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Video commerce: the intersection of online video and email marketing
Video commerce: the intersection of online video and email marketing
Video commerce: the intersection of online video and email marketing
Video commerce: the intersection of online video and email marketing
Video commerce: the intersection of online video and email marketing
Video commerce: the intersection of online video and email marketing
Video commerce: the intersection of online video and email marketing
Video commerce: the intersection of online video and email marketing
Video commerce: the intersection of online video and email marketing
Video commerce: the intersection of online video and email marketing
Video commerce: the intersection of online video and email marketing
Video commerce: the intersection of online video and email marketing
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Video commerce: the intersection of online video and email marketing

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Email marketers have long sought to incorporate video into email messages, but email client security and rendering limitations hindered adoption. Now, with more of the population on broadband, email …

Email marketers have long sought to incorporate video into email messages, but email client security and rendering limitations hindered adoption. Now, with more of the population on broadband, email marketers are taking a second look at animated GIFs as a way to incorporate rich, video-like experiences directly into email marketing campaigns.

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  • 1. Justin Foster Founder & President, Video Commerce Consortium Co-Founder & VP Market Development, Liveclicker Founder & Past President, Email Marketing Roundtable 253.988.3183
  • 2.
    • 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
  • 3. 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
  • 4. Source: Permission TV Interactive Marketing Study, January 2009. n= 400 Senior Level decision makers
  • 5.
    • 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:
  • 6.  
  • 7.  
  • 8.
    • 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)
  • 9.
    • Best Performance
      • Fewer colors
      • Shorter clip
      • Fewer frames per second
      • Smaller “player”
    • Best Experience
      • Bigger “player”
      • More colors
      • Higher frame rate
  • 10.
    • 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
  • 11.
    • 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
  • 12. Justin Foster Founder & President, Video Commerce Consortium Co-Founder & VP Market Development, Liveclicker Founder & Past President, Email Marketing Roundtable 253.988.3183

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