Using Embedded Video in Email to Create a Dynamic Inbox

May 1st, 2014

Speakers

Justin Foster Co-founder & GM of VideoEmail, Liveclicker

justin@liveclicker.com

@liveclicker – and on ExactTarget HubExchange

Speakers

Bendee AnzuresSr. Director, Database/Email Marketing, Beachbody

banzures@beachbody.com

@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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