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Marketing Land – Mythbusting: Video In Email

Marketing Land – Mythbusting: Video In Email


Mythbusting: Video In Email

By: Marketing Land

As a Creative Director, my workday often revolves around crafting and optimizing email communications for big brands. So, I’m always intrigued when new technologies come along that allow me to put another tool in my kit.

One of the most exciting developments to come along recently has been the use of video in email. Not the spoofed playback buttons overlaid on a static image, or even animated gifs that simulate video, but honest-to-goodness sound and motion video played directly in a recipient’s inbox.

Why is this development so exciting? Well, email is a very brief and fleeting medium. Grabbing a user’s attention and convincing them to take action requires the skill to captivate and activate in 3-5 seconds or less.

And, nothing helps people connect with content’s purpose as quickly as video. It’s easy to understand and people instantly emotionally engage with it in a way they don’t often do with text and static images.

Motion Makes Email More Engaging

Rigorous testing of content has indicated that using motion in an email message is a very effective tactic. Even adding simple animations drive increased engagement and higher conversion rates. And, there’s mounting evidence that a richer experience pushes those metrics to even greater heights. That alone makes video in email a technique worth exploring.

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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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