I can’t help but sigh when I read blog posts like this one. It’s one of several posts I’ve seen pop up over the last couple of months that suggest it’s best to not embed video in email. While I’m sure the author is well-intentioned (plus he does do a great job highlighting the benefits of embedding video, especially the higher CVR / AOV improvements), which we fully agree with, the conclusion is, in my view, a bit misdirected.
For readers that are truly interested in succeeding with embedded video in email, I’d suggest reading this “Video Email Demythified” article I wrote for REELSEO a while back. For a briefer read, I’ll highlight some of the points made against video in email in the dotMailer article and how the risks can be mitigated.
Argument against embedding: “Consider that video might not work for all of your recipients. Broad inbox testing across email clients is vital so that you get a clear picture of how effectively your campaign will be delivered.”
VideoEmail response: “Who cares? This is a common excuse people use to not pursue video in email. Most often cited are the cases of Outlook 2007 and Outlook 2010, neither of which support video in email and will only display static images. What most marketers don’t realize however is that Outlook 2007 and 2010 users only represent about 10% to 12.5% of total mail recipients for B2C sends (it’s much higher for B2B sends, closer to 35% on average). Plus, systems like VideoEmail will safely fall back to displaying animations or images for mail clients that don’t yet support video. All of this is tracked so senders know exactly how many recipients are being served video. In other words, you have nothing to lose by embedding video in email. You’ll reach the people that can see it perfectly fine. Those who can’t see video will just see the same experience you would have served them anyway.”
Argument against embedding: ” If you are sending b2b emails, those in a busy but quiet office may feel your video email is invasive, particularly if it launches into auto play (so don’t do that!).”
VideoEmail response: “Just set the video to not auto-play then. Problem solved.”
Argument against embedding: “Think about how many of your recipients will be opening your emails on a mobile device. Many of your recipients might pick up your email whilst not connected to WI-Fi meaning that they will download your clip using a 3G network. Not only might this hinder their viewing experience, they might incur additional data charges as well.”
VideoEmail response: “All mobile device mail clients that support embedded video only download chunks of the video header/file on email open (not the entire video), and only do this when the email is opened within the client. This is done precisely because it’s more resource efficient. Plus, no mobile devices (iOS or Android) support auto-play of video anywhere, whether email or the web. In other words, the bandwidth issue is basically a non-issue.”
At VideoEmail, we are working hard with our ESP and agency partners to bring video in email to more recipients across the globe. Interested in learning how your clients can benefit from the most advanced embedded video system for email? Drop us a line!