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Leveraging Video in Email Marketing Campaigns
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Leveraging Video in Email Marketing Campaigns

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According to Forrester Research, integrating video into your email marketing campaigns can increase click-through rates by as much as 2X to 3X. However, concerns about spam filters, email rendering......

According to Forrester Research, integrating video into your email marketing campaigns can increase click-through rates by as much as 2X to 3X. However, concerns about spam filters, email rendering and technical requirements keep most people from leveraging video that can be seen in an email client.

This presentation illustrates new strategies and methods for leveraging video in email, as well as trends driving the increased focus on this powerful combination. Featuring recommendations from Goodmail, Liveclicker and StrongMail, learn how you can implement an effective video strategy for your email marketing programs that will boost subscriber engagement and campaign performance.

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  • 1. Presenters: Kara Trivunovic, Sr. Director of Strategic Services, StrongMail Justin Foster, Co-founder & VP of Market Development, LiveClicker Mike Rogers, SVP of Sales, Goodmail
    • Leveraging Video in Email Marketing
    December 16, 2009
  • 2. Proprietary and Confidential |
    • Agenda
    • Introductions
    • Why Video in Email?
    • Video in Email 101: Technology
    • Case Studies
    • Best Practices
    • How to Get Started
  • 3. About Our Partners
    • Goodmail Systems
    • Robust reputation and delivery service that ensures delivery to the inbox, image download and applies a trust seal to distinguish permission marketing emails as legitimate and safe in the inbox
    • Trusted and integrated with major ISPs including AOL, Yahoo!, Comcast, Cox, Verizon, Road Runner and more
    • Launched Certified Video which ensures delivery and streaming video into emails
    • Liveclicker
    • Comprehensive solution for enabling, managing and profiting from video commerce applications
    • Video Email Express application enables marketers to convert video to work across nearly all email clients and manage various settings for optimal play
    • The technology creates a video. GIF which compresses 8 – 20 versions of a .GIF to work across email clients into a video .GIF
  • 4. Take Our Poll: Why are you interested in video for email? A – Differentiated inbox experience B – Boost subscriber engagement C – Drive key metrics (CTR/CVR) D – Innovate / experiment E – Just curious right now / not sure
  • 5. Three Inbox Marketing Megatrends Direct to Consumer Targeting and Personalization Functionality at the Edge
  • 6. Web 2.0 vs. Email 0.3
  • 7. Video Trends
    • Rising access to high-speed Internet has created a shift in how people desire to consume content online
    • The expense of creating and hosting video is falling
    • Video viewing increases engagement by adding context to products while building brands
    • Video has found a home across industry verticals
    “ Video in email can increase click-through rates by as much as 2X – 3X” - David Daniels, VP, Principal Analyst, Forrester Research May 4, 2009
  • 8. Why is Video Relevant?
    • As the email channel matures, so do email subscribers; simply receiving an email is no longer the novelty it once was.
    • It’s become necessary for email marketers to differentiate themselves in the inbox by using more thoughtful strategies and tactics.
    • Video can bring an exciting “third dimension” to what’s traditionally been a two-dimensional experience.
  • 9. Take Our Poll: What is your familiarity with Video in Email? A – Clueless B – Novice C – Intermediate D – Advanced E – Expert
  • 10. 4 Ways to Deliver Video in Email Static image Video .GIF CertifiedVideo CertifiedVideo .GIF Shows video directly in email? Certified? Broadly supported? No deliverability issues? Video renders automatically w/images Full motion with audio?
  • 11. Take Our Poll: What methods have you tried? A – Static Image B – Video Animated .GIF C – Certified Video D – Embedded Flash Video E - None
  • 12.
    • Justin Foster Co-Founder and VP of Market Development LiveClicker
  • 13. Animated .GIF vs. Video .GIF 1999: Animated .GIF 2009: Video .GIF
  • 14. Static Image with Video Call to Action
    • Static Image:
    • A static image simply features a still of one of the frames of the video
    • Use strong visual cues to indicate video presence to encourage subscribers to click through to web-hosted video.
    • PROS:
    • Compatible with nearly all mail clients
    • No learning curve
    • Established best practices
    • CONS:
    • It’s not really video in email
    • Images may be disabled
    • Subscriber must click through for video and audio
  • 15. Video .GIF Animating in the Inbox
    • Video .GIF A compressed, streamed animated .GIF to deliver video content in-email.
    • PROS:
    • Can be optimized to work across 75% - 90% of an email marketer’s subscriber base
    • Displays video directly in email
    • Does not cause ISP blocks
    • Does not require the end user to download the video prior to viewing
    • CONS:
    • No audio, limited frame rate
    • Works most places, but workarounds required for Outlook 2007 and Apple Mail 3.0.
    • Will not display automatically if the subscriber has images turned off
    • Production and delivery expense
  • 16. Take Our Poll: Describe Your Sentiment Toward Video .GIF A – “Wow!” B – “Hmm, interesting… I want to learn more.” C – “Yawn.”
  • 17. Case Studies
    • REI
      • “ Statistically significant” increase in CTR, CVR, AOV
      • - March, 2009
    • SAP
      • Increased CTR from 7% to 32%
      • - January, 2009
    • Olympus
      • 49% increase in CVR over several emails.
      • - April, 2007
    • eBags
      • 65.5% increase in sales in YoY test of video v. no video.
      • - June, 2009
  • 18. Email Client Support for Video Desktop Clients Video .GIF? CertifiedVideo? CertifiedVideo .GIF? Comments AOL 10.0 YES YES YES AOL 9.0 YES YES YES Apple Mail 3.0 NO NO NO Video .GIF not supported. Single frame w/call-to-action is workaround. Entourage 2008 YES NO NO Lotus Notes 6.5 YES NO NO Requires special file encoding for video .GIF to work. Lotus Notes 7.0 YES NO NO Requires special file encoding for video .GIF to work. Lotus Notes 8.0 YES NO NO Requires special file encoding for video .GIF to work. Outlook Express YES NO NO Outlook 2000 YES NO NO Outlook 2003 YES NO NO Outlook 2007 NO NO NO Video .GIF not supported. Single frame w/call-to-action is workaround. Thunderbird YES NO NO Windows Mail YES NO NO Web Clients AOL.com YES YES YES Subject to user agent limitations (IE, FF, Chrome, Safari) Gmail YES NO VIDEO .GIF ONLY Subject to user agent limitations (IE, FF, Chrome, Safari) Windows Live Mail YES NO VIDEO .GIF ONLY Subject to user agent limitations (IE, FF, Chrome, Safari) Yahoo Mail YES NO YES Subject to user agent limitations (IE, FF, Chrome, Safari) Yahoo Classic YES NO YES Subject to user agent limitations (IE, FF, Chrome, Safari) Comcast YES NO YES Subject to user agent limitations (IE, FF, Chrome, Safari) Cox Webmail YES NO YES Subject to user agent limitations (IE, FF, Chrome, Safari) AT&T Webmail YES NO YES Subject to user agent limitations (IE, FF, Chrome, Safari) RoadRunner Webmail YES NO YES Subject to user agent limitations (IE, FF, Chrome, Safari) Verizon Webmail YES NO YES Subject to user agent limitations (IE, FF, Chrome, Safari) Earthlink Web Mail YES NO VIDEO .GIF ONLY Subject to user agent limitations (IE, FF, Chrome, Safari) MySpace YES NO YES Subject to user agent limitations (IE, FF, Chrome, Safari) Mobile Mail Clients iPhone 3.0 KIND OF NO KIND OF Dependent on connection iPhone 2.2 KIND OF NO KIND OF Dependent on connection Blackberry Curve KIND OF NO KIND OF Dependent on connection Blackberry Bold KIND OF NO KIND OF Dependent on connection
  • 19. Image Blocking Impacts Video. GIFs
    • LEARN MORE:
    • CertifiedEmail: Unblock images at AOL, BT, Yahoo, Telus, Cox, Comcast, MySpace, AT&T, RoadRunner, Verizon, Telus
    • CertifiedVideo .GIFs (Goodmail or Liveclicker)
      Email Client Default Images on? Default Links on? Default Changeable? AOL 9.0 Software NO NO YES AOL.com, AIM.com Web NO YES YES AT&T Web NO YES YES Earthlink Web YES YES YES Gmail Web NO YES YES Hotmail / Windows Live Mail Web Depends Depends YES Lotus 8 Software YES YES YES Mac Web NO YES NO NetZero/Juno Web YES YES NO Outlook 2003, 2007 Software NO YES YES Yahoo Classic Web YES Inbox NO Spam Folder YES YES Yahoo Mail Web NO YES YES
  • 20.
    • Mike Rogers Senior Vice President of Sales Goodmail
  • 21. CertifiedEmail™
    • Partnered with the following ISPs:
      • AOL, AT&T, BT, Comcast, Cox, MySpace, Time Warner Road Runner, Telus, Verizon, Yahoo
    • CertifiedEmail value:
      • For Consumers : safe and reliable means to easily identify authentic email messages from legitimate commercial and nonprofit email senders
      • For Senders :
        • Assured delivery (guaranteed inbox placement)
        • Images are rendered and links are active
        • CE messages stand out
  • 22. CertifiedVideo™
    • PROS:
    • Currently the only solution in the market providing full-motion audio and video directly in email without clicking to landing pages
    • Inbox placement guaranteed
    • ISPs don’t block images
    • Foundation for CertifiedCommerce and rich media
    • CONS:
    • Only works at AOL (9, 10 clients, AOL Webmail)
    • Additional cost for video delivery via GM partner
    • Production expense
    Goodmail Systems is rolling out its CertifiedVideo™ service
  • 23. Third-Party Sponsored Video Ad CertifiedVideo™
  • 24. CertifiedVideo™ Publishing and Online Info (Video About Article Content)
  • 25. CertifiedVideo™ Entertainment and Broadcasting Preview of Movie
  • 26. Sender Self Ad CertifiedVideo™
  • 27. Video Fuels Brand
    • Change/Create New Attitudes Toward Your Brand
    Base: 956/604, 882/421, 992/434, 956/458 Adams Research August 2009 Did seeing the video email give you new ideas on how [company names] 's products/services could be useful to you? Respondents Interested in Product/Service
  • 28.
    • Kara Trivunovic Sr. Director of Strategic Services StrongMail
  • 29. Best Practices for Video in Email
    • DO:
    • Use video as a tool to create engagement and richer visualization, not as a subscriber distraction
      • Key takeaway: Use video as a primary call-to-action, rather than supporting visual element
    • Ensure the first frame of the video is acceptable for the ‘exception’ mail clients that show static images only
    Best practices are still emerging for video in email, but the following rules should be followed to maximize performance/experience.
  • 30. Best Practices for Video .GIFs
    • DO:
    • Pay attention to your video infrastructure
    • Key takeaway: 1MM email subscribers, 25% open rate, 5MB video can consume 1.25 million megabytes (1,250 gigabytes) of bandwidth in a single email campaign
    • Experiment with dithering and frame rate to reduce required bandwidth load
    • Key takeaway: Reducing the number of colors per frame from 256 to 128 can reduce the size of a video .GIF by 25% without noticeably impacting output quality
  • 31. Best Practices for Video .GIFs
    • DO:
    • Measure audience engagement
    • Key takeaway: While engagement metrics for video .GIFs are not perfect, they are directionally useful and will give you new insight into your email audience
  • 32. Best Practices for Video .GIFs
    • DON’T
    • Make videos that require greater than 150kB – 200KB/sec in data transfer to display properly
    • Key takeaway: Measure the connection speed of visitors on your web site to get an idea of % of your email audience on dial-up
    • Use video as a secondary call-to-action
    • Key takeaway: Go “all the way” or “not at all.” Otherwise, video can actually hurt your results
    • NEVER use Flash or JavaScript to attempt to get video to play in email, unless you are using CertifiedVideo™ and sending only to an AOL audience
  • 33. Conclusion
      • Leveraging video in email is a great way to increase subscriber engagement.
      • There is a wide range of technologies available to address each audience.
      • Test this technique to improve the performance of your email marketing campaigns.
    Proprietary and Confidential |
  • 34. Questions?
    • Visit www.strongmail.com
    • Whitepapers
    • Case studies
    • Webinars
    • Blogs
    Kara Trivunovic Sr. Director of Strategic Services (800) 971-0380 info@strongmail.com