The Power of Video inEmail – Leveraging theirStrengths to CreateEngagementKath PayPlan to Engage
Your presenter – Kath Pay • 12+ years of experience   in email marketing • Email Marketing   Consultant, Trainer &   Speak...
About Plan to Engage• Email Marketing Strategy• Email Design & Coding• Deliverability Support• Email Vendor Selection• Con...
Why video?
YouTube: 72 hours of video areuploaded every minute, or morethan one hour of video isuploaded to YouTube everysecond.
YouTube is the second largestsearch engine on the web
Why email?
Everyone loves email….http://www.icontact.com/blog/email-marketing/                           ©2012 Plan To Engage – all r...
Ranking of channels for ROI • Proportion of companies ranking as ‘excellent’ or ‘good’ • Email consistently top/second top...
Why Video in Email?
63.9% of 5000 people watched avideo sent by email to completion.The average email readers willonly spend 8 seconds reading...
Video in email 280% higherreturns than direct mail Gartner research
Emails containing video received,on average, 5.6% higher openrates, and 96.38 % higherCTRs than non-video emails! Get Resp...
Higher engagementwww.activepath.com                     ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Go Viral           ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Personalised video   http://www.skeletonproductions.com/email-marketing                      ©2012 Plan To Engage – all ri...
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Content Marketing?• Use sensory based content – Video  ticks all the boxes • Visual • Auditory • Kinesthetic              ...
Get their attention
…in the subject line• Front-load the subject line• Test using [Video] to draw their attention                ©2012 Plan To...
…within the email           ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Video-Animated Gif           ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Holland America conducted anA/B test an animated .GIF video inemail versus a static imageResults? 100% higher clickthrough...
Tip: Keep animated .GIF/.PNGlength to no more than 30seconds
Cinemagraph          ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Some rules…..• Always have the CTA as a text link as well as within  the image for those who have blocked images          ...
Some rules…..• Ensure the video has a purpose & adds  value• Only use Animated Video gif if it is your  main CTA• As with ...
Want video to play in your email?• HTML5• Liveclicker• ActivePath• ….just to name a few             ©2012 Plan To Engage –...
HTML 5 • All iOS devices when opened in the native mail client   (iPad, iPhone, iPod Touch) • Hotmail, when viewed in an H...
LiveClicker                                • 1.25 million video views                                  of a mini-series tr...
ActiveMail – logos and imagesenabled           ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Huge Potential…..           ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
Results  • Average engagement rate of 27% (clicking on an    average of one hotspot) across all videos  • Clickthrough rat...
So….• Leverage these 2 wonderful mediums• Understand what you’re wanting to  achieve• Look at your all your options• Test,...
Questions?Kath Pay@kathpayKath@PlanToEngage.comwww.linked.com/in/kathpay                            37
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The Power of Video in Email – Leveraging their Strengths to Create Engagement

  1. 1. The Power of Video inEmail – Leveraging theirStrengths to CreateEngagementKath PayPlan to Engage
  2. 2. Your presenter – Kath Pay • 12+ years of experience in email marketing • Email Marketing Consultant, Trainer & Speaker • Lead trainer for Email Marketing for Econsultancy & the IDM in the UK @kathpay ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2
  3. 3. About Plan to Engage• Email Marketing Strategy• Email Design & Coding• Deliverability Support• Email Vendor Selection• Conversion Optimization• Workshops & Training Courseswww.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  4. 4. Why video?
  5. 5. YouTube: 72 hours of video areuploaded every minute, or morethan one hour of video isuploaded to YouTube everysecond.
  6. 6. YouTube is the second largestsearch engine on the web
  7. 7. Why email?
  8. 8. Everyone loves email….http://www.icontact.com/blog/email-marketing/ ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  9. 9. Ranking of channels for ROI • Proportion of companies ranking as ‘excellent’ or ‘good’ • Email consistently top/second top channel for ROI since 2008 SEO 73% Mobile marketing 34% Email marketing 72% Affiliate marketing 47% PPC 56% Offline direct marketing 32% Social media 43% Online display advertising 24% Econsultancy . ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  10. 10. Why Video in Email?
  11. 11. 63.9% of 5000 people watched avideo sent by email to completion.The average email readers willonly spend 8 seconds reading anemail Marketing Vox
  12. 12. Video in email 280% higherreturns than direct mail Gartner research
  13. 13. Emails containing video received,on average, 5.6% higher openrates, and 96.38 % higherCTRs than non-video emails! Get Response on examining 800,000 customer emails
  14. 14. Higher engagementwww.activepath.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  15. 15. Go Viral ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  16. 16. Personalised video http://www.skeletonproductions.com/email-marketing ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  17. 17. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  18. 18. Content Marketing?• Use sensory based content – Video ticks all the boxes • Visual • Auditory • Kinesthetic ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  19. 19. Get their attention
  20. 20. …in the subject line• Front-load the subject line• Test using [Video] to draw their attention ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  21. 21. …within the email ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  22. 22. Video-Animated Gif ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  23. 23. Holland America conducted anA/B test an animated .GIF video inemail versus a static imageResults? 100% higher clickthroughrate on the video segment. Liveclicker
  24. 24. Tip: Keep animated .GIF/.PNGlength to no more than 30seconds
  25. 25. Cinemagraph ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  26. 26. Some rules…..• Always have the CTA as a text link as well as within the image for those who have blocked images ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  27. 27. Some rules…..• Ensure the video has a purpose & adds value• Only use Animated Video gif if it is your main CTA• As with all content, ensure the video is subscriber oriented not brand oriented• Keep full video with audio to less than 3 minutes ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  28. 28. Want video to play in your email?• HTML5• Liveclicker• ActivePath• ….just to name a few ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  29. 29. HTML 5 • All iOS devices when opened in the native mail client (iPad, iPhone, iPod Touch) • Hotmail, when viewed in an HTML5 compliant web browser • IE 9+ • Chrome 3+ • Firefox 3.5+ • Safari 3.1+ on desktop, and 3.0+ (iOS) • Thunderbird • Apple Mail 3, 4 • Outlook for Mac 2011 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  30. 30. LiveClicker • 1.25 million video views of a mini-series trailer for “Game of Thrones.” • 38.9% of the audience received full video with audio in the email • 45.6% received an animated .GIF or animated .PNG silent video ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  31. 31. ActiveMail – logos and imagesenabled ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  32. 32. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  33. 33. Huge Potential….. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  34. 34. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  35. 35. Results • Average engagement rate of 27% (clicking on an average of one hotspot) across all videos • Clickthrough rate of 13% • Increase in basket size onsite of over 300% from customers purchasing via the video http://econsultancy.com/uk/blog/9226-jaeger-sees-basket-size-grow-by-300-using- interactive-hotspots ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  36. 36. So….• Leverage these 2 wonderful mediums• Understand what you’re wanting to achieve• Look at your all your options• Test, test, test• Enjoy the results! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  37. 37. Questions?Kath Pay@kathpayKath@PlanToEngage.comwww.linked.com/in/kathpay 37

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