Video Marketing

Are you ready for in-email video?

William Gadea 09.08.2013

As online video continues to develop, video email marketing is revealing itself as a fast growing tool for marketers. More recipients than ever before are now able to quickly view video.

There are 3 common email video marketing practices currently in use.

1. Static Image Hyperlink. The most widely used practice. This is done by attaching a hyperlink to a static image within the body of an email. Usually, these static images contain a “play” button to let the viewer know where to click.

2. Animated .gif or .png. As with a static image, animated .gif or .png files are used as a “teaser” for video content, and almost always contain a hyperlink to the video itself.

3. In-email video. The video is integrated into, and plays from within, the body of the email. As opposed to a hyperlink, an in-email video does not click-through to any other site. The video is NOT attached or sent as a part of the email, rather it is hosted remotely and plays via the HTML of the email.

Mail-Client Support for In-Email Video

Most mail clients now support full in-email video/audio, the exception being Outlook 2007-2010
However, the proper way of coding in-email video is to provide either a static image hyperlink or an animated image hyperlink as a fallback in case the user’s email app does not support in-email video. That way, an in-email video campaign need not lose any viewers because of compatibility issues, and there is little impact on deliverability.

As online video continues to develop, video email marketing is revealing itself as a fast growing tool for marketers. More recipients than ever before are now able to quickly view video.

There are 3 common email video marketing practices currently in use.

1. Static Image Hyperlink. The most widely used practice. This is done by attaching a hyperlink to a static image within the body of an email. Usually, these static images contain a “play” button to let the viewer know where to click.

2. Animated .gif or .png. As with a static image, animated .gif or .png files are used as a “teaser” for video content, and almost always contain a hyperlink to the video itself.

3. In-email video. The video is integrated into, and plays from within, the body of the email. As opposed to a hyperlink, an in-email video does not click-through to any other site. The video is NOT attached or sent as a part of the email, rather it is hosted remotely and plays via the HTML of the email.

Mail-Client Support for In-Email Video

Most mail clients now support full in-email video/audio, the exception being Outlook 2007-2010
However, the proper way of coding in-email video is to provide either a static image hyperlink or an animated image hyperlink as a fallback in case the user’s email app does not support in-email video. That way, an in-email video campaign need not lose any viewers because of compatibility issues, and there is little impact on deliverability.

William Gadea

William Gadea

William Gadea is the Creative Director and Founder of IdeaRocket.
William Gadea

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