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Using Embedded Video in Email to
Create a Dynamic Inbox
May 1st, 2014
Speakers
Justin Foster
Co-founder & GM of VideoEmail, Liveclicker
justin@liveclicker.com
@liveclicker – and on ExactTarget...
Speakers
Bendee Anzures
Sr. Director, Database/Email Marketing, Beachbody
banzures@beachbody.com
@beachbody
Are you currently using video in your
email marketing program?
Are you currently using video in your
email marketing program?
Using
Not using
Source: The Relevancy Group, LLC Executive ...
WHO to engage
with video?
HOW can video
add value?
Time &
Attention
Value
Growth Rate: Time Spent per Day with Digital Media, US Adults
Source: eMarketer, April 2014
*Projected. Note: ages 18+, ti...
Poll
What are the primary benefits of using video in email
marketing?
Benefits of Using Video in Email Marketing
0% 10% 20% 30% 40% 50% 60%
Increased CTR
Increased time duration…
Increased sha...
Poll
What are the greatest challenges hindering the
adoption of video in your email program?
Simulated video player
PROS:
 Compatible with nearly all mail clients
 No learning curve
 Established best practices
CO...
Simulated video
Video .GIF:
A silent, simulated video in the inbox using
animated .GIF technology.
PROS:
 Higher CTR vs. ...
Embedded video
Embedded video:
True video with audio that is capable of
playing back directly within the inbox of
supporti...
Poll
What tactics have you used to integrate video into the
email channel?
45%
49%
6%
Mobile/Tablet
Desktop/Web
Unclassified
Source: Litmus Email Analytics, n=326MM email opens, March 2014
Mobile/T...
Embedded Video Linked Video
The VideoEmail Waterfall
State of video in email: B2C
State of video in email: B2B
 Automotive: 72.4%
 Retail – Luxury/Fashion:
70.9%
 Retail – Toy: 70.5%
 Retail – Cosmetics: 67.5%
 Retail – Branded ...
Embedded Video Works Requires Mail Client Sniffing
 Analytics
 Video playback in mail client
 % embedded video served
...
Example Results
 55% higher revenue per email
delivered in A/B split test
 33% higher conversion rate in
A/B split test
...
 50% higher CTR
compared to prior
video emails without
embedded video
Example Results
Example Results
 38.9% receiving video
embed for 2011
 56.9% receiving video
embed for 2013
 Video played 58.9% of the
...
Example Results
 Double-digit % increase in
video plays – embedded vs.
non
 So far, conversion rate
unaffected
 Still e...
Best Practices
DON’T
 Use video for the sake of
using video
 Ignore the impact of
mobile on video
DO
 Consider video a
...
Best Practices
DON’T
 Create excessively
long videos
 Auto-play video with
sound on
DO
 Feature video
prominently withi...
Best Practices
DON’T
 Use Flash
 Use Javascript
DO
 Use HTML5 in a
“waterfall” model for
embedded video
 Sniff the mai...
Poll
Do you plan on testing embedded video in email?
Questions?
Please type questions in the chat panel to ‘All Panelist'
Resources:
VideoEmail Case Studies:
http://www.videoemail.com/case-studies/
ExactTarget Hubexchange
https://hubexchange.ex...
Empower Your
Email Marketing
Text “EMAIL” to 38767
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP f...
Upcoming Webinars:
http://www.exacttarget.com/resource-center/webinarsRegister:
May 8th
Using Consumer & Competitive Data ...
Ignite your
Digital Marketing
Text “SPARK” to 38767
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP
to Stop. T&C...
exacttarget.com
Using Embedded Video in Email to Create Dynamic Content
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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 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.

Published in: Marketing, Technology, Business

Transcript of "Using Embedded Video in Email to Create Dynamic Content"

  1. 1. Using Embedded Video in Email to Create a Dynamic Inbox May 1st, 2014
  2. 2. Speakers Justin Foster Co-founder & GM of VideoEmail, Liveclicker justin@liveclicker.com @liveclicker – and on ExactTarget HubExchange
  3. 3. Speakers Bendee Anzures Sr. Director, Database/Email Marketing, Beachbody banzures@beachbody.com @beachbody
  4. 4. Are you currently using video in your email marketing program?
  5. 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. 6. WHO to engage with video? HOW can video add value?
  7. 7. Time & Attention Value
  8. 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. 9. Poll What are the primary benefits of using video in email marketing?
  10. 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. 11. Poll What are the greatest challenges hindering the adoption of video in your email program?
  12. 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. 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. 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. 15. Poll What tactics have you used to integrate video into the email channel?
  16. 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. 17. Embedded Video Linked Video
  18. 18. The VideoEmail Waterfall
  19. 19. State of video in email: B2C
  20. 20. State of video in email: B2B
  21. 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. 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. 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. 24.  50% higher CTR compared to prior video emails without embedded video Example Results
  25. 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. 26. Example Results  Double-digit % increase in video plays – embedded vs. non  So far, conversion rate unaffected  Still early
  27. 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. 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. 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. 30. Poll Do you plan on testing embedded video in email?
  31. 31. Questions? Please type questions in the chat panel to ‘All Panelist'
  32. 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. 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. 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. 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. 36. exacttarget.com
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