Email + Video: What Works, What Doesn't + What to Measure

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Email + Video What works, what doesn’t, and what to measure

Transcript of Email + Video: What Works, What Doesn't + What to Measure

Email + VideoWhat works, what doesn’t,

and what to measure

Your host + master of ceremonies

Kristen CraftDirector of Business Development, Wistia

@thecrafty

Your guest know-it-alls

Justine JordanVP Marketing, Litmus

@meladorri

Kevin MandevilleEmail Czar, Litmus@kevinmandeville

WAV E H E L L O !

W H Y E M A I L ?

#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

W H Y V I D E O ?

#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

It’s applicable everywhere

“Video is the new HTML”-Benedict Evans

W H Y E M A I L + V I D E O ?

#WistiaCast@wistia @litmusapp

✦ Grow your list

✦ Improve open + click rates

✦ Engage your audience

✦ Retain subscribers

✦ Show off your brand’s human side

#WistiaCast@wistia @litmusapp

#WistiaCast@wistia @litmusapp

V I D E O I N E M A I LV S

V I D E O W I T H E M A I L

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

In 2014, over 53% of email clients supported HTML5 video

😃😃😃

#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

In 2016, less than 1% of email clients support HTML5 video

😱😭💩

#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

Outlook for Mac video rendering

#WistiaCast@wistia @litmusapp

True HTML5 video that plays inside an email is not

possible right now

#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

H O W TO C O D E H T M L 5 V I D E O

#WistiaCast@wistia @litmusapp

<video> </video>

Use the video tag

#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)

T H AT S O U N D S C O M P L I C AT E D …

#WistiaCast@wistia @litmusapp

Third-party providers for video “in email”

powerinbox.com realtime.email movableink.com

W H AT S H O U L D W E M E A S U R E ?

#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

Capture email with video

Opportunities to connect

1

2

Video + leads

#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

http://blog.mailchimp.com/keeping-our-eyes-on-video/

5.2%

7.7%

62.8%

#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.

V I D E O F U N W I T H E M A I L

P R O D U C T V S . P E R S O N T H U M B N A I L T E S T

Person

Product

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

L I N K S + R E S O U R C E S

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;">&nbsp;</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

P L AY B U T TO N P S D T E M P L AT Ehttp://ghostlypixels.com/freebie/wistia-video-player-psd/

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