Video Email: When, Why, and How

Presented by theEmail Experience Council

Video Email: When, Why and How

October 13, 2011TWEET! #eecweb

Presentation available today following the webinar, including PPT, audio/videoSubmit questions via Questions panelInteractive polls – Vote!

Please use Twitter hashtag #eecweb

Announcements & Housekeeping

October 13, 2011TWEET!

#eecweb

Luke GlasnerRed Pill Email@Lukes_Tweetslglasner@glasner.com201-855-6245

Your Speakers TodayJustin FosterLiveclicker@videocommercejustin@liveclicker.com253-988-3183 Rory

CarlyleCarlyle Inc.@rorycarlylerory.carlyle@carlyleinc.com719-623-9498

#eecweb

What are you most interested in learning about?

a) Video content productionb) Examples of video in emailc) Deliverability issues & subscriber

experienced) “How-To” guide for video emaile) All of the above

Interactive Poll

#eecweb

How familiar are you with using video email?

a) Not familiarb) Somewhat familiarc) Very familiard) Expert

Interactive Poll

#eecweb

180 million (86%) of the US Internet audience viewed online video in August 2011comScore Video Metrix, Sept. 22, 2011

Viewing time increased 26% YoY from August 2010 to August 2011comScore Video Metrix, Sept 22, 2011

Video Consumption is Prevalent

#eecweb

In 2014, video could account for more than 50% of all Internet traffic Cisco, REELSEO

June 2010

Video Adoption Growing

#eecweb

Marketers Embracing Online Video

Video ad spend poised to increase 22% from 2011 - 2012 eMarketer,

August 2011

#eecweb

Marketers Embracing Online Video

#eecweb

Creative Budgets for Email Rising

#eecweb

Why video?

#eecweb

Video TrendsEntertainExcite

Engage

Video products (movies, TV shows, commercials)New product launchesBrand experiences

Entertain, Excite, Engage

#eecweb

Full video and audio integrated

in the inbox.

#eecweb

Build Trust

Video reviewsBig ticket product introductionsExpertise-based differentiationHumanize a commodity product with a service-oriented sell

Build Trust

#eecweb

Stir the Imagination

Aspirational messaging (automotive, destination travel, furniture)Services requiring visualization to understand benefit (before & after)B2B / complex or involved value propositions

Stir the Imagination

#eecweb

Persuade

Product videos / features & benefitsConversion focused / immediate transaction

Persuade

#eecweb

Why does video interest you?

a) Entertain, Excite, Engage subscribersb) Good medium for building trustc) Stir the imagination/aspirational

messagingd) Persuasive medium to use when

prompting someone to take an action

Interactive Poll:

#eecweb

“Video in email can increase click-through rates by as much

as 2X to 3X.” -David Daniels, Former VP, Principal Analyst, Forrester Research

#eecweb

SUBJECT LINE: Video: Explore our new virtual tours and videos

2X higher CTR than average

campaign100% higher CTR in-email

video v. static image October 13, 2011

TWEET! #eecweb

67% higher CTR than average

campaign

Created a new

experience for

customers

#eecweb

“People are excited

about launching video…”

“The feedback is positive!”

#eecweb

Fundraising /

Appealing for a Cause

#eecweb

When should video be used with email?

#eecweb

Executed well, video will:

1. Differentiate the inbox experience

2. Boost subscriber engagement

3. Drive clicks and conversions

#eecweb

1. Annoy subscribers

2. Create a distraction

3. Distance a marketer from customers

Executed poorly, video will:

#eecweb

Video viewing creates an implied contract between

marketers and subscribers

#eecweb

Time & Attention

• WHO to engage

with video?

• HOW can video add

value?

The ability to visually convey the switching of covers delivers an impact that would be impossible to communicate using images alone.Not “video for video’s sake”

Example: Dell Inspiron Covers

#eecweb

Broadens the impact of the brand lifestyleDelivers an integrated multi-channel experience with TV and web shoppingVideo aligns with the sense of excitement and “freshness” of the message

Example: Express Fall 2011 Launch

#eecweb

How to make the video happen?

#eecweb

Leverage existing assetsDon’t make it more difficult than it isConsider the level of quality that’s really required to align with the brand

Content Production

#eecweb

Going solo? Have nothing? Basic product? Budget $4,000 - $5,000On-site studio (minimal set, in-house talent) $2,500 HD camera (Canon 5D Mark II) $500 lighting (CFL 3 softbox set) $500 audio (mic/mixer inc. wired lav) ~$500 video editing software (Premiere

Pro/Final Cut)

Content Production

#eecweb

Leverage creative team or vendor creativeBudget can go from zero to infinity…Really.

Content Production

#eecweb

Final Cut Pro is the “industry standard” for professional video editingAdobe Premiere Pro is also widely used and considered a standardWindows Movie Maker can work fine for basic videos (and it’s free!)

Editing

#eecweb

Most formats should work, BUT for best results I recommend sticking to:H.264 encoded videosMP4 container16x9 (HD) or 4x3 (SD) aspect ratios29.97 frames per secondNo raw/uncompressed video

Formats / Codecs

#eecweb

How to make the email happen?

#eecweb

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 Callout – “Click to Play”

#eecweb

Animated .GIF?

#eecweb

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 (autoplays) Requires enabled images Poorer quality output than full motion video

Animated .GIF/.PNG Video

#eecweb

30 seconds or less – remember: no sound!Use text callouts to prompt clickthrough (e.g. “click for sound”Support the video with subject line – critical. .GIFs auto-play so expectation setting is important.Use interstitial text to support the animation

Animated .GIF Video: Best Practices - General

#eecweb

Rule of thumb: 400x300 pixels or less for 4x3 videos (SD aspect ratio). Reason = preserve quality.Experiment with color palette and compression options to achieve the best quality.Use animated .PNGs for Firefox (quality)

Animated .GIF Video: Best Practices – Design/Technical

#eecweb

• 29MM iPads sold to date (not counting Q3 ’11)• Hotmail support as of July 2011

HTML5 Video

#eecweb

PROS: The only way to get “real” video – with audio – into the inbox Player controls including pause, play, and volume Less constrictive than animated .GIF video if you need to deliver the full message to the inbox

CONS: Most marketers will only be able to deliver this format to 25% - 50% of the audience, depending on list composition Player controls are not consistent between mail clients, for example Hotmail requires a right-click to play (unless autoplay/no sound is enabled) Will not work in any webmail clients (including Hotmail) if the web browser does not support HTML5 playback

HTML5 Video

#eecweb

Shorter videos tend to convert best. Try to stick to 2 minutes or less (1 minute or less if possible) if the goal is to convert/drive CTRAutoplay offRelevance, relevance, relevance…

HTML5 Video: Best Practices - General

#eecweb

It’s not clickable – no <a href> tags around the HTML5 video.Include a failover – static image at minimum, or animated .GIF video for max video coverageDetect Hotmail and display a message to prompt for a right-click video play

HTML5 Video: Best Practices – Design/Technical

#eecweb

What works where?

Hotmail 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

#eecweb

Mail client penetration

#eecweb

Source: Liveclicker, Campaign Monitor, June 2011

HTML5 Video (Full Video in Email with Audio)iPhone 12.39%Hotmail 12.14%Mac Mail 4 7.98%iPad 2.77%Other (Thunderbird, iPod Touch, etc.) 2.06%Total 37.34%

Animated .GIF or .PNG Video (Silent Video in Email, no Audio, Reduced Quality)Outlook 2003 17.88%Yahoo Mail 9.54%Gmail 7.02%Windows Mail 1.84%Android Native E-mail 1.70%AOL 1.25%Other 10.54%Total 49.77%

Static Image w/ Play Button (User Must Click through the Email to a Landing Page to see Video)Outlook 2007 9.37%Outlook 2010 0.37%Apple Mail 2 & 3 3.15%Total 12.89%

Keeping it Real

#eecweb

Content CalendarsKeep marketing campaigns on track

across marketing media – video is a cross-channel medium: explore synergies across departments

Identify opportunities to create content (customer testimonials at trade shows, on-location events, even meetings with co-workers!)

Keeping it Real

#eecweb

Lead TimesA lead time of 2 months for video

production and campaign building for a new video with high production values is not unreasonable for a first effort.

If you already have content, plan for an extra 1- 3 days in the campaign planning/post-production process for a first-time launch. Thereafter plan an additional 2-4 hours for each campaign involving video.

Keeping it Real

#eecweb

Internal Education is CRITICALEspecially for video in emailClearly define the goals up frontDo not over-hype expectationsPlan for multiple campaigns to

determine which video content is most effective for the email channel

Keeping it Real

#eecweb

Should You Adopt Video Email Now?

#eecweb

Video IN email vs. Video WITH email = empty argument.

#eecweb

It’s a Creative Decision.

#eecweb

Which of the following topics would you like to see a “deeper dive” on?

a) Previous successful video email campaigns

b) Internal mgmt /campaign coord. of video email

c) Content production techniquesd) Video encoding, formatse) Mail client examples

Interactive Poll

Events: eec members receive free passes to webinars like this one, plus discounts on conferences and other events.Research: as an eec member you gain access to industry research and resources from industry leaders. Networking: eec members can join roundtables to meet and work with some the industries brightest stars.

Not an eec member? Join today

http://www.emailexperience.org/member-center/why-join-eec

October 13, 2011 | 62

Follow Tweets

at #eecweb

Thank You for Joining Us!

eec members are changing the world of email marketing. Will you join them?

Save $100 when you join the eec or renew your current membership with

discount code eecweb by October 31, 2011

Contact Ali Swerdlow with any questions:

ali@emailexperience.org; 212.790.1483

Subscribe to our FREE industry newsletter:

www.emailexperience.org

October 13, 2011 | 63

Follow Tweets

at #eecweb

Questions & Answers

Luke GlasnerRed Pill Email@Lukes_Tweetslglasner@glasner.com201-855-6245

Thanks for Attending today Justin FosterLiveClicker@videocommercejustin@liveclicker.com Rory

CarlyleCarlyle Inc.@rorycarlylerory.carlyle@carlyleinc.com

Video Email: When, Why, and How

Technology

Learn about a Live WebShow Video Channel and Video email

Why use video

Why online video marketing?

Video & Animation in Email Marketing

Software videoconferencia online + video por email, video email marketing

Why Accessible Video is Good Video

Email Video to others

Video Email Ad Exchange

Video In Email Best Practices

Why Iocom Video Conferencing

IWowWe Video Conferencing and Free Video Email

Wavion Video Surveillance Solution Aug 2010. 2 Wavion proprietary Agenda Why Video Surveillance? Video over WiFi Solution Why WiFi? Video over

Share Video by Email

Why Hack Video?

Web Video Meets Email Marketing

Rob Golden CRO. eMail & eMessaging eMail & eMessaging IPVoice IPVoice Video Conferencing Video Conferencing The Big 3 of Collaboration

Vidyard GIBI2 Video in Email

Why video-why-video-marketing-works

Why Not Video?

Email Video The Winning Combination