5. #VideoEmail
Daily Time Spent with Digital Media (US Consumers)
2010
2011
2012
Social networks
0:26
0:30
0:37
Email
0:26
0:28
0:33
Online video
0:10
0:17
0:24
Using search
0:16
0:20
0:22
Online games
0:13
0:16
0:17
Blogs
0:05
0:16
0:07
Online radio
0:07
0:06
0:06
Online newspapers
0:06
0:06
0:06
Online magazines
0:02
0:03
0:03
Source: GfK “Multimedia Monitor” / IAB “45 Million Reasons and Counting
to Check out the NewFronts,” April 29, 2013
6. #VideoEmail
Daily Time Spent with Digital Media (US Consumers)
40
35
30
25
Social networks
Email
Online video
20
15
10
5
0
2010
2011
2012
Source: GfK “Multimedia Monitor” / IAB “45 Million Reasons and
Counting to Check out the NewFronts,” April 29, 2013
7. #VideoEmail
Ad Tactics US Agency Executives Expect to Show
Highest and Lowest Growth
Highest Growth
Lowest Growth
Online video
25%
2%
Mobile video
23%
4%
Mobile display
17%
10%
Social media
9%
4%
Direct response
7%
32%
Online display
7%
4%
TV
6%
25%
Search advertising
5%
5%
Connected TV
2%
15%
Source: Brightroll, “Digital Video 2013,” May 1, 2013
8. #VideoEmail
Benefits of Using Video in Email Marketing
No benefit/None
Other
Inceased AOV
Increased ad sales
Increased revenue (sales)
Increased conversion rate
Increased sharing of the email
Increased time duration reading…
Increased CTR
0%
10%
20%
30%
40%
Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013
50%
60%
9. #VideoEmail
“Marketers adding video had monthly
revenues that were forty percent higher
than those that were not using video in
their email marketing.”
Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013
12. #VideoEmail
Simulated video player
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.
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)
13. #VideoEmail
Simulated video
Video .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
14. #VideoEmail
Embedded video
Embedded 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
18. #VideoEmail
Benefits of 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
21. #VideoEmail
VideoEmail Results
• Subject: “Video: Mother’s
Day According to Kids”
• 99.76% delivery rate
• 1 of 4 opened more than
once – repeat watchers
• Click-to-open 5.64, 2X
average
22. #VideoEmail
VideoEmail Lessons Learned
• Video can successfully be
integrated in email without
harming deliverability
• Embedded video drives
inbox engagement, 2X
click-to-open rate
• Continue integrating video
into email to drive
engagement in-channel
24. #VideoEmail
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
25. #VideoEmail
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
31. #VideoEmail
Best Practices
DO
Consider video a
viable tactic to break
through the clutter
Use video when it
adds value
DON’T
Use video for the sake of
using video
Ignore the impact mobile is
having on video email
32. #VideoEmail
Best Practices
DO
DON’T
Feature video prominently Create excessively long
within email to drive usage videos
Size the video
Auto-play video with
appropriately for email
sound on
33. #VideoEmail
Best Practices
DO
Use HTML5 in a “waterfall”
model for embedded video
Sniff the mail client with a
solution like VideoEmail
DON’T
Use Flash
Use Javascript
Forget to sniff
(Outlook.com, Android, mobil
e & cross-browser issues)