Marketers have long sought to add video playback capabilities directly within the inbox to create a more engaging and interactive email experience, increase video content views, and differentiate their messages from the competition. In the past, adding video to email using anything other than a plain image simulating a video player has been a difficult proposition at best. Whether you're simply curious to learn about video in email best practices or want to understand whether now is the right time to adopt, this webinar covers everything you need to know.

1. Using Embedded Video in Email to
Create a Dynamic Inbox
May 1st, 2014

2. Speakers
Justin Foster
Co-founder & GM of VideoEmail, Liveclicker
justin@liveclicker.com
@liveclicker – and on ExactTarget HubExchange

3. Speakers
Bendee Anzures
Sr. Director, Database/Email Marketing, Beachbody
banzures@beachbody.com
@beachbody

4. Are you currently using video in your
email marketing program?

5. Are you currently using video in your
email marketing program?
Using
Not using
Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013

7. WHO to engage
with video?
HOW can video
add value?

8. Time &
Attention
Value

9. Growth Rate: Time Spent per Day with Digital Media, US Adults
Source: eMarketer, April 2014
*Projected. Note: ages 18+, time spent with each medium includes all time spent with that medium, regardless of multitasking.
2011 2012 2013 2014*
Mobile
(nonvoice)
100% 97.9% 46.3% 23.0%
Video - 166.7% 175.0% 50.0%
Social Networks 400% 200% 93.3% 20.7%
Other 73.9% 80.0% 22.2% 17.0%
Online 7.7% -3.9% -5.4% -5.0%
Video 100.0% 75.0% 4.8% 0.0%
Social Networks 41.4% 5.2% -1.3% -5.0%
Other -3.9% -15.3% -9.3% -6.4%

10. Poll
What are the primary benefits of using video in email
marketing?

11. Benefits of Using Video in Email Marketing
0% 10% 20% 30% 40% 50% 60%
Increased CTR
Increased time duration…
Increased sharing of the email
Increased conversion rate
Increased revenue (sales)
Increased ad sales
Inceased AOV
Other
No benefit/None
Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013

12. Poll
What are the greatest challenges hindering the
adoption of video in your email program?

13. Simulated video player
PROS:
 Compatible with nearly all mail clients
 No learning curve
 Established best practices
CONS:
 Lowest CTR of all possibilities of featuring video in
email
 Does not differentiate in-email messaging
 Reduces video views (especially on mobile)
Static Image:
A regular image that appears to be a video player within
the email, designed to incite a click so video plays on the
web.

14. Simulated video
Video .GIF:
A silent, simulated video in the inbox using
animated .GIF technology.
PROS:
 Higher CTR vs. static images depicting video
player (10% -15% on average)
 Differentiates the inbox experience
 Easy to implement without deliverability
headaches
CONS:
 Usefulness in a video context limited to “teaser” functionality
 Reduced video views vs. embedded video
 Lower CTR vs. embedded video

15. Embedded video
Embedded video:
True video with audio that is capable of
playing back directly within the inbox of
supporting mail clients.
PROS:
 Highest CTR when compared to images/animations
(40% higher vs. animations amongst VideoEmail
clients, on average)
 Maximum number of video views, especially on
mobile devices
 Most differentiated experience in the inbox
CONS:
 Can not link through the video to an external site (no
interactivity)
 Works for ~65% of openers (B2C) or 35% of
openers (B2B), requiring a fallback to video .GIF or
simulated player in all other instances
 Acts as an “signal booster” for all videos, amplifying
the effect of poor content as well as good content

16. Poll
What tactics have you used to integrate video into the
email channel?

17. 45%
49%
6%
Mobile/Tablet
Desktop/Web
Unclassified
Source: Litmus Email Analytics, n=326MM email opens, March 2014
Mobile/Tablet Market Share, March 2014

18. Embedded Video Linked Video

19. The VideoEmail Waterfall

20. State of video in email: B2C

21. State of video in email: B2B

22.  Automotive: 72.4%
 Retail – Luxury/Fashion:
70.9%
 Retail – Toy: 70.5%
 Retail – Cosmetics: 67.5%
 Retail – Branded Apparel:
64.9%
 Retail – Media Products:
60.8%
 Entertainment:60.2%
 Travel:54.6%
 Retail–GeneralApparel:52.1%
 Nonprofit:51.7%
 Retail–GeneralMerchandise:
50.2%
 B2B–36.1%
Embedded Video Support: Verticals

23. Embedded Video Works Requires Mail Client Sniffing
 Analytics
 Video playback in mail client
 % embedded video served
 Outlook.com – compatible HTML5 poster
 Android – compatibility in native mail client
 Embedded video – compatible poster image
 Mobile experience – optimized bitrate

24. Example Results
 55% higher revenue per email
delivered in A/B split test
 33% higher conversion rate in
A/B split test
 66.5% of all recipients served
embedded video

25.  50% higher CTR
compared to prior
video emails without
embedded video
Example Results

26. Example Results
 38.9% receiving video
embed for 2011
 56.9% receiving video
embed for 2013
 Video played 58.9% of the
time when rendered in inbox

27. Example Results
 Double-digit % increase in
video plays – embedded vs.
non
 So far, conversion rate
unaffected
 Still early

28. Best Practices
DON’T
 Use video for the sake of
using video
 Ignore the impact of
mobile on video
DO
 Consider video a
viable tactic to
break through the
clutter
 Use video when it
adds value

29. Best Practices
DON’T
 Create excessively
long videos
 Auto-play video with
sound on
DO
 Feature video
prominently within email
to drive usage
 Size the video
appropriately for email

30. Best Practices
DON’T
 Use Flash
 Use Javascript
DO
 Use HTML5 in a
“waterfall” model for
embedded video
 Sniff the mail client with a
solution like VideoEmail
to ensure proper
rendering

31. Poll
Do you plan on testing embedded video in email?

32. Questions?
Please type questions in the chat panel to ‘All Panelist'

33. Resources:
VideoEmail Case Studies:
http://www.videoemail.com/case-studies/
ExactTarget Hubexchange
https://hubexchange.exacttarget.com/listing/liveclicker/videoemail
Embedded Video in Email whitepaper
http://www.videoemail.com/videoemail-research-report-embedded-video-in-email-form/

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35. Upcoming Webinars:
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May 8th
Using Consumer & Competitive Data to Create
Engaging Email & an Unfair Advantage
May 22nd
Best Practices of Guided Selling
May 14th
Introducing the Next Version of ExactTarget
Salesforce Integration

36. Ignite your
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