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LCMC: Email movers and shakers - Part 2
Creating a Dynamic Inbox
with Embedded Video in
Email
Presented by: Justin Foster,
Keith Richard
#VideoEmail

Video in Email. Done Right.
#VideoEmail
#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
#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
#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
#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%
#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
#VideoEmail

WHO to
engage with
video?
HOW can
video add
value?
#VideoEmail

Time &
Attention

Value
#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)
#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
#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
#VideoEmail

Mobile/Tablet Market Share, July 2013

43%
57%

Mobile/Tablet
Desktop/Web

Source: Litmus Email Analytics, n=258MM email opens, July 2013
#VideoEmail

Embedded Video

Linked Video
#VideoEmail
#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
#VideoEmail

The VideoEmail Waterfall
#VideoEmail

VideoEmail Application
• Goal: Deliver engaging
inbox experience around
Mother’s Day holiday
• Non-transactional email:
build trust and relationship
#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
#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
#VideoEmail

 50% higher CTR
compared to prior
video emails without
embedded video
#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
#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
#VideoEmail

MYTH

Embedded video isn’t worth pursuing because
video isn’t supported by all mail clients.
#VideoEmail

State of video in email: B2C
#VideoEmail

State of video in email: B2B
#VideoEmail

FACT
#VideoEmail

Vertical-Specific Data
 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%
#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
#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
#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)
#VideoEmail

Questions?

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LCMC: Email movers and shakers - Part 2

  • 2. Creating a Dynamic Inbox with Embedded Video in Email Presented by: Justin Foster, Keith Richard
  • 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
  • 15. #VideoEmail Mobile/Tablet Market Share, July 2013 43% 57% Mobile/Tablet Desktop/Web Source: Litmus Email Analytics, n=258MM email opens, July 2013
  • 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
  • 20. #VideoEmail VideoEmail Application • Goal: Deliver engaging inbox experience around Mother’s Day holiday • Non-transactional email: build trust and relationship
  • 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
  • 23. #VideoEmail  50% higher CTR compared to prior video emails without embedded video
  • 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
  • 26. #VideoEmail MYTH Embedded video isn’t worth pursuing because video isn’t supported by all mail clients.
  • 27. #VideoEmail State of video in email: B2C
  • 28. #VideoEmail State of video in email: B2B
  • 30. #VideoEmail Vertical-Specific Data  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%
  • 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)