Video Email Marketing in 2009: Facts, Stats, Limitations, Possibilities
Upcoming SlideShare
Loading in...5
×
 

Video Email Marketing in 2009: Facts, Stats, Limitations, Possibilities

on

  • 12,939 views

On August 12, 2009, Liveclicker and Smith-Harmon collaborated to deliver a webinar focused on the state of video in email marketing. The webinar touched on such topics as: ...

On August 12, 2009, Liveclicker and Smith-Harmon collaborated to deliver a webinar focused on the state of video in email marketing. The webinar touched on such topics as:

- Concerns, attitudes, and expertise level of marketers seeking to learn more about video in email marketing
- Forces driving video in email
- Methods for achieving video in email
- Video .GIF vs. Animated .GIF
- CertifiedVideo (from Goodmail Systems)
- Video .GIF pros and cons
- List of which mail clients support video, by video inclusion method
- Email client market share
- Browser market share & video .GIF limitations based on browser
- Which email clients block images by default
- Several examples of email messages that include video
- Video .GIF best practices
- Example results
- Common questions re: video in email

Statistics

Views

Total Views
12,939
Views on SlideShare
10,270
Embed Views
2,669

Actions

Likes
16
Downloads
315
Comments
2

30 Embeds 2,669

http://video-commerce.org 1028
http://www.b2bemailmarketing.com 819
http://tuttowebvideo.com 289
http://www.emailmarketingblog.de 273
http://www.inboxblog.com 76
http://blog.netbriefings.com 61
http://www.slideshare.net 37
http://meeting.ie 17
http://www.videoshoppingdays.de 8
http://endemicmarketing.com 7
http://fr.inboxblog.com 6
http://grou.ps 6
http://www.paperblog.fr 6
http://emailmarketing.typepad.com 5
http://translate.googleusercontent.com 4
http://www.chili-harter.de 4
http://intranet.jungleminds.nl 3
http://ecommerce.typepad.com 3
http://reestols.blogspot.com 3
http://blog.ividence.com 2
http://www.visualshopping.de 2
http://twive.de 2
http://blog.myivinet.com 1
http://www.google.co.uk 1
http://209.85.229.132 1
http://www.video-commerce.org 1
http://127.0.0.1:8795 1
http://www.netvibes.com 1
http://twive.com 1
http://209.85.135.132 1
More...

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

Video Email Marketing in 2009: Facts, Stats, Limitations, Possibilities Video Email Marketing in 2009: Facts, Stats, Limitations, Possibilities Presentation Transcript

  • Video Email Marketing in 2009Facts, Stats, Limitations, Possibilities
    2009 Liveclicker Video Commerce Webinar Series, Part III of III
    August 12, 2009
    Lisa Harmon
    Principal and Co-Founder, Smith-Harmon
    Chair, User Experience Roundtable, Email Experience Council
    President, Email Marketing Best Practices Roundtable
    Justin Foster
    Co-Founder & VP Market Development, Liveclicker
    Founder & President, Video Commerce Consortium
    Founder, Email Marketing Best Practices Roundtable
    Tweet about this webinar using #videoemail
    Follow us on Twitter! @lisaharmon, @videocommerce
  • Upcoming Events
    Email Marketing Roundtable, Video Commerce Consortium
    Largest consortium of interactive professionals dedicated to advancing the art and science of video commerce @ www.video-commerce.org
    Largest roundtable of email marketers dedicated to peer-to-peer exchange of email marketing best practices @ http://groups.yahoo.com/groups/emailroundtable
    Free Membership!
    Shop.org Annual Summit, Sept. 21 – 23
    “40+ Specific Things You Can Do to Make Money Next Week”
    Email Marketing Roundtable: “Video and Email Marketing”
    StreamingMedia West, Nov 17 - 19
    “The Quiet Revolution in Video Commerce”
  • About the Presenters
    • Lisa Harmon – follow @lisaharmon
    • Principal and Co-Founder at Smith-Harmon
    • Chair, User Experience Roundtable, Email Experience Council
    • President, Email Marketing Roundtable
    • Currently working on the following initiatives:
    • Pushing email strategy and creative to optimize subscriber experience
    and program performance
    • Leading the EEC Email Design Roundtable in it’s efforts to share
    email creative best practices with the industry
    • Working to better integrate email into seamless cross-channel experiences
    • Justin Foster – follow @videocommerce
    • Co-Founder & VP Market Development at Liveclicker
    • Founder & President of the Video Commerce Consortium
    • Currently working on the following initiatives:
    • Actively studying the impact of video on e-commerce performance
    • Building Liveclicker and the VCC into world-class resources for professionals seeking to advance video for commerce
    • Communicating the value of video commerce through case studies, whitepapers, webinars, industry reports, events, blogging, and general industry thought leadership
  • Poll
    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
  • Top Concerns re: Video in Email
    n = 287. Registrants attending “Video Email Marketing in 2009” 8/10/2009
  • Attitudes re: Video in Email
    n = 287. Registrants attending “Video Email Marketing in 2009” 8/10/2009
  • Expertise re: Video in Email
    n = 287. Registrants attending “Video Email Marketing in 2009” 8/10/2009
  • Facts, Limitations, Possibilities
  • Why Video in Email?
    The promotion of video in email has grown because…
    • 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 and building brands
    “Video in email can increase clickthrough rates by as much as 2X – 3X”
    - David Daniels, VP, Principal Analyst, Forrester Research
    May 4, 2009
  • Why Video is 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 brings an exciting “third dimension” to what’s traditionally been a two-dimensional experience.
  • 4 Ways to Deliver Video in Email
    “The results are conclusive – the only reliable way to embed
    video in email is through the use of animated .gifs”
    • 2009 Campaign Monitor Video in Email Study
    • January, 2009
  • What Methods Have You Tried?
    Take Our Poll: What Methods Have You Tried?
    A– Static Image
    B – Optimized Video .gif
    C – Certified Video
    D – Embedded Flash Video
  • 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
    • Subscriber must click through for video
    and audio
  • Video .GIF v. Animated .GIF
    1999:
    Animated .GIF
    2009:
    Video .GIF
  • Video .GIF
    Video .GIF:
    A video .gif uses a compressed,streamed animated .GIF to delivervideo-quality content.
    PROS:
    • Compatible with most mail clients (~75% - 90%)
    • 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
    • Works most places, but not everywhere
    • Limited player controls
    • Requires enabled images
    • Production and delivery expense
  • Certified Video
    Certified Video:
    GoodmailSystems is rolling out its CertifiedVideo service.
    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
    • Works regardless of whether images are enabled
    CONS:
    • Only works at AOL (9, 10 clients, AOL Webmail)
    • Additional cost for video delivery via GM partner
    • Production expense
  • Email Client Support for Video, by Inclusion Method
  • Email Client Market Share
    Email Client Market Share Report, FingerPrintApp. September 2008.
  • ISP Support for Video, by Inclusion Method
    Top 23 US ISPs by Subscriber, Q3 2008. Alex Goldman.
  • Browser Support for Video .GIF, by Market Share
    All browsers are not created equal. Video .GIF playback compatibility is dependent on the underlying user agent of the web browser or mail client.
    Browser Version Market Share. Net Applications. 8/10/2009.
  • Which email clients block images by default?
    LEARN MORE:
    • Certified Email (Goodmail): Unblock images at AOL, BT, Yahoo, Telus, Cox, Comcast
    • Certification Program (Return Path): Unblock images at Windows Live Mail
  • Best Practices for Video .GIFs
    Best practices are still emerging for video .GIFs in email, but the following rules should be followed to maximize performance/experience.
    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.
    • Key takeaway: Add call-to- action on the first frame of the
    video so Outlook 2007 will still display a meaningful image.
  • Best Practices for Video .GIFs
    Best practices are still emerging for video .GIFs in email, but the following rules should be followed to maximize performance/experience.
    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 the bandwidth load required of the
    end recipient.
    • 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.
  • Best Practices for Video .GIFs
    Best practices are still emerging for video .GIFs in email, but the following rules should be followed to maximize performance/experience.
    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.
    • Consider technology for .GIF creation.
    • Key takeaway: Unless you want
    to create 8 – 20 versions of a .GIF
    to account for the variances in compatibility in mail clients, and manually compress files, technology can dramatically automate the production of email video.
  • Best Practices for Video .GIFs
    Best practices are still emerging for video .GIFs in email, but the following rules should be followed to maximize performance/experience.
    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 or tertiary item in the email.
    • Key takeaway: Go “all the way” or “not at all.”
    Otherwise, video can actually hurt your results.
    • NEVER, EVER 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.
  • Results
    Results
    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
  • Key Takeaways
    • CertifiedVideo™ currently represents the truest incarnation of full video in email. However, its limited adoption by ISPs hinders usefulness for now.
    • Video .GIFs, on the other hand, represent a step toward universal video in
    email coverage, yet technical limitations remain, like audio support.
    • For today, when executing video in email campaigns, the recommendation for
    the highest quality and broadest reach of video in email is to combine CertifiedVideo™ where it works, supplement with video .GIFs where it does not, and take advantage of auto-image rendering at CertifiedEmail™ ISPs to broaden the coverage of video in email.
  • Common Questions
    Q: How large are the video files? What’s the recommended size?
    A: Size isn’t really that important for video .GIFs, because the videos download progressively in the background once the user opens the email, even though they stream immediately. It’s much more important to ensure that the amount of bandwidth required of the end subscriber not exceed 150kB – 200kB/second, unless you know your audience can accept higher throughput.
    Q: How long should my email videos be?
    A: With Certified Video, length may be less of an issue because audio can be used to capture the attention of the reader. With video .GIFs, videos are typically no longer than 30 – 45 seconds. A best practice for longer videos would be to use subtitles or text displayed throughout the video to maintain attention.
    Q: How can I find out how much of my audience can view video?
    A: Check out FingerPrintApp.com. For less than $50, you can take a snapshot of your subscriber list on your next email campaign to determine what mail clients are being used.
  • Common Questions
    Q: How can I find out more?
    A: Your first call should be to your agency or ESP to check whether they’re already partnered with Liveclicker. If not, email sales@liveclicker.com.
    Q: I don’t know anything about making video. Where should I start?
    A: Liveclicker recommends starting out with an email design specialist with particular experience in using video in the channel. Smith-Harmon is one of many great options. Your ESP may also have some experience. Or email info@liveclicker.com for references.
  • Questions and Answers
    Lisa Harmon
    Principal and Co-Founder, Smith-Harmon
    Chair, User Experience Roundtable, Email Experience Council
    President, Email Marketing Best Practices Roundtable
    Justin Foster
    Co-Founder & VP Market Development, Liveclicker
    Founder & President, Video Commerce Consortium
    Founder, Email Marketing Best Practices Roundtable
  • Video Email Marketing in 2009Facts, Stats, Limitations, Possibilities
    2009 Liveclicker Video Commerce Webinar Series, Part III of III
    August 12, 2009
    Lisa Harmon
    Principal and Co-Founder, Smith-Harmon
    Chair, User Experience Roundtable, Email Experience Council
    President, Email Marketing Best Practices Roundtable
    Justin Foster
    Co-Founder & VP Market Development, Liveclicker
    Founder & President, Video Commerce Consortium
    Founder, Email Marketing Best Practices Roundtable