The Power of Video in Email – Leveraging their Strengths to Create Engagement
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The document discusses using video in email marketing to increase engagement. It notes that video is very popular on platforms like YouTube. Research shows that emails containing video have higher open and click-through rates than non-video emails. Different options for including video in emails are discussed, such as HTML5, Liveclicker, ActivePath, animated GIFs, and cinemagraphs. Tips provided include keeping video short, having a clear call-to-action, and testing different approaches. The presentation concludes that leveraging both email and video can produce good engagement and results for marketers.
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The Power of Video in Email – Leveraging their Strengths to Create Engagement
- 1. The Power of Video in Email – Leveraging their Strengths to Create Engagement Kath Pay Plan to Engage
- 2. Your presenter – Kath Pay • 12+ years of experience in email marketing • Email Marketing Consultant, Trainer & Speaker • Lead trainer for Email Marketing for Econsultancy & the IDM in the UK @kathpay ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2
- 3. About Plan to Engage • Email Marketing Strategy • Email Design & Coding • Deliverability Support • Email Vendor Selection • Conversion Optimization • Workshops & Training Courses www.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 4. Why video?
- 5. YouTube: 72 hours of video are uploaded every minute, or more than one hour of video is uploaded to YouTube every second.
- 6. YouTube is the second largest search engine on the web
- 7. Why email?
- 8. Everyone loves email…. http://www.icontact.com/blog/email-marketing/ ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 9. Ranking of channels for ROI • Proportion of companies ranking as ‘excellent’ or ‘good’ • Email consistently top/second top channel for ROI since 2008 SEO 73% Mobile marketing 34% Email marketing 72% Affiliate marketing 47% PPC 56% Offline direct marketing 32% Social media 43% Online display advertising 24% Econsultancy . ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 10. Why Video in Email?
- 11. 63.9% of 5000 people watched a video sent by email to completion. The average email readers will only spend 8 seconds reading an email Marketing Vox
- 12. Video in email 280% higher returns than direct mail Gartner research
- 13. Emails containing video received, on average, 5.6% higher open rates, and 96.38 % higher CTRs than non-video emails! Get Response on examining 800,000 customer emails
- 14. Higher engagement www.activepath.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 15. Go Viral ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 16. Personalised video http://www.skeletonproductions.com/email-marketing ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 17. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 18. Content Marketing? • Use sensory based content – Video ticks all the boxes • Visual • Auditory • Kinesthetic ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 20. …in the subject line • Front-load the subject line • Test using [Video] to draw their attention ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 21. …within the email ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 22. Video-Animated Gif ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 23. Holland America conducted an A/B test an animated .GIF video in email versus a static image Results? 100% higher clickthrough rate on the video segment. Liveclicker
- 24. Tip: Keep animated .GIF/.PNG length to no more than 30 seconds
- 25. Cinemagraph ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 26. Some rules….. • Always have the CTA as a text link as well as within the image for those who have blocked images ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 27. Some rules….. • Ensure the video has a purpose & adds value • Only use Animated Video gif if it is your main CTA • As with all content, ensure the video is subscriber oriented not brand oriented • Keep full video with audio to less than 3 minutes ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 28. Want video to play in your email? • HTML5 • Liveclicker • ActivePath • ….just to name a few ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 29. HTML 5 • All iOS devices when opened in the native mail client (iPad, iPhone, iPod Touch) • Hotmail, when viewed in an HTML5 compliant web browser • IE 9+ • Chrome 3+ • Firefox 3.5+ • Safari 3.1+ on desktop, and 3.0+ (iOS) • Thunderbird • Apple Mail 3, 4 • Outlook for Mac 2011 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 30. LiveClicker • 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 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 31. ActiveMail – logos and images enabled ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 32. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 33. Huge Potential….. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 34. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 35. Results • Average engagement rate of 27% (clicking on an average of one hotspot) across all videos • Clickthrough rate of 13% • Increase in basket size onsite of over 300% from customers purchasing via the video http://econsultancy.com/uk/blog/9226-jaeger-sees-basket-size-grow-by-300-using- interactive-hotspots ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 36. So…. • Leverage these 2 wonderful mediums • Understand what you’re wanting to achieve • Look at your all your options • Test, test, test • Enjoy the results! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com