Video Email Marketing Has Finally Arrived – The Case for Video in Email: Part 1

Video Email Marketing Has Finally Arrived   The Case for Video in Email: Part 1

For nearly fifteen years, technologists have tried to solve the problem of how to integrate video and other forms of rich media into email.  The idea was that people wanted to have richer, fuller Internet experiences right in the inbox, without the need to click through an email message to the web.   Unfortunately, many of the early efforts ultimately proved fruitless or unpopular. Today, the web is littered with startups that claimed to offer a solution enabling video in email.

Integrating video in email has always been a bit of a tricky problem to solve, but not just for technical reasons.  Plenty of people in the industry still question the underlying premise of integrating video in email at all.

  • Does video in email annoy subscribers?
  • Does it defeat the purpose of getting people to click through the email?
  • Is it worth the effort, given potential deliverability and rendering implications, especially since simply including an image in an email linked to a video on a landing page is the de facto industry best practice?

When it comes to these questions, nearly everyone has an opinion.  So, as someone that spends his days living and breathing in the world of video in email, I thought I’d share my thoughts in a three-part series on the topic.

In today’s post, I outline how the landscape has shifted in the world of video in email, and why more marketers are embracing this tactic now than ever before.  In the second post to come, I will outline how many of the points conventionally used to argue against video in email no longer hold as much water as they used to.  Finally, I’ll wrap by sharing why I think video in email is here to stay and what you can do to maximize the opportunity.

Open Standards (HTML5) Have Opened Up Video in Email

Video Email Marketing Has Finally Arrived   The Case for Video in Email: Part 1Over the last two years, a growing push to advance the nascent HTML5 standard has forever altered the landscape of video in email.  Unlike earlier efforts to advance video in email using proprietary technologies, HTML5 is an open standard.  It’s built into all of the modern web browsers and most of the modern mobile devices, including Apple iOS devices and the latest Android operating systems.  Adobe has announced plans to stop building Flash for mobile devices.  In short, HTML5 is here and it’s here to stay.

The momentum of HTML5 video in the wider industry has huge implications for email marketers.  Unlike Flash, HTML5 is supported natively in the browser, eliminating the security risks of third-party plugins that hindered earlier efforts like RadicalMail from taking off and prompted mail clients to disable Flash support in the early 2000’s.  In the new mobile paradigm the world is now entering, people increasingly read email their smartphones, one of the most fertile environments for HTML5 video.

Today, the following mail clients are capable of displaying video right in the body of the email:

  • 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

When considering the popularity of mobile devices, the above mail clients consistently show that close to 50% of all email messages read today support HTML5 video.

For example, one recent campaign that we did for a client generated 49.5% of all video in email views through the HTML5 format:

Video Email Marketing Has Finally Arrived   The Case for Video in Email: Part 1In another recent example, this campaign sent by Saks Fifth Avenue generated 67.5% of all in-email video views from HTML5.  So much for email not supporting video.

Video Email Marketing Has Finally Arrived   The Case for Video in Email: Part 1

Video in Email Streamlines Mobile Viewing – Tap Once, Not Twice.

As we progress deeper into the mobile era, marketers are also looking to make it easy for mail recipients to consume content on their devices.  It comes as a surprise to many marketers that the old belief that it is easier for people to consume video when it’s on a landing page doesn’t apply in many mobile situations.  For example, iPhone users that receive an email containing a static image linked to a landing page containing a video are forced to tap on the image in the email, wait for the clickthrough redirect, open a new browser or browser page, then tap again on the video to get it to play.  In the reverse situation, where the video is in the email, only a single tap is required to initiate playback.

Brand Marketers Use Video Email Marketing To Extend Ad Reach

Brand marketers understand how to use television to bombard an audience with video messaging to build demand for a product, promote the brand, or drive an offline purchase.  It’s of little surprise therefore that this class of sender is more willing to use video in email as a mechanism of increasing the reach of video advertising.

Video Email Marketing Has Finally Arrived   The Case for Video in Email: Part 1For example, when Sky sought to extend the reach of its video advertising for the TV mini-series “Game of Thrones,” it used video in email to generate an incremental 1 million+ views of its TV trailer.  Discovery Channel also used the technique to promote its hit TV mini series, “Life.”  Such tactics are used because they reduce the friction between the recipient and the video view while generating the same sense of excitement as a video would generate on a landing page.

Animated .GIFs and .PNG Videos Also Extend the Reach of Video 

While I’ve pointed out that it’s no longer unusual for close to fifty percent of email recipients to have the ability to play video in email, that’s only looking at those recipients capable of playing the full video in the mail client (at full framerate, with player controls and audio playback), using the HTML5 format.  In fact, the reach of video in email is much greater, in some cases in excess of 90% of a sender’s list, when also taking into account the animated .GIF and animated .PNG formats.

Like HTML5, these formats are open standards and therefore not subject to filtering by mail clients or Internet Service Providers. While many in the email community scoff at the use of these formats due to perceived lack of quality and inability to support sound, the reality is that the quality can be surprisingly good as a backstop to full video.  Plus, animated video images can drive clicks higher when benchmarked against static images.

For example, HP used some best practices with this animated .GIF video (watch the video below @~1:03) to ensure it was able to communicate its message about a new laptop for sale.  In the example, HP used text in the animated .GIF and included a call-to-action on the animated .GIF to drive clickthrough.

Other senders, such as Holland America, decided to A/B test an animated .GIF video in email versus a static image and observed a 100% higher clickthrough rate on the video segment.

In my experience, such increases in CTR using animated .GIFs vs. static images are uncommon, but increases of 5% to 15% are not unusual.  Unfortunately, those senders that are using CTR as a proxy to measure A/B splits for video in email should think twice: that’s because while it’s possible to measure the clicks on an animated .GIF video, it’s not currently possible to do this on the full HTML5 video.  Therefore, if you’re trying to drive an online action, it is a better idea to use post-click metrics to measure success.

Adding Video To Email Is Easier Than It’s Ever Been

Today, it’s possible to use coding techniques such as the one shown in the HP example video to enable video in email.  Such solutions can ensure that even if video is not supported by the mail client, that an acceptable failover is possible to implement in most cases.  I’ll dive more into the tactics of how to implement video in email in the third post in this series. For now, I’ll leave you with my closing thoughts:

Video Email Has Arrived & It's Time To Leverage The Benefits

  • HTML5 has fundamentally altered the landscape of video in email
  • Close to 50% of your mail recipients should be able to see full video in email
  • Close to 90% of your mail recipients should be able to see full video or animated .GIF/.PNG video in email
  • Video in email reduces viewing friction on common mobile devices like the iPhone
  • Video in email can extend video reach for brand marketers and senders trying to drive offline action
  • Including video in email is easier than it’s ever been before.

Until next time, Happy Selling!

PART 2 –> VIDEO IN EMAIL DEMYTHIFIED – THE PROS AND CONS
PART 3 –> VIDEO EMAIL FACTS & MARKETING BEST PRACTICES


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Posted in Video Marketing
About the Author -
Justin Foster is currently serving as Founder & President at the Video Commerce Consortium and Co-Founder & VP Market Development at Liveclicker, Inc. With over 400 members including the majority of the Top 500 Internet Retailers, the VCC is an early-stage trade organization well-positioned for future growth. Liveclicker is a Silicon Valley tech startup dedicated to helping the web's leading online retailers multiply the power, reach, and potential of video commerce applications. View All Posts By -

What do you think? ▼
  • Adam Peterson

    In general I love it! Two comments:
    1) the YT video here was uploaded 2 years ago on May 20, 2010. Why has it taken two years for video in email to now be considered "here"?
    2) In the business world, I'm not sure of the exact percentage but Outlook is still the standard. By default it does not display any images unless something is clicked to enable the images or the sender is previously marked as a safe sender. Would you suggest using video/animated gif's for companies selling directly to businesses?

    • http://www.facebook.com/profile.php?id=521830707 Sean Michael Mitchell

      Adam, to answer your question about video/gif's, yes I would still recommend it. Most email users, business oriented or not, are used to allowing images to come through to see the full email. Furthermore, Outlook has been losing their market share hand over first the last 24-36 months because of devices like the iPad and iPhone.

      Sean Mitchell
      www.bombbomb.com
      Email Marketing

    • http://www.facebook.com/profile.php?id=100001341877493 Justin Foster

      The video was from 2010, yes. What's really changed is that more people are reading on mobile devices, including the iOS devices, and later Android devices running Honeycomb and Ice Cream Sandwich. Plus, Hotmail's opening up to HTML5 video last summer helped a lot. I'm of the belief however that what's really holding video in email back is an industry that's slow to change (email marketing) and, in particular, the belief among senders that it's a "best practice" to always link from video in email. I really believe with the rise in audience capable of seeing video in email that this assumption is starting to be challenged in a serious way.

    • http://www.facebook.com/profile.php?id=100001341877493 Justin Foster

      Adam, in my post tomorrow I am going to cover something like 20 reasons people say that video in email isn't "ready" – among them your point that Outlook 2007/2010 don't support video in email. My reaction to that is, "that's important if your audience is primarily using Outlook 2007 and 2010." For most B2C senders, that's something like 10 – 15% of their audience, which is, in my view, not a compelling enough reason not to use video in email, especially since it's possible to automatically fall back to a custom static image for Outlook 2007/2010 while still serving full video to those who can support it. In the B2B world, even there you may not see more than 25% using these clients. A best practice, if a B2B sender looking to send video in email, is to send outside of working hours or on the weekend, when people are more likely to be using their smartphones or tablets to read email.

      The last point I'll make on the Outlook 2007/2010 issue is that probably the toughest part of deciding to "go for it" (use video in email, I mean), is the challenge people have internally selling the idea, when everyone's using Outlook 2007. For example, no one wants to have the CEO come to their desk asking why she couldn't see the video. Still, I think this is mostly an issue of education, and once people understand that it really doesn't matter what YOU happen to see in YOUR mail client, but rather, what's delivered to the list as a whole, I think people tend to change their views. That's just my experience.

  • Eric Zwanenburg

    Hi Adam,

    1. This surely had to do with the flash/ html5 issue..
    2. Yes, you are right, but most office personnel also check their hotmail for personal mails, this is where most B2C companies will be focusing on.. Surely during the next outlook updates html5 will be integrated and then the B2B video mailing will start getting more effect as well..

    Saludos,

    Eric Zwanenburg

    http://onlineavp.com

    • http://www.facebook.com/profile.php?id=100001341877493 Justin Foster

      Eric, I hope you're right about the next version of Outlook supporting HTML5 video. Microsoft has been so backward about these kinds of things in the past. Still, their move to support HTML5 in Hotmail is encouraging news. Maybe our friends in Redmond are catching on :-)

  • http://www.facebook.com/profile.php?id=1580316633 Christie Northrup

    I use video email everyday for both business and personal applications. You can subscribe to my simple service (between $25 – $35 per month) at my site: http://1267816.talkfusion.com/.

    • http://www.facebook.com/profile.php?id=100001341877493 Justin Foster

      Cool, thanks for the tip! And congratulations on using video in email. Sounds like you are ahead of the curve..

  • http://www.facebook.com/profile.php?id=521830707 Sean Michael Mitchell

    Well done, Justin. Thanks for the thorough analysis of the video email industry. I think video inside of email is always a great communicator. Any time you can show someone your product or service it is much better than just telling. When you can show and tell it's a really powerful one-two punch. Looking forward to your next post.

    Sean Mitchell
    www.bombbomb.com
    Email Marketing

    • http://www.facebook.com/profile.php?id=100001341877493 Justin Foster

      Hey Sean, thanks for the props. It's cool to see what you guys are doing over at Bombbomb, too. Long live video in email! :-)

    • http://www.facebook.com/profile.php?id=1119940952 Ethan Beute

      Justin Foster Thanks for the kind words about BombBomb and for raising the profile of video email overall with a thoughtful overview!

      Ethan Beute
      www.bombbomb.com
      Email Marketing

  • http://www.facebook.com/profile.php?id=1068872761 Lenore Bavota

    Great Article, and I recommend it to all! We are a full service production firm in Massachusetts. We are waiting for the fiber optic line to be installed at our studio, being laid down now. This will make a big difference in speed/capabilities for our big video files to be sent. Check out: http://www.capenet.com the only vendor on Cape Cod for this.

    • http://www.facebook.com/profile.php?id=100001341877493 Justin Foster

      Thanks Lenore! Good luck with the fiber – sounds like your world is about to change!

  • http://www.facebook.com/profile.php?id=100001938867901 Sandeep Tupe

    Video email is different, it grabs people's attention. You can literally look into their eyes and develop a relationship that simply isn't possible with a typical email. The video email tool is a powerful way to build rapport. People are 80% more likely to open up and watch a video email rather than a standard text based email. Whether you are marketing full-time or part-time, the video email and video conferencing service will help increase sales in any business you pursue.
    http://ow.ly/9Rtb3

    • http://www.facebook.com/profile.php?id=100001341877493 Justin Foster

      I help manage a video in email business and I can't say I agree that people are 80% more likely to open a video email. We've seen when using the word "video" in the subject line higher open rates – but more on the order of 5% – 15%. Actually including a video in the email won't impact open rates at all. It's still the subject line that will do that, and ensuring that messages are targeted to people that are interested in them.

      • podenbrett

        I like this, I do agree, you first need to have them open the email and the subject line is very important. I will attempt to use Video in my video email I send and see if my open rates are better. I have also found that some parts of the country are open to video while others ( Midwest) are the last and slowest to adopt this technology for their businesses.

    • http://www.facebook.com/profile.php?id=1119940952 Ethan Beute

      Justin Foster You're absolutely right. Some pretty fat stats have been thrown around about the video difference, most of which are unreasonable. Open rates are about good communities, permission-based lists, great subject lines, and consistent delivery of relevant messages over time.

  • http://www.facebook.com/profile.php?id=1341123191 Walter Suarez

    Great numbers for the Advertising and Marketing industry! We love to work from home. More info : www.video-emails.us.

  • http://www.facebook.com/profile.php?id=504791457 Chris Donaldson

    As founder of one of those bygone email companies, RadicalMail, I can attest to being just a bit ahead of the curve. With HTML5 – the possibilities, and the audience, is there. A million teenage girls would have loved to have received a 'bonus' clip from the Hunger Games in their inbox after seeing the movie.

    Email is not dead. Yeah, it's been abused, beaten, and battered. But I maintain it's still a very healthy channel to reach people – if done with proper care. And adding value – like video – could very well be exactly what your audience wants. Great post.

    • http://www.facebook.com/profile.php?id=100001341877493 Justin Foster

      Wow Chris it's an inspiration to see you posting here. It's strange in the world we live in to see change happening so quickly, yet sometimes it takes a lot longer than we originally thought. Would love to connect w/you to learn more about your insights.

    • http://www.facebook.com/profile.php?id=1119940952 Ethan Beute

      It's a really common and popular move to declare dead some piece of technology. Email is far from it, obviously. It's the connective glue that holds together communities of all kinds and the activator of much cross-channel behavior.

      To your point, adding value is what it's all about. If email is performing poorly for an organization, they're likely not using it well. The same is true for video email – if you're not adding value to the relationship through your emails, video's not going to help.

      Ethan Beute
      www.bombbomb.com
      Email Marketing

  • Malaika Rubin

    Great to hear this! As a developer and recording artist, finally I'll be able leverage video email marketing for myself and my clients.

    • http://www.facebook.com/profile.php?id=100001341877493 Justin Foster

      That is awesome Malaika! I think the applications for video in email are huge.

    • http://www.facebook.com/profile.php?id=1119940952 Ethan Beute

      Nice! You have the right vision. We have a handful of musicians and vocalists who use our software. One guy's business is built entirely on top of ours – sends customized singing telegrams by video email!

      Ethan Beute
      www.bombbomb.com
      Video Email Marketing

  • Peter C. Goswick

    As of this writing it appears that only the Hotmail client supports HTML5 video (other than Apple products). How useful is it currently to create video emails if only folks with a Hotmail account can actually view them? I assume other mail clients will follow suite but wondering when.

    Very good article so far. Thanks.

    • http://www.facebook.com/profile.php?id=100001341877493 Justin Foster

      Hi Peter, first thanks for reading this. Hotmail is far from the only mail client to support HTML5 video. As the examples showed, senders are getting video in email to 50% of more of their distribution lists. The majority of those views are coming from the following mail clients:

      - iPhone, iPad, iPod touch (in the native mail client)
      - Android running Honeycomb + (in the native mail client)
      - Hotmail (in HTML5 compliant browsers only)
      - Then the more minor clients (Outlook for Mac, Thunderbird, etc).

      The real big game changer here is mobile. People are reading email on mobile devices more than ever before, and that's an arena where HTML5 video in email shines (for the most part – there are still issues with Android phones running Gingerbread or earlier, and Gingerbread is still the most popular Android OS).

  • Marilyn Kay

    I will be starting to use video for emails as well.I think it's more personal and compelling.

    • http://www.facebook.com/profile.php?id=1119940952 Ethan Beute

      It's far more personal and compelling. It's your face, your voice, your personality, and your message delivered in a very human way.

  • Paul Beaulieu

    Very 2000!

    • http://www.facebook.com/profile.php?id=100001341877493 Justin Foster

      It's tough to fight this battle, let me tell you :-P But, whether the industry goes kicking and screaming or not, I am confident it will catch up with the rest of the "21st century" channels. I'm beyond jaded when it comes to the email industry, but in the back of my mind I have faith it can make the leap.

    • http://www.facebook.com/profile.php?id=1119940952 Ethan Beute

      Elaborate.

      • JustinFoster

        Hey Ethan, I think you were asking me to elaborate?  In a prior life I ran creative services and deliverability for an ESP.  In general, I became disillusioned with industry leaders advocating best practices, only to see them ignored by so many senders.  More specifically, I was/am frustrated when it comes to the world of email design/coding, where so many in the industry advocate coding emails for the "lowest common denominator" mail client.  Sometimes, I'm surprised people send HTML email at all!  The reason I'm frustrated, specifically with the component of the anti-video-in-email crowd that bases its opinion on technical reasons (as opposed to strategic ones), is that the mindset is backward, rather than forward-looking.  The argument essentially goes that since the in-email video experience isn't the same EVERYWHERE that it shouldn't be done ANYWHERE.  That mindset, in my opinion, is just plain wrong.  Why wouldn't an email sender want to maximize the potential of new technologies and techniques rather than just wait for mail client #5,678 to reach the same exact rendering implementation of, say, Gmail?  We already live in a complex world designing emails for compatibility.  I'd think that when a new technology or technique comes along to make an email marketing designer's life easier, that it would be a no-brainer.
         
        Of course, many do already consider video-in-email to be a no-brainer.  Just not enough, in my opinion.

  • http://www.facebook.com/profile.php?id=670956418 Ronnie Bincer

    I know of a company that does a *Great* job with video emails: Bomb Bomb – look them up or go to: www.bombbomb.com.

    • http://www.facebook.com/profile.php?id=1119940952 Ethan Beute

      Thanks so much for the nice words, Ronnie! Glad you love the service. We work to make it easy and to address what Justin's laid out above.

      Ethan Beute
      www.bombbomb.com
      Video Email Marketing

  • Chris Harris

    Great Post businesses can use these products such as video email to advertise a great example is real estate agents are able to tour the listing download it into our system and email to prospective buyers its great as clients can view the listing from home and make a offer check out our latest video communication product range * http://www.talkfusionz.com/products.com *.

  • Peter C. Goswick

    When will Part II be given?

    • http://www.facebook.com/profile.php?id=100001341877493 Justin Foster

      Hey Peter, it came out today! I had it done yesterday but not until too late in the day :-)

  • http://www.facebook.com/profile.php?id=1119940952 Ethan Beute

    Really great post. I love that you took on video email and that, over 3 parts, it'll be so comprehensive. The only thing I'd add is that we see video email as a relationship builder, not an ad reach extender. Stuffing traditionally commercial videos into the email channel is not why we built our software. Instead, it's about being human, connecting more completely, and delivering value more richly (nurturing, conversion, retention, loyalty). Targeted, relevant video messages to people on permission-based email lists are a fantastic way to do that.

    Ethan Beute
    www.bombbomb.com
    Video Email Marketing.

    • JustinFoster

      Hey Ethan, first off thanks for reading and commenting.  I totally agree with you, btw… video has so many uses in email.  Generally, we're working with very large senders so I was only trying to point out where I'm seeing demand/adoption among our client base.  Having said, I completely agree that video is an incredibly powerful medium for building relationships over time, establishing trust, and inspiring people.  Love what you guys are doing at BombBomb btw, it really looks like you've built a great company.

  • http://www.facebook.com/profile.php?id=1685859740 Aidan Gibson

    I have been using vmail to help my eco friendly business and my web services business. Much better results than using my previous auto-responders and the stats are very useful. And they are great to keep in contact with my friends around the world!

    • JustinFoster

      That's awesome, Aidan!  Glad to hear this has been a successful technique for you.

  • Teresa Eubanks Butler

    Hey Champion Justin, Great Post, I've been using video email for over 2 years now and LOVE it, for business and personal. Love sending appointment reminders with clients… singing Happy Birthday to family and friends via video email. Also, I have friends serving in the US military overseas and they love receiving a video message from home when they open their email in the am. For those interested in the platform I use, send me an email and I'll send you the link: [email protected] It's a great day, make it count! Cheers, Teresa Butler.

    • JustinFoster

      Hey Teresa!  Thanks for taking the time to write a comment.  And super glad you're having success using video in email.  I think it would be fine to share the name of the platform you're using here if you wanted to (REELSEO tends to be pretty cool with people sharing these kinds of things).  Anyway congrats again.

  • Joe Dean

    We're rolling out a new video email package at http://xekyn.com. It is designed for everyday video email conversations and in many ways it is faster and easier to use than text based email. We're looking for early adopters and feedback so please take a look and let us know what you think. It's an early look and we need the feedback to make it all it needs to be. It only works for Windows right now but we're planning an online interface and mobile apps.

    Xekyn, Video email and more!
    http://xekyn.com

    • JustinFoster

      Looks cool, Joe!  How is this different than systems like Eyejot? (www.eyejot.com)?  I'm just curious, I don't have a relationship with that company or anything.

  • http://www.facebook.com/profile.php?id=500458870 Will Franco

    LiveClicker looks awesome for B2C / email lists above 20K. However, for entrepreneurs and small businesses, I believe jiveSYSTEMS (video email software) is a better solution–being able to record and send videos straight from a webcam (start, stop, send). Disclosure: I created jiveSYSTEMS.

    • http://www.reelseo.com/about/mark/ Mark R Robertson

      I dont think it was an article about what vendor is best ;)

    • JustinFoster

      Hey Will, I would concur that Video Email Express from Liveclicker is better for medium to large senders.  I'll take a look at jiveSYSTEMS, too.  Looks like a cool product.  Mainly the people using Video Email Express now are large senders (usually pushing out 50K+ to 10MM+ emails in one deployment, maybe average user now is about 250K emails per deploy).

  • podenbrett

    I agree.. Video email is where it is at.. I am using this system and I actually love what I can do for clients. I can give them a custom template for their business if they sign up for a free account which can send 10 videos email's/ day. Our more robust system costs a little bit more but can send up to 300K/ month. It must be opted in email and no spamming is ever allowed. Check it out and let me know what you think. .Here is the more robust site for what we are doing.. New site going up in 60 days that will make marketing online easy for all small business owners, entrepreneurs and self-employed individuals. http://www.explore.iwowweservice.com and get your account. We should also talk sometime, let;s meet at our online conference room soon.

    • podenbrett

      If you are a business and want the free template.. Check out the ones I have done so far.. http://www.fb.com/wowwevideo or go to http://bit.ly/iwowwevideo and if you like what you see and wan to know more go to http://bit.ly/marketing4businesses to learn more about branding for your business using our tools.
       

  • debbiev99

    I recently started using Talk Fusion as a marketing tool for new gaining new business and retaining current customers. I work in a very personality driven industry and video emails have been a great way to establish my personal and corporate brand.  Talk Fusion offers the latest, cutting-edge Video Communication Products! Video Email, Video Conferencing, Live Broadcasting, Video Auto-Responders, Video Blog, Fusion Wall and much more! 8 Great Video Products!  This technology has been made affordable and affordable for small business owners and entrepeneur's as well as big businesses such as Applebees, and respected non profits such as the Make-A Wish foundation.    www.TalkFusion.com/1680234

  • Rorie Hannigan

    Video drives CRTs there is no doubt about that

  • Toby Michael Younis

    Just found this:

    http://www.bombbomb.com

  • Tagmotion

    Great post, Justin. I had a real 'aha' moment reading it. And I'd love your feedback. You see, I've developed a web app that lets you create an index of video highlights & browse them from a single view. You can embed it in your blog or any web page that supports iframes.  But I'd never thought about embedding it into emails until I read this post. Do you see any merit? (Example: http://www.tagmotion.com/tree/free1). Marketers could embed this interface into emails so their 'audience' could browse a rich collection of videos or highlights within video, across a product or many products. Would love to know what you think. Thanks!

  • JustinFoster

    Hey Will, I would concur that Video Email Express from Liveclicker is better for medium to large senders.  I'll take a look at jiveSYSTEMS, too.  Looks like a cool product.  Mainly the people using Video Email Express now are large senders (usually pushing out 50K+ to 10MM+ emails in one deployment, maybe average user now is about 250K emails per deploy).

  • JustinFoster

    Looks cool, Joe!  How is this different than systems like Eyejot? (www.eyejot.com)?  I'm just curious, I don't have a relationship with that company or anything.

  • JustinFoster

    That's awesome, Aidan!  Glad to hear this has been a successful technique for you.

  • JustinFoster

    Hey Teresa!  Thanks for taking the time to write a comment.  And super glad you're having success using video in email.  I think it would be fine to share the name of the platform you're using here if you wanted to (REELSEO tends to be pretty cool with people sharing these kinds of things).  Anyway congrats again.

  • JustinFoster

    Hey Ethan, first off thanks for reading and commenting.  I totally agree with you, btw… video has so many uses in email.  Generally, we're working with very large senders so I was only trying to point out where I'm seeing demand/adoption among our client base.  Having said, I completely agree that video is an incredibly powerful medium for building relationships over time, establishing trust, and inspiring people.  Love what you guys are doing at BombBomb btw, it really looks like you've built a great company.

  • JustinFoster

    Hey Ethan, I think you were asking me to elaborate?  In a prior life I ran creative services and deliverability for an ESP.  In general, I became disillusioned with industry leaders advocating best practices, only to see them ignored by so many senders.  More specifically, I was/am frustrated when it comes to the world of email design/coding, where so many in the industry advocate coding emails for the "lowest common denominator" mail client.  Sometimes, I'm surprised people send HTML email at all!  The reason I'm frustrated, specifically with the component of the anti-video-in-email crowd that bases its opinion on technical reasons (as opposed to strategic ones), is that the mindset is backward, rather than forward-looking.  The argument essentially goes that since the in-email video experience isn't the same EVERYWHERE that it shouldn't be done ANYWHERE.  That mindset, in my opinion, is just plain wrong.  Why wouldn't an email sender want to maximize the potential of new technologies and techniques rather than just wait for mail client #5,678 to reach the same exact rendering implementation of, say, Gmail?  We already live in a complex world designing emails for compatibility.  I'd think that when a new technology or technique comes along to make an email marketing designer's life easier, that it would be a no-brainer.
     
    Of course, many do already consider video-in-email to be a no-brainer.  Just not enough, in my opinion.

  • podenbrett

    I agree.. Video email is where it is at.. I am using this system and I actually love what I can do for clients. I can give them a custom template for their business if they sign up for a free account which can send 10 videos email's/ day. Our more robust system costs a little bit more but can send up to 300K/ month. It must be opted in email and no spamming is ever allowed. Check it out and let me know what you think. .Here is the more robust site for what we are doing.. New site going up in 60 days that will make marketing online easy for all small business owners, entrepreneurs and self-employed individuals. http://www.explore.iwowweservice.com and get your account. We should also talk sometime, let;s meet at our online conference room soon.

    • podenbrett

      If you are a business and want the free template.. Check out the ones I have done so far.. http://www.fb.com/wowwevideo or go to http://bit.ly/iwowwevideo and if you like what you see and wan to know more go to http://bit.ly/marketing4businesses to learn more about branding for your business using our tools.
       

  • podenbrett

    I like this, I do agree, you first need to have them open the email and the subject line is very important. I will attempt to use Video in my video email I send and see if my open rates are better. I have also found that some parts of the country are open to video while others ( Midwest) are the last and slowest to adopt this technology for their businesses.

  • Debbie Ventriello

    I recently started using Talk Fusion as a marketing tool for new gaining new business and retaining current customers. I work in a very personality driven industry and video emails have been a great way to establish my personal and corporate brand.  Talk Fusion offers the latest, cutting-edge Video Communication Products! Video Email, Video Conferencing, Live Broadcasting, Video Auto-Responders, Video Blog, Fusion Wall and much more! 8 Great Video Products!  This technology has been made affordable and affordable for small business owners and entrepeneur's as well as big businesses such as Applebees, and respected non profits such as the Make-A Wish foundation.    www.TalkFusion.com/1680234

  • Debbie Ventriello

    I recently started using Talk Fusion as a marketing tool for  gaining new business and retaining current customers. I work in a very personality driven industry and video emails have been a great way to establish my personal and corporate brand.  Talk Fusion offers the latest, cutting-edge Video Communication Products! Video Email, Video Conferencing, Live Broadcasting, Video Auto-Responders, Video Blog, Fusion Wall and much more! 8 Great Video Products!  This technology has been made affordable and affordable for small business owners and entrepreneurs as well as big businesses such as Applebees, and respected non profits such as the Make-A Wish foundation.    www.TalkFusion.com/1680234

  • Rorie Hannigan

    Video drives CRTs there is no doubt about that

  • Toby Michael Younis

    Just found this:

    http://www.bombbomb.com

  • Tagmotion

    Great post, Justin. I had a real 'aha' moment reading it. And I'd love your feedback. You see, I've developed a web app that lets you create an index of video highlights & browse them from a single view. You can embed it in your blog or any web page that supports iframes.  But I'd never thought about embedding it into emails until I read this post. Do you see any merit? (Example: http://www.tagmotion.com/tree/free1). Marketers could embed this interface into emails so their 'audience' could browse a rich collection of videos or highlights within video, across a product or many products. Would love to know what you think. Thanks!

  • Marcus Krieg

    Great information Justin! I just had one question. Some of our clients use video views as a success metric. If we were to start using HTML5 videos in our email newsletters, would those views count in YouTube?

    I'm trying to make a cost-benefit calculation on whether we should pursue this strategy for those campaigns.

    Thank you for sharing your experience with us!

  • Joe

    How do you track video views in these emails when the player will be different depending on what device it's viewed in? Since adding javascript will get it flagged as spam, is there a way to add tracking to the video?

    "the TV mini-series “Game of Thrones,” it used video in email to generate an incremental 1 million+ views of its TV trailer."

    How was this tracked? Was it done on the file host's end?

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