Video Email Marketing in 2010


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  • Video Email Marketing in 2010

    1. 1. Justin Foster Co-Founder & VP Market Development, Liveclicker Founder, Video Commerce Consortium Tweet about this webinar using #videoemail Follow us on Twitter! @videocommerce
    2. 2. <ul><li>Justin Foster – follow @videocommerce </li></ul><ul><ul><li>Co-Founder & VP Market Development at Liveclicker </li></ul></ul><ul><ul><ul><li>Advise marketers on video email marketing strategy </li></ul></ul></ul><ul><ul><ul><li>Develop & contribute to industry research </li></ul></ul></ul><ul><ul><li>Founder & President of the Video Commerce Consortium </li></ul></ul><ul><ul><ul><li>500 members </li></ul></ul></ul><ul><ul><li>Founder of the Email Marketing Best Practices Roundtable </li></ul></ul><ul><ul><ul><li>1,500 members </li></ul></ul></ul>
    3. 3. Poll A – Clueless B – Novice C – Intermediate D – Advanced E – Expert Take Our Poll: Describe your level of expertise with video in email.
    4. 4. Poll A – Provide a differentiated inbox experience B – Boost subscriber engagement C – Drive key metrics (clicks, revenue) D – Want to innovate / use as competitive differentiation E – Just curious right now / not sure Take Our Poll: Why are you interested in video in email?
    5. 5. Poll A – Spam filters & rendering issues B – Producing or acquiring video content C – Poor subscriber experience D – Hosting/technical issues E – Other/don’t know Take Our Poll: What are your top concerns re: video in email?
    6. 6. <ul><li>Rising access to high-speed Internet </li></ul><ul><li>The expense of creating and hosting video is falling </li></ul><ul><li>Video can entertain, persuade, and inform subscribers in a way that is difficult to achieve when using imagery and text. </li></ul>Why is Video Growing Online? Rank the priority of the following online marketing initiatives for your company in 2010. n = 116 representing Fortune 500 brands, regional brands, PR and traditional agencies, representing . TurnHere Networks, October 20, 2009
    7. 8. What is Video’s Role in Email? <ul><li>Receiving email is no longer a novelty and video in email is something that still stands out. </li></ul><ul><li>In-email video can drive subscriber engagement and clickthrough when implemented thoughtfully. </li></ul><ul><li>Adds a “third dimension” to a traditionally two-dimensional channel </li></ul><ul><li>Enables marketers to tell stories in new ways while capturing the attention of subscribers. </li></ul>“ Video in email can increase clickthrough rates by as much as 2X – 3X” - David Daniels, VP, Principal Analyst, Forrester Research May 4, 2009
    8. 9. How to Incorporate Video Benefit Static Image Animated .GIF Flash HTML5 Certified Video™ Certified Video .GIF™ Universal Support YES NO NO NO NO NO Broad Support 100% 75% - 90% ~0% ~2% ~10% >50% Video Plays in Email NO YES YES YES YES YES Image-Block Resistant NO NO N/A N/A N/A YES Spam-Block Resistant YES YES NO YES YES YES
    9. 10. What Methods Have You Tried? A – Static Image B – Animated .GIF C – HTML5 D – Certified Video (Goodmail) D – Haven’t Tried Take Our Poll: What Methods Have You Tried?
    10. 11. What are the Benefits? <ul><li>>100% increase in CTR video vs. non video in broad consumer segments. </li></ul><ul><li>Created internal buzz around email and generated renewed interest in the channel </li></ul><ul><li>Contributed to business case resulting in increased email marketing budget in 2010. </li></ul>
    11. 12. What are the Benefits? <ul><li>Statistically significant increase in average order value </li></ul><ul><li>Statistically significant increase in conversion rate </li></ul><ul><li>Run in controlled A/B test of in-email video v. static image. </li></ul>
    12. 13. What are the Benefits? <ul><li>Told a story </li></ul><ul><li>Differentiated the brand </li></ul><ul><li>Humanized an offer </li></ul>
    13. 14. When to Incorporate Video? <ul><li>When it is relevant </li></ul><ul><li>When it adds value to the subscriber experience </li></ul><ul><li>When it is associated with a primary call-to-action in the email </li></ul><ul><li>When it is used as a teaser to click through </li></ul>
    14. 15. When NOT to Incorporate Video? <ul><li>When it’s just a distraction </li></ul><ul><li>If it’s not relevant to the primary offer or callout </li></ul><ul><li>If it must be placed below the fold </li></ul><ul><li>If the costs outweigh the benefits </li></ul><ul><li>If you are unable or unprepared to educate internal stakeholders about limitations of in-email video </li></ul><ul><li>If video needs to be longer than ~45 seconds </li></ul>
    15. 16. What Email Clients/ISPs Support Video? Desktop Clients Animated .GIF? Certified Video? HTML5 Comments AOL 10.0 YES YES NO AOL 9.0 YES YES NO Apple Mail 3.0 NO NO NO First frame displays only for animated .GIF 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 First frame displays only for video .GIF Thunderbird YES NO NO Windows Mail YES NO NO Web Mail Clients YES+ YES NO* *Safari 3, 4, Chrome 3 and higher Firefox 3.6, and iPhone support HTML5. Video ,GIF subject to per-user agent differences in support. Gmail currently strips HTML5 <video> tag. Gmail YES+ NO NO* Windows Live Mail YES+ NO NO* + Internet Explorer 6 requires special detection and dynamic animated .GIF compression toggle to render properly for most animated .GIFs. Chrome and Firefox deliver higher animated .GIF frame rates than Internet Explorer or Chrome (all versions) Yahoo Mail YES+ NO NO* Yahoo Classic YES+ NO NO* Comcast YES+ NO NO* Cox Webmail YES+ NO NO* AT&T Webmail YES+ NO NO* RoadRunner Webmail YES+ NO NO* Verizon Webmail YES+ NO NO* Earthlink Web Mail YES+ NO NO* Mobile Mail Clients iPhone 3.0 YES NO YES Dependent on connection for animated .GIF iPhone 2.2 YES NO YES Dependent on connection for animated .GIF Blackberry Curve YES NO NO Dependent on connection for animated .GIF Blackberry Bold YES NO NO Dependent on connection for animated .GIF
    16. 17. Best Practice Checklist for In-Email Video Strategic Relevant? YES Engages rather than distracts? YES Able to be leveraged well considering tech limitations? YES Supports the brand? YES Used as a teaser? YES Costs understood and accurately estimated? YES Able to measure key success metrics? YES Key internal stakeholders properly educated? YES Creative Sound off by default? YES Used as primary visual element in-email? YES Above the fold in-email? YES > 160px wide, < than 320px wide? YES Acceptable playback quality? YES >15 seconds, < 45 seconds? YES First frame acceptable in Outlook 2K7 & Apple Mail YES Technical <150KB/sec in data transfer required? YES <10MB? YES Seamless failover for nonsupporting mail clients? YES Optimized playback for different mail clients? YES Alternative display methods utilized (e.g. HTML5) YES Sufficiently robust content delivery infrastructure in place? YES No Javascript or Flash required (unless using CertifiedVideo™)? YES
    17. 18. Poll A – Definitely will use B – Very likely C – Somewhat likely D – Somewhat unlikely E – Definitely will not use Take Our Poll: Based on your understanding of video in email, how likely are you to use in-email video in your email marketing program in 2010?
    18. 19. Loren McDonald VP Industry Relations, Silverpop Justin Foster Co-Founder & VP Market Development, Liveclicker Founder & President, Video Commerce Consortium Tweet about this webinar using #videoemail Follow us on Twitter! @LorenMcDonald, @Silverpop, @videocommerce