Blue Sky Factory
Driving Email Marketing Performance
“Web Video Meets Email Marketing” Featuring Flimp Media
Tuesday, February 3
1:00 to 1:45 PM
Blue Sky Factory Overview
Full & Self Service Email Service Provider
Design, execute, track your email marketing communications
Video Email Marketing with Viewer Analytics
New Technology Solution that enables email marketers to:
Quickly create and edit video landing pages using a drag and drop
WYSIWYG interface with no programming.
Deliver to target audiences via Publicaster emails.
Collect and report detailed campaign and viewer engagement, response
and viral forwarding activity by individual email address in real time.
Why Use Audio Visual Content for Email Marketing?
Achieve High Audience Engagement and Response Rates
People process visual data 60,000 times faster than text.
Why?...Because humans process data from images simultaneously
while we process text data sequentially. ¹
Online viewers are 4 to 7 times more likely to respond to rich media
(video) ads than static HTML banners.²
1) 3M Corporation research studies
2 ) April 2007 DoubleClick web advertising study
Examples of Video Landing Page Email Campaigns
What are the Obstacles for Video Email Marketing
Can’t deliver and play audio visual content within emails
Video requires specialized programming and technical skills
Have to link back to video on a customized web landing page
No way track/report detailed viewer activity by email address
Deployment, integration & hosting requires some IT resources
Video sharing sites - low quality, brand interference, not secure, no
way to track and follow up viewers, limited analytics, video size
Solution – Video Landing Pages with Email Analytics
Main objectives for FLIMP Platform:
Eliminate flash programming from content creation and editing
Eliminate IT Resources needed for deployment and distribution
Instant viewer tracking and analytics reporting by email address
Speed up the video landing page development process
Lower the cost of creating and tracking video landing pages
FLIMP – Flash Interactive Marketing Platform
Create/Edit Distribute/Track Report/Measure
Video Landing Campaign
Video Sales Viewer
Rich Media Form Data
Flash Interface Activity
Drag and Drop Real Time
No Data is
Aggregate 2008 Flimp Client Campaign Results
Marketing results across 220 active flimp accounts:
Email click thru rates- 42% for flimps vs. 5.4% industry avg *
Video Start Rate – 97% of viewers had successful video starts
Response Rate – 27% of flimp viewers clicked response links
Video Engagement – 40% of viewers Watch to Completion
* source –email industry stats based on 400 million emails
Create/Edit Video Landing Pages in Minutes
Flimp Studio WYSIWYG for Creating and Editing Flash “Videosites”
*Requires minimal computer skills and no programming knowledge Change the description, background,
Size, and Shape of your Flimp.
Import SWF files
control Button Layering
Multiple line Video Precise
formatted text control placement
Click to set the flimp size
Creates a snapshot with background
and saves the flimp. any border, and a
Image/graphic Preview button—save
Must save for control first, then preview flimp as
Preview function to user will see it. No
be “current” tracking is recorded in
Blank canvas—drag user interface elements here to create a flimp
Distribute by Email or Embed into Web Pages
Viewer & Campaign Reporting by Email Address
How a Flimp Video Message Appears in an Email
Email Marketing Applications
• Products/Services Marketing. B2B, B2C, sales channels, video brochures.
• Non Profit Communications. Fundraising, membership, development, events, communications.
• Event Marketing. Events, training, leadership, seminars, webinars, webcasts.
• Travel & Leisure. Destinations, hotels, restaurants, cruises, tourism, airlines and hospitality.
• Higher Education. Fundraising, student recruitment, admissions, alumni communications.
• Sports Marketing. Events, merchandise, sponsorship activation.
• Employee Benefits. Insurance, health care, retirement, flexible spending accounts.
• Health Care. Enrollment, patient and doctor education, medical products, compliance.
Flimp Campaigns Generate High Response Rates
Flimp Client Campaign Summary:
• Ten separate web video email marketing
campaigns created, distributed and
tracked using the FLIMP platform.
• Five vertical markets represented:
pro sports, real estate, financial services,
fundraising, and nonprofit.
• All client campaigns delivered by email to
opt-in lists using the distribution tools
available in the FLIMP platform.
Flimp Client Campaign Results:
• 42.18% opened email message.
Target Audience Actions Viewers Viewer Response Rate
• 47.26% of the people that opened their
Received video microsite message via email 61,290 100% of delivered emails
email went to flimp video landing page.
Opened email with video microsite message 25,581 42.18% of email recipients
Launched video microsite (email click thru's) 12,216 47.26% of email opens • 97.76% of viewers were able to watch the
Successfully watched video message (video starts) 11,820 97.76% of microsite viewers flash video on landing page.
Watched to completion (watched entire video) 6,543 53.56% of microsite viewers
• 53.56% of viewers watched the video to
Clicked links on microsite (microsite response) 4,050 34.26% of microsite viewers
completion (avg. video length: 2 min., 16
Viral Recipients (sent to a friend) 489 4.00% of microsite viewers
• 34.26% of viewers took action by clicking
Aggregate performance data from nine separate FLIMP video marketing campaigns a response link while watching video.
Flimp Pro Sports Client Campaign Results
Viewer Engagement and Response Data
Results from seven email marketing
campaigns using FLIMP to promote
professional tennis tournaments including
the 2008 Sony Ericsson Open, WTA Pacific
Life Open, the 2008 Bausch & Lomb
Championships and the 2007 Indy Tennis
Flimps were delivered by email to opt-in mail
lists. Combined data from the seven
campaigns produced the following results:
• 29.14% of email recipients opened their
• 40.17% of people that opened their email
Target Audience Actions Viewers Viewer Response Rate went to the flimp video landing page.
Received flimp videosite message via email 52,319 100% of delivered emails • 97.37% of flimp viewers were able to
Opened email with flimp videosite message 15,245 29.14% of email recipients watch the video message.
Launched flimp videosite (email click thru rate) 6,124 40.17% of email opens
• 65.37% of viewers watched to completion
Total videosite views (includes views from viral recipients) (1) 6,313 41.41% of email opens
(avg. video length – 1 min 16 sec).
Successful video starts (viewer engagement rate) 6,147 97.37% of videosite viewers
Watch to Completion (watched entire video) 4,018 65.37% of videosite viewers • 24.30% of viewers clicked a response link
Clicked videosite response links (viewer response rate) 1,534 24.30% of videosite viewers while watching video.
Viral Recipients (sent to a friend) 274 4.34% of videosite viewers • 4.34% of viewers were viral recipients.
Note (1): Multiple views by the same person within 5 minutes are counted as one videosite view.
To integrate flimps into your
email marketing campaigns,