2. Creating a Dynamic Inbox
with Embedded Video in
Email
Presented by: Justin Foster,
Keith Richard

3. #VideoEmail
Video in Email. Done Right.

4. #VideoEmail

5. #VideoEmail
Daily Time Spent with Digital Media (US Consumers)
2010
2011
2012
Social networks
0:26
0:30
0:37
Email
0:26
0:28
0:33
Online video
0:10
0:17
0:24
Using search
0:16
0:20
0:22
Online games
0:13
0:16
0:17
Blogs
0:05
0:16
0:07
Online radio
0:07
0:06
0:06
Online newspapers
0:06
0:06
0:06
Online magazines
0:02
0:03
0:03
Source: GfK “Multimedia Monitor” / IAB “45 Million Reasons and Counting
to Check out the NewFronts,” April 29, 2013

6. #VideoEmail
Daily Time Spent with Digital Media (US Consumers)
40
35
30
25
Social networks
Email
Online video
20
15
10
5
0
2010
2011
2012
Source: GfK “Multimedia Monitor” / IAB “45 Million Reasons and
Counting to Check out the NewFronts,” April 29, 2013

7. #VideoEmail
Ad Tactics US Agency Executives Expect to Show
Highest and Lowest Growth
Highest Growth
Lowest Growth
Online video
25%
2%
Mobile video
23%
4%
Mobile display
17%
10%
Social media
9%
4%
Direct response
7%
32%
Online display
7%
4%
TV
6%
25%
Search advertising
5%
5%
Connected TV
2%
15%
Source: Brightroll, “Digital Video 2013,” May 1, 2013

8. #VideoEmail
Benefits of Using Video in Email Marketing
No benefit/None
Other
Inceased AOV
Increased ad sales
Increased revenue (sales)
Increased conversion rate
Increased sharing of the email
Increased time duration reading…
Increased CTR
0%
10%
20%
30%
40%
Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013
50%
60%

9. #VideoEmail
“Marketers adding video had monthly
revenues that were forty percent higher
than those that were not using video in
their email marketing.”
Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013

10. #VideoEmail
WHO to
engage with
video?
HOW can
video add
value?

11. #VideoEmail
Time &
Attention
Value

12. #VideoEmail
Simulated video player
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.
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)

13. #VideoEmail
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. #VideoEmail
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

15. #VideoEmail
Mobile/Tablet Market Share, July 2013
43%
57%
Mobile/Tablet
Desktop/Web
Source: Litmus Email Analytics, n=258MM email opens, July 2013

16. #VideoEmail
Embedded Video
Linked Video

17. #VideoEmail

18. #VideoEmail
Benefits of 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

19. #VideoEmail
The VideoEmail Waterfall

20. #VideoEmail
VideoEmail Application
• Goal: Deliver engaging
inbox experience around
Mother’s Day holiday
• Non-transactional email:
build trust and relationship

21. #VideoEmail
VideoEmail Results
• Subject: “Video: Mother’s
Day According to Kids”
• 99.76% delivery rate
• 1 of 4 opened more than
once – repeat watchers
• Click-to-open 5.64, 2X
average

22. #VideoEmail
VideoEmail Lessons Learned
• Video can successfully be
integrated in email without
harming deliverability
• Embedded video drives
inbox engagement, 2X
click-to-open rate
• Continue integrating video
into email to drive
engagement in-channel

23. #VideoEmail
 50% higher CTR
compared to prior
video emails without
embedded video

24. #VideoEmail
 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

25. #VideoEmail
 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. #VideoEmail
MYTH
Embedded video isn’t worth pursuing because
video isn’t supported by all mail clients.

27. #VideoEmail
State of video in email: B2C

28. #VideoEmail
State of video in email: B2B

29. #VideoEmail
FACT

30. #VideoEmail
Vertical-Specific Data
 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 – General Apparel:
52.1%
 Nonprofit: 51.7%
 Retail – General
Merchandise: 50.2%
 B2B – 36.1%

31. #VideoEmail
Best Practices
DO
 Consider video a
viable tactic to break
through the clutter
 Use video when it
adds value
DON’T
 Use video for the sake of
using video
 Ignore the impact mobile is
having on video email

32. #VideoEmail
Best Practices
DO
DON’T
 Feature video prominently  Create excessively long
within email to drive usage videos
 Size the video
 Auto-play video with
appropriately for email
sound on

33. #VideoEmail
Best Practices
DO
 Use HTML5 in a “waterfall”
model for embedded video
 Sniff the mail client with a
solution like VideoEmail
DON’T
 Use Flash
 Use Javascript
 Forget to sniff
(Outlook.com, Android, mobil
e & cross-browser issues)

34. #VideoEmail
Questions?