B2BTopicsVideo Email

The Case for B2B Video in Email

We often meet with B2B senders who come to VideoEmail.com enamored with the idea of using embedded video in email.  Today, most B2B senders don’t believe embedding video in email is even possible, yet alone a good idea.  Once B2B email marketers realize that embedded video in email drives similar benefits in a B2B environment as a B2C environment (higher video views, differentiated and dynamic in-email experiences, and better post-click metrics), it’s no wonder there is some initial excitement.  Yet when  B2B senders learn they can only reach 35% – 40% of recipients with embedded video in email, some quickly lose interest. This is unfortunate.  The below typical conversation explains why:

B2B email marketer: “Wow, we heard we can use VideoEmail to embed videos directly in our email messages.”

VideoEmail: “Yes, that’s correct.  VideoEmail displays embedded video in email at all mail clients that support it.  The benefits are higher video views, more dynamic and compelling in-email experiences, and stronger post-click metrics.”

B2B email marketer: “That’s awesome! We’ve wanted to do this forever! What mail clients support it?”

VideoEmail: “Check out our nifty little chart illustrating which mail clients support embedded video in email.”

B2B email marketer: “Oh, that sucks.  I see Outlook 2010/2007 don’t support embedded video.  That’s like 40% of my list.”

VideoEmail: “You should still use embedded video in email.”

B2B email marketer: “Why?”

VideoEmail:

  1. “You’ll reach 40% of your list with embedded video in email that you otherwise wouldn’t.  And for the 60% that can’t see embedded video in email, those people will see the same thing as if you weren’t using VideoEmail.  What do you have to lose?”
  2. “There’s no charge to use VideoEmail when someone opens up an email using Outlook 2010/2007 and sees only a static image.  We only debit an impression from your account when the recipient opens and sees a video or animation.”
  3. “It’s brain-dead easy.  Upload a video to VideoEmail, click a few buttons, copy the VideoEmail embed code into your message, and send away.  You can be deploying emails with embedded video in less than an hour.”

The reality of embedded video in email is that even large B2C senders are rarely able to hit more than 70% of their lists with embedded video.  Still, the trick is to make sure that as many people can see the embedded video as possible.  Simultaneously, those who can not see the video should be served with the appropriate “fallback” image or animation.  Whether you’re a B2B or B2C sender, VideoEmail handles this all automatically.

What do you have to lose?