Video In Email Best Practices


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Presentation is from a January 2010 Silverpop Webinar. For nearly a decade, email marketers struggled to overcome the deliverability challenges of video in email without much success. Email marketers who experiment without a proper understanding of where video works, where it doesn't, limitations of video inclusion methods, and a thorough understanding of video best practices are likely to encounter significant roadblocks.

The Webinar/presentation covers:

- What is video’s role in email – what are the benefits
- How does video increase engagement
- How and when video should be incorporated into your program
- Good and bad examples
- "Return on video"

Justin Foster, Co-Founder of Liveclicker, provides an objective look at the drawbacks and possibilities of the different methods used to achieve video in email, profile emerging technology research, and share case studies, facts, and best practices about video in email.

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Video In Email Best Practices

  1. 1. Best Practices for Incorporating Video into Email
  2. 2. Speakers & Agenda <ul><li>Loren McDonald </li></ul><ul><ul><li>VP, Industry Relations </li></ul></ul><ul><ul><li>Silverpop </li></ul></ul><ul><ul><li>Moderator </li></ul></ul><ul><li>Justin Foster </li></ul><ul><ul><li>Co-Founder & VP Market Development, </li></ul></ul><ul><ul><li>LiveClicker </li></ul></ul><ul><li>Agenda </li></ul><ul><ul><li>Why Video? </li></ul></ul><ul><ul><li>Benefits of Video </li></ul></ul><ul><ul><li>When To Use/Not Use Video </li></ul></ul><ul><ul><li>Best Practices </li></ul></ul><ul><ul><li>Questions & Answers </li></ul></ul>
  3. 3. Best Practices for Incorporating Video into Email
  4. 4. Why Video?
  5. 5. Video Trends
  6. 6. Marketers Paying Attention to Video Rank the priority of the following online marketing initiatives for your company in 2010. n = 116 representing Fortune 500 brands, regional brands, PR and traditional agencies. TurnHere Networks, October 20, 2009
  7. 7. Web 2.0 v. Email 0.7?
  8. 8. What are the Benefits? <ul><li>>100% increase in CTR video vs. static image </li></ul><ul><li>Renewed interest in the channel </li></ul><ul><li>Contributed to budget increase </li></ul>
  9. 9. What are the Benefits? <ul><li>Increase in average order value </li></ul><ul><li>Increase in conversion rate </li></ul><ul><li>Run in A/B test of in-email video v. static image. </li></ul>
  10. 10. What are the Benefits? <ul><li>Tells a story </li></ul><ul><li>Differentiates the brand </li></ul><ul><li>Humanizes an offer </li></ul>
  11. 11. Before Jumping into Video Email… <ul><li>Does video have strong potential to deliver on message objectives? </li></ul><ul><li>Can you envision a video that “makes sense?” </li></ul><ul><li>Do you have the knowledge required to increase the performance of video so it meets objectives? </li></ul><ul><li>Do you understand the limitations of video in email? Are you prepared to launch in-email video given the limitations? </li></ul>
  12. 12. Framework for Supporting Video Email
  13. 13. When to Incorporate Video? <ul><li>When it is relevant </li></ul><ul><li>When it adds value to the subscriber experience </li></ul><ul><li>When it is a primary callout in the email </li></ul><ul><li>When it is used as a “teaser” </li></ul>
  14. 14. When to NOT Incorporate Video? <ul><li>When it’s a distraction </li></ul><ul><li>If it’s not relevant </li></ul><ul><li>If it must be placed below the fold </li></ul><ul><li>If the costs outweigh the benefits </li></ul><ul><li>If you are unable or unprepared to educate internal stakeholders about limitations of in-email video </li></ul><ul><li>If it needs to be longer than ~45 seconds to work in-email </li></ul>
  15. 15. Fogg Behavior Model For more information on the Fogg Behavior Model, visit . For more information on BJ Fogg, visit
  16. 16. How to Incorporate Video Benefit Static Image Video .GIF Flash HTML5 Certified Video™ Certified Video .GIF™ Universal Support YES NO NO NO NO NO Broad Support 100% 75% - 90% ~0% ~2% ~10% >50% Video Plays in Email NO YES YES YES YES YES Image-Block Resistant NO NO N/A N/A N/A YES Spam-Block Resistant YES YES NO YES YES YES
  17. 17. What Email Clients/ISPs Support Video? Desktop Clients Video .GIF? Certified Video? HTML5 Comments AOL 10.0 YES YES NO AOL 9.0 YES YES NO Apple Mail 3.0 NO NO NO First frame displays only for video .GIF Entourage 2008 YES NO NO Lotus Notes 6.5 YES NO NO Requires special file encoding for video .GIF to work. Lotus Notes 7.0 YES NO NO Requires special file encoding for video .GIF to work. Lotus Notes 8.0 YES NO NO Requires special file encoding for video .GIF to work. Outlook Express YES NO NO Outlook 2000 YES NO NO Outlook 2003 YES NO NO Outlook 2007 NO NO NO First frame displays only for video .GIF Thunderbird YES NO NO Windows Mail YES NO NO Web Mail Clients YES YES NO* *Safari 3, 4 support HTML5. Video ,GIF subject to per-user agent differences in support Gmail YES NO NO* Windows Live Mail YES NO NO* Yahoo Mail YES NO NO* Yahoo Classic YES NO NO* Comcast YES NO NO* Cox Webmail YES NO NO* AT&T Webmail YES NO NO* RoadRunner Webmail YES NO NO* Verizon Webmail YES NO NO* Earthlink Web Mail YES NO NO* Mobile Mail Clients iPhone 3.0 YES NO YES Dependent on connection iPhone 2.2 YES NO YES Dependent on connection Blackberry Curve YES NO NO Dependent on connection Blackberry Bold YES NO NO Dependent on connection
  18. 18. Popular Email Clients Email Client Market Share Report , FingerPrintApp. September 2008.
  19. 19. Static Images & Video .GIFs Subject to Image Blocks <ul><li>LEARN MORE: </li></ul><ul><li>Certified Email (Goodmail): Unblock images at AOL, BT, Yahoo, Telus, Cox, Comcast </li></ul><ul><li>Certification Program (Return Path): Unblock images at Windows Live Mail </li></ul>  Email Client Default Images on? Default Links on? Default Changeable? AOL 9.0 Software NO NO YES, Web NO YES YES AT&T Web NO YES YES Earthlink Web YES YES YES Gmail Web NO YES YES Hotmail / Windows Live Mail Web Depends Depends YES Lotus 8 Software YES YES YES Mac Web NO YES NO NetZero/Juno Web YES YES NO Outlook 2003, 2007 Software NO YES YES Yahoo Classic Web YES Inbox NO Spam Folder YES YES Yahoo Mail Web NO YES YES
  20. 20. Measure and Learn
  21. 21. Best Practices Checklist - Strategy <ul><li>Is the video relevant? </li></ul><ul><li>Does the video engage rather than distract? </li></ul><ul><li>Does the video support message objectives? </li></ul><ul><li>Can video be implemented effectively given tech limitations? </li></ul><ul><li>Are costs understood and accurately estimated? </li></ul><ul><li>Are success metrics measurable? </li></ul><ul><li>Are key internal stakeholders properly educated? </li></ul>
  22. 22. Best Practices Checklist - Creative <ul><li>Used as primary visual element in-email? </li></ul><ul><li>Sound off by default? </li></ul><ul><li>Above the fold? </li></ul><ul><li>Acceptable playback quality? </li></ul><ul><li>>160px wide, <320px wide? </li></ul><ul><li>>15 seconds in duration, <45 seconds in duration? </li></ul><ul><li>Acceptable failover for Outlook 2007 and Apple Mail? </li></ul>
  23. 23. Best Practices Checklist - Technical <ul><li><150kb in data transfer required? </li></ul><ul><li><10MB? </li></ul><ul><li>Seamless failover for non-supporting mail clients? </li></ul><ul><li>Optimized playback for different mail clients? </li></ul><ul><li>Alternative display methods utilized where supported (e.g. HTML5) </li></ul><ul><li>Sufficiently robust content delivery infrastructure? </li></ul><ul><li>No Javascript or Flash required (except in case of CertifiedVideo)? </li></ul>
  24. 24. Reminders / Q & A
  25. 25. Resources <ul><li>Resource Center </li></ul><ul><ul><li>White papers </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Case studies </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Many presentations on SlideShare </li></ul><ul><ul><li> </li></ul></ul>
  26. 26. Q & A and Contact Information <ul><li>Justin Foster, LiveClicker </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Twitter: @videocommerce </li></ul></ul><ul><li>Loren McDonald, Silverpop </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Twitter: </li></ul></ul><ul><ul><ul><li>@Silverpop or @LorenMcDonald </li></ul></ul></ul>
  27. 27. Thank you! On Twitter: @Silverpop