Video in email provides marketers a chance to express their creativity while providing relevant and highly engaging content, but do you know how to optimize, or even execute on, this powerful tactic? Learn why, when and how to use video in email to increase conversions in your email program. This presentation covers everything you need to know about video in email so you can get started today; from creative design to email client support. Through examples and case studies, we will demonstrate what works and what doesn’t.

1. Why video?

2. Slave To The Wheel
By Sly and the Family Stone
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vulputate. Vestibulum pellentesque. Nulla eget lectus et pede
sodales nonummy. Sed molestie quam non dolor. Vivamus at arcu
et lorem porta dictum. Etiam imperdiet. Mauris facilisis magna non
orci. Maecenas congue feugiat ipsum.

3. Things Change Fast
• 181 million US Internet
users watched online
video in March 2012
(comScore)
• Video in email is
undergoing radical
disruptive forces now
(HTML5/mobile) that
transform the
conversation around
video in email

4. Marketers Confident in Online Video

5. Marketers Embracing Online Video
• Online video ad
spending as a % of
spend is increasing
relative to both TV
and Internet
• Expected to nearly
double in 2012 vs.
2011 as a % of TV ad
spend

6. Marketers Embracing Online Video
?
• Video expected to more than double the rate of
growth of the next closest format for online
advertising in 2012 (54.7% vs. 27.0% for sponsorship)

7. Video Trends Entertain
Excite
Engage
`

8. Results:
• 1.25 million video views
of a mini-series trailer
for “Game of Thrones.”
• 38.9% of the audience
received full video with
audio in the email
• 45.6% received an
animated .GIF or
animated .PNG silent
video

9. Results:
• 33% higher conversion
rate (purchase) with
video group compared to
control group in 50/50
A/B split
• 55% lift in Sales per Email
Delivered with video
group in 50/50 A/B split
• 66.5% of audience
received full video in
email

10. Results:
• 25% higher time on site
for video group
compared to control in
50/50 A/B split
• 21% higher conversion
rate (purchase) for video
group in 50/50 A/B split
• 22% higher average
order value for video
group in 50/50 A/B split

11. Persuade
`

12. Results:
• 40% higher Average
Order Value for video
group compared to
control in 50/50 A/B
split

13. Results:
• 35% higher total orders
for video group
compared to control in
50/50 A/B split

14. Best Practices
Rundown

15. • WHO to
engage with
video?
• HOW can
video add
value? `

16. Time &
Attention
`
Value

17. Quick Tips
• Segment previous video
watchers / clickers
• Keep video messaging
congruent with non-
video messaging
• Smell Test: ask yourself
if you think a plurality of
recipients would enjoy
and appreciate receiving
messaging via video

18. Video in email versus
video with email…

19. Static Callout / Click-to-play
Use strong visual cues to
indicate video presence to
encourage subscribers to
click through to web-hosted
video.
PROS:
 Compatible with nearly all mail clients
 No learning curve
 Established best practices
CONS:
 More difficult for smartphone & tablet
viewers to see video
 Inability to grab attention with video in the
inbox

20. Animated .GIF?

21. Full video (HTML5 video)
• Apple leading drive behind HTML5 video in
email w/iPhone & iPad shipments at record
levels

22. B2C Senders Reaching 40% - 65% of
Recipients with Video in Email
13%
Full Video w/Audio
25% Animated .GIF/.PNG Video
Static Image
62%

23. B2C Senders Reaching 40% - 65% of
Recipients with Video in Email
• iPhone views dominate
video in email views on
mobile devices, followed by
iPad
• Android Honeycomb (3.x.x)
displays video in email
• Android Gingerbread (2.x.x)
or Ice Cream Sandwich
(4.x.x): static image only

24. Quick Tips
• Use mail client device
detection software that
dynamically serves
video to those who can
see it, while falling back
automatically where
video is not yet
supported

25. Quick Tips
• Video should load only
when email opened
• Animated .GIF/.PNG
turned ON for broadest
reach; OFF for highest
quality coverage
• Add callout to static
image and animated
.GIF/.PNG video

26. Quick Tips
• Keep animated
.GIF/.PNG length to no
more than 30 seconds
• Keep full video with
audio to less than 3
minutes

27. % Conversion Rate of Video Viewers
5.00
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
0 - 30 31 - 1:00 - 1:30 - 2:01 - 2:31 - 3:01 - 3:31 - 4:01 - 4:31 - 5:01 - 6:01+
secs 60 1: 30 2:00 2:30 3:00 3:30 4:00 4:30 5:00 6:00
secs
 87% of videos in the sample were < 3 minutes long.
 1,500 videos in the sample

28. Quick Tips
• Not possible to run
straight clickthrough rate
A/B split tests due to
growing prevalence of
HTML5 video (not possible
to measure clicks on
HTML5 video version)
• Success metrics on A/B split tests need to be post
clickthrough to ensure test accuracy
– Conversion rate or dollars generated
– % of visitors of each version that visited site after receiving each
version (video in email v. video on landing page only)
– Site engagement (time on site, % video consumed while on site)

29. Should You Adopt
Video In Email Now?

30. Q&A