1. Video + Email Marketing Can it work? @Inspire_Video

2. Laura Cruz Director of Client Services for Inspire Video Email Marketing Manager for the Leadgen Parent Company, Lead Info Stream @Inspire_Video 3. Video + Email Marketing: Outline Reasons, opportunities and statistics of using video to increase engagement and conversions Solutions to obstacles you will find Effective and proven strategies to use Todays goal is to encourage you to try video in email @Inspire_Video 4. Increasing Consumer Engagement & Conversions @Inspire_Video 5. Our Journey Began: Offers that were converting, started converting less and less Coming from the leads world We closely create, test, track and aim to convert traffic Coming from the affiliate world Landing pages and email creatives not mobile ready Started testing video and optimizing external offers in-house for partner advertisers Design, mobile responsiveness, eye tracking, and neuromarketing @Inspire_Video 6. Besides Adapting Fast to Mobile Technologies; Some Offers Were Still Outperforming Others Video thumbnail and video on the landing page increased overall conversions Pimsleur using video on landing page @Inspire_Video 7. @Inspire_Video 8. Video is Worth Trying: Stats 75% of users visit the marketers website after viewing a video Video click-through rates increase 2-3 times when marketers include a video in an email Subscriber to lead conversation rates increase 51% when video is included in email marketing campaign An introductory company email that includes a video receives an increase click-through rate by 96% @Inspire_Video Digital Sherpa 9. BombBomb: Keller Williams agents email response level went up 30% after beginning to use video in their email messages Pimsluer approach: Viewers coming from email, then viewing the video on the landing to the end almost always resulted in a sale We noticed industry experts are already using well video + email to increasing conversions! Video is Worth Trying @Inspire_Video 10. Challenges Browser capabilities Viewing devices Open rates Deliverability Effectiveness Tracking metrics Quality video Mobile vs. Desktop users Deciding which type of video is best for you? @Inspire_Video 11. Challenges Deliverability Browser capabilities Effectiveness @Inspire_Video 12. This Is What Our Friends In The Industry Had to Say About Video @Inspire_Video 13. Jeff Kupietzky: Aim for Consumer Engagement @Inspire_Video 14. We crossed the point where over 50% of emails are being opened on mobile and thats causing a complete rethink of how the message is being put together. They give you less time They are more likely to hit delete You have to cut through the clutter Jeff Kupietzky CEO, PowerInbox.com Jeff Kupietzky: Aim for Consumer Engagement @Inspire_Video People on mobile act differently than people on desktop 15. Jeff Kupietzky CEO, PowerInbox.com Email Snacking People have very short bursts of activity when they check their email, so how do you make your message relevant? People that talk about engagement solutions are now more important than deliverability solutions. Jeff Kupietzky: Aim for Consumer Engagement @Inspire_Video 16. @Inspire_Video 17. @Inspire_Video 18. Obstacle #1: Deliverability This topic is extensive but there are enough professional services that would help you achieve deliverability and reach those inboxes SOLUTION Get a professional ESP (email service provider) to help your deliverability -there are plenty out there- Your focus should really be on: Offer optimization & conversions instead of traffic @Inspire_Video 19. Tim Ash: Focus On Conversion @Inspire_Video 20. Tim Ash CEO SiteTuners.com If you look at online marketing in broad buckets you have to get people to your website, you have to get them to take action then you have to increase the value. Unfortunately there is still way to much value on driving traffic and the big nob you can turn is conversion. Tim Ash: Focus On Conversion @Inspire_Video 21. Obstacle #2: Browser Compatibility Display video inside an email Can your email be viewed on all devices and browsers? SOLUTION: Improve your compatibility by using Animated GIFs that links to full video Image thumbnail displaying video content Use a dynamic email service to display video inside the email Testing your emails with ESP (Email Service Providers) snapshot tools @Inspire_Video 22. A) Animated GIFs That Links To Full Video Email example from EmailAnswers.com @Inspire_Video 23. B) Thumbnail Displaying Video Content in Email.. Then on Landing Page @Inspire_Video 24. C) Use a Dynamic Email Service To Display Video Inside The Email @Inspire_Video 25. Testing Your Emails With ESP (Email Service Providers) Snapshot Tools Use specialized services to preview your emails in different platforms (mobile & desktop clients)ender @Inspire_Video 26. Obstacle #3: Effectiveness What Makes Them Click? Test Test Test Today marketers can find affordable videos that are effective: Thats why there is a boom in the use of videos @Inspire_Video 27. Obstacle #3: Effectiveness Videos can work 24/7 for you A well constructed video is a good marketing investment Depending on your goal: strong brand recognition and action driven results can be achieved However in this market, you should be able to find affordable videos that truly work for you @Inspire_Video 28. Jeremy Schoemaker: Give people choices you want them to make @Inspire_Video 29. Jeremy Schoemaker CEO, ParProgram On Day 24, which is more than 3 weeks into his sequence, he sees his highest engagement. Thats the one with his Facebook training video. Everyone watches that from start to finish. Jeremy Schoemaker: Give people choices you want them to make I actually have a PDF guide and a link to the video. The PDF guide contains all the text, but the video - everyone clicks on and watches. @Inspire_Video 30. Brian Massey: Types Of Videos That Engage Viewers @Inspire_Video 31. Webinar style Talking Head Whiteboard Brian Massey The Conversion Scientist Brian Massey: Types Of Videos That Engage Viewers @Inspire_Video 32. Brian Massey The Conversion Scientist The viewer rates for whiteboard videos were the best. People watched longer and we also found that it converted significantly higher than talking head webinar or slides style. The webinar style video performed poorest on the split test. Brian Massey: Types Of Videos That Engage Viewers @Inspire_Video 33. Brian Massey: Eye Tracking Technology And Video Effectiveness @Inspire_Video 34. Jennifer Pepper: Your Video Needs A Clear Purpose @Inspire_Video 35. Jennifer Pepper Content Marketing Manager, Vidyard Assign an action (CTA) to your videoand track it Jennifer Pepper: Attach Your Video To An Action! @Inspire_Video 36. Attaching A Call To Action Vidyard Viewbix Think about what you want your video to accomplish This needs to be done as part of your marketing strategy @Inspire_Video 37. Conclusions: Video is a good idea Try, Test and Track Your goal is user engagement: Speak to the consumers on their terms and get them to act Dont get left behind: Users have been trained to look for the video, to watch for the video, to click on the video and react and If you are not using video effectively - you are losing sales to the competition that does @Inspire_Video 38. Conclusions: Obstacles & Solutions Deliverability: Use ESP for this and focus on optimizing offers for Conversion Browser Compatibility: Gif, thumbnail, Dynamic services Preview Email snapshot: ESP preview tools Video Effectiveness: Use affordable high-quality videos and place them in responsive-ready offers Use an eye tracking-ready, whiteboard animation, and attach that video to a call to action you can track @Inspire_Video 39. @Inspire_Video I highly recommend to start combining your video into your email marketing, to jumpstart the engagement process 40. Thank You @Inspire_Video Feel free to keep the conversation going laura@inspirevideo.com M: 303-800-6029