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Presentation is from a January 2010 Silverpop Webinar. For nearly a decade, email marketers struggled to overcome the deliverability challenges of video in email without much success. Email marketers who experiment without a proper understanding of where video works, where it doesn't, limitations of video inclusion methods, and a thorough understanding of video best practices are likely to encounter significant roadblocks.The Webinar/presentation covers:- What is video’s role in email – what are the benefits- How does video increase engagement- How and when video should be incorporated into your program- Good and bad examples- "Return on video"Justin Foster, Co-Founder of Liveclicker, provides an objective look at the drawbacks and possibilities of the different methods used to achieve video in email, profile emerging technology research, and share case studies, facts, and best practices about video in email.
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Best Practices for Incorporating Video into Email
Speakers & Agenda
• Loren McDonald
– VP, Industry Relations
– Silverpop
– Moderator
• Justin Foster
– Co-Founder & VP Market Development,
– LiveClicker
• Agenda
– Why Video?
– Benefits of Video
– When To Use/Not Use
Video
– Best Practices
– Questions & Answers
Best Practices for Incorporating Video into Email
Why Video?
Video Trends
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
Web 2.0 v. Email 0.7?
What are the Benefits?
>100% increase in CTR video vs. static image
Renewed interest in the channel
Contributed to budget increase
What are the Benefits?
Increase in average order value
Increase in conversion rate
Run in A/B test of in-email video v. static image.
What are the Benefits?
Tells a story
Differentiates the brand
Humanizes an offer
Before Jumping into Video Email…
Does video have strong potential to deliver on message objectives?
Can you envision a video that “makes sense?”
Do you have the knowledge required to increase the performance of video so it meets objectives?
Do you understand the limitations of video in email? Are you prepared to launch in-email video given the limitations?
Framework for Supporting Video Email
When to Incorporate Video?
When it is relevant
When it adds value to the subscriber experience
When it is a primary callout in the email
When it is used as a “teaser”
When to NOT Incorporate Video?
When it’s a distraction
If it’s not relevant
If it must be placed below the fold
If the costs outweigh the benefits
If you are unable or unprepared to educate internal stakeholders about limitations of in-email video
If it needs to be longer than ~45 seconds to work in-email
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.
How to Incorporate Video
BenefitStatic Image
Video .GIF Flash HTML5Certified 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
ResistantNO NO N/A N/A N/A YES
Spam-Block Resistant
YES YES NO YES YES YES
What Email Clients/ISPs Support Video?
Desktop Clients Video .GIF?
Certified Video?
HTML5 Comments
AOL 10.0 YES YES NOAOL 9.0 YES YES NOApple Mail 3.0 NO NO NO First frame displays only for video .GIFEntourage 2008 YES NO NOLotus 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 NOOutlook 2000 YES NO NOOutlook 2003 YES NO NOOutlook 2007 NO NO NO First frame displays only for video .GIFThunderbird YES NO NOWindows Mail YES NO NOWeb Mail ClientsAOL.com YES YES NO* *Safari 3, 4 support HTML5. Video ,GIF subject to per-user agent differences in
supportGmail 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 ClientsiPhone 3.0 YES NO YES Dependent on connectioniPhone 2.2 YES NO YES Dependent on connectionBlackberry Curve YES NO NO Dependent on connectionBlackberry Bold YES NO NO Dependent on connection
Popular Email Clients
Email Client Market Share Report, FingerPrintApp. September 2008.
Static Images & Video .GIFs Subject to Image Blocks
EmailClient
Default Images on?
Default Links on? Default Changeable?
AOL 9.0 Software NO NO YES
AOL.com, AIM.com 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 WebYES Inbox
NO Spam Folder YES YES
Yahoo Mail Web NO YES YES
LEARN MORE:
Certified Email (Goodmail): Unblock images at AOL, BT, Yahoo, Telus, Cox, Comcast Certification Program (Return Path): Unblock images at Windows Live Mail
Measure and Learn
Best Practices Checklist - Strategy
Is the video relevant? Does the video engage rather than distract? Does the video support message objectives? Can video be implemented effectively given tech
limitations? Are costs understood and accurately estimated? Are success metrics measurable? Are key internal stakeholders properly educated?
Best Practices Checklist - Creative
Used as primary visual element in-email? Sound off by default? Above the fold? Acceptable playback quality? >160px wide, <320px wide? >15 seconds in duration, <45 seconds in
duration? Acceptable failover for Outlook 2007 and Apple
Mail?
Best Practices Checklist - Technical <150kb in data transfer required? <10MB? Seamless failover for non-supporting mail
clients? Optimized playback for different mail clients? Alternative display methods utilized where
supported (e.g. HTML5) Sufficiently robust content delivery infrastructure? No Javascript or Flash required (except in case
of CertifiedVideo)?
Reminders / Q & A
Resources
• Resource Center– White papers– Webinars– Blogs– Case studies– Newsletters– http://www.silverpop.com/marketing-resources/
index.html
• Many presentations on SlideShare– www.slideshare.net/Silverpop
Q & A and Contact Information
• Justin Foster, LiveClicker– [email protected] – www.liveclicker.com– Twitter: @videocommerce
• Loren McDonald, Silverpop– [email protected]– Twitter:
• @Silverpop or @LorenMcDonald
Thank you!
On Twitter: @Silverpopwww.slideshare.net/silverpop
www.silverpop.com
