Your guest know-it-alls
Justine JordanVP Marketing, Litmus
@meladorri
Kevin MandevilleEmail Czar, Litmus@kevinmandeville
#WistiaCast@wistia @litmusapp
Preferred
✦ 60% of consumers 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
#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
#WistiaCast@wistia @litmusapp
Direct
✦ 1:1 medium / 1:1 communication
✦ Trust between your brand and your audience
#WistiaCast@wistia @litmusapp
Personal
✦ Connect with your customers right in their inbox
✦ Segmentation, personalization, and dynamic content mean that email is more personal than most marketing mediums
#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
#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
#WistiaCast@wistia @litmusapp
Brand & Experience
✦ Helps people connect with your brand
✦ Fosters evangelism, advocacy, and word of mouth
Source: Harvard Memory Lab, 2012
#WistiaCast@wistia @litmusapp
✦ Grow your list
✦ Improve open + click rates
✦ Engage your audience
✦ Retain subscribers
✦ Show off your brand’s human side
Video in emailVideo with email
NEWSNEWS
Press play and watch without leaving the emailClick to watch video on a landing page or website
#WistiaCast@wistia @litmusapp
Three video + email options
Static image w/ play button
Animated GIF / cinemagraph
Embedded (HTML5) video
1
2
3
Linked static image:video with email
NEWS
Static image with play button graphic Watch video on website or landing page
#WistiaCast@wistia @litmusapp
Apple Mail Yes
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
Animated GIFvideo with email
Static image with play button graphic
Watch video on website or landing page
#WistiaCast@wistia @litmusapp
Apple Mail Yes
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
#WistiaCast@wistia @litmusapp
Apple Mail Yes
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)
#WistiaCast@wistia @litmusapp
Apple Mail No
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
#WistiaCast@wistia @litmusapp
‟Many years ago 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/
#WistiaCast@wistia @litmusapp
HTML5 background video in email has slightly better
support
>>> bit.ly/html5-video-email
#WistiaCast@wistia @litmusapp
Apple Mail Yes
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)
#WistiaCast@wistia @litmusapp
Video in Email UsageHave 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
#WistiaCast@wistia @litmusapp
<video width=“600" height=“300”> </video>
Add the width and height dimensions
#WistiaCast@wistia @litmusapp
<video width=“600" height=“300” poster=“fallback-image.png"> </video>
Add a poster image to the video (before playing)
#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
#WistiaCast@wistia @litmusapp
Add the video source file type
<video width=“600" height=“300” poster=“fallback-image.png" controls autoplay=“true”>
<source src="video.mp4" type="video/mp4" />
</video>
#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)
#WistiaCast@wistia @litmusapp
Third-party providers for video “in email”
powerinbox.com realtime.email movableink.com
#WistiaCast@wistia @litmusapp
Measuring video in 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
#WistiaCast@wistia @litmusapp
Video + open rates
✦ Set expectations
✦ Add value
✦ Be honest!
✦ Tease video content
✦ Include a call-to-action
✦ Try emoji
#WistiaCast@wistia @litmusapp
Video + click rates
http://wistia.com/blog/improving-email-clickthrough-rates-video
38%CTOR
12%CTOR
#WistiaCast@wistia @litmusapp
If you video, they will click.
A W O R D O F C A U T I O N
C H O O S E Y O U R E M A I L + V I D E O G O A L W I S E LY.
A N I M 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
#WistiaCast@wistia @litmusapp
Animated GIFs are not supported in Outlook 2007, 2010, 2013, 2016
for Windows
>>> bit.ly/gifs-email First frame should include play button and CTA
S E L E C T I V E A U TO P L AY W / W I S T I A
<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 E L E C T I V E A U TO P L AY W / W I S T I Ahttps://wistia.com/doc/player-api#selective_autoplay
C H O O S E A G R E AT T H U M B N A I Lhttp://wistia.com/blog/common-thumbnail-mistakes
O P T I M I Z E L E A D S W I T H V I D E Ohttp://wistia.com/blog/collect-more-emails-with-video
V I D E O + E M A I L G U I D Ehttp://wistia.com/library/using-video-in-email
A N I M AT E D G I F Shttps://litmus.com/blog/a-guide-to-animated-gifs-in-email
P R O S / C O N S O F V I D E O + E M A I Lhttps://litmus.com/blog/the-pros-and-cons-of-video-in-email-video