Email marketing video embedded

Email marketing video embedded
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I. Video marketing content for you!
· Video is again a hot topic of discussion among marketers and
creative teams seeking to accelerate the dynamism of the email
channel. In particular, the nascent HTML5 standard has opened
new possibilities for embedding video into email messages that
play right in the inbox. Yet simply because embedding video in
email is possible, is it advisable?
To address some of the questions surrounding the use of video in
email, we spoke with Justin Foster, Founder/GM of
Liveclicker’s VideoEmail.
Q1: Why are marketers so interested in using video in email?
A1: Video has long been utilized alongside the email channel as a
way to boost engagement and persuade recipients to take action.
What is new is that for the first time, embedding video that plays
directly in the inbox is a realistic possibility. By allowing video to
play within the inbox, marketers can drive up video views, create a
Video marketing. Free pdf download examples Page 1

more engaging experience within email messages, differentiate
against competitors, and increase overall campaign performance.
Admittedly, there is also a novelty factor at play with embedded
video, not unlike what we are seeing in the space with pictographs
and, to some extent, animations. Still, the growing adoption of
online video by consumers is a much larger trend. Marketers that
make it easy for their recipients to consume content, using the
correct media, will always have a leg up.
Q2: What are some of the major challenges facing embedded
video in email?
A2: The single largest challenge that remains is that video is not
yet universally supported within email clients. Because of this,
many marketers are naturally skeptical about the viability of
embedded video in email. The phrase “non-universal support”
tends to conjure up all kinds of images of broken-looking emails
and deliverabilityheadaches. Fortunately, in the case of embedded
video in email, non-universal support doesn’t mean that emails will
break. By utilizing a waterfall approach, like the one we use at
VideoEmail, and detecting the mail client in use at the moment a
message is opened, senders have the ability to deploy a solution
that will deliver a compatible experience across the entire database,
whether or not video is ultimately supported by the end mail client.
Q3: When should senders use embedded video in email?
A3: As with any tactic, embedded video should be applied
judiciously. Simply because it is possible to deliver video into the
inbox does not guarantee that doing so will generate better results.
In fact, we believe using embedded video in email warrants an
even higher level of attention to delivering relevant messaging.
That’s because embedded video in email is generally easier to
consume than linked video, which means it tends to also generate a
corresponding higher level of video views. With more recipients
consuming video content, marketers need to be that

much more careful to ensure that videos deliver value in excess the
recipient’s time required to view the content.
Q4: Speaking of results, what can senders expect?
A4: I hate to say, “it depends,” but the truth is that it does. There
are many variables at play, the most important of which is whether
or not the video being used is effective and relevant to the
audience. We always recommend starting with embedded video in
email by running an A/B split test, and testing multiple videos if
possible. Among Experian Marketing Services clients, some of the
results achieved include:
o 55% higher revenue per email delivered (online retail A/B
test)
o 50% higher clicks compared to prior emails featuring non-embedded
video
o Over 1MM incremental video views (online media, A/B test)
o 7.5X more clicks compared to static image player image
(A/B test)
Across the VideoEmail client base, embedded video drives an
average of 40% higher video views than linked video. Most B2C
senders could expect to see this kind of result, regardless of how
other metrics perform. The primary reason for the increase in
views is that embedded video is easier to consume on popular
mobile devices like the iPhone and iPad. In addition to requiring
one fewer click to play back, embedded video also eliminates the
need for a recipient to wait for a redirect, load a browser and wait
for a separate page and player load. Whenever friction is reduced
between the recipient and the content the sender wants them to see,
an increase in views should be the natural result.
Q5: What are some of the best practices to be aware of?

A5: There are many best practices, some of which will be covered
in an upcoming Video in Email webinar next week co-hosted by
Experian Marketing Services and VideoEmail. Some of them are:
o Always use a waterfall approach to embedded video in email
o Feature video above the fold to drive the most plays
o Limit the length of video to increase conversion (this will be
covered in more depth on the webinar)
o Auto-play video only with sound off inside the email, if auto-play
is used
Q6: How can senders get started?
A6: I would recommend attending the
upcoming Experian/VideoEmail webinar to learn more about video
in email best practices. Whether or not embedded video is used,
many best practices are universal to video and email. Experian
Marketing Service’s account teams are very familiar with
embedded video in email and are also a good starting place to find
additional information. In the webinar, we’ll explore the state of
video in the email channelincluding the following:
o Best practices uses for video in email
o Video growth trends and adoption amongst marketers
o Challenges and opportunities facing video in email
o Examples and case studies of successful video email
deployments
o Mail client support for embedded video
o Deliverability, rendering, and compatibility implications
o Video email analytics and reporting considerations

About Justin Foster:
Justin Foster is Co-Founder and GM of VideoEmail at Liveclicker,
a company focused on helping the web’s leading brands maximize
the potential of online video. Justin also founded the Video
Commerce Consortium, the industry’s largest trade group devoted
to advancing the use of video in e-commerce. Prior to Liveclicker,
Justin led the services practice for WhatCounts, an email
marketing technology provider, where he was responsible for
client strategy and development. He also founded the Email
Marketing Roundtable, an industry group that counts over 1,500
email marketers worldwide as members.
II. Video marketing tips
#1: Make your title count
Just like a headline to a blog post,
video titles can pull powerful
traffic. There are two main reasons
why the title is so important. One,
a great title can instantly grab a
viewer’s attention.
Two, when you use the appropriate keywords in your title, you are more
likely to show up on search engines when people are searching for your

topic. And remember Google owns YouTube, so there’s a story
connection between video and searching.
#2: Provide excellent content
Take some time to think about your ideal viewer. What do you know
that they’ll find valuable? What can you teach them? “How-to” videos
are extremely successful because not only do they offer great value to
your viewer, but also you’re able to showcase your knowledge and skill,
thus positioning yourself as an expert. This is key as you continue to
grow your brand.
#3: Include your URL in your video
When you edit your video, take advantage of the different editing
features. One easy feature is to add a text box to your video. This is
where you can display your website address and it’s a great way to get
exposure.
Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she
used a text box in her video to display key information, including her
website URL at the end of her video. Smart move!
#4: Take advantage of video’s branding opportunities
For branding purposes, have your company logo displayed prominently
somewhere on the screen. You can do this at all times, or during key
times in your video.
In the image below, notice how the company logo is displayed in the
upper-left corner. You can display your logo throughout your video or
only at key times.

#5: Always provide an HTML link
When you post on YouTube, you have the option to write a short
description of your video. Always start with the link you want to drive
your viewers to so you don’t miss this key opportunity.
Here’s a snapshot of the description boxes from one of my YouTube
videos. Notice the placement of my website URL (it’s the first thing
you want to put in the box!) and the keywords I used in my title as well
as the description.
#6: Go beyond YouTube
Most people post their videos on YouTube. In addition to this, make
sure to always embed your video on your own website. This will
increase the amount of time people spend on your website and help grow
a captive audience.
Also, Google’s algorithms consider how many times a video is viewed,
and embedded video views you receive get added to the ‘views’ tally on
YouTube. This is important for showing up in Google search results!

Email marketing video embedded

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Email marketing video embedded