Bronto – How You Can Incorporate Videos in Email Marketing
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).
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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