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To Video or Not to Video?

May 30, 2012  

Once upon a time, notes Ryan at the MarketFish blog, email was the pinnacle of cutting-edge online technology. But that was then and this is now.

"While there [are] a bunch of really cool companies driving innovation in the email space, as a whole, email still lags behind the breakneck innovation that you find in other digital marketing channels," he notes.

And that's why embedded video still presents such a quandary for email marketers. When you're not even sure that images will render, should you even attempt to use video, or should you stick to a safer—though less elegant—bet like animated GIFs?

Ryan cites a study from the Web Video Marketing Council and Flimp Media that suggests video embedded in an email—for all of its logistical drawbacks—is worth the effort:

  • A vast majority of senior marketing executives—88%—report that email with integrated video improves campaign performance.
  • A smaller, though still sizable, majority of 76% say these campaigns generate high click-through rates.
  • Finally, 72% say "prospects are more likely to make a purchase or take other desired actions after viewing video content sent via email."

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  • by Mike Nikolich Wed May 30, 2012 via web

    One of Tech Image's clients has been using embedded videos in emails and claims the open rate is six times more effective than regular emails.

  • by Rob Wed May 30, 2012 via web

    "But the case for finding an embed solution is strong."

    But no tips on how exactly to embed a video into the email without linking to an external source? I didn't think you could do this without Gmail or Outlook completely stripping the video out of the body of the message once delivered. Would be nice to see some follow up on this one.

  • by Pamela Zacha Wed May 30, 2012 via web

    Check out Wistia for embedding in e-blasts...I had great success

  • by Steve Saenz Thu May 31, 2012 via web

    Check out Fusion Impact Marketing

  • by Liz Cohen Tue Jun 5, 2012 via web

    I'm definitely all for making email content more interactive, including embedding videos. It's not only that 'there's no harm in trying' - it's where email is headed (and it's about time).

    There's also a flip side to this: the time has come for recipients to *expect* their email content to be more engaging and interactive. They expect it from their mobile apps, websites, even ads. Why is email lagging? So not only should we senders be embracing this new direction, but our audience should be, too.

    That goes for more than just video - it includes making purchases in your daily deals email, filling in surveys on the spot, filling your shopping cart within your inbox.

    Who can argue with a more powerful, active inbox experience?

  • by Paula Wertheim Wed Jul 11, 2012 via web

    I wholeheartedly agree with Rob who asked about embedding videos. I guess I'm not the only "technologically challenged" blogger on the planet!
    So-can anyone tell us please how it's done???

  • by Liz Cohen Wed Jul 11, 2012 via web

    Hey Paula -

    One solution for viewing video links shared with you as embedded videos is to use ActiveMail, which turns links in email into their interactive content... Meaning a link to a supported photo gallery site becomes the photo gallery, fully viewable inside the email. Or a Facebook friend confirmation message becomes their active Wall so you can leave a message within the email.

    We hope that as more marketers embrace the trend towards interactivity in email, they will design their newsletters and emails for this kind of consumption.

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