Should You Embed a Video into an Email?

Posted in June 18th, 2008 by Jenn in Email, FLIMP, Flash

MarketingSherpa released a new case study today about a web video email marketing campaign. As a web video marketer, I’m interested in anything that provides useful insight into how to conduct benefits web video marketing campaigns.

In the MarketingSherpa case study, about a web video marketing campaign done in the UK, an entertainment company saw a 50% increase in email conversions by launching an email campaign that contained an embedded video in the email. While video can definitely increase audience engagement, embedding a video directly into an email message is a dubious proposition. Let me explain.

Video content can definitely increase audience engagement. However, embedding a video directly into an email message is likely to cause the email to render poorly, or get blocked altogether. The fact is, the majority of email clients will block video from playing within an email, just like they block images. According to a recent survey by the Email Experience Council (eec), “more than 50% of images in promotional emails are routinely blocked by email and webmail programs.” That figure is likely much higher for video embedded into an email. Why is video blocked? Part of the reasons is that email clients do not want to deal with ramifications of porn playing in your email message. That could present a host of problems for the major email clients.

At FLIMP, we realized long ago that the best way to include video in email marketing is to quickly push email viewers to a flash microsite or landing page. How is that done? Just take a look at video email messages that you receive from YouTube. The recipient is sent a link with clear instructions on how to watch the video. We provide a very clear explanation to the email recipient, that they have received a video message. We can’t fully take credit for this – just look at how links render when they are delivered by one of your friends off the YouTube site.

What are your thoughts about delivering video in email?

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Higher Education Marketing

Posted in June 13th, 2008 by Jenn in Communications, FLIMP, Interactive

Hi! My name is Jenn and I am the Director of Client Services here at Flimp.

We are very passionate about the FLIMP Platform and web video marketing in general. As Wayne has mentioned, there are a litany of applications that flimps can be used for. One area we believe that can really benefit from using flimps is higher education marketing. Whether a college or university needs to reach out to a prospective student, an alum or a fan, flimps are a great way to connect with someone.

As a result of our interest in the higher education vertical, we recently published a study titled “Facebook College & Student Marketing Survey Results.” Working in conjunction with students enrolled in Boston University’s AdLab program, Flimp conducted a survey on Facebook to help us obtain preferences and information from students regarding current college and university marketing practices, methods and content.

The study’s results definitely confirmed our assumptions: students believe that colleges and universities should focus more of their marketing resources on web based content and communications channels. While our study was focused on the student audience, I believe the same conclusion can be applied to higher education marketing in general. As an alum, I am oftentimes critical of my undergraduate and graduate college’s focus on print communication. By the time I receive these nicely produced materials, the news is outdated. As a marketing professional, I know how hard my schools are working to create and distribute content for a variety of audiences. I wish I could engage easier and better with my schools and I know others feel the same way.

Whether a college is marketing to a prospective student, student, parent, alum, or just a sports fan, flimps are a great way of engaging people.

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