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On Tuesday, July 6 2010 I delivered a presentation at the Online Retailer conference in Sydney Australia highlighting trends in online video and email marketing. The presentation borrows some from earlier material but updates the messaging to include specific example case studies and additional information on why email marketers should (or should not) consider using video with or in email. As usual there is a technical section highlighting the various embed methods supported for video in email but this time there is updated material on using animated .PNG video for mail clients opened with Firefox. Additional discussion re: the implicit contract between marketers and viewers is highlighted along with a framework for choosing when (and when not) to include video in email based on the engagement of subscribers. Methods highlighted include using the word "video" in subject lines, segmenting subscribers based on previous activity history, highlighting the value of video in email by clearly setting subscriber expectations, use of the "play" button with video, additional context around the use of HTML5 video, and file size, length, and appropriate pixel dimensions for video in email are shared as well. Enjoy! - Justin Foster @videocommerce
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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
