Video Email Marketing: Statistics, Best Practices & Case Studies

Video and Email Opportunities
October 6, 2009
Mike Rogers, Senior Vice President
Dori Thompson, Senior Director

Range Of Products
CertifiedEmail
CertifiedVideo
CertifiedCommerce
CertifiedEmail Postmarked

Now Introducing CertifiedVideo
First product to deliver assured video within consumer email

CertifiedVideo Benefits
With CertifiedVideo you can:

Create an interactive experience
Increase viewers & views
Make email a more effective marketing channel

Use CertifiedVideo to:

Email sneak previews of hit shows to drive ratings
Monetize email with merchant sponsored video
Grow inventory of pre-roll and interstitial video ads
Stimulate list growth & consumer engagement

Email Is Alive And Thriving

Email Is Rapidly Growing: US Email Marketing Forecast, 2007-2012
Email volumes near 840 billion messages by 2013
Small and medium-size businesses will ramp up email marketing
Email is cost effective
Email is environmentally-friendly
Source:
US Email Marketing Forecast, 2007 to 2012 Forrester Research, David Daniels
US Email Marketing Forecast, 2008 to 2013 Forrester Research, Julie Katz

When The Going Gets Tough – Marketers Depend On Email
When The Going Gets Tough—
Marketers Turn To Email

Effectiveness of Video Email

Amazing Growth of Video Online

Key Facts:
72% of Internet Users Watch Video (144MM)
90% of Users 18 to 29 Watch Online Video
14 billion streams / month
3.4 minutes (avg. video length)

Era of Search- Video Is Becoming King
“Videos are 53 times more likely than text pages to appear on the first page of search results.”
Forrester Research

Marketers In Every Industry Are Using Video
Consumer Products
Technology Hardware & Software
Financial Services
Travel, Tourism, & Recreation
Non-profit
Higher Education
Healthcare and Life Sciences
Government
Professional Services
Media Companies
Publications
News Portals
Publishers
Premium TV Channels
Record Labels

Certified Video Is Live!
Email Faring Well In the Media Mix
Launch partners include:

Target
Fox Digital
Daily Candy
Thrillist
LiveNation
UrbanDaddy

Forecast: US Online Video Streams Audience, 2008-2013
Source: JupiterResearch Internet Advertising Model (12.08)

2009 Consumer Research: Video Email
Four Categories Studied:

Retail (Target)
Retail “Image” (PetSmart)
Entertainment (Live Nation)
Banking/ Technology/ Mobile Apps (Visa Mobile Banking)

Independently designed and conducted by the Adams Company
Respondent base of 1,893 drawn to match US census parameters – 900 for each video email
Fieldwork was conducted during the last two weeks of August, 2009

High Consumer Interest in Certification
71.5% Believe that the idea of guaranteed legitimate and safe eMailsis appealing
61.8% Very Interested in the idea that eMails can be certified to be safe
(7=“Very Interested” to 1=“Not at All Interested”)
Base: 1,893
Does the idea that your email messages from companies can be guaranteed to be legitimate and safe appeal to you?
How interested are you in the idea that your emails can be certified to be safe?
(7= "Very Interested" down to 1= "Not at All Interested")

Video Increases Interest
Respondents Interested in Product/ Service
Base: 956/604, 882/421, 992/434, 956/458
Did seeing the video email give you new ideas on how [company names] 's products/services could be useful to you?

Target: Video Changes Attitudes
Respondents Interested in Product/ Service
Rated at “6” or “7” (7= “Agree Strongly”)
Pct. Change
+28%
+31%
+31%
+19%
Base: 956/604
Prior to seeing the video eMail, how would you rate your perceptions about Target?
(Rate your perceptions about the company on a scale of 7 to 1, where 7= "Very Positive" down to 1="Not at Positive or No Opinion".)
After seeing the video eMail, how would you rate your perceptions about the company?

Target: Video Positive Halo Effects
Rated at “6” or “7”(Agree Strongly)
Base: 956/604
Thinking about the video eMail compared to other kinds of messages you may have seen from Target, how would you say it affects your impression of the company?
(Please rate your agreement with each statement using a scale of 7 to 1, where 7= "Strongly Agree" and 1= "Strongly Disagree.")

Live Nation: Video Positive Halo Effects
Rated at “6” or “7” (Agree Strongly)
Base: 992/434
Thinking about the video eMail compared to other kinds of messages you may have seen from Live Nation, how would you say it affects your impression of the company?

VISA: Video Positive Halo Effects
Rated at “6” or “7” (Agree Strongly)
Base: 956/458
Thinking about the video eMail compared to other kinds of messages you may have seen from VISA, how would you say it affects your impression of the company?

“Video email boosts email marketing campaign click through by as much as 2X – 3X” - Forrester Research
Certified Video:

True Video Streaming in Email
Leverages Existing Video Inventory from Website
No Increase in load Times or File Sizes
The same flash based video technology used on the web
Works With Leading Video Players: Brightcove and thePlayer
Enables High-CPM Pre-roll and Advertising Overall Opportunities

How Can You Best Leverage Video?

Effective in All Stages of The Customer Life Cycle
Engagement – Engagement – Engagement
Build Audience
Customer Database
Lock in Your Most Loyal Customers
Innovative Programs That Fully Leverage Channel Partners
Leverage Their Own Video Content
Add Powerful Demos to Increase Product Usage

CertifiedVideo
Bringing the Best of the Web to the Inbox

CertifiedVideo Is Live!
Launch partners include:
Target
Fox Digital
Daily Candy
Thrillist
LiveNation

Top Customers Who Use Certified Video

Our Credentials

Company Information
Who We Are
Creator of CertifiedEmail™, the industry’s standard class of email
Provides a safe and reliablemeans for consumers to easily identify authentic email messages from legitimate commercial and nonprofit email senders
Sent with a cryptographically secure token that assures authenticity
Marked in the inbox with a unique blue ribbon envelope icon
Available to email senders meeting strict standards for best practices and low complaint rates
Only class of e-mail available that assures delivery of all opt-in e-mail messagesto the inbox
Links and images automatically rendered intact
Embedded multi-dimensional applications like CertifiedVideo™
Adopted by seven of the nation's top 10 email mailbox providers
In use by 500 commercial, government and non-profit senders
Supported in North America and Europe by a wide network of email platforms and service providers

Supported By 7 of the Top10 Mailbox Providers

Top Five Challenges of Promotional Marketers
Email Delivery Issues Are The Top Drivers
What are your greatest challenges when conducting e-mail marketing? (Please select all that apply.)
JupiterResearch/E-Rewards Goodmail Email Executive Survey (10/08), n = 202 (email marketers, US); n = 58 (email marketers responsible for B2C newsletter mailings, US), n = 73 (email marketers responsible for B2C promotional offer mailings, US) - Selected Responses – Top Five Business to Consumer Marketers
Percentage of Segment

CertifiedEmail Senders Earn More PROFIT
Dollars Generated Per Month
Campaign Performance Model
Comparison of Monthly Revenue and Profits Based on E-mail Marketer Type
+38%
Metrics and salary costs based on JupiterResearch Executive Survey, CPM Overall and B-to-C $3.09, Accredited Email Marketer $5.59; assumes a $68 AOV with 40% product margin. Source: JupiterResearch 11/08 US only - JupiterResearch/E-Rewards Goodmail Email Executive Survey (10/08), n=202 (email marketers, US)

The Opportunity

Deliverability Issues
Not every email gets delivered into the inbox
20% is routed to the spam folder
Consumers want to hear from you but can’t:
Blocked Images
Cluttered Inboxes
Spoofers & Forgers
Deliverability
Wasted marketing dollars

Offer Deliverability And Improved Business ROI

Email Still Doesn’t Get Delivered
Actual Delivery Statistics For 1.2 Million Messages Sent Over 30 days
Source: Pivotal Veracity, June 2009

CertifiedEmail Lets Brands Shine
Images and Links On By Default and Fully Functional
Non Certified CertifiedEmail
Ensure All Images and Links Are Fully Functional

Top Email Marketer Concerns for 2009
Trust & Reliability-Related Challenges Top The List
Trust and Reliability Issues Top the List
What issues concern you the most as they relate to the success of your e-mail marketing initiatives over the next 12 months? (Select all that apply)
Percentage of Email Marketers
JupiterResearch/E-Rewards Goodmail Email Executive Survey (10/08), n = 202 (email marketers, US)

Case Studies

Benefits for E-Commerce Senders
Boost sales directly attributable to email
16% Increase Click-Through 36% Increase in Sales Tickets
“We saw an increase in open rates, an increase in ticket sales, postings, everything.”Albert Lee, Associate Email Marketing Manager, StubHub

Case Study: PETCO
Improving email program results and lifting email revenue
Increase of 38% in click-through rate during trial
Increase of 40.5% in click-through rate after launch
Increase of 3.54¢ in profit per email
CertifiedEmail provides us with this flexibility because we can be sure that every message is delivered promptly and completely intactJohn Lazarchic, Vice President of e-Commerce, PETCO Animal Supplies, Inc

Case Study: KeyBank
Improving customer security and regaining trust
Increased Average CTR
Drove Improved Engagement Analytics
Real Impact On ROI

Case Study: Time, Inc.
Improving customer service, higher log-ins & business results
Increase of 30% in click-through rate
Increase of 28% in site logins
Trusted, authenticated CertifiedEmail messages resulted in higher click-throughs and improved program response rates.Ernie Vickroy, Marketing Director, Time Inc.

NEXT ON THE HORIZON:
CERTIFIED COMMERCE

Coming Soon to an Inbox Near You
If you can do it on the web, you can do it within a CertifiedEmail