views (especially on mobile)

Static Image: A regular image that appears to be a video player within the email, designed to incite a click so video plays on the web.

#VideoEmail

Simulated videoVideo .GIF: A silent, simulated video in the inbox using animated .GIF technology.

PROS: Higher CTR vs. static images depicting

video player (10% -15% on average) Differentiates the inbox experience Easy to implement without

deliverability headaches

CONS: Usefulness in a video context limited to “teaser”

functionality Reduced video views vs. embedded video Lower CTR vs. embedded video

#VideoEmail

Embedded videoEmbedded video: True video with audio that is capable of playing back directly within the inbox of supporting mail clients.

PROS: Highest CTR when compared to images/animations (40% higher vs. animations amongst VideoEmail clients, on average) Maximum number of video views, especially on mobile devices Most differentiated experience in the inbox

CONS: Can not link through the video to an external site (no interactivity) Works for ~65% of openers (B2C) or 35% of openers (B2B), requiring a fallback to video .GIF or simulated player in all other instances

#VideoEmail

43%

57%Mobile/TabletDesktop/Web

Source: Litmus Email Analytics, n=258MM email opens, July 2013

Mobile/Tablet Market Share, July 2013

#VideoEmail

Embedded Video Linked Video

#VideoEmail

#VideoEmail

Benefits of Mail Client Sniffing

Analytics Video playback in mail client % embedded video served

Outlook.com – compatible HTML5 poster

Android – compatibility in native mail client

Embedded video – compatible poster image

Mobile experience – optimized bitrate

#VideoEmail

The VideoEmail Waterfall

#VideoEmail

• Goal: Deliver engaging inbox experience around Mother’s Day holiday

• Non-transactional email: build trust and relationship

VideoEmail Application

#VideoEmail

• Subject: “Video: Mother’s Day According to Kids”

• 99.76% delivery rate• 1 of 4 opened more than

once – repeat watchers• Click-to-open 5.64, 2X

average

VideoEmail Results

#VideoEmail

• Video can successfully be integrated in email without harming deliverability

• Embedded video drives inbox engagement, 2X click-to-open rate

• Continue integrating video into email to drive engagement in-channel

VideoEmail Lessons Learned

#VideoEmail

50% higher CTR compared to prior video emails without embedded video

#VideoEmail

55% higher revenue per email delivered in A/B split test

33% higher conversion rate in A/B split test

66.5% of all recipients served embedded video

#VideoEmail

38.9% receiving video embed for 2011

56.9% receiving video embed for 2013

Video played 58.9% of the time when rendered in inbox

#VideoEmail

MYTH

Embedded video isn’t worth pursuing because video isn’t supported by all mail clients.

#VideoEmail

State of video in email: B2C

#VideoEmail

State of video in email: B2B

#VideoEmail

FACT

#VideoEmail

Vertical-Specific Data Automotive: 72.4% Retail –

Luxury/Fashion: 70.9% Retail – Toy: 70.5% Retail – Cosmetics:

67.5% Retail – Branded

Apparel: 64.9% Retail – Media

Products: 60.8%

Entertainment: 60.2% Travel: 54.6% Retail – General Apparel:

52.1% Nonprofit: 51.7% Retail – General

Merchandise: 50.2% B2B – 36.1%

#VideoEmail

Best Practices

DON’T Use video for the sake of

using video Ignore the impact mobile is

having on video email

DO Consider video a

viable tactic to break through the clutter

Use video when it adds value

#VideoEmail

Best Practices

DON’T Create excessively long

videos Auto-play video with

sound on

DO Feature video prominently

within email to drive usage Size the video

appropriately for email

#VideoEmail

Best Practices

DON’T Use Flash Use Javascript Forget to sniff (Outlook.com,

Android, mobile & cross-browser issues)

DO Use HTML5 in a “waterfall”

model for embedded video Sniff the mail client with a

solution like VideoEmail

#VideoEmail

Questions?