Video Essentials

Tips for Launching a Video E-mail Campaign


Why wait for viewers to seek our your videos when you can send those videos to your viewers, instead? Launching a video e-mail campaign gives you a new way to repurpose your videos and to draw in new customers.

To get the best tips on launching a video e-mail campaign, we spoke with Wayne Wall, the founder and CEO of Flimp Media. Flimp is a Massachusetts-based video marketing agency that specializes in video e-mail campaigns. The odd name stands for FLash Interactive Marketing Platform.

This summer, Flimp sponsored a survey conducted by the Video Marketing Council on video e-mail marketing. Wall was happy to share some of the report’s surprising findings with us.

Know the Area
The survey questioned 200 interactive marketing professionals, 70 percent of whom said they’d used video e-mail in their marketing efforts. When asked the most effective way to do video e-mail, 40 percent said to include an image of a video player that links to a video landing page, while 33 percent said to embed a video player directly into the e-mail message.

It’s curious that a full third of the respondents said that, says Wall, because it’s not actually possible. Almost no e-mail services or Internet service providers allow that kind of video embedding in e-mail. The best way to reach people with e-mail is to present the image of a video player which, when clicked, takes viewers to a video landing page.

That shows that even among marketing professionals, there’s still a lot of confusion about the basics of video e-mail campaigns.

Spell out the Subject
When you write the e-mail that will be part of your video e-mail campaign, indicate right in the subject line that there’s a video included. People are more likely to look at the message, says Wall, if they know it includes video.

Keep it Simple
Your goal in the e-mail is to get people to click on your video image and go to the video landing page, so keep the focus on that. Don’t include too many calls to action.

Maintain a Balance
You’ll need to use both images and text to create an e-mail that gets good results. Many people set their e-mail clients to block images, so be sure your note includes text, as well.

Be Polite
When people click the video player image in your e-mail and go to your video landing page, give them the option of starting the video themselves. Don’t set the video to autoplay. Many of your viewers will be at work and won’t appreciate videos (especially loud ones) that play by themselves.




Discussion

Comments for “Tips for Launching a Video E-mail Campaign”

  1. Quote: “It’s curious that a full third of the respondents said that, says Wall, because it’s not actually possible.”
    This is an incorrect statement. It is completely possible. I do it all the time. Though I agree that having an image of a video player dramatically increases your click thru as many will not be able to see or play a video in an email, to say it’s not possible is incorrect. Yes gmail aol yahoo etc will block the video from ever showing but most of my clients either have their own servers or don’t use third party email services and can view embedded videos in email just fine.

    Posted by Chuck | September 28, 2010, 10:16 am
    • Never say never in the tech world, but video in email is a long way from practical for general distribution. I know it can work because I too have demonstrated it to myself but it’s no business tool for most of us at this point.

      Posted by David Hurdon | September 28, 2010, 1:46 pm
      • But there is a business tool for this and it is being used by local cable TV channel operators in producing content as well as in sending video clips to prospective clients.

        Posted by Charlie Stogner | October 1, 2010, 2:18 pm
  2. Excellent tips; thanks! I have embedded the video image in email newsletters, and I notice that those “links” get the highest click-through rates.

    I had not thought to promote the fact that the email newsletter had video in the subject line. That is a great idea, and I’m going to try that in the next one.

    I’ll stop using autoplay, too 🙂

    Posted by Mary Fletcher Jones | September 29, 2010, 8:31 pm
  3. I know it can work because I too have demonstrated it to myself but it’s no business tool for most of us at this point.

    Posted by torrent download | October 1, 2010, 2:48 pm

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