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Bronto – How You Can Incorporate Videos in Email Marketing


Bronto – How You Can Incorporate Videos in Email Marketing




By: Bronto

A couple of weeks ago we discussed whether or not sending video in email was a good idea.  The answer comes down to: Do you have relevant content that your subscribers’ value?  To read more best practices, check out my earlier blog post on video in email.

So you’re ready to try video in your email messages, let’s take a look at your options of making this happen.

Today, many of the technical hurdles that prevented email marketers from using video are no longer relevant.  New technologies allow video delivery directly within email messages for the vast majority of email recipients.  However, there is still no universal video format that can be used to play videos in all email clients (see charts below).  Methods now exist to safely fall back to static images, without requiring the creation of different campaigns or sets of creative.  There is also the approach of integrating static images in email that link to videos on campaign landing pages.

So I encourage you, the email marketer, to use video in email (when relevant and compelling) to help improve click through rates and increase conversions.  Let’s discuss how you can incorporate video in your future campaigns and some great examples to help inspire you.  First, let’s look at what email clients/ISPs support video and how you can incorporate video.

What Email Clients/ISPs Support Video?

*2011 Video Email Marketing Guide by Justin Foster, Co-Founder and VP of Market Development at LiveClicker.

How to Incorporate Video?

*graph created by Justin Foster, Co-Founder and VP of Market Development at LiveClicker.

Here are a few examples of how video can be used in email to increase engagement:

Animated .GIF/Animated .PNG Example:

Until recently, it was not possible to deliver video through animated .GIFs or animated .PNG files because the files required too much bandwidth to play back smoothly for most subscribers. Today, with many Internet users accessing the Internet through high speed connections, these files are being used as video delivery devices in email.  Like Static Images, Animated .GIFs are supported nearly everywhere.  These files display video directly in the inbox and can be used in email without risk to deliverability, when used properly (with image referencing, rather than embedding).



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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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