Video in email is a common topic of discussion with clients, but it is often shrouded in mystery… will it work? Or won’t it? Which email clients support it and which don’t? Many of us use a static image to link to a YouTube video which is perfectly acceptable, but with the rise of emails being opened on mobile devices and modern browsers, there hasn’t been a better time to actually look at how you could potentially increase engagement by delivering rendered video directly in your email campaigns.
In fact, our latest Campaign of the Month winner did just that.
At Adestra, we partner with VideoEmail by Liveclicker to deliver rich video content into the inbox of your recipients. Importantly, by using VideoEmail, we can assure clients that all mail clients capable of supporting video will render it, while all non-supporting mail clients receive a properly formatted animated .GIF video or a regular image. Currently, B2C mail clients are delivering fully-embedded video within email to 61.4% of all mail recipients on average. B2B mail clients reach 36.7% on average. And that number is continuing to rise.
So exactly which clients can or can’t support embedded video? Lets have a look below…
Mail clients supporting full video w/audio in email:
Mail clients that display a silent animated .GIF or animated .PNG in place of video:
Mail clients that will display a static image in place of video:
If you’re thinking about rendering video in your email campaigns, take the time to examine which email clients your recipients are using to view your emails by looking through the email client detection reports. If you are targeting B2B customers with a high number of opens in Outlook 2010, then it’s obvious that the impact you might get from delivering rich video in email is going to be significantly lower than a B2C business hitting a high number of regular mobile openers.
For experience-focused emails, whether it be retail, travel, automotive, event or entertainment sectors, the emphasis on video within email has become more and more popular as businesses start to try and enhance the inbox experience of their recipient. It is especially common to deliver film or video game trailers to an audience of engaged recipients who are also in touch with technology and expect to get the full experience on their mobile device. That instant impact is something which is ever more important in getting users to stay engaged with your brand.
Why not start a conversation today? If you’re an Adestra client, contact your Account Manager to learn more about how video in email can work for you, and what you need to do to get started.
With so many people now reading emails on their smartphones, I’m sure you have heard how important it is to ensure that this experience is as optimal as possible for the recipient. If a recipient has to work too hard to find the content of interest within your email, it’s likely they will just give up before finding it.
One of our clients Phil Singer from Oxford University Press, has definitely been listening, because he created the below email so that it renders correctly across desktop, webmail and mobile email clients, giving the recipient a positive experience regardless of the device they are reading the email on.
Phil achieved this through the use of media queries; media queries allow for a flexible design, which will adapt depending on the size screen a recipient is viewing the email on.
A recent survey by econsultancy, revealed why emails on mobiles were difficult to read;
OUP manage to solve all three of these issues with their mobile optimised template;
A full case study on the email can be found here.
If you’re not familiar with media queries, coding or simply don’t have the time our production team can do this for you. For more information contact your account manager.
Senior Account Manager