The document discusses using video in email marketing to increase engagement. It notes that video is very popular on platforms like YouTube. Research shows that emails containing video have higher open and click-through rates than non-video emails. Different options for including video in emails are discussed, such as HTML5, Liveclicker, ActivePath, animated GIFs, and cinemagraphs. Tips provided include keeping video short, having a clear call-to-action, and testing different approaches. The presentation concludes that leveraging both email and video can produce good engagement and results for marketers.

1. The Power of Video in
Email – Leveraging their
Strengths to Create
Engagement
Kath Pay
Plan to Engage

2. Your presenter – Kath Pay
• 12+ years of experience
in email marketing
• Email Marketing
Consultant, Trainer &
Speaker
• Lead trainer for Email
Marketing for
Econsultancy & the IDM
in the UK @kathpay
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2

3. About Plan to Engage
• Email Marketing Strategy
• Email Design & Coding
• Deliverability Support
• Email Vendor Selection
• Conversion Optimization
• Workshops & Training
Courses
www.PlanToEngage.com
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

4. Why video?

5. YouTube: 72 hours of video are
uploaded every minute, or more
than one hour of video is
uploaded to YouTube every
second.

6. YouTube is the second largest
search engine on the web

7. Why email?

8. Everyone loves email….
http://www.icontact.com/blog/email-marketing/
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

9. Ranking of channels for ROI
• Proportion of companies ranking as ‘excellent’ or ‘good’
• Email consistently top/second top channel for ROI since 2008
SEO 73% Mobile marketing 34%
Email marketing 72% Affiliate marketing 47%
PPC 56% Offline direct marketing 32%
Social media 43% Online display advertising 24%
Econsultancy .
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

10. Why Video in Email?

11. 63.9% of 5000 people watched a
video sent by email to completion.
The average email readers will
only spend 8 seconds reading an
email
Marketing Vox

12. Video in email 280% higher
returns than direct mail
Gartner research

13. Emails containing video received,
on average, 5.6% higher open
rates, and 96.38 % higher
CTRs than non-video emails!
Get Response on examining 800,000 customer emails

14. Higher engagement
www.activepath.com
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

15. Go Viral
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

16. Personalised video
http://www.skeletonproductions.com/email-marketing
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

17. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

18. Content Marketing?
• Use sensory based content – Video
ticks all the boxes
• Visual
• Auditory
• Kinesthetic
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

19. Get their attention

20. …in the subject line
• Front-load the subject line
• Test using [Video] to draw their attention
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

21. …within the email
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

22. Video-Animated Gif
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

23. Holland America conducted an
A/B test an animated .GIF video in
email versus a static image
Results? 100% higher clickthrough
rate on the video segment.
Liveclicker

24. Tip: Keep animated .GIF/.PNG
length to no more than 30
seconds

25. Cinemagraph
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

26. Some rules…..
• Always have the CTA as a text link as well as within
the image for those who have blocked images
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

27. Some rules…..
• Ensure the video has a purpose & adds
value
• Only use Animated Video gif if it is your
main CTA
• As with all content, ensure the video is
subscriber oriented not brand oriented
• Keep full video with audio to less than 3
minutes
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

28. Want video to play in your email?
• HTML5
• Liveclicker
• ActivePath
• ….just to name a few
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

29. HTML 5
• All iOS devices when opened in the native mail client
(iPad, iPhone, iPod Touch)
• Hotmail, when viewed in an HTML5 compliant web
browser
• IE 9+
• Chrome 3+
• Firefox 3.5+
• Safari 3.1+ on desktop, and 3.0+ (iOS)
• Thunderbird
• Apple Mail 3, 4
• Outlook for Mac 2011
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

30. LiveClicker
• 1.25 million video views
of a mini-series trailer
for “Game of Thrones.”
• 38.9% of the audience
received full video with
audio in the email
• 45.6% received an
animated .GIF or
animated .PNG silent
video
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

31. ActiveMail – logos and images
enabled
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

32. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

33. Huge Potential…..
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

34. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

35. Results
• Average engagement rate of 27% (clicking on an
average of one hotspot) across all videos
• Clickthrough rate of 13%
• Increase in basket size onsite of over 300% from
customers purchasing via the video
http://econsultancy.com/uk/blog/9226-jaeger-sees-basket-size-grow-by-300-using-
interactive-hotspots
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

36. So….
• Leverage these 2 wonderful mediums
• Understand what you’re wanting to
achieve
• Look at your all your options
• Test, test, test
• Enjoy the results!
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

37. Questions?
Kath Pay
@kathpay
Kath@PlanToEngage.com
www.linked.com/in/kathpay
37