Online Video and Email Marketing: Meant to be Together?

Online Video and Email Marketing: Meant to be Together?

July 6, 2010

“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

Video Trends

“33% of retailers plan to add video or streaming media to

their sites in 2010.” -Internet Retailer/Vovici Group Survey

January 29, 2010

“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

“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

Video TrendsExcite and Entertain

Build Trust

Stir the Imagination

Persuade

When video in email is executed well, it will…

1. Differentiate the inbox experience

2. Boost subscriber engagement

3. Drive clicks and conversions

1. Annoy subscribers

2. Create a distraction

3. Distance a retailer from its customers

When video in email is executed poorly, it will…

Video viewing creates an implied contract between

shoppers and retailers.

Time & Attention

Value

• WHO to engage with

video?

• HOW can video add value for

shoppers?

Introduce shoppers to the brand

Create a magical aura around products

Connect on a more emotional level

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

The universal symbol of

video – use it!

Reinforce expectations

Communicate the value

See who’s engaged already.

Subject lines matter – set the expectation for video

Video in Email v.

Video with email:

Can Dreams Come True?

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

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

DO NOT USE FLASH IN EMAIL!

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

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

Animated .GIF?

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

“.GIF Myths”

(File) size matters.

Longer is better.

Bigger (pixel dimensions) are better.

• 3 million+ iPads sold to date• Selling at 2.5X the rate of the original iPhone

HTML5 Video

• 51.15 million iPhones sold to date (not counting iPhone 4

Source: Apple Computer earnings report, April 20, 2010.

HTML5 Video

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

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)

Internal education is key to gaining buy-in for in-

email video.

Consider video email automation software to

enable a “hybrid” approach.

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

For more information:

justin@liveclicker.com

Follow: @videocommerce