Email is finally moving
The importance of videos in online marketing — especially in social media marketing — has grown enormously thanks to YouTube, Instagram, Facebook, etc. Only in email marketing did videos not play a major role for a long time. Some clients play HTML5 videos directly, others expect videos in MP4, MP3, or MOV formats or only show still images.
That's why many email marketers prefer animated GIFs with just a few frames and avoid the “wow effect” of an integrated video. That's a shame, because (short) videos are simply unbeatable in attracting attention — anyone who doesn't believe that should take a look at TikTok's usage statistics. And what's more, creating a good animated GIF is quite time-consuming and requires a graphic designer or in-depth image editing skills. Short videos are therefore even easier to produce than GIFs — at least with the right tool:
Together with our new partner Playable, we offer a video-in-email service.
Playable supports all video formats and no graphic artist is required. You can simply use existing videos from YouTube, Facebook or Instagram or use stock videos. Once imported, a 10 to 30-second video is created in the editor. In the interface, video clips and alternative images can be edited and various sequences of a video can be combined to form a new e-mail video. This video clip is then integrated into the email campaign. The video codes are optimized for integration into various email delivery platforms. The integration of call-to-action elements and subtitles into the video significantly increases the time spent in the email and the click-through rate.
Where do the video emails work?
Playable videos are played on all mobile email clients and — depending on the target group — by up to 98% of desktop email clients (Windows Desktop Outlook versions 2007, 2010, 2013 and 2016 are not supported). As soon as the recipient opens the email, the video starts using the auto play function. Recipients who can't play the video see a static image with a call-to-action, a play button, or a playback bar to start the video on a landing page.
expenses
Playable can be tested for 30 days in a free trial — but only 1,000 plays are included — and one play is counted every time the email is opened (repeatedly). Contact us to talk about a pricing model that's right for you and get started with video emails!
