The Power of Video in Email – Leveraging their Strengths to Create Engagement

The Power of Video in
Email – Leveraging their
Strengths to Create
Engagement
Kath Pay
Plan to Engage

Your presenter – Kath Pay
• 12+ years of experience
in email marketing

• Email Marketing
Consultant, Trainer &
Speaker

• Lead trainer for Email
Marketing for
Econsultancy & the IDM
in the UK @kathpay
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2

About Plan to Engage
• Email Marketing Strategy
• Email Design & Coding
• Deliverability Support
• Email Vendor Selection
• Conversion Optimization
• Workshops & Training
Courses

www.PlanToEngage.com

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

YouTube: 72 hours of video are
uploaded every minute, or more
than one hour of video is
uploaded to YouTube every
second.

YouTube is the second largest
search engine on the web

Everyone loves email….

http://www.icontact.com/blog/email-marketing/


Ranking of channels for ROI
• Proportion of companies ranking as ‘excellent’ or ‘good’
• Email consistently top/second top channel for ROI since 2008

SEO 73% Mobile marketing 34%

Email marketing 72% Affiliate marketing 47%

PPC 56% Offline direct marketing 32%

Social media 43% Online display advertising 24%

Econsultancy .


63.9% of 5000 people watched a
video sent by email to completion.
The average email readers will
only spend 8 seconds reading an
email
Marketing Vox

Video in email 280% higher
returns than direct mail

Gartner research

Emails containing video received,
on average, 5.6% higher open
rates, and 96.38 % higher
CTRs than non-video emails!
Get Response on examining 800,000 customer emails

Higher engagement

www.activepath.com


Go Viral


Personalised video

http://www.skeletonproductions.com/email-marketing

Content Marketing?
• Use sensory based content – Video
ticks all the boxes

• Visual

• Auditory

• Kinesthetic

…in the subject line

• Front-load the subject line

• Test using [Video] to draw their attention


…within the email


Video-Animated Gif


Holland America conducted an
A/B test an animated .GIF video in
email versus a static image
Results? 100% higher clickthrough
rate on the video segment.
Liveclicker

Tip: Keep animated .GIF/.PNG
length to no more than 30
seconds

Cinemagraph


Some rules…..
• Always have the CTA as a text link as well as within
the image for those who have blocked images


Some rules…..
• Ensure the video has a purpose & adds
value
• Only use Animated Video gif if it is your
main CTA
• As with all content, ensure the video is
subscriber oriented not brand oriented
• Keep full video with audio to less than 3
minutes


Want video to play in your email?
• HTML5
• Liveclicker
• ActivePath
• ….just to name a few


HTML 5
• All iOS devices when opened in the native mail client
(iPad, iPhone, iPod Touch)
• Hotmail, when viewed in an HTML5 compliant web
browser
• IE 9+
• Chrome 3+
• Firefox 3.5+
• Safari 3.1+ on desktop, and 3.0+ (iOS)
• Thunderbird
• Apple Mail 3, 4
• Outlook for Mac 2011

LiveClicker
• 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


ActiveMail – logos and images
enabled


Huge Potential…..


Results
• Average engagement rate of 27% (clicking on an
average of one hotspot) across all videos
• Clickthrough rate of 13%
• Increase in basket size onsite of over 300% from
customers purchasing via the video

http://econsultancy.com/uk/blog/9226-jaeger-sees-basket-size-grow-by-300-using-
interactive-hotspots


So….
• Leverage these 2 wonderful mediums
• Understand what you’re wanting to
achieve
• Look at your all your options
• Test, test, test
• Enjoy the results!


You can view this webinar on-demand at:
https://www.brighttalk.com/webcast/846
1/59449
Kath Pay
@kathpay
Kath@PlanToEngage.com
www.linked.com/in/kathpay
37

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