There’s a lot of commentary on the web discussing the benefits of not adding video in email, but how often do we hear about some of the benefits? I wanted to share a brief collection of articles that describe the state of video in the email industry as well as some of the benefits of having video play directly inline email messages. Plus, I’ve linked to some case studies highlighting improved results achieved as a direct result of integrating video into email.
- Mythbusting Video in Email. Written by Responsys Creative Director Lynn Baus, this article describes some of the common misconceptions about leveraging this oft-overlooked technique.
- Video in Email Primer. Written by myself and published on REELSEO.com, this article is the first in a series of three that provides an excellent overview of the state of video in the email industry.
- Video in Email Demythified: Pros and Cons. The second in the REELSEO series, this article highlights 7 myths surrounding video in email such as those involving rendering issues, video filesize issues, mail client support, ease of use, and difficulty of implementation.
- Video in Email Best Practices. Touches on when using video in email is a good idea (and when it might not be), ways to actually make video in email work including manual methods and automated systems like Video Email Express.
- ClickZ article on video in email. This review touches on how one sender, Bare Escentuals, was able to drive a 50% improvement in click rates by embedding videos directly within their email messages.
- Designing video email A/B split tests. Technical review of how click data should be analyzed when running split tests of video in email versus video linked through email and playing on a landing page.
- Video in email stats and case studies. Set of case studies highlighting improved clickthrough rates, conversion rates, revenue per email delivered, average order value, and reach achieved by marketers and other senders of email that decided to embed video in email.
We’ll continue to post information about video in email as new cases emerge.