1 / 12

The Intersection of Online Video and Email Marketing

Justin Foster Founder & President, Video Commerce Consortium Co-Founder & VP Market Development, Liveclicker Founder & Past President, Email Marketing Roundtable 253.988.3183. The Intersection of Online Video and Email Marketing. Program. Why Video? Why Now? Challenges

breena
Download Presentation

The Intersection of Online Video and Email Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Justin Foster Founder & President, Video Commerce Consortium Co-Founder & VP Market Development, Liveclicker Founder & Past President, Email Marketing Roundtable 253.988.3183 The Intersection of Online Video and Email Marketing

  2. Program • Why Video? Why Now? • Challenges • Email Marketing Drilldown • What’s possible right now? • What are the advantages and drawbacks? • What are some high-level best practices? • Emerging Technology Discussion • Peter Horan, CEO Goodmail Systems

  3. What’s driving online video? Video’s Rapid Growth • Rising Broadband Adoption • Everyone’s a Producer • Publish Anywhere • Create Interaction Worldwide broadband penetration by population Q1 2008 through Q2 2008Source: Point Topic, Sept 2008 Web Connection Speed Trends - Home Users (US)Source: Nielsen Online, Sept 2008 Web Connection Speed Trends - Work Users (US)Source: Nielsen Online, Sept 2008

  4. Video: A key focus in 2009. Source: Permission TV Interactive Marketing Study, January 2009. n= 400 Senior Level decision makers

  5. The current state of video in email The Long and Short of it: Source: The Current State of Video in Email, Campaign Monitor, January 2009. • Animated .GIFs still rule • Externally referenced only • Embed = deliverability issues

  6. Yay! Animated .GIFs!

  7. Rethinking the Animated .GIF

  8. Rethinking the Animated .GIF • Benefits • Higher CTR, CVR • Attention grabbing • Works in [almost] all email clients • Drawbacks • No sound • Frame rate limited to 10 per second (higher unstable in IE) • Huge files (Up to 2MB – 10MB per video per email) • Depends on several factors • Processor intensive • Cost/benefit (bandwidth costs)

  9. Rethinking the Animated .GIF • Best Performance • Fewer colors • Shorter clip • Fewer frames per second • Smaller “player” • Best Experience • Bigger “player” • More colors • Higher frame rate

  10. CTR/CVR Examples • Bluefly • 5% increase CTR – simple animated .GIF • 12% increase $ spent • Internet Retailer, April 2008 • MarketingSherpa • ~300% increase CTR v. average CTR • VHD Technology, Jan 2009. • SAP • Increased CTR from 7% to 32% • VHD Technology, Jan 2009. • Olympus • 49% increase in CVR over several emails. • MarketingSherpa, April 2007

  11. Best Practices Still Emerging • Loop vs. no loop? • “Player” treatment • Play button • Play progress • Player size • Frame rate impact • Impact of post-roll • Deliverability has not been an issue. • Cost/benefit will not pan out for all senders. • Start with small, simple A/B test

  12. Justin Foster Founder & President, Video Commerce Consortium Co-Founder & VP Market Development, Liveclicker Founder & Past President, Email Marketing Roundtable 253.988.3183 Thank You!

More Related