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Email + Video: What Works, What Doesn't + What to Measure
The document discusses the effectiveness of combining email marketing with video content, highlighting that 60% of consumers prefer updates via email. It emphasizes the benefits of video, such as increased traffic, engagement, and emotional connection with audiences, while providing guidance on how to integrate video into emails. Additionally, it outlines various formats for including video and the challenges with HTML5 support across email clients.
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Similar to Email + Video: What Works, What Doesn't + What to Measure
Email + Video: What Works, What Doesn't + What to Measure
- 1. Email + Video Whatworks, what doesn’t, and what to measure
- 2. Your host + masterof ceremonies Kristen Craft Director of Business Development, Wistia @thecrafty
- 3. Your guest know-it-alls JustineJordan VP Marketing, Litmus @meladorri Kevin Mandeville Email Czar, Litmus @kevinmandeville
- 4. WAV E HE L L O !
- 5.
- 6. #WistiaCast@wistia @litmusapp Preferred ✦ 60% ofconsumers say they prefer to receive updates and promotions via email ✦ Snail mail: 49% ✦ Website: 38% ✦ Social media: 20% Source: https://www.marketingsherpa.com/article/chart/how-consumers-prefer-to-receive-promotions
- 7. #WistiaCast@wistia @litmusapp ✦ Track opens,clicks, conversions, web traffic, and more! ✦ A/B Testing: See what type of content (including video!) is working vs. what’s not Measurable
- 8. #WistiaCast@wistia @litmusapp Direct ✦ 1:1 medium/ 1:1 communication ✦ Trust between your brand and your audience
- 9. #WistiaCast@wistia @litmusapp Personal ✦ Connectwith your customers right in their inbox ✦ Segmentation, personalization, and dynamic content mean that email is more personal than most marketing mediums
- 11.
- 12. #WistiaCast@wistia @litmusapp Delivers ROI ✦ Traffic:on-site video increases traffic 200-300% ✦ Engagement: video content doubles time on site ✦ Demand gen and leads: Video drives the most leads Source: Marketing Sherpa, 2015
- 13. #WistiaCast@wistia @litmusapp Source:Harvard Memory Lab, 2012 It’s a rich medium ✦ Conveys complex information ✦ Creates and emotional connection; we remember emotionally-charged events better
- 14. #WistiaCast@wistia @litmusapp Brand &Experience ✦ Helps people connect with your brand ✦ Fosters evangelism, advocacy, and word of mouth Source: Harvard Memory Lab, 2012
- 15. #WistiaCast@wistia @litmusapp It’s applicableeverywhere “Video is the new HTML” -Benedict Evans
- 16. WHY EMAIL +VIDEO?
- 17. #WistiaCast@wistia @litmusapp ✦ Grow yourlist ✦ Improve open + click rates ✦ Engage your audience ✦ Retain subscribers ✦ Show off your brand’s human side
- 19.
- 22.
- 23. VIDEO IN EMAIL VS VIDEOWITH EMAIL
- 24. Video in emailVideowith email NEWSNEWS Press play and watch without leaving the emailClick to watch video on a landing page or website
- 25. #WistiaCast@wistia @litmusapp Three video+ email options Static image w/ play button Animated GIF / cinemagraph Embedded (HTML5) video 1 2 3
- 26. Linked static image: videowith email NEWS Static image with play button graphic Watch video on website or landing page
- 27. #WistiaCast@wistia @litmusapp Apple MailYes Outlook 2000-2016 (Windows) Yes Outlook 2011 + 2016 (Mac) Yes Lotus Notes Yes Android (Email app) Yes Gmail app (iOS + Android) Yes iOS (iPhone + iPad) Yes AOL Mail Yes Gmail Yes Google Apps Yes GMX.de + Web.de Yes Outlook.com Yes Yahoo! Mail Yes Windows Phone Yes Thunderbird Yes Linked static image support in email * Note: some email clients block images by default
- 28. Animated GIF video withemail Static image with play button graphic Watch video on website or landing page
- 29. #WistiaCast@wistia @litmusapp Apple MailYes Outlook 2000-2003 (Windows) Yes Outlook 2007-2013 (Windows) No Outlook 2011 + 2016 (Mac) Yes Lotus Notes Yes Android (Email app) Yes Gmail app (iOS + Android) Yes iOS (iPhone + iPad) Yes AOL Mail Yes Gmail Yes Google Apps Yes GMX.de + Web.de Yes Outlook.com Yes Yahoo! Mail Yes Thunderbird Yes Animated gif support in email
- 30. #WistiaCast@wistia @litmusapp In 2014,over 53% of email clients supported HTML5 video 😃😃😃
- 31. #WistiaCast@wistia @litmusapp Apple MailYes Outlook 2000-2013 (Windows) No Outlook 2011 (Mac) Yes Lotus Notes No Android (Email app) No Gmail app (iOS + Android) No iOS 7 and below (iPhone + iPad) Yes AOL Mail No Gmail No Google Apps No GMX.de + Web.de No Outlook.com Yes Yahoo! Mail No Windows Phone No Thunderbird No HTML5 video in email support (2014)
- 32. #WistiaCast@wistia @litmusapp In 2016,less than 1% of email clients support HTML5 video 😱😭💩
- 33. #WistiaCast@wistia @litmusapp Apple MailNo Outlook 2000-2016 (Windows) No Outlook 2011 + 2016 (Mac) Yes* Lotus Notes No Android 4.4 (Email app) No Gmail app (iOS + Android) No iOS 8+ (iPhone + iPad) No AOL Mail No Gmail No Google Apps No GMX.de + Web.de No Office 365 + Outlook.com No Yahoo! Mail No Windows Phone No Thunderbird No HTML5 video in email support (2016) * Only works with autoplay & no controls
- 34. #WistiaCast@wistia @litmusapp ‟Many yearsago most desktop and web-based email clients actually supported video in email. As security tightened and spam became a bigger problem, the belt was tightened and video support became a thing of the past. https://www.campaignmonitor.com/dev-resources/will-it-work/video/
- 35. #WistiaCast@wistia @litmusapp Outlook forMac video rendering
- 36. #WistiaCast@wistia @litmusapp True HTML5video that plays inside an email is not possible right now
- 37. #WistiaCast@wistia @litmusapp HTML5 background videoin email has slightly better support >>> bit.ly/html5-video-email
- 38. #WistiaCast@wistia @litmusapp Apple MailYes Outlook 2000-2016 (Windows) No Outlook 2011 + 2016 (Mac) Yes Lotus Notes No Android (Email app) No Gmail app (iOS + Android) No iOS 8+ (iPhone + iPad) No AOL Mail No Gmail No Google Apps No GMX.de + Web.de No Outlook.com No Yahoo! Mail No Windows Phone No Thunderbird No HTML5 video background support (2016)
- 39. #WistiaCast@wistia @litmusapp Video inEmail Usage Have you ever used embedded or streaming video inside an email? Yes, and we plan on using it again soon (8.6%) Yes, but no plans to use it again soon (5.4%) No, but plan on trying it soon (44.4%) No, and no plans to try soon (41.6%) Source: Litmus poll of 1,622 visitors to its blog between Jan. 15 and Feb. 3, 2016
- 40. H O WTO C O D E H T M L 5 V I D E O
- 41. #WistiaCast@wistia @litmusapp <video> </video> Usethe video tag
- 42. #WistiaCast@wistia @litmusapp <video width=“600"height=“300”> </video> Add the width and height dimensions
- 43. #WistiaCast@wistia @litmusapp <video width=“600"height=“300” poster=“fallback-image.png"> </video> Add a poster image to the video (before playing)
- 44. #WistiaCast@wistia @litmusapp <video width=“600"height=“300” poster=“fallback-image.png” controls autoplay=“true”> </video> Add controls to show video controls and autoplay of true or false to start or not start playing on load
- 45. #WistiaCast@wistia @litmusapp Add thevideo source file type <video width=“600" height=“300” poster=“fallback- image.png" controls autoplay=“true”> <source src="video.mp4" type="video/mp4" /> </video>
- 46. #WistiaCast@wistia @litmusapp <video width=“600"height=“300” poster=“fallback- image.png" controls autoplay=“true”> <source src="video.mp4" type="video/mp4" /> <a href="http://litmus.com"><img border="0" src=“fallback-image.png" width=“600" height=“300”></ a> </video> Add a linked fallback image tag (for clients where video is not supported)
- 47.
- 48. #WistiaCast@wistia @litmusapp Third-party providersfor video “in email” powerinbox.comrealtime.emailmovableink.com
- 49. WHAT SHOULD WEMEASURE?
- 50. #WistiaCast@wistia @litmusapp Measuring videoin email • Without third-party providers, no bulletproof method to measure analytics • Click to play could be measured based on asset requests to video • No method to measure engagement (how long someone watched) • Requires manual development and segmentation work (no integrations) • Hard to tie behavioral data to individual subscribers
- 51. Capture email withvideo Opportunities to connect 1 2 Video + leads
- 52. #WistiaCast@wistia @litmusapp Video +open rates ✦ Set expectations ✦ Add value ✦ Be honest! ✦ Tease video content ✦ Include a call-to-action ✦ Try emoji
- 53. #WistiaCast@wistia @litmusapp Video +click rates http://wistia.com/blog/improving-email-clickthrough-rates-video 38% CTOR 12% CTOR
- 54.
- 55. #WistiaCast@wistia @litmusapp If youvideo, they will click. A WOR D OF C A U TION C H O O S E Y O U R E M A I L + V I D E O GOAL WISELY.
- 56. VIDEO FUN WITHEMAIL
- 58. PRODU CT VS.PERSON THUMBNAIL TEST Person Product
- 61. A N IM AT E D G I F P R O D U C T D E M O ✦ 48.81% CTR on animated GIF ✦ 22.51% CTR on button at top of email ✦ 14.93% CTR on button at bottom of email
- 63. #WistiaCast@wistia @litmusapp Animated GIFsare not supported in Outlook 2007, 2010, 2013, 2016 for Windows >>> bit.ly/gifs-email First frame should include play button and CTA
- 64.
- 65. SELE CTIVE AUTOPLAY W/WISTIA <script charset="ISO-8859-1" src="//fast.wistia.com/assets/external/E-v1.js" async></script> <div class="wistia_embed wistia_async_5bbw8l7kl5" style="width:640px;height: 360px;"> </div> <script> _wq.push(function(W) { var playedOnce = false; W.api(function(video) { if (!playedOnce && /[&?]autoplay/i.test(location.href)) { playedOnce = true; video.play(); } }); }); </script> S ELECTIVE AUTOPLAY W/ WISTIA https://wistia.com/doc/player-api#selective_autoplay
- 66. C H OO S E A G R E AT T H U M B N A I L http://wistia.com/blog/common-thumbnail-mistakes
- 67. P LAY BUTTONPSD TEMPLATE http://ghostlypixels.com/freebie/wistia-video-player-psd/
- 68. OPTIMIZE LEADS WITHVIDEO http://wistia.com/blog/collect-more-emails-with-video
- 69. VIDEO + EMAILGUIDE http://wistia.com/library/using-video-in-email
- 70. A N IM AT E D G I F S https://litmus.com/blog/a-guide-to-animated-gifs-in-email
- 71. P ROS/CONS OFVIDEO+EMAIL https://litmus.com/blog/the-pros-and-cons-of-video-in-email-video