Some email marketers have also used "video gifs" as fallbacks for HTML5 videos. Unfortunately, while these will play on most email clients, the images are huge (think megabytes, not kb). The image quality is also fairly low, which is why while a few retailers tried these around 2008/2009, they’re rarely seen now. Other marketers have had some success with embedding YouTube videos in Gmail, but that's not a widely used tactic anymore.
The world of email marketing is changing every day, and as more and more brands recognize the value of email marketing – the more difficult it is to stand out in your customers’ inboxes. One way brands can differentiate themselves in email is through video. In fact, including video in your email marketing campaigns and subject lines can increase open rates by 19% and click-through-rates of 200-300%.
Second place went to Turkish Airlines, with The Selfie Shootout, which depicted sports stars Kobe Bryant and Lionel Messi sending each other self-portraits from a variety of exotic locations to which the airline flies. Third and fourth places, meanwhile, went to Volvo Trucks (with the Epic Split ad, featuring Jean-Claude van Damme) and Google (with its Chrome For campaign).
Email campaigns that stand out and bring about a sense of emotion are great to get subscribers sharing with others. Creating calls to actions and valuable content within your email that is timely and closely related to what your subscribers care about will help the virality of your email campaign. In a world where 20% of subscribers open email newsletters it is important to segment your audience to deliver the best content possible and also create clear calls to action so subscribers don’t need to think about what they need to do with your message.
What does this mean from a marketing perspective? Video is quickly becoming the number one way to connect with consumers, viewers, and followers.Between the automatic video-playback on most social media mobile feeds, and the 2.08 billion global smartphone users in 2016, an effective video marketing strategy can provide one of the highest ROIs for any brand’s digital marketing strategy.
Does this video take the 90’s tech vibe too far? Maybe – but it also does a great job at clearly explaining all the benefits to the razor in comparison to anything else on the market. Consumers comparison shop now more than ever. And, for products typically bought in-store, like Razors, it essential to have a video that shows consumers all the things they’d look for when purchasing in person.
Show the world an especially funny or cute animal. There's no beating a cute animal for working your way into your audience's hearts. Cute animals have an almost universal appeal — there's something about watching a baby puppy take its first steps, for instance, that can warm even the coldest hearts. If you have an adorable pet or you happen to stumble across a heartwarming interaction at the zoo, take your phone out and start recording!
There are many ways to “go viral” from a marketing perspective. There are no viral marketing techniques which work for all industries so a tailored approach which includes one or more viral marketing channels is important. Videos are the most popular way, but social media posts, search engine result pages (SERPs), email marketing campaigns and even TV advertisements have created viral, trending content for companies, either on purpose or accidentally. There are many different types of viral marketing, but they can be lumped into three categories – content created by a business about their products, content created by others about a business’s products, and content that businesses pay influencers to create about their products through advertising and sponsorship. Below we talk about these types of viral marketing to highlight the variety of strategies you could have.
When I moved out of my parents’ house I had to learn a whole lot about life, including where to take my car to get fixed and have the oil changed. Growing up, my dad took care of the car when issues occurred. So the idea of taking it somewhere to have the oil changed was preposterous. Imagine my surprise when he told me a few months ago he had to take his RV in to get the oil changed. His explanation—an RV is different. And more importantly, he couldn’t find out how to do it on YouTube.
Hi, thanks for a great blog. In our office we have a debate going on about whether all of this video hype that we’re experiencing from basically everywhere today is really just, well, a hype.. In line with more and more companies using video marketing, text as we know it might fade out, pictures as we know them might fade out, but if everybody starts using video, what will then happen? Today, video is commonly seen as a way to stand out and capture users’ attention, but what if every brand start publishing video solely? Will we still want to see as much video? Will we need to capture the viewers’ attention in 2 seconds instead of 10? What do you think it requires for companies to succeed with videos and stay on top if everybody else is doing the same?
It shouldn’t be hard work for your email subscribers to watch your videos. So, instead of having users click a link that leads them to a landing page to watch your video -- an extra step -- embed the video directly into your email. This will save users that extra click and improve the user experience. Increasing the number of views your video will receive in turn increases the odds that your subscribers will convert.
Animated gifs are increasingly being classified as videos. Though they are radically stripped down from a true video, it only takes a couple of frames to make an image appear to move. This is one of the tricks to keeping animated gifs both small and engaging – they shouldn’t be much more than six or seven frames. Often three or four frames is the sweet spot. It’s just enough motion to be engaging.
First, make sure that the transition from email to the landing page is seamless by ensuring the video is set to auto-play, that the video is clearly visible above the fold on your landing page, and that the videos size isn’t too large that will cause slow load times. This last point is especially true for users navigating to your site on mobile devices, which will already take a bit longer to load and could destroy data usage for many users.
After that you need to decide if you want to embed the video. Which you would do for a shorter bit of video like a GIF, or small animation Or if you’ve got a longer video that you want to include. You’re probably better off having a killer thumbnail that encourages the viewer to click through to watch the video somewhere else. So host the video on a platform like Wistia to measure the results and then have the audience click through from your email to the video.