LCMC: Email movers and shakers - Part 2

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LCMC: Email movers and shakers - Part 2

  1. 1. Creating a Dynamic Inbox with Embedded Video in Email Presented by: Justin Foster, Keith Richard
  2. 2. #VideoEmail Video in Email. Done Right.
  3. 3. #VideoEmail
  4. 4. #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
  5. 5. #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
  6. 6. #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
  7. 7. #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%
  8. 8. #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
  9. 9. #VideoEmail WHO to engage with video? HOW can video add value?
  10. 10. #VideoEmail Time & Attention Value
  11. 11. #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)
  12. 12. #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
  13. 13. #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
  14. 14. #VideoEmail Mobile/Tablet Market Share, July 2013 43% 57% Mobile/Tablet Desktop/Web Source: Litmus Email Analytics, n=258MM email opens, July 2013
  15. 15. #VideoEmail Embedded Video Linked Video
  16. 16. #VideoEmail
  17. 17. #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
  18. 18. #VideoEmail The VideoEmail Waterfall
  19. 19. #VideoEmail VideoEmail Application • Goal: Deliver engaging inbox experience around Mother’s Day holiday • Non-transactional email: build trust and relationship
  20. 20. #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
  21. 21. #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
  22. 22. #VideoEmail  50% higher CTR compared to prior video emails without embedded video
  23. 23. #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
  24. 24. #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
  25. 25. #VideoEmail MYTH Embedded video isn’t worth pursuing because video isn’t supported by all mail clients.
  26. 26. #VideoEmail State of video in email: B2C
  27. 27. #VideoEmail State of video in email: B2B
  28. 28. #VideoEmail FACT
  29. 29. #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%
  30. 30. #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
  31. 31. #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
  32. 32. #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)
  33. 33. #VideoEmail Questions?

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