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Email marketers have long sought to incorporate video into email messages, but email client security and rendering limitations hindered adoption. Now, with more of the population on broadband, email marketers are taking a second look at animated GIFs as a way to incorporate rich, video-like experiences directly into email marketing campaigns.
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Justin FosterFounder & President, Video Commerce
ConsortiumCo-Founder & VP Market Development,
LiveclickerFounder & Past President, Email Marketing
Roundtable253.988.3183
Why Video? Why Now? Challenges Email Marketing Drilldown
What’s possible right now? What are the advantages and drawbacks? What are some high-level best practices?
Emerging Technology Discussion Peter Horan, CEO Goodmail Systems
Web Connection Speed Trends - Work Users (US)Source: Nielsen Online, Sept 2008
Web Connection Speed Trends - Home Users (US)Source: Nielsen Online, Sept 2008
Worldwide broadband penetration by population Q1 2008 through Q2 2008Source: Point Topic, Sept 2008
• Rising Broadband Adoption• Everyone’s a Producer• Publish Anywhere• Create Interaction
Video’s Rapid Growth
Source: Permission TV Interactive Marketing Study, January 2009. n= 400 Senior Level decision makers
Source: The Current State of Video in Email, Campaign Monitor, January 2009.
• Animated .GIFs still rule• Externally referenced only• Embed = deliverability issues
The Long and Short of it:
Benefits Higher CTR, CVR Attention grabbing Works in [almost] all email clients
Drawbacks No sound Frame rate limited to 10 per second (higher unstable in
IE) Huge files (Up to 2MB – 10MB per video per email)
▪ Depends on several factors
Processor intensive Cost/benefit (bandwidth costs)
Best Performance Fewer colors Shorter clip Fewer frames per
second Smaller “player”
Best Experience Bigger “player” More colors Higher frame rate
Bluefly 5% increase CTR – simple animated .GIF 12% increase $ spent
▪ Internet Retailer, April 2008
MarketingSherpa ~300% increase CTR v. average CTR
▪ VHD Technology, Jan 2009.
SAP Increased CTR from 7% to 32% VHD Technology, Jan 2009.
Olympus 49% increase in CVR over several
emails.▪ MarketingSherpa, April 2007
Loop vs. no loop? “Player” treatment
Play button Play progress Player size
Frame rate impact Impact of post-roll Deliverability has not
been an issue. Cost/benefit will not
pan out for all senders.
Start with small, simple A/B test
Justin FosterFounder & President, Video Commerce
ConsortiumCo-Founder & VP Market Development,
LiveclickerFounder & Past President, Email Marketing
Roundtable253.988.3183
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