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Liveclicker / Bluehornet webinar - video email marketing in 2010


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On April 27, 2010 Liveclicker joined forces with BlueHornet to deliver a webinar on the state of video in email in 2010.

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Liveclicker / Bluehornet webinar - video email marketing in 2010

  1. 1. Video Email in 2010 Strategy & Best Practices Tweet about this webinar using hashtag #bhvideo Follow us on Twitter @bluehornetemail & @videocommerce
  2. 2. About the Presenter <ul><li>Justin Foster – follow @videocommerce, email at </li></ul><ul><ul><li>Co-Founder at Liveclicker </li></ul></ul><ul><ul><li>Founder at Video Commerce Consortium (~500 members) </li></ul></ul><ul><ul><li>Founder at Email Marketing Best Practices Roundtable (~1,500 members) </li></ul></ul><ul><ul><li>Formerly led services including deliverability and creative services for an email service provider </li></ul></ul>
  3. 3. Poll A – Clueless B – Novice C – Intermediate D – Advanced E – Expert Describe your level of expertise with video in email.
  4. 4. We’ve All Heard about Video <ul><li>“ Video is the killer app. Video brings the Internet to life.” </li></ul>John Chambers, CEO of Cisco “ Video in email can increase click-through rates by as much as 2X – 3X” - Forrester Research - May 4, 2009
  5. 6. <ul><li>Rising access to high-speed Internet </li></ul><ul><li>The expense of creating and hosting video is falling </li></ul><ul><li>Consumers embracing video rapidly across channels and verticals </li></ul>Marketers Taking Notice of 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
  6. 7. Web 2.0 vs. Email 0.7?
  7. 8. Poll A – Deliverability B – Subscriber experience / rendering C – Producing video content D – Technical issues E – Other / don’t know What are your top concerns with using video in email?
  8. 9. Why use Video? <ul><li>Creates an emotional impact </li></ul><ul><li>Tells a story </li></ul><ul><li>Persuades someone to take action </li></ul>
  9. 10. When to Use Video? <ul><li>When it is relevant </li></ul><ul><li>When it enhances the subscriber experience </li></ul><ul><li>When it communicates the message effectively </li></ul><ul><li>When used prominently within messaging </li></ul>
  10. 11. When to NOT Use Video? <ul><li>When it’s a distraction </li></ul><ul><li>If it’s not relevant </li></ul><ul><li>If the costs outweigh the benefits </li></ul><ul><li>If you don’t know what you’re doing </li></ul>
  11. 12. Pros v. Cons: PROs <ul><li>Immediate impact in-email </li></ul><ul><li>Supported almost everywhere </li></ul><ul><li>Provides a highly differentiated inbox experience </li></ul><ul><li>Supported everywhere </li></ul><ul><li>Fewer technical restrictions </li></ul><ul><li>Does not require video email automation tools or addt’l creative & segmentation process </li></ul>Video in email Landing page video
  12. 13. Pros v. Cons: CONs <ul><li>Still several technical restrictions </li></ul><ul><li>Variable quality playback </li></ul><ul><li>Requires either video email automation software or significant man-hours to pull off effectively </li></ul><ul><li>Lack of differentiated inbox experience </li></ul><ul><li>Lack of in-email video metrics </li></ul><ul><li>Requires the same amount of effort as using in-email video with video email automation software </li></ul>Video in email Landing page video
  13. 14. Pros v. Cons: You Decide <ul><li>Video plays automatically in email (usually without sound) </li></ul><ul><li>Video playback requires the subscriber to click through the email </li></ul>Video in email Landing page video
  14. 15. Common Myths of In-Email Video <ul><li>It can’t be done. </li></ul><ul><li>It causes deliverability problems by its very design. </li></ul><ul><li>Lack of support among mail clients and ISPs severely limits reach. </li></ul><ul><li>Variable quality playback among mail clients leads to unmanageable subscriber experiences. </li></ul>
  15. 16. Dispelling the Myths <ul><li>Most B2C email marketers can deliver in-email video across ~75% - ~90% of their subscriber base, with some technical limitations. B2B email marketers tend closer to ~65% - ~80%. </li></ul><ul><li>When implemented correctly, in-email video does not cause deliverability problems. </li></ul><ul><li>New technology can compensate for rendering differences and video filetype matching among mail clients to create high quality subscriber experiences. </li></ul>
  16. 17. In-Email Video Examples <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>
  17. 18. In-Email Video Examples <ul><li>Statistically significant increase in average order value </li></ul><ul><li>Statistically significant increase in conversion rate </li></ul><ul><li>Run in controlled A/B test of in-email video v. static image. </li></ul>
  18. 19. In-Email Video Examples <ul><li>Tells a story </li></ul><ul><li>Supports the brand </li></ul><ul><li>Delivered in a linear fashion </li></ul>
  19. 20. In-Email Video Examples <ul><li>Want to see examples in your inbox? Contact [email_address] with subject line “BlueHornet Webinar.” </li></ul><ul><li>Examples sent within 24 hours </li></ul>
  20. 21. Incorporating Video In Email <ul><li>Want to see examples in your inbox? Contact [email_address] with subject line “BlueHornet Webinar.” </li></ul><ul><li>Examples sent within 24 hours </li></ul>Benefit Static Image Animated .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
  21. 22. Poll A – Static Image B – Animated .GIF C – Goodmail CertifiedVideo™ D – HTML5/Other E – Have not tried to implement in-email video What Methods Have You Tried?
  22. 23. Incorporating Video In Email Desktop Clients Animated .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 animated .GIF Entourage 2008 YES NO NO Lotus Notes 6.5 – 8 YES NO NO Req’s one-off file creation or video email automation software to set. Outlook Express YES NO NO Outlook 2000 YES NO NO Outlook 2003 YES NO NO Outlook 2007 NO NO NO First frame shows or video email automation software req’d to set to diff. frame. Thunderbird YES NO NO Windows Mail YES NO NO Web Mail Clients YES+ YES NO* *Safari 3, 4, Chrome 3 and higher Firefox 3.6 support HTML5. GIF Major webmail clients currently strip HTML5 <video> tag. Gmail YES+ NO NO* Windows Live Mail YES+ NO NO* + Internet Explorer 6 requires special detection to render non-optimized animated .GIFs without compression (delivers slower frame rates). 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* Chrome and Firefox deliver higher animated .GIF frame rates than Internet Explorer or Safari. Separate file creation req’d to deliver alternate frame rates or can be set by video email automation software. RoadRunner Webmail YES+ NO NO* Verizon Webmail YES+ NO NO* Earthlink Web Mail YES+ NO NO* Mobile Mail Clients iPhone 2.2+ YES NO YES HTML5 or animated .GIF (HTML5 recommended, bandwidth check for .GIF) Blackberry YES NO NO Recommend bandwidth check before displaying animated or static .GIF iPad YES NO YES HTML5 video recommended
  23. 24. Incorporating Video In Email <ul><li>LEARN MORE: </li></ul><ul><li>Certified Video .GIF (Goodmail & Liveclicker Partnership): </li></ul><ul><li>Return Path Certified Premium Services (Return Path & Liveclicker Partnership): </li></ul><ul><li> </li></ul>  Email Client Default Images on? Default Links on? Default Changeable? AOL 9.0, 10.0 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
  24. 25. In-Email Video Best Practices <ul><li>Relevant </li></ul><ul><li>Expected </li></ul><ul><li>Supports message objectives </li></ul><ul><li>Measurable </li></ul><ul><li>Proper internal education </li></ul><ul><li>Cost/benefit pens </li></ul>Strategy Design Technical <ul><li>Primary callout </li></ul><ul><li>Sound off by default </li></ul><ul><li>Supported by subject line & message copy </li></ul><ul><li>160 – 320px wide (rule of thumb) </li></ul><ul><li>Static image selected for Outlook 2007 </li></ul><ul><li>Referenced .GIFs </li></ul><ul><li>150 – 200kb/sec data transfer </li></ul><ul><li>Playback optimized for diff. mail clients </li></ul><ul><li>Alternate display methods auto-render where supported </li></ul>
  25. 26. Poll How likely are you to use video in email in 2010? A – Definitely will use in-email video. B – Very likely will use in-email video. C – Somewhat likely to use in-email video. D – Still uncertain/many questions remain open. E – Unlikely to use in-email video.
  26. 27. Video Email in 2010 Strategy & Best Practices – Q&A Session Tweet about this webinar using hashtag #bhvideo Follow us on Twitter @bluehornetemail & @videocommerce