Email & Video

March 30, 2009
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On Friday’s Service In Action call we had our friends from Goodmail discuss their revolutionary product allowing rich media (video/ audio) to be directly inserted into email messages – traditionally, most email clients block or remove JavaScript and Adobe Flash from the messages for security reasons, limiting the inclusion directly in the message. Alternatives/ work-arounds included image links to video hosted outside the message or animated gifs.

One of the elements I liked about their presentation was that this new email feature isn’t a cure-all and that the traditional email best practices still apply – here are their five closing tips to make your email stand out (these can apply even without video):

1) The Medium is the Message: Consider the possible rendering challenges – how your message will be viewed on Hulu or mobile devices is just a new twist.

2) Be Creative: Always a challenge in eMarketing, you want to make sure you’re being brand loyal while simultaneously garnering attention in the inbox to achieve that open.

3) Use Video to Monetize Email in New Ways: Knowing that the open isn’t enough we must continue to push for a click, conversion and continual engagement – video


On Friday’s Service In Action call we had our friends from Goodmail discuss their revolutionary product allowing rich media (video/ audio) to be directly inserted into email messages – traditionally, most email clients block or remove JavaScript and Adobe Flash from the messages for security reasons, limiting the inclusion directly in the message. Alternatives/ work-arounds included image links to video hosted outside the message or animated gifs.

One of the elements I liked about their presentation was that this new email feature isn’t a cure-all and that the traditional email best practices still apply – here are their five closing tips to make your email stand out (these can apply even without video):

1) The Medium is the Message: Consider the possible rendering challenges – how your message will be viewed on Hulu or mobile devices is just a new twist.

2) Be Creative: Always a challenge in eMarketing, you want to make sure you’re being brand loyal while simultaneously garnering attention in the inbox to achieve that open.

3) Use Video to Monetize Email in New Ways: Knowing that the open isn’t enough we must continue to push for a click, conversion and continual engagement – video in email is an additional tool.

4) Promote Video to Stimulate List Growth: This is where exclusivity factors in, by making your email the single source for information, alternate formats and updates you’re creating necessity and playing toward engagement.

5) Test Everything, Constantly: You’ll never break away from this one, as an eMarketer you know your recipient list is fickle, their needs/ wants change daily so you have to keep leveraging possible factors to stay top of mind and retain your importance.

Thanks again to Jordan and Michele for sharing information on this new product, you can access a copy of their presentation (with contact info) and/ or listen to the podcast (available by end of the day today.)

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