Web Video Meets Email Marketing
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Transcript of Web Video Meets Email Marketing
Baltimore, Maryland
Blue Sky FactoryDriving Email Marketing Performance
“Web Video Meets Email Marketing” Featuring Flimp Media
Tuesday, February 3 1:00 to 1:45 PM
Blue Sky Factory Overview
Full & Self Service Email Service Provider
Design, execute, track your email marketing communications
Publicaster 7.0
Video Email Marketing with Viewer Analytics
New Technology Solution that enables email marketers to:
Quickly create and edit video landing pages using a drag and drop WYSIWYG interface with no programming.
Deliver to target audiences via Publicaster emails.
Collect and report detailed campaign and viewer engagement, response and viral forwarding activity by individual email address in real time.
Achieve High Audience Engagement and Response Rates
People process visual data 60,000 times faster than text. Why?...Because humans process data from images simultaneously while we process text data sequentially. ¹
Online viewers are 4 to 7 times more likely to respond to rich media (video) ads than static HTML banners.²
1) 3M Corporation research studies 2 ) April 2007 DoubleClick web advertising study
Why Use Audio Visual Content for Email Marketing?
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Examples of Video Landing Page Email Campaigns
What are the Obstacles for Video Email Marketing
Can’t deliver and play audio visual content within emails
Video requires specialized programming and technical skills
Have to link back to video on a customized web landing page
No way track/report detailed viewer activity by email address
Deployment, integration & hosting requires some IT resources
Video sharing sites - low quality, brand interference, not secure, no way to track and follow up viewers, limited analytics, video size limitations
Main objectives for FLIMP Platform:
Eliminate flash programming from content creation and editing
Eliminate IT Resources needed for deployment and distribution
Instant viewer tracking and analytics reporting by email address
Speed up the video landing page development process
Lower the cost of creating and tracking video landing pages
Solution – Video Landing Pages with Email Analytics
Distribute/Track Create/Edit Report/Measure
Video Landing Pages
Video Sales Collateral
Multimedia Communications
Rich Media Web Content
Flash Interface
Drag and Drop WYSIWYG
No Programming
Campaign Analytics
Viewer Engagement
Viewer Response
Form Data
Viral EmailActivity
Real Time Reporting
Data is Exportable
FLIMP – Flash Interactive Marketing Platform
Marketing results across 220 active flimp accounts:
Email click thru rates- 42% for flimps vs. 5.4% industry avg *
Video Start Rate – 97% of viewers had successful video starts
Response Rate – 27% of flimp viewers clicked response links
Video Engagement – 40% of viewers Watch to Completion
* source –email industry stats based on 400 million emails
Aggregate 2008 Flimp Client Campaign Results
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Flimp Studio WYSIWYG for Creating and Editing Flash “Videosites”
Click to set the flimp size along with background color, any border, and a background image
Blank canvas—drag user interface elements here to create a flimp
Creates a snapshot and saves the flimp. Must save for Preview function to be “current”
Single line text (label)
control
Multiple line formatted text control
Image/graphic control
Video control
Button control
Preview button—save first, then preview flimp as user will see it. No tracking is recorded in preview mode
Precise placement controls
Layering controls
Insert ShapesImport SWF files
Change the description, background, Size, and Shape of your Flimp.
*Requires minimal computer skills and no programming knowledge
Create/Edit Video Landing Pages in Minutes
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Distribute by Email or Embed into Web Pages
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Viewer & Campaign Reporting by Email Address
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How a Flimp Video Message Appears in an Email
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• Products/Services Marketing. B2B, B2C, sales channels, video brochures.
• Non Profit Communications. Fundraising, membership, development, events, communications.
• Event Marketing. Events, training, leadership, seminars, webinars, webcasts.
• Travel & Leisure. Destinations, hotels, restaurants, cruises, tourism, airlines and hospitality.
• Higher Education. Fundraising, student recruitment, admissions, alumni communications.
• Sports Marketing. Events, merchandise, sponsorship activation.
• Employee Benefits. Insurance, health care, retirement, flexible spending accounts.
• Health Care. Enrollment, patient and doctor education, medical products, compliance.
Email Marketing Applications
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Aggregate performance data from nine separate FLIMP video marketing campaigns
Flimp Client Campaign Summary:• Ten separate web video email marketing campaigns created, distributed and tracked using the FLIMP platform. • Five vertical markets represented:pro sports, real estate, financial services, fundraising, and nonprofit.• All client campaigns delivered by email to opt-in lists using the distribution tools available in the FLIMP platform.
Flimp Client Campaign Results:• 42.18% opened email message.• 47.26% of the people that opened their email went to flimp video landing page.• 97.76% of viewers were able to watch the flash video on landing page.• 53.56% of viewers watched the video to completion (avg. video length: 2 min., 16 sec.).• 34.26% of viewers took action by clicking a response link while watching video.
Target Audience Actions Viewers Viewer Response Rate
Received video microsite message via email 61,290 100% of delivered emails
Opened email with video microsite message 25,581 42.18% of email recipients
Launched video microsite (email click thru's) 12,216 47.26% of email opens
Successfully watched video message (video starts) 11,820 97.76% of microsite viewers
Watched to completion (watched entire video) 6,543 53.56% of microsite viewers
Clicked links on microsite (microsite response) 4,050 34.26% of microsite viewers
Viral Recipients (sent to a friend) 489 4.00% of microsite viewers
Flimp Campaigns Generate High Response Rates
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Note (1): Multiple views by the same person within 5 minutes are counted as one videosite view.
Viewer Engagement and Response DataResults from seven email marketing campaigns using FLIMP to promote professional tennis tournaments including the 2008 Sony Ericsson Open, WTA Pacific Life Open, the 2008 Bausch & Lomb Championships and the 2007 Indy Tennis Championships.
Flimps were delivered by email to opt-in mail lists. Combined data from the seven campaigns produced the following results:
• 29.14% of email recipients opened their email message.• 40.17% of people that opened their email went to the flimp video landing page.• 97.37% of flimp viewers were able to watch the video message.• 65.37% of viewers watched to completion (avg. video length – 1 min 16 sec).• 24.30% of viewers clicked a response link while watching video.• 4.34% of viewers were viral recipients.
Target Audience Actions Viewers Viewer Response RateReceived flimp videosite message via email 52,319 100% of delivered emails
Opened email with flimp videosite message 15,245 29.14% of email recipients
Launched flimp videosite (email click thru rate) 6,124 40.17% of email opens
Total videosite views (includes views from viral recipients) (1) 6,313 41.41% of email opens
Successful video starts (viewer engagement rate) 6,147 97.37% of videosite viewers
Watch to Completion (watched entire video) 4,018 65.37% of videosite viewers
Clicked videosite response links (viewer response rate) 1,534 24.30% of videosite viewers
Viral Recipients (sent to a friend) 274 4.34% of videosite viewers
Flimp Pro Sports Client Campaign Results
To integrate flimps into your email marketing campaigns,
contact:
Tim Barton410-230-0061 x151
Thank you!
Q&A