How important is video in digital marketing? Has including video in email become a standard practice?
Brand sites and social media sites are the most popular channels for distributing video content, but just over half of those surveyed were actually using video content within their email campaigns.
Video is a powerful way to move prospective buyers through the conversion funnel. Video within email has a positive impact on campaign performance and email generate a higher click-through rate. Now a whole new crop of email service providers and technology vendors now offer solutions that give marketers the ability to provide users with a richer experience within the inbox.
To make the most of video within email, marketers must understand the value proposition brought by open standards. Since HTML5 , is built into most modern Web browsers as well as most modern mobile devices, many mail clients (e.g. Hotmail) are actually now capable of displaying video directly in the body of the email when users view that email in an HTML5 compliant Web browser (e.g. IE9+, Chrome3 and Firefox3.5+).
To include video in email, it is necessary to use the HTML5 video tag. While the rate at which your own recipient list will be able to view and play video directly within email will vary, it is imperative that your email service provider also offers the ability to “fall back” and provide either an animated .GIF/.PNG or a static image to the recipient, depending on the mail client in use.
Solutions from email service providers should be sophisticated enough to automatically know where videos work and provide fall-back support in real time as the message is opened. For example, while an email with video won’t play in Gmail, it does support animated .GIFs ; whereas in Outlook 2007 or 2010, neither video or animated .GIFs will work, so you need a static image fall-back.
Many best practices remain that should be employed to ensure that video within email carries value for the campaign. Sending videos relevant to your audience should be given, as would indicating the contents of the email- in this case , that there is in fact a video.
Supporting copy should be included, along with some information about what will happen when the video is clicked.