The Ins and Outs of Video Email in 2012


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Video in email provides marketers a chance to express their creativity while providing relevant and highly engaging content, but do you know how to optimize, or even execute on, this powerful tactic? Learn why, when and how to use video in email to increase conversions in your email program. This presentation covers everything you need to know about video in email so you can get started today; from creative design to email client support. Through examples and case studies, we will demonstrate what works and what doesn’t.

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The Ins and Outs of Video Email in 2012

  1. 1. Why video?
  2. 2. Slave To The WheelBy Sly and the Family StoneLorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullamvulputate. Vestibulum pellentesque. Nulla eget lectus et pedesodales nonummy. Sed molestie quam non dolor. Vivamus at arcuet lorem porta dictum. Etiam imperdiet. Mauris facilisis magna nonorci. Maecenas congue feugiat ipsum.
  3. 3. Things Change Fast• 181 million US Internet users watched online video in March 2012 (comScore)• Video in email is undergoing radical disruptive forces now (HTML5/mobile) that transform the conversation around video in email
  4. 4. Marketers Confident in Online Video
  5. 5. Marketers Embracing Online Video • Online video ad spending as a % of spend is increasing relative to both TV and Internet • Expected to nearly double in 2012 vs. 2011 as a % of TV ad spend
  6. 6. Marketers Embracing Online Video?• Video expected to more than double the rate of growth of the next closest format for online advertising in 2012 (54.7% vs. 27.0% for sponsorship)
  7. 7. Video Trends Entertain Excite Engage `
  8. 8. Results:• 1.25 million video views of a mini-series trailer for “Game of Thrones.”• 38.9% of the audience received full video with audio in the email• 45.6% received an animated .GIF or animated .PNG silent video
  9. 9. Results:• 33% higher conversion rate (purchase) with video group compared to control group in 50/50 A/B split• 55% lift in Sales per Email Delivered with video group in 50/50 A/B split• 66.5% of audience received full video in email
  10. 10. Results:• 25% higher time on site for video group compared to control in 50/50 A/B split• 21% higher conversion rate (purchase) for video group in 50/50 A/B split• 22% higher average order value for video group in 50/50 A/B split
  11. 11. Persuade`
  12. 12. Results:• 40% higher Average Order Value for video group compared to control in 50/50 A/B split
  13. 13. Results:• 35% higher total orders for video group compared to control in 50/50 A/B split
  14. 14. Best Practices Rundown
  15. 15. • WHO toengage with video?• HOW can video add value? `
  16. 16. Time &Attention ` Value
  17. 17. Quick Tips• Segment previous video watchers / clickers• Keep video messaging congruent with non- video messaging• Smell Test: ask yourself if you think a plurality of recipients would enjoy and appreciate receiving messaging via video
  18. 18. Video in email versus video with email…
  19. 19. Static Callout / Click-to-playUse strong visual cues toindicate video presence toencourage subscribers toclick through to web-hostedvideo.PROS: Compatible with nearly all mail clients No learning curve Established best practicesCONS: More difficult for smartphone & tabletviewers to see video Inability to grab attention with video in theinbox
  20. 20. Animated .GIF?
  21. 21. Full video (HTML5 video)• Apple leading drive behind HTML5 video inemail w/iPhone & iPad shipments at recordlevels
  22. 22. B2C Senders Reaching 40% - 65% of Recipients with Video in Email 13% Full Video w/Audio25% Animated .GIF/.PNG Video Static Image 62%
  23. 23. B2C Senders Reaching 40% - 65% of Recipients with Video in Email • iPhone views dominate video in email views on mobile devices, followed by iPad • Android Honeycomb (3.x.x) displays video in email • Android Gingerbread (2.x.x) or Ice Cream Sandwich (4.x.x): static image only
  24. 24. Quick Tips• Use mail client device detection software that dynamically serves video to those who can see it, while falling back automatically where video is not yet supported
  25. 25. Quick Tips• Video should load only when email opened• Animated .GIF/.PNG turned ON for broadest reach; OFF for highest quality coverage• Add callout to static image and animated .GIF/.PNG video
  26. 26. Quick Tips• Keep animated .GIF/.PNG length to no more than 30 seconds• Keep full video with audio to less than 3 minutes
  27. 27. % Conversion Rate of Video Viewers5.004.504.003.503.002.502.001.501.000.500.00 0 - 30 31 - 1:00 - 1:30 - 2:01 - 2:31 - 3:01 - 3:31 - 4:01 - 4:31 - 5:01 - 6:01+ secs 60 1: 30 2:00 2:30 3:00 3:30 4:00 4:30 5:00 6:00 secs 87% of videos in the sample were < 3 minutes long. 1,500 videos in the sample
  28. 28. Quick Tips• Not possible to run straight clickthrough rate A/B split tests due to growing prevalence of HTML5 video (not possible to measure clicks on HTML5 video version)• Success metrics on A/B split tests need to be post clickthrough to ensure test accuracy – Conversion rate or dollars generated – % of visitors of each version that visited site after receiving each version (video in email v. video on landing page only) – Site engagement (time on site, % video consumed while on site)
  29. 29. Should You AdoptVideo In Email Now?
  30. 30. Q&A