By Lauren Schuler, on February 5th, 2010
Have you been contemplating incorporating video into your email marketing program, but were confused by all of the technical aspects, or whether it even made sense for your company? I’ve personally experienced the struggles and challenges incorporating video into email introduces, but found our recent Webinar with LiveClicker helped answer a number of questions.
Email marketers who experiment without a proper understanding of where video works, where it doesn’t, limitations of video inclusion methods and a thorough understanding of video best practices are likely to encounter significant roadblocks. In the webinar, Justin Foster of LiveClicker outlined best practices for incorporating video into email.
How do you know if video makes sense for your campaign?
- Does video have a strong potential to deliver on message objectives?
- Can you envision a video that “makes sense?”
- Do you have the knowledge required to increase the performance of video so it meets objectives?
- Do you understand the limitations of video in email?
- Are you prepared to launch in-email video given the limitations?
What are the benefits to using video in email?
- It creates a renewed interest in the channel
- Contributes to budget increase
- Increases in average order value
- Increases in conversion rate
- Tells a story
- Differentiates the brand
- Humanizes an offer
When is incorporating video in email appropriate?
- When it is relevant
- When it adds value to the subscriber experience
- When it is a primary callout in the email
- When it is used as a “teaser”
When should it NOT be included in email?
- When it’s a distraction
- If it’s not relevant
- If you are unable or unprepared to educate internal stakeholders about limitations of in-email
- If it must be placed below the fold
- If the costs outweigh the benefits video
- If it needs to be longer than ~45 seconds to work in-email
Check out our Webinar resources pages for links to archived Webinars and presentations and information on upcoming Webinars. Also, stay tuned for upcoming posts that feature a Q&A session with Foster, answering a number of the most frequently asked questions on video and email.
By Lauren Schuler, on February 1st, 2010
I recognize it’s a fairly trivial comparison, but if you think about it, there are many similarities between socks and emails.
For starters, socks are always getting lost. It seems like every time you turn around, another sock has decided to go AWOL on you. The same can be true for emails. Consumers are bombarded with emails, and in order for your email to get plucked from the crowd, it needs to stand out. Grab your consumer with a stellar subject line, or highlight content relevant to their interests – if you have the data, use it.
Also, when’s the last time you’ve seen someone’s socks and thought, “Omigod, where did you get those?!” Socks don’t get nearly the same amount of attention that their highly coveted counterpart, shoes receive. It’s because socks are not sexy. What about your email campaign? Is it interesting enough to grab your audience’s attention and have them begging for more? Well, maybe not begging, but at least move them to action. It’s a great success when an email engages its recipient to the point of action, and the ones that do this have something in common. They have a simple and clear message that’s relevant to the consumer and a call to action that stands out and is easily attainable.
Finally, what happens when you’ve been running around in your favorite tennis shoes for far too long? Your socks start to stink, and you need to change ‘em up. This may be the case with your email program. If you gather the courage to take a step back and take a big whiff of your email program, you may find that, like your socks, your emails stink. It’s time to freshen up. Is the layout and design engaging, or is there more valuable content you can be providing your audiences? Look for ways to refresh and rejuvenate your emails, and you and your audience will be breathing easier in no time.
By Loren McDonald, on January 27th, 2010
Ah, the world can get back to work – talking about the Super Bowl and Tiger Woods instead of speculating on the Apple tablet announcement.
The new device announced by Steve Jobs today, called the iPad, in simplest form is a large iTouch with additional features including the iBook ereader app. For email marketers, the iPad creates additional opportunities and challenges from a design perspective. From the Apple site:
See and touch your email in ways you never could before. In landscape, you get a split-screen view, showing both an opened email and the messages in your Inbox. To see the opened email by itself, you just turn iPad to portrait, and the email automatically rotates and fills the screen. No matter which orientation you use, you can scroll through your mail, compose a new email using the large, on-screen keyboard, or delete messages, with nothing more than a tap and a flick. If someone emails you a photo, you can see it right in the message. You can also save the photos in an email directly to the built-in Photos app. And iPad will work with all the popular email providers, including MobileMe, Yahoo! Mail, Gmail, Hotmail, and AOL.
On the challenge side, the iPad will have a text preview function that allows users to view what appears to be about the first 15-20 words of your email message. As with viewing email on mobile devices and clients with preview panes such as Outlook, optimizing your “preheader” copy and links will be key.
On the opportunity side, the user interface renders HTML emails with images extremely well, as does the iPhone and iTouch email app. So marketers incorporating large, or a number of images in their emails should expect a great experience for their subscribers who add an iPad to their portfolio of email-reading devices.
Stay tuned for more information about the iPad and how it will affect email marketers.
By Lauren Schuler, on January 27th, 2010
I recently joined Silverpop’s field marketing team and am focused on consumer marketing and email marketing best practices
If there’s one thing we as marketers we can all agree on, it’s that email marketing is a fast-paced industry where a new trend seems to emerge every time you turnaround. Therefore, I’ll be updating a regular post listing the trends I’m seeing in the marketplace. Without further adieu…
Video in email: The next great frontier?
Video in email is quickly becoming the next big idea in email marketing for 2010. Stepping out into this freshly carved out territory, last week we saw WhatCounts announced it will license and host software from Eyejot that converts popular video formats so they can be used in enterprise-class video email projects anticipated to be conducted by WhatCounts customers. Also on this front, Goodmail teamed up with Liveclicker and announced a “joint partnership to extend video email marketing to more consumers by adding Liveclicker’s video technology atop the Goodmail CertifiedEmail platform.” Silverpop will be hosting a Webinar with LiveClicker on Best Practices for Incorporating Video into Email on January 28. If you’re interested in attending, click here.
Acquisitions in the News
It would seem that some companies’ New Year’s resolution lists started with “Acquire that company we’ve been looking at for the last six months.” Acquisition announcements seemed to dominate my Google Alerts. To start things off, we have Harland Clarke, which announced it has acquired Protocol Integrated Marketing Services, the full-service direct marketing division of Protocol Global Solutions, as well as SubscriberMail, an email service provider and technology firm. As well as, Unica Corporation adding email deliverability management with the acquisition of Pivotal Veracity. It will certainly be in interesting year if this trend continues.
The year of the segmented emails?
There have been a few posts I have come across, which address best practices for segmenting email campaigns. In a time where consumers have the power to choose the messaging they want to hear, this is one of the smarter tactics an email marketer can implement. Why, you ask…well, according to the Email Experience Council, there are four benefits to segmenting:
- Reduces inbox clutter
- Increases relevancy
- Earns trust
- Gain credibility
What are the trends you’re seeing in the marketplace?
By Loren McDonald, on January 25th, 2010
I know what mine is: opening a message from the airline I travel on frequently to see these magic words: “You’ve been upgraded to First Class!” Yeah!
I posted this question on Twitter and got a great response from Chris Wheeler of Bronto: “Congratulations! You’ve been promoted!”
While Chris was teasing, you can see a theme. An email message that’s destined to become a favorite adds an unexpected extra level of delight. It’s most emphatically not another expected free-shipping or 20-percent discount offer.
Instead, it’s an email you send to retain a customer, enhance the relationship or move it to a higher level of engagement. They can still say, “Buy this,” but in a subtle and logical manner.
Another favorite email shows how this can work: A friend received an email from one of her hotel loyalty programs. It told her she had been upgraded to its Gold level, even though she was a few points short of the required number.
Because she felt more like a valued customer, and because of the extra amenities this higher level gave her, she now makes more reservations with that company than with the other loyalty programs she uses.
So, the email persuaded her to spend more money, but in a manner consistent with her relationship and customer history with the company.
Of course, not every company has a loyalty program or the ability to upgrade customers to a higher status. But you can identify your most valued customers (or other segments) and “surprise and delight” them via email. Examples can include:
- Sneak previews/early access to sales
- Free access to paid-only content
- Notifications of status or usage, comparing you to other customers/users
- Random giveaways/upgrades to select customers
- Email-only offers
- Purchase anniversary or birthday special offers
- Thank-you messages with a special offer or access
- Useful tips that relate to a product purchase or download
- VIP event invitations
- Offer to test a new product
Now it’s your turn. What are your favorite email messages? More importantly, what email messages do you send that could become customer or subscriber favorites? Describe them in the comment box below, and if you have links to your content at your site, please include them.
By Loren McDonald, on January 18th, 2010
One phrase I can’t bear to hear is, “If it ain’t broke, don’t fix it.” It implies that something is working so well that any attempts to improve on it aren’t needed and could even break the process.
I’ve always subscribed to the opposite view, also espoused in the book If It Ain’t Broke … Break It!: And Other Unconventional Wisdom for a Changing Business World, by Robert Krigel.
The “leave it alone” philosophy might have worked in the business world at one time, but change happens too fast today. It also flies in the face of continuous improvement, quality management and other business philosophies that have proved their worth.
The last 10 years have brought massive changes to the email world, thanks to spam filtering, overflowing inboxes, mobile devices and a more sophisticated email subscriber. What worked a few years ago might not be irretrievably broken in 2010, but it’s probably not generating the level of returns that it could.
So, it’s time to look at your entire email process and see what you can “break” or fix to create emails that are more relevant to subscribers and deliver a higher ROI for your company.
Examples of Areas to “Fix”
- Opt-in forms: Happy with your opt-in process? Perhaps it’s time to test a progressive approach, capturing more data that enables better targeting.
- Welcome Email: You’ve tweaked your HTML welcome email a few times and are stoked that it’s driving better initial engagement than the previous text version IT developed. However, a two- or three-part welcome series might more effectively engage subscribers, leading to higher retention and average order value.
- Frequency: You’ve doubled your core message frequency the last few years, which has driven more revenue, though a much higher churn rate. Perhaps it’s time to create new email streams, such as “Clearance,” “Consumer Reviews” and “Daily Deals.” You can potentially increase frequency while enabling subscribers to opt in and out of each email stream separately.
- Pre-Header “Administrative” Links: Did you add those “View Web Version” and “Add to Address Book” links to the top of your emails a few years ago? Have you ever analyzed how many people click on those? At minimum, perhaps it’s time to move those down and place your CTA at the top so it’s the first thing seen.
- From Name: Changing up your From name can be dangerous. However, if you have different email streams, consider adding a descriptive word after your brand name to further differentiate each email type.
- Width: You’ve had good luck with your 700-pixel-width email template for years. With the explosion of small screens (e.g., smartphones and netbooks), you may want to test narrower emails to require less scrolling.
- Layout: Have you been using a single large image approach for years because it drives traffic and sales for the one key product you push in each email? Consider testing a multiple product/image layout that renders better with blocked images, causes fewer deliverability issues and enables use of dynamic content.
- Minimizing Bounces: While your bounce rate is reasonable, maybe it’s time to test adding a second email address form field that confirms the email address. One client I spoke with recently said this approach has not negatively affected form completion rates, but has greatly reduced bad addresses.
These are just a few examples of current practices and approaches for you to consider breaking. Have you already blown up some aspects of your email program, even if it was working OK? Let us know in the comments box below.
By Loren McDonald, on January 13th, 2010
Facebook, supposedly yet another in a long line of “the next email killers,” just endorsed email again as another way its 300-million-plus members can stay in touch with friends even if they don’t log in to the network.
The social-network behemoth announced via its blog on January 11 that members who receive email notifications of comments to their status updates, photos, videos and Wall posts can post replies via email.
From the blog post:
“One of the easiest ways to stay updated on relevant conversations happening on Facebook is through email notifications, which inform you about comments made on the posts you’ve created or commented on….
“Today, we’re launching the ability for you to participate in these conversations by replying directly to these email notifications. … Your reply will automatically be added as a comment on Facebook without you having to even log in.”
In September 2009, Nielsen recanted an earlier conclusion that consumption of social media decreases email use in a post: Is Social Media Impacting How Much We Email? Quoting from the post: “It actually appears that social media use makes people consume email more, not less, as we had originally assumed – particularly for the highest social media users.”
While Facebook and other social networks aren’t likely to kill email, the volume and relevance of these email alerts does have a significant effect on email marketers. Your generic 20% off with free-shipping offer will have a tougher time standing out in an inbox full of emails from friends commenting on the photo of the giant marlin you caught in Baja Mexico during your recent vacation.
More than ever, email marketers need to create and send email messages that relate directly to subscribers’ preferences and behavior and to differentiate them in the inbox so that they stand above the crowd of email notifications, alerts, competitor emails and spam. That’s the best way to meet Facebook’s relevancy challenge head on.
By Loren McDonald, on January 5th, 2010
Design and layout of your email messages is more important than ever, because your emails face more challenges than ever: from overcrowded inboxes to rendering issues caused by viewing email on mobile and other small-screen devices to “reader ADD,” where you get just a few seconds to show your value proposition before viewers move on to the next message.
Have your emails kept up with these challenges and changing times? If you suspect your messages could use an extreme makeover, but you’re not sure what needs to be fixed, let a few email pros weigh in with a friendly but thorough critique.
Continue reading Give Your Tired, Your Poor, Your Emails Yearning for a Makeover
By Loren McDonald, on December 15th, 2009
A wealth of data is hiding within your email program. While many email marketers rely on the standard email reports, slicing this data by various factors, including opt-in source, time, demographics, activity and much more can reveal a number of actionable insights.
You can use these metrics to diagnose problems and uncover improvement opportunities. Following are eight examples:
1. Metrics sliced by ISP domain: This can tell you whether, for example, AOL subscribers open, click or convert more or less often than Yahoo Mail or Hotmail subscribers. Segment your list by domain name and compare performances within each segment on these metrics. This analysis can help uncover deliverability or design and rendering issues at a specific ISP, for example.
2. Overall performance by opt-in source: Do subscribers who opt in on your email subscription page differ from those who found you through an affiliate partner, a co-registration site, paid-search or your purchase process? This analysis can reveal greater or less engagement from certain sources and drive changes to opt-in forms and processes.
3. Response rates by time of day/day of week: This can help you figure out the best time or day to send. Plot a graph comparing response rates to sending day and time and look for a pattern.
4. Response rates by key business demographics: This metric can tell you whether certain demographics are underperforming, leading to a need for better content and segmentation.
5. Engagement among new subscribers: Segment new subscribers from your general message stream, and track opens and clicks on your welcome email and other initial emails. Target those who don’t act on these initial emails with a separate email inquiring about problems or questions.
6. Message activity: Measure how much activity each message generates—the average number of clicks per person clicking (”clicks per clicker”); number of opens per opener; which types of links consistently drive higher click activity; and more.
7. Metrics sliced by time on list: Conventional wisdom says long-time subscribers generate less activity than newer subscribers. Segment your list in varying time increments (two weeks since opt-in, one month, three months, six months, one year, two years plus) and compare segments on metrics such as opens, clicks, conversions, unsubscribes and spam complaints. Use the information to improve the welcome experience and plan re-engagement campaigns.
8. Active vs. inactive subscribers: Analyze subscribers by their activity level, such as no opens or clicks for at least six months. Incorporate this analysis with purchase behavior and other activities to drive re-engagement and list hygiene activities.
These are just a few examples of the types of analysis you can do by using the gold mine of email data you have at your fingertips. Let your imagination run wild and see how many nuggets you can uncover.
What are your favorite and most valuable metrics you’ve discovered from slicing existing data in new ways? Please share them in the comments field.
By Loren McDonald, on December 7th, 2009
One of my favorite parts of MediaPost’s fabulous Email Insider Summits has become the inclusion of a panel of consumers discussing how they use email, social media and other communication and marketing channels.
Today, here in Park City, Utah, Michelle Prieb from Ball State University led a panel of Salt Lake City-area graduate students and students who have recently entered the workforce.
This panel produced many great nuggets, but a tactical one caught my attention: the students’ use of “throwaway” email accounts. All of the five panelists mentioned they had more than one email account, such as addresses with Gmail and Yahoo.
One account is for the “wanted” emails, those from companies and services that they knew going in would provide value. The other is the “throwaway” email address, which they use to complete a one-time purchase or when required to register to use a site.
They perceive that these companies will either send them emails of little to no value or possibly share their addresses with third parties and overload their inboxes with unwanted messages.
As more and more consumers bifurcate their email streams, and services like OtherInbox gain adoption, it will become even more critical that marketers persuade people during the opt-in process to use their “wanted” email address.
Here are some quick thoughts on how to establish trust during the opt-in process and influence consumers not to sign-up with their throwaway addresses:
• Ask only for data that is logical and necessary to the relationship
• Include a screenshot and link to a sample of your emails
• Describe the value proposition and frequency they can expect
• Provide a choice of multiple email streams, such as “Deal of the Week” and “Technology Tips” that allow subscribers to choose whether they want, as in this example, educational or promotional content.
• Provide a brief summary of a subscriber’s data will be used and a link to your full privacy policy.
• Include testimonials from other subscribers or influencers.
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