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Best Practices for Using Video to Enhance Email Marketing
Online video is a highly effective way to increase the overall results from almost every marketing initiative. To capitalize on the growing trend of online video viewership (170 million plus monthly viewers according to Comscore) all marketers should have a sound strategy for leveraging the power of online video in email marketing campaigns.
Below are some recommeded best practices for using video to enhance the effectiveness of email marketing:
1. Embed Thumbnail Images with Links to the Video – Trying to embed a video into an outgoing email message presents multiple technical / deliverability challenges. The best method for including video in an email campaign is to simply embed a linked thumbnail image of the video that launches a video landing page when the “play” button is pressed.
2. Use Branded Video Landing Pages… Not YouTube – Custom landing pages provide control over the branding and user experience plus allow additional space for text-based calls to action, offers or company contact information.
3. Support Both Web & Mobile Video Formats – The proliferation of smart phones and iPads have made mobile video delivery more important than ever. Be sure all video based email marketing initiatives can be delivered in both Flash and HTML5 formats.
4. Deliver in 60 Seconds or Less – The attention span of prospective clients is short. Statistics continuously show a dramatic drop off in video viewership after one minute. It’s imperative to deliver the core marketing message and call to action to the target audience in less than 60 seconds.
5. Measure the Results – Much like measuring open rates in email marketing campaigns, tracking video plays, duration and completion percentage analytics from email marketing campaigns can provide valuable marketing insights and is invaluable to A/B Testing.