6 Tips for Delivering SmartVideo by Email [BONUS: Downloadable PDF]
If a tree falls in the forest and no one is around to hear it, does it make a sound? Well, you can apply the same philosophical thought process to the SmartVideo delivery experience: If a SmartVideo is delivered and no one sees it, does it produce results?
Often, our customers are excited about SmartVideo because of its characteristics that create killer content for consumers: personalization and real-time generation. It’s true, SmartVideo content compels and engages consumers in order to take an action, such as accepting an offer or making a purchase, which then delivers business results. But if a SmartVideo is not delivered effectively to the end customer, how can it engage the customer?
Below are six tips for delivering SmartVideos by email that are guaranteed to maximize customer engagement and business results.
1. Subject Line
Ensure the subject line indicates that a video is included in the email. Adding the word ‘video’ to the subject line is proven to double open rates, and we’ve seen them range from 30-60%, depending on the use case.
2. Personalized Thumbnail
Personalized thumbnail images are proven to be more effective than simple links. This also gives the viewer a preview of the video content.
The image above illustrates tips #1 and #2 for a SmartVideo delivery experience by email.
3. Video Placement
The placement of the video link should be above the fold, which is especially significant if the viewer previews the email message in a program such as Outlook or Mac Mail, but does not fully open the email.
VIDEO IN-EMAIL VS. LANDING PAGE
When HTML5 becomes more widely adopted, we expect in-email video placement to be the most effective practice. Because this approach currently has technical barriers, we recommend the use of a landing page with the following characteristics:
4. Above-the-fold placement, as close to the top of the page as possible.
5. Branding to support a message and experience consistent with your website.
6. Auto-play of video, as this expectation was set in the email by presenting a clickable thumbnail to view the video.
Do you have any tried and true best practices for delivering SmartVideos via email? Please share them in the comments below, I’d love to hear from you. You can also download our two-page Tip Sheet for Delivering SmartVideos by Email here:
