Justin Foster Founder & President, Video Commerce Consortium Co-Founder & VP Market Development, Liveclicker Founder & Past President, Email Marketing Roundtable 253.988.3183

Why Video? Why Now? Challenges Email Marketing Drilldown What’s possible right now? What are the advantages and drawbacks? What are some high-level best practices? Emerging Technology Discussion Peter Horan, CEO Goodmail Systems

Why Video? Why Now?

Challenges

Email Marketing Drilldown

What’s possible right now?

What are the advantages and drawbacks?

What are some high-level best practices?

Emerging Technology Discussion

Peter Horan, CEO Goodmail Systems

Web Connection Speed Trends - Work Users (US) Source: Nielsen Online , Sept 2008 Web Connection Speed Trends - Home Users (US) Source: Nielsen Online , Sept 2008 Worldwide broadband penetration by population Q1 2008 through Q2 2008 Source: Point Topic , Sept 2008 Rising Broadband Adoption Everyone’s a Producer Publish Anywhere Create Interaction Video’s Rapid Growth

Rising Broadband Adoption

Everyone’s a Producer

Publish Anywhere

Create Interaction

Source: Permission TV Interactive Marketing Study, January 2009. n= 400 Senior Level decision makers

Source: The Current State of Video in Email , Campaign Monitor, January 2009. Animated .GIFs still rule Externally referenced only Embed = deliverability issues The Long and Short of it:

Source: The Current State of Video in Email , Campaign Monitor, January 2009.

Animated .GIFs still rule

Externally referenced only

Embed = deliverability issues

Benefits Higher CTR, CVR Attention grabbing Works in [almost] all email clients Drawbacks No sound Frame rate limited to 10 per second (higher unstable in IE) Huge files (Up to 2MB – 10MB per video per email ) Depends on several factors Processor intensive Cost/benefit (bandwidth costs)

Benefits

Higher CTR, CVR

Attention grabbing

Works in [almost] all email clients

Drawbacks

No sound

Frame rate limited to 10 per second (higher unstable in IE)

Huge files (Up to 2MB – 10MB per video per email )

Depends on several factors

Processor intensive

Cost/benefit (bandwidth costs)

Best Performance Fewer colors Shorter clip Fewer frames per second Smaller “player” Best Experience Bigger “player” More colors Higher frame rate

Best Performance

Fewer colors

Shorter clip

Fewer frames per second

Smaller “player”

Best Experience

Bigger “player”

More colors

Higher frame rate

Bluefly 5% increase CTR – simple animated .GIF 12% increase $ spent Internet Retailer, April 2008 MarketingSherpa ~300% increase CTR v. average CTR VHD Technology, Jan 2009. SAP Increased CTR from 7% to 32% VHD Technology, Jan 2009. Olympus 49% increase in CVR over several emails. MarketingSherpa, April 2007

Bluefly

5% increase CTR – simple animated .GIF

12% increase $ spent

Internet Retailer, April 2008

MarketingSherpa

~300% increase CTR v. average CTR

VHD Technology, Jan 2009.

SAP

Increased CTR from 7% to 32%

VHD Technology, Jan 2009.

Olympus

49% increase in CVR over several emails.

MarketingSherpa, April 2007

Loop vs. no loop? “ Player” treatment Play button Play progress Player size Frame rate impact Impact of post-roll Deliverability has not been an issue. Cost/benefit will not pan out for all senders. Start with small, simple A/B test

Loop vs. no loop?

“ Player” treatment

Play button

Play progress

Player size

Frame rate impact

Impact of post-roll

Deliverability has not been an issue.

Cost/benefit will not pan out for all senders.

Start with small, simple A/B test

Justin Foster Founder & President, Video Commerce Consortium Co-Founder & VP Market Development, Liveclicker Founder & Past President, Email Marketing Roundtable 253.988.3183