Video in Email: It’s About the Results, Not the Technology

Author:

Craig Wax

Source:

There have been many recent conversations in industry publications about the multiple options now available for implementing video into email marketing campaigns. Sometimes these conversations seem more focused on the technology than on the business results. So it’s best to avoid the hype and approach a video email campaign with the desired end goal in mind.
 
The most important objective of any successful video email campaign is simply getting people to watch the video. The best option for incorporating video into e-mail is to combine ease of execution with tactics that drive optimal response rate. If your approach doesn’t begin with those concerns, you risk a reduced return on investment.
 
New technology allows for embedded video that plays directly within the mail versus the traditional image with a play button that takes the viewer to a landing page. Delivering video right to the inbox with this new technology certainly has a wow factor. But does it achieve that end goal of high viewership/low complexity and cost? To answer that question, consider a few key points in planning your campaign ...