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Using Embedded Video in Email to Create Dynamic Content

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Marketers have long sought to add video playback capabilities directly within the inbox to create a more engaging and interactive email experience, increase video content views, and differentiate …

Marketers have long sought to add video playback capabilities directly within the inbox to create a more engaging and interactive email experience, increase video content views, and differentiate their messages from the competition. In the past, adding video to email using anything other than a plain image simulating a video player has been a difficult proposition at best. Whether you're simply curious to learn about video in email best practices or want to understand whether now is the right time to adopt, this webinar covers everything you need to know.

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  • 1. Using Embedded Video in Email to Create a Dynamic Inbox May 1st, 2014
  • 2. Speakers Justin Foster Co-founder & GM of VideoEmail, Liveclicker justin@liveclicker.com @liveclicker – and on ExactTarget HubExchange
  • 3. Speakers Bendee Anzures Sr. Director, Database/Email Marketing, Beachbody banzures@beachbody.com @beachbody
  • 4. Are you currently using video in your email marketing program?
  • 5. Are you currently using video in your email marketing program? Using Not using Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013
  • 6. WHO to engage with video? HOW can video add value?
  • 7. Time & Attention Value
  • 8. Growth Rate: Time Spent per Day with Digital Media, US Adults Source: eMarketer, April 2014 *Projected. Note: ages 18+, time spent with each medium includes all time spent with that medium, regardless of multitasking. 2011 2012 2013 2014* Mobile (nonvoice) 100% 97.9% 46.3% 23.0% Video - 166.7% 175.0% 50.0% Social Networks 400% 200% 93.3% 20.7% Other 73.9% 80.0% 22.2% 17.0% Online 7.7% -3.9% -5.4% -5.0% Video 100.0% 75.0% 4.8% 0.0% Social Networks 41.4% 5.2% -1.3% -5.0% Other -3.9% -15.3% -9.3% -6.4%
  • 9. Poll What are the primary benefits of using video in email marketing?
  • 10. Benefits of Using Video in Email Marketing 0% 10% 20% 30% 40% 50% 60% Increased CTR Increased time duration… Increased sharing of the email Increased conversion rate Increased revenue (sales) Increased ad sales Inceased AOV Other No benefit/None Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013
  • 11. Poll What are the greatest challenges hindering the adoption of video in your email program?
  • 12. 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.
  • 13. Simulated video Video .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
  • 14. Embedded video Embedded 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  Acts as an “signal booster” for all videos, amplifying the effect of poor content as well as good content
  • 15. Poll What tactics have you used to integrate video into the email channel?
  • 16. 45% 49% 6% Mobile/Tablet Desktop/Web Unclassified Source: Litmus Email Analytics, n=326MM email opens, March 2014 Mobile/Tablet Market Share, March 2014
  • 17. Embedded Video Linked Video
  • 18. The VideoEmail Waterfall
  • 19. State of video in email: B2C
  • 20. State of video in email: B2B
  • 21.  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–GeneralApparel:52.1%  Nonprofit:51.7%  Retail–GeneralMerchandise: 50.2%  B2B–36.1% Embedded Video Support: Verticals
  • 22. Embedded Video Works Requires 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
  • 23. Example Results  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
  • 24.  50% higher CTR compared to prior video emails without embedded video Example Results
  • 25. Example Results  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
  • 26. Example Results  Double-digit % increase in video plays – embedded vs. non  So far, conversion rate unaffected  Still early
  • 27. Best Practices DON’T  Use video for the sake of using video  Ignore the impact of mobile on video DO  Consider video a viable tactic to break through the clutter  Use video when it adds value
  • 28. 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
  • 29. Best Practices DON’T  Use Flash  Use Javascript DO  Use HTML5 in a “waterfall” model for embedded video  Sniff the mail client with a solution like VideoEmail to ensure proper rendering
  • 30. Poll Do you plan on testing embedded video in email?
  • 31. Questions? Please type questions in the chat panel to ‘All Panelist'
  • 32. Resources: VideoEmail Case Studies: http://www.videoemail.com/case-studies/ ExactTarget Hubexchange https://hubexchange.exacttarget.com/listing/liveclicker/videoemail Embedded Video in Email whitepaper http://www.videoemail.com/videoemail-research-report-embedded-video-in-email-form/
  • 33. Empower Your Email Marketing Text “EMAIL” to 38767 Tips | Strategies | Trends *Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
  • 34. Upcoming Webinars: http://www.exacttarget.com/resource-center/webinarsRegister: May 8th Using Consumer & Competitive Data to Create Engaging Email & an Unfair Advantage May 22nd Best Practices of Guided Selling May 14th Introducing the Next Version of ExactTarget Salesforce Integration
  • 35. Ignite your Digital Marketing Text “SPARK” to 38767 *Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/
  • 36. exacttarget.com