On Tuesday, July 6 2010 I delivered a presentation at the Online Retailer conference in Sydney Australia highlighting trends in online video and email marketing. The presentation borrows some from earlier material but updates the messaging to include specific example case studies and additional information on why email marketers should (or should not) consider using video with or in email. As usual there is a technical section highlighting the various embed methods supported for video in email but this time there is updated material on using animated .PNG video for mail clients opened with Firefox. Additional discussion re: the implicit contract between marketers and viewers is highlighted along with a framework for choosing when (and when not) to include video in email based on the engagement of subscribers. Methods highlighted include using the word "video" in subject lines, segmenting subscribers based on previous activity history, highlighting the value of video in email by clearly setting subscriber expectations, use of the "play" button with video, additional context around the use of HTML5 video, and file size, length, and appropriate pixel dimensions for video in email are shared as well. Enjoy! - Justin Foster @videocommerce

1. Online Video
and Email
Marketing:
Meant to be
Together?
July 6, 2010

3. “US online video views more
than doubled from 14.8
billion/mo in Jan 2009 to
33.2 billion/mo in Dec 2009.”
-Comscore Research, February 2010

4. Video Trends

5. “33% of retailers plan to add
video or streaming media to
their sites in 2010.”
-Internet Retailer/Vovici Group Survey
January 29, 2010

6. “68% of the Top 50 Internet
retailers use video on their
web sites, compared with
18% in 2008.”
-Patti Freeman-Evans, VP, Research Director, Forrester Research
May 4, 2009
Source: Online Retailers’ Adoption Of Online Video Content Is Ahead Of Consumers’ Preferences, November 24, 2009

7. “Video in email can increase
click-through rates by as
much as 2X – 3X.”
-David Daniels, Former VP, Principal Analyst, Forrester Research
May 4, 2009

8. Video TrendsExcite and Entertain

9. Build Trust

10. Stir the Imagination

11. Persuade

12. When video in email is executed
well, it will…
1. Differentiate the
inbox experience
2. Boost subscriber
engagement
3. Drive clicks and
conversions

13. 1. Annoy subscribers
2. Create a distraction
3. Distance a retailer
from its customers
When video in email is executed
poorly, it will…

14. Video viewing creates an
implied contract between
shoppers and retailers.

15. Time &
Attention
Value

16. • WHO to
engage with
video?
• HOW can
video add
value for
shoppers?

17. Introduce shoppers
to the brand

18. Create a magical aura
around products

19. Connect on a more
emotional level

20. SUBJECT LINE:
Video: Explore our new virtual tours and videos
2X higher
CTR than
average
campaign
100% higher
CTR in-email
video v.
static image

21. The universal
symbol of
video – use it!
Reinforce
expectations
Communicate
the value

22. See who’s engaged already.
Subject lines matter – set
the expectation for video

23. Video in
Email v.
Video with
email:
Can Dreams
Come True?

24. Most marketers are open-minded
toward using video in email
Open-Minded
Not Possible
Too Limited
Seeking
Optimization
n = 287. Registrants attending “Video Email Marketing in 2009” 8/10/2009

25. Deliverability, rendering and subscriber
experience are top concerns.
Hosting/Streaming
Other/Don't Know
Poor Subscriber
Experience
Producing/Acquiring
Videos
Spam filters/Rendering
Issues
n = 287. Registrants attending “Video Email Marketing in 2009” 8/10/2009

26. DO NOT USE FLASH IN
EMAIL!

27. Benefit
Static
Image
Animated .
GIF Video
Flash
HTML5
Video
Certified
Video™
Certified
Video .GIF™
Universal
Support
YES NO NO NO NO NO
Broad
Support
100% 75% - 90% ~0% ~5% - 10% ~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
How to Incorporate
Video

28. PROS:
 Compatible with nearly all mail clients
 No learning curve
 Established best practices
CONS:
 It’s not really video in email
 Subscriber must click through for video
and audio
Use strong visual cues to indicate
video presence to encourage
subscribers to click through to
web-hosted video.
Static Image Video Callout

29. Animated .GIF?

30. PROS:
 Compatible with most mail clients
 (~75% - 90% for most)
 Displays video directly in email
 Does not cause ISP blocks
 (if not directly embedded)
 Does not require the end user to
download the video prior to viewing
CONS:
 No audio
 Works most places, but not everywhere
 No player controls in email
 Requires enabled images
 Poorer quality output than full motion
video
 Production and delivery expense
Animated .GIF/.PNG
Video

31. “.GIF Myths”
(File) size matters.
Longer is better.
Bigger (pixel dimensions) are better.

32. • 3 million+ iPads sold to date
• Selling at 2.5X the rate of the original iPhone
HTML5 Video

33. • 51.15 million iPhones sold to date (not
counting iPhone 4
Source: Apple Computer earnings report, April 20, 2010.
HTML5 Video

34. What works where?
 iPhone mail client
 iPad mail client
 Apple Mail 4
 Thunderbird
 Blackberry (BOLT 2.1)
 All webmail clients
 Outlook Express – 2003
 Lotus Notes 6.5 – 8
 Entourage
 Windows Mail
HTML5 Video Animated .GIF/.PNG

35. Beware Exception Cases
Outlook 2007 / 2010
- Shows static image
Apple Mail 3
- Shows static image
Webmail clients opened
with HTML5 video
compliant web browsers
Video Not Supported Special Requirements
 Lotus Notes 6.5 – 8
 Webmail clients in IE6 (no
compression
 Safari (slow render speed)
 Mobile clients that do not
support HTML5 (bandwidth)
 Thunderbird (OGG Theora)
v. Apple clients (H.264)

36. Internal education is key
to gaining buy-in for in-
email video.

37. Consider video email
automation software to
enable a “hybrid” approach.

38. Best Practice Takeaways
 Serve video to those
likely to respond
 Use the emotional/trust
building/persuasive
power of video to
connect
 Focus on creating
unique value with video
 Choose an inclusion
method that meets your
goals; be prepared to
accept limitations
Strategy Design Technical
 Use the word “video” in
subject lines
 Use “play” button
 Place callouts in
animated .GIF/.PNG
videos
 Reinforce expectations
of video in the email
 Communicate the value
of video in the email
 Static image = easy but
not really video in email
 Widespread video in
email = consider hybrid
approach using
HTML5/animated
.GIF/animated .PNG
 Internal education re:
limitations is key
 Consider using video
email automation
software

39. For more information:
justin@liveclicker.com
Follow:
@videocommerce