For today’s look at a current trend in marketing, we’ll hear from Web’s Retention Marketing Manager Phillip Fass.
Dispelling the myth that video and email don’t mix.
As an Email marketer with many years’ experience, one of the most exciting developments in email marketing for me is that of video in email. At one time it was taboo to even think about including such a ‘wild’ element into your email creative, but with the advent of HTML5, this creative technique to showcase your product is much simpler (and safer) to do. You no longer need to rely on a 3rd party plug-in, like Flash or QuickTime, to assist with the video playback. These plug-ins were security ‘red flags’ to email clients and often placed your email in the bulk folder, or got it caught up in spam traps.
Why include video in email?
Video helps build a brand! Whether you are a business owner, a group, or are building your own personal online brand, a video allows you to achieve a major objective of any email marketing campaign…To generate engagement and/or conversions. What better way to drive this engagement than to provide your recipients with full motion video of you, your product, or your service. Think about how often you watch a YouTube video and imagine what that type of engagement can do for you. Recent studies have shown that embedded videos in email have seen a substantial lift in sales over the previous week as well as an increased click through rate. In addition, video allows your recipients to possibly share this branding on their social media networks, which will ultimately broaden your brand and audience.
Can video in email be supported?
It sure can! HTML5 is now supported by a high number of email clients. HTML5 also allows the email client of the recipient to choose the best supported format when the email is opened. So, if your recipient is not amongst the over 61% that do support embedded video in email, it will deliver the next best supported format, like an animated gif or a static image. All it takes is a simple line of code that can add huge benefits to your email campaign. All of the major ESP’s (Email Service Providers), such as Epsilon, and Exact Target should be able to assist you in developing the proper technical requirements to achieve video in email. You can also visit companies such as LiveClicker that have the expertise on how to embed video in your email campaigns.
So, go ahead and experiment with this great new tool set in email marketing to expand and grow your brand!
About the Author: Phillip Fass is the Retention Marketing Manager at Webs, where he focuses creating effective email marketing strategy.