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Bronto – To Send or not Send? Video in Email Best Practices


Bronto – To Send or not Send? Video in Email Best Practices




By: Bronto

We are all aware of the steep competition for a subscriber’s attention in today’s inbox. Forrester Research has estimated that US consumers would receive more than 9,000 commercial email messages per year by 2014. With so much competition for recipient engagement, email marketers need to stand out by focusing on meeting the needs of their audience with relevant, impactful messages sent at the appropriate time.

“Video in email can increase click-through rates by as much as 2X – 3X,” says David Daniels, a former Forrester Research analyst. Video offers a powerful medium for expression and persuasion. It can be used to convince a prospect of the benefits of a new product or offer, humanize a brand, generate excitement, educate/inform or emotionally connect with your audience.

Video is just like any other email content decision you’ll have to make when determining what to send. You must test and segment and make sure that you are sending to subscribers that value video. Identifying these subscribers can be accomplished by segmenting based on:

  • Previous video email opens
  • Previous video email clicks
  • Subcriber’s mail client support for videos

Keep in mind that you’ll want to use video to add value to the subscriber’s experience. Video should be saved for special circumstances when you have a story to tell. Don’t use video in every email you send. Improper use of video can actually drive up complaint and unsubscribe rates.



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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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