Video commerce: the intersection of online video and email marketing
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Transcript of Video commerce: the intersection of online video and email marketing
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Justin FosterFounder & President, Video Commerce
ConsortiumCo-Founder & VP Market Development,
LiveclickerFounder & Past President, Email Marketing
Roundtable253.988.3183
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Why Video? Why Now? Challenges Email Marketing Drilldown
What’s possible right now? What are the advantages and drawbacks? What are some high-level best practices?
Emerging Technology Discussion Peter Horan, CEO Goodmail Systems
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Web Connection Speed Trends - Work Users (US)Source: Nielsen Online, Sept 2008
Web Connection Speed Trends - Home Users (US)Source: Nielsen Online, Sept 2008
Worldwide broadband penetration by population Q1 2008 through Q2 2008Source: Point Topic, Sept 2008
• Rising Broadband Adoption• Everyone’s a Producer• Publish Anywhere• Create Interaction
Video’s Rapid Growth
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Source: Permission TV Interactive Marketing Study, January 2009. n= 400 Senior Level decision makers
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Source: The Current State of Video in Email, Campaign Monitor, January 2009.
• Animated .GIFs still rule• Externally referenced only• Embed = deliverability issues
The Long and Short of it:
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Benefits Higher CTR, CVR Attention grabbing Works in [almost] all email clients
Drawbacks No sound Frame rate limited to 10 per second (higher unstable in
IE) Huge files (Up to 2MB – 10MB per video per email)
▪ Depends on several factors
Processor intensive Cost/benefit (bandwidth costs)
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Best Performance Fewer colors Shorter clip Fewer frames per
second Smaller “player”
Best Experience Bigger “player” More colors Higher frame rate
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Bluefly 5% increase CTR – simple animated .GIF 12% increase $ spent
▪ Internet Retailer, April 2008
MarketingSherpa ~300% increase CTR v. average CTR
▪ VHD Technology, Jan 2009.
SAP Increased CTR from 7% to 32% VHD Technology, Jan 2009.
Olympus 49% increase in CVR over several
emails.▪ MarketingSherpa, April 2007
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Loop vs. no loop? “Player” treatment
Play button Play progress Player size
Frame rate impact Impact of post-roll Deliverability has not
been an issue. Cost/benefit will not
pan out for all senders.
Start with small, simple A/B test
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Justin FosterFounder & President, Video Commerce
ConsortiumCo-Founder & VP Market Development,
LiveclickerFounder & Past President, Email Marketing
Roundtable253.988.3183