Using Embedded Video in Email to Create a Dynamic Inbox
May 1st, 2014
Speakers
Justin Foster Co-founder & GM of VideoEmail, Liveclicker
@liveclicker – and on ExactTarget HubExchange
Speakers
Bendee AnzuresSr. Director, Database/Email Marketing, Beachbody
@beachbody
Are you currently using video in your email marketing program?
Are you currently using video in your email marketing program?
UsingNot using
Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013
WHO to engage with video?
HOW can video add value?
Time & Attention
Value
Growth Rate: Time Spent per Day with Digital Media, US Adults
Source: eMarketer, April 2014*Projected. Note: ages 18+, time spent with each medium includes all time spent with that medium, regardless of multitasking.
2011 2012 2013 2014*
Mobile (nonvoice)
100% 97.9% 46.3% 23.0%
Video - 166.7% 175.0% 50.0%
Social Networks 400% 200% 93.3% 20.7%
Other 73.9% 80.0% 22.2% 17.0%
Online 7.7% -3.9% -5.4% -5.0%
Video 100.0% 75.0% 4.8% 0.0%
Social Networks 41.4% 5.2% -1.3% -5.0%
Other -3.9% -15.3% -9.3% -6.4%
Poll
What are the primary benefits of using video in email marketing?
Benefits of Using Video in Email Marketing
Increased CTR
Increased time duration reading email
Increased sharing of the email
Increased conversion rate
Increased revenue (sales)
Increased ad sales
Inceased AOV
Other
No benefit/None
0% 10% 20% 30% 40% 50% 60%
Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013
Poll
What are the greatest challenges hindering the adoption of video in your email program?
Simulated video player
PROS:
Compatible with nearly all mail clients No learning curve Established best practices
CONS:
Lowest CTR of all possibilities of featuring video in email Does not differentiate in-email messaging Reduces video views (especially on mobile)
Static Image: A regular image that appears to be a video player within the email, designed to incite a click so video plays on the web.
Simulated videoVideo .GIF: A silent, simulated video in the inbox using animated .GIF technology.
PROS:
Higher CTR vs. static images depicting video player (10% -15% on average)
Differentiates the inbox experience Easy to implement without deliverability
headaches
CONS:
Usefulness in a video context limited to “teaser” functionality Reduced video views vs. embedded video Lower CTR vs. embedded video
Embedded videoEmbedded video: True video with audio that is capable of playing back directly within the inbox of supporting mail clients.
PROS:
Highest CTR when compared to images/animations (40% higher vs. animations amongst VideoEmail clients, on average) Maximum number of video views, especially on mobile devices Most differentiated experience in the inbox
CONS:
Can not link through the video to an external site (no interactivity) Works for ~65% of openers (B2C) or 35% of openers (B2B), requiring a fallback to video .GIF or simulated player in all other instances Acts as an “signal booster” for all videos, amplifying the effect of poor content as well as good content
Poll
What tactics have you used to integrate video into the email channel?
45%
49%
6%
Mobile/TabletDesktop/WebUnclassified
Source: Litmus Email Analytics, n=326MM email opens, March 2014
Mobile/Tablet Market Share, March 2014
Embedded Video Linked Video
The VideoEmail Waterfall
State of video in email: B2C
State of video in email: B2B
Automotive: 72.4%
Retail – Luxury/Fashion: 70.9%
Retail – Toy: 70.5%
Retail – Cosmetics: 67.5%
Retail – Branded Apparel: 64.9%
Retail – Media Products: 60.8%
Entertainment: 60.2% Travel: 54.6% Retail – General Apparel: 52.1% Nonprofit: 51.7% Retail – General Merchandise:
50.2% B2B – 36.1%
Embedded Video Support: Verticals
Embedded Video Works Requires Mail Client Sniffing
Analytics Video playback in mail client % embedded video served
Outlook.com – compatible HTML5 poster
Android – compatibility in native mail client
Embedded video – compatible poster image
Mobile experience – optimized bitrate
Example Results
55% higher revenue per email delivered in A/B split test
33% higher conversion rate in A/B split test
66.5% of all recipients served embedded video
50% higher CTR compared to prior video emails without embedded video
Example Results
Example Results
38.9% receiving video embed for 2011
56.9% receiving video embed for 2013
Video played 58.9% of the time when rendered in inbox
Example Results
Double-digit % increase in video plays – embedded vs. non
So far, conversion rate unaffected
Still early
Best Practices
DON’T Use video for the sake of
using video Ignore the impact of
mobile on video
DO Consider video a
viable tactic to break through the clutter
Use video when it adds value
Best Practices
DON’T Create excessively
long videos Auto-play video with
sound on
DO Feature video
prominently within email to drive usage
Size the video appropriately for email
Best Practices
DON’T Use Flash Use Javascript
DO Use HTML5 in a
“waterfall” model for embedded video
Sniff the mail client with a solution like VideoEmail to ensure proper rendering
Poll
Do you plan on testing embedded video in email?
Questions?Please type questions in the chat panel to ‘All Panelist'
Resources:
VideoEmail Case Studies:http://www.videoemail.com/case-studies/
ExactTarget Hubexchangehttps://hubexchange.exacttarget.com/listing/liveclicker/videoemail Embedded Video in Email whitepaperhttp://www.videoemail.com/videoemail-research-report-embedded-video-in-email-form/
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