The document discusses best practices for incorporating video into email marketing. It covers why video marketing is effective, when to use video in emails, technical considerations around email client support, and best practices for the strategy, creative, and technical execution of video emails. Key recommendations include making sure the video is relevant to the recipient, engaging but not distracting, supports messaging objectives, and can be implemented effectively given technical limitations of email.

1. Best Practices for Incorporating Video into Email

3. Best Practices for Incorporating Video into Email

4. Why Video?

5. Video Trends

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. Web 2.0 v. Email 0.7?

12. Framework for Supporting Video Email

15. Fogg Behavior Model For more information on the Fogg Behavior Model, visit http://www.behaviormodel.org . For more information on BJ Fogg, visit http://www.bjfogg.com.

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. 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 AOL.com 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. Popular Email Clients Email Client Market Share Report , FingerPrintApp. September 2008.

20. Measure and Learn

24. Reminders / Q & A

27. Thank you! On Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com