This document discusses using video in email marketing to increase engagement and conversions. It provides statistics showing that video can increase click-through and conversion rates. However, there are challenges like deliverability, browser compatibility, and determining the most effective video type. The document provides solutions such as using animated GIFs, thumbnails, dynamic email services, and eye-tracking videos. It emphasizes testing different video styles and formats and including calls to action to track results. Overall, the key message is that video can boost engagement if marketers address obstacles and focus on creating high-quality, targeted videos attached to measurable goals.

1. Video +
Email Marketing
Can it work?
@Inspire_Video

2. Laura Cruz
Director of Client Services for Inspire Video
Email Marketing Manager for the Leadgen Parent Company, Lead Info Stream
@Inspire_Video

3. Video + Email Marketing: Outline
• Reasons, opportunities and statistics of using
video to increase engagement and
conversions
• Solutions to obstacles you will find
• Effective and proven strategies to use
• Today’s goal is to encourage you to try video
in email
@Inspire_Video

4. Increasing Consumer Engagement
& Conversions
@Inspire_Video

5. Our Journey Began:
Offers that were converting, started
converting less and less …
• Coming from the leads world
– We closely create, test, track and aim to convert traffic
• Coming from the affiliate world
– Landing pages and email creatives not mobile ready
• Started testing video and optimizing external
offers in-house for partner advertisers
– Design, mobile responsiveness, eye tracking, and
neuromarketing
@Inspire_Video

6. Besides Adapting Fast to Mobile
Technologies; Some Offers Were Still
Outperforming Others
• Video thumbnail and video on the landing
page increased overall conversions
• Pimsleur using video on landing page
@Inspire_Video

7. @Inspire_Video

8. Video is Worth Trying: Stats
• 75% of users visit the marketer’s website after
viewing a video
• Video click-through rates increase 2-3 times
when marketers include a video in an email
• Subscriber to lead conversation rates increase
51% when video is included in email marketing
campaign
• An introductory company email that includes a
video receives an increase click-through rate by
96%
@Inspire_Video
Digital Sherpa

9. • BombBomb: Keller Williams agent’s email
response level went up 30% after beginning to
use video in their email messages
• Pimsluer approach: Viewers coming from email,
then viewing the video on the landing to the end
almost always resulted in a sale
• We noticed industry experts are already using
well video + email to increasing conversions!
Video is Worth Trying
@Inspire_Video

10. Challenges
• Browser capabilities
• Viewing devices
• Open rates
• Deliverability
• Effectiveness
• Tracking metrics
• Quality video
• Mobile vs. Desktop users
• Deciding which type of video is best for you?
@Inspire_Video

11. Challenges
• Deliverability
• Browser capabilities
• Effectiveness
@Inspire_Video

12. This Is What Our Friends In The
Industry Had to Say About Video
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13. Jeff Kupietzky: Aim for Consumer
Engagement
@Inspire_Video

14. “We crossed the point where over 50% of emails are being
opened on mobile and that’s causing a complete rethink of
how the message is being put together.”
• They give you less time
• They are more likely to hit delete
• You have to cut through the clutter
Jeff Kupietzky
CEO, PowerInbox.com
Jeff Kupietzky: Aim for Consumer
Engagement
@Inspire_Video
People on mobile act differently than people on desktop

15. Jeff Kupietzky
CEO, PowerInbox.com
Email Snacking
• People have very short bursts of activity
when they check their email, so how do you
make your message relevant?
• People that talk about engagement
solutions are now more important than
deliverability solutions.
Jeff Kupietzky: Aim for Consumer
Engagement
@Inspire_Video

16. @Inspire_Video

17. @Inspire_Video

18. Obstacle #1: Deliverability
• This topic is extensive but there are enough
professional services that would help you achieve
deliverability and reach those inboxes
• SOLUTION
– Get a professional ESP (email service provider) to help
your deliverability -there are plenty out there-
– Your focus should really be on: Offer optimization &
conversions instead of traffic
@Inspire_Video

19. Tim Ash: Focus On Conversion
@Inspire_Video

20. Tim Ash
CEO SiteTuners.com
If you look at online marketing in broad buckets you have to
get people to your website, you have to get them to take
action then you have to increase the value.
“Unfortunately there is still way to much value on driving
traffic and the big nob you can turn is conversion.”
Tim Ash: Focus On Conversion
@Inspire_Video

21. Obstacle #2: Browser Compatibility
• Display video inside an email
• Can your email be viewed on all devices and
browsers?
• SOLUTION:
– Improve your compatibility by using
• Animated GIFs that links to full video
• Image thumbnail displaying video content
• Use a dynamic email service to display video inside the email
– Testing your emails with ESP (Email Service Providers)
snapshot tools
@Inspire_Video

22. A) Animated GIFs That Links To Full Video
Email example from EmailAnswers.com
@Inspire_Video

23. B) Thumbnail Displaying Video Content in Email.. Then
on Landing Page
@Inspire_Video

24. C) Use a Dynamic Email Service To Display Video
Inside The Email
@Inspire_Video

25. Testing Your Emails With ESP
(Email Service Providers)
Snapshot Tools
Use specialized services to preview your
emails in different platforms (mobile &
desktop clients)ender
@Inspire_Video

26. Obstacle #3: Effectiveness
• What Makes Them Click?
– Test
–Test
–Test
• Today marketers can find affordable videos
that are effective: That’s why there is a boom
in the use of videos
@Inspire_Video

27. Obstacle #3: Effectiveness
• Videos can work 24/7 for you
• A well constructed video is a good marketing
investment
• Depending on your goal: strong brand
recognition and action driven results can be
achieved
• However in this market, you should be able to
find affordable videos that truly work for you
@Inspire_Video

28. Jeremy Schoemaker: Give people
choices you want them to make
@Inspire_Video

29. Jeremy Schoemaker
CEO, ParProgram
On Day 24, which is more than 3 weeks into his sequence, he
sees his highest engagement. That’s the one with his Facebook
training video. Everyone watches that from start to finish.
Jeremy Schoemaker: Give people
choices you want them to make
I actually have a PDF guide and a link to the
video. The PDF guide contains all the text, but
the video - everyone clicks on and watches.
@Inspire_Video

30. Brian Massey: Types Of Videos
That Engage Viewers
@Inspire_Video

31. • Webinar style
• Talking Head
• Whiteboard
Brian Massey
The Conversion Scientist
Brian Massey: Types Of Videos
That Engage Viewers
@Inspire_Video

32. Brian Massey
The Conversion Scientist
The viewer rates for whiteboard videos were the best.
People watched longer and we also found that it converted
significantly higher than talking head webinar or slides style.
The webinar style video performed poorest on the split test.
Brian Massey: Types Of Videos
That Engage Viewers
@Inspire_Video

33. Brian Massey: Eye Tracking
Technology And Video Effectiveness
@Inspire_Video

34. Jennifer Pepper: Your Video
Needs A Clear Purpose
@Inspire_Video

35. Jennifer Pepper
Content Marketing Manager, Vidyard
Assign an action (CTA) to your video…and track it
Jennifer Pepper: Attach Your
Video To An Action!
@Inspire_Video

36. Attaching A Call To Action
• Vidyard
• Viewbix
• Think about what you want your video to
accomplish
• This needs to be done as part of your
marketing strategy
@Inspire_Video

37. Conclusions: Video is a good idea
• Try, Test and Track
• Your goal is user engagement: Speak to
the consumers on their terms and get
them to act
• Don’t get left behind: Users have been trained
to look for the video, to watch for the video, to
click on the video and react… and If you are not
using video effectively - you are losing sales to
the competition that does
@Inspire_Video

38. Conclusions: Obstacles & Solutions
• Deliverability: Use ESP for this and focus on
optimizing offers for Conversion
• Browser Compatibility: Gif, thumbnail, Dynamic
services
• Preview Email snapshot: ESP preview tools
• Video Effectiveness: Use affordable high-quality
videos and place them in responsive-ready offers
• Use an eye tracking-ready, whiteboard animation, and
attach that video to a call to action you can track
@Inspire_Video

39. @Inspire_Video
I highly
recommend to
start combining
your video into
your email
marketing, to
jumpstart the
engagement
process

40. Thank You
@Inspire_Video
Feel free to keep the conversation going
laura@inspirevideo.com
M: 303-800-6029