• Save
The Power of Video in Email – Leveraging their Strengths to Create Engagement
Upcoming SlideShare
Loading in...5
×
 

The Power of Video in Email – Leveraging their Strengths to Create Engagement

on

  • 1,055 views

 

Statistics

Views

Total Views
1,055
Views on SlideShare
1,055
Embed Views
0

Actions

Likes
2
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The Power of Video in Email – Leveraging their Strengths to Create Engagement The Power of Video in Email – Leveraging their Strengths to Create Engagement Presentation Transcript

    • 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 & 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
    • 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
    • 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 rights reserved – www.PlanToEngage.com
    • 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
    • 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 anemail Marketing Vox
    • 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 Response on examining 800,000 customer emails
    • 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 rights reserved – www.PlanToEngage.com
    • ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    • Content Marketing?• Use sensory based content – Video ticks all the boxes • Visual • Auditory • Kinesthetic ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    • Get their attention
    • …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
    • …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 clickthroughrate on the video segment. Liveclicker
    • 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 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    • 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
    • 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
    • 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
    • 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
    • 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 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
    • 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
    • Questions?Kath Pay@kathpayKath@PlanToEngage.comwww.linked.com/in/kathpay 37