Dialog Insider Blog

Videos in email: what are the possibilities ?

  • Share   
video_email_css

Videos in email: what are the possibilities ?

1024 536 Dialog Insight

Sending an email these days is like jumping in a fierce competition against hundreds of other senders to win a few seconds of your target’s precious attention. It is real since people spend, on average, 15 to 20 seconds on an email.

Unless you have an incredibly loyal audience, you need to find clever ways to stand out from the crowd and maintain their engagement with your brand.

Adding animated elements in emails is extremely effective to draw attention, show your originality and increase your results. There are different options to add movement to your emails.

 

Videos, they work

Videos are more popular than ever. In fact, it is now THE type of communication that’s growing the fastest and showing the most results.

First, 51% of marketing professionals worldwide name video as the type of content with the best ROI. Actually, simply including the word “video” in an email subject line can increase open rates by 19%.

Also, in 2017, companies declared CTR (Click Through Rate) 27% higher, and 34% more effective for web conversions. It’s quite something. If you want to be even more blown away, here are 50 impressive statistics on marketing vidéo.

So it’s totally understandable that you would want to use it in your emails. Here are 3 ways to do it:

  1. Integrated video using HTML5
  2. Animated GIF
  3. Static image

 

1. Integrated video

Integrating a video using HTML5 will allow your subscribers to view it directly into their inbox instead of having to view it in a browser. But, because video support is still very limited in email, only about 62% (approximately) of recipients will really be able to view it.

Here’s a table listing the email providers  supporting HTML5 videos (updated in 2018):

Source: https://www.emailonacid.com/blog/article/email-development/a_how_to_guide_to_embedding_html5_video_in_email/

According to a study published by Forrester, including a video in an email can increase the click-through rate by 200% to 300%. However, the table above shows that there is still a long way to go before all users can see videos right in their inbox. So it’s important that you get to know your audience before you start. Something like the type of email provider they use is very important. This way, your video will create the expected WOW effect and you’ll avoid unnecessary efforts.

 

2. Animated GIF

Animated GIFs are a great alternative to create movement in emails, with less technical constraints than videos. In addition, animated GIFs are supported by all email clients, except for Outlook 2007, 2010, 2013 and Windows Phone 7. As these clients only display the first image of the GIF, make sure all the important information is included in it.

Also, check the size of your GIFs. If they are too big, they will take longer to load and your subscribers might not see the whole animation. The ideal GIF size should be around 1MB or under.

Animated GIF

 

3. Static image

The third option enabling you to take advantage of the power of videos in your emails is certainly the simplest. It consists of inserting an image of the video that, once clicked, will open the video in a browser. This way, you are certain your readers will see it… if they download their email images of course.

Video in email - Static image

 

Animated HTML elements and CSS

Other elements than GIFs can be animated in emails. Thanks to CSS animation, all elements in your email can pop, slide, reverse or bounce. Note, however, that CSS animations are only supported by very few email clients for the moment. It’s actually more something to keep in mind for future campaigns.

And since we’re talking about very interesting, but barely supported techniques, I will take a few extra minutes of your time to talk about interactive elements. Their big advantage is that the interaction occurs right in the inbox, without the need to move to a browser. This new trend will bring emails in which you’ll find:

  • Countdowns (already available with Dialog Insight!)
  • Menus option
  • Sliders
  • Integrated forms
  • Shopping carts
  • And much more !

These interaction opportunities are incredibly attractive to marketers. The only thing we can do now is hope that email clients will follow the wave by deploying the necessary support.

 

Wrapping up

Email continues to grow at the format level. It would be much more interesting if they were to use video more effectively. In this way, emails could provide a better reading experience, and increase interactions. Stay tuned, since we are always working on improving the type of content that can be embedded in an email with Dialog Insight!

YOU WILL ALSO LIKE

Leave a Comment

Débutant

Vous êtes nouveau sur Dialog Insight ?

Cette formation vous apprendra les notions de base afin de pouvoir lancer vos premières campagnes et être efficace rapidement.

Contenu de la formation DÉBUTANT
Débuter avec Dialog Insight Éditer des courriels
Optimiser la livraison de courriels          Segmenter et cibler des contacts (1 de 2)
Gérer les données clients Analyser les résultats d'une campagne
Préparer une campagne  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Campagnes

Vous êtes responsable des campagnes ?

Ce parcours marketing vous aide à peaufiner vos envois et à optimiser vos résultats.

Contenu de la formation CAMPAGNES
Optimiser la livraison de courriels Personnaliser les contenus
Préparer une campagne Utiliser le marketing social
Gérer une librairie d’images Utiliser les tests A/X
Éditer des courriels Inspecter le rendu et les variantes du message
Envoyer des SMS et notifications mobiles      Analyser les résultats d'une campagne
Segmenter et cibler des contacts (1 de 2)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

1 à 1

Les stratégies de personnalisation vous attirent ?

Découvrez les étapes de mise en place d’un marketing personnalisé et ciblé ainsi que son utilisation en temps réel.

Contenu de la formation 1-à-1
Créer une libraire de contenus Personnaliser selon le cycle d’achat
Développer des campagnes automatisées Segmenter et cibler des contacts (1 de 2)
Créer des scénarios déclenchés par des actions en temps réel (triggers) Segmenter et cibler des contacts (2 de 2)
Personnaliser les contenus Inspecter le rendu et les variantes d'un message
Dynamiser le contenu (ex : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Analytique

Vous cherchez à comprendre vos résultats ?

Apprenez à analyser vos résultats, à connaître vos clients et à utiliser l’intelligence d’affaires pour offrir des contenus pertinents.

Contenu de la formation ANALYTIQUE
Identifier les meilleures sources d'acquisition Évaluer le rendement
Suivre les visiteurs sur un site web Sonder la clientèle
Explorer le cycle et les intérêts de la clientèle Utiliser les tests A/X
Définir des règles de scoring et des personas Analyser les résultats d’une campagne

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

E-Commerce

Vous avez une boutique en ligne ?

Ce parcours vous aide à offrir une expérience client enrichissante à vos acheteurs et à augmenter vos revenus de ventes.

Contenu de la formation E-COMMERCE
Combiner marketing et E-Commerce Évaluer le rendement
Développer des campagnes automatisées Ajouter des données au profil du client
Personnaliser selon le cycle d’achat Créer une librairie de contenus
Dynamiser le contenu (ex. : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Génération de prospects

La génération de prospects qualifiés est un défi pour vous ?

Utilisez des stratégies web performantes pour acquérir de nouveaux prospects et augmenter vos taux de conversion.

Contenu de la formation GÉNÉRATION DE PROSPECTS
Développer des pages de destination Créer des processus d’affaires intelligents
Faire l’acquisition et la mise à jour de contacts Sonder la clientèle
Ajouter des options interactives aux formulaires Identifier les meilleures sources d’acquisition

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Admin

Vous êtes responsable de l’implantation ?

Ce parcours vous apprendra à configurer la plateforme, à gérer les utilisateurs et à synchroniser vos données.

Contenu de la formation ADMIN
Débuter avec Dialog Insight Personnaliser l’expérience utilisateur
Configurer Courriel, SMS et notifications mobiles Gérer les données clients
Développer un marketing distribué Optimiser la livraison de courriels
Définir les règles de sécurité et d’accès Ajouter des données au profil du client
Synchroniser les systèmes  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Beginner

You are a new Dialog Insight user?

This training course will show you all the basics to get you going quickly and send your first campaigns.

BEGINNER – Training outline
Get started with Dialog Insight Edit emails
Optimize email delivery Segment and target contacts (1 of 2)
Manage client data Analyze campaign results
Prepare a campaign  

Duration: 2.5h
Location: Online or onsite

Enroll me

Campaigns

You are in charge of campaigns?

This training course will help you polish your messages and optimize your results.

CAMPAIGNS – Training outline
Optimize email delivery Personalize content
Prepare a campaign Take advantage of social marketing
Manage an image library Use A/X testing
Edit emails Validate message previews and variants
Send SMS and push notifications Analyze campaign results
Segment and target contacts (1 of 2)  

Duration: 2.5h
Location : Online or onsite

Enroll me

1 to 1

You want to know all there is about personalization?

Discover how to implement a personalized and targeted marketing campaign, and how to use it real-time.

1 TO 1 – Training outline
Create a content library Personalize content based on buying cycle
Develop automated campaigns Segment and target contacts (1 of 2)
Trigger scenarios based on actions Segment and target contacts (2 of 2)
Personalize content Validate message previews and variants
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location : Online or onsite

Enroll me

Analytics

You are looking for answers in your results?

Learn how to properly analyze your results and better understand your clients in order to offer more appropriate content.

ANALYTICS – Training outline
Find the best acquisition sources Estimate ROI
Track website visitors Get client feedback
Explore client cycles and interests Use A/X testing
Define personas and scoring rules Analyze campaign results

Duration: 2.5h
Location : Online or onsite

Enroll me

E-Commerce

You have an online store?

This training course will help you offer buyers the best possible client experience, as well as increase your sales revenue.

E-COMMERCE – Training outline
Combine marketing and E-Commerce Estimate ROI
Develop automated campaigns Add data to client profiles
Personalize content based on buying cycle Create a content library
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location: Online or onsite

Enroll me

Lead Gen

Generating qualified leads is your everyday challenge?

Use efficient web strategies to acquire new leads and increase your conversion rate.

LEAD GENERATION – Training outline
Develop landing pages Create intelligent business workflows
Acquire and update contacts Get client feedback
Add interactive options to forms Find the best acquisition sources

Duration: 2.5h
Location: Online or onsite

Enroll me

Admin

You are responsible for implementation?

This training course will teach you how to configure the platform, manage users and synchronize data.

ADMIN – Training outline
Get started with Dialog Insight Personalize user experience
Configure emails, SMS and push notifications Manage client data
Develop distributed marketing Optimize email delivery
Define access and security rules Add data to client profiles
Synchronize systems  

Duration: 2.5h
Location: Online or onsite

Enroll me