Vince PeGan, self-proclaimed “email magician” and senior account manager at Movable Ink, works with dozens of leading brands to develop and execute agile email marketing programs that cut through the clutter and stand out in the inbox. One increasingly used technique is leveraging embedded video in email to breath life into the inbox. Below are Vince’s top 4 tips for making the most out of video in email campaigns.
1. Have a Clear CTA. “Include a clear CTA so subscribers have an action to take besides viewing the video.”
2. Use a “View Online” Link. “Including a link to an online version of the video so those not receiving the full video experience have a way to engage.”
3. Consider a Teaser Video. “Use a teaser version of the video to entice subscribers to click through to view full video on the web so your click through rates aren’t cannibalized.”
4. Use a Secondary CTA. “Engage subscribers with a supporting CTA that gives further context to the video and allows them to engage online.”
One of our favorite examples of Agile Email Marketing we’ve seen recently comes from 7 For All Mankind, the international fashion brand best known for its premium denim jeans, popularly referred to as “Sevens.” This email tied into the company’s current broader marketing initiative around the spring line of denim, “Dreaming in Blue,” and used video and a real-time Instagram feed to create an eye-catching email experience.
The development and execution of this email campaign was a collaborative effort between the marketing team at 7 For All Mankind, their e-commerce partners at OneStop, and our Client Experience team at Movable Ink.
I caught up with Lyanne Loriz, E-commerce Analyst for 7 For All Mankind, to get more info on this “dreamy” campaign.
Brooke Burdge, Marketing Manager, Movable Ink: What was the main goal of this email? Lyanne Loriz, E-commerce Analyst, 7 For All Mankind: We recently launched a new marketing initiative to promote our spring collection, “Dreaming in Blue,” which is now live on 7forallmankind.com. This email was an opportunity for us not only to increase awareness of the new spring collection, but also to broaden the reach of assets we’ve already developed, like the “Dreaming in Blue” video. (You can check out the video here).
BB: How were you sharing videos through email before using Movable Ink’s technology? LL: Previously, we used a static video still with a “faux” play button in the center that linked over to YouTube when clicked. Using Movable Ink, we were able to power the full video and audio to play directly in the inbox. If subscribers opened the email on any clients that did not support HTML5, they saw either an animated gif which still offered a video-like experience, or in few cases, a static image that linked over to the full video. We were easily able to deliver the best video experience possible to each of our email subscribers, and simultaneously increase the ROI of the “Dreaming in Blue” video that we had already produced for other purposes.
BB: What inspired the use of a live Instagram feed in this email? Did you see any increase in your followers as a result of this campaign? LL: We’re always looking out for opportunities to tie social media into email, and new ways to integrate all of our marketing channels. Our social media team has been busy publishing beautiful blue-themed photos on our Instagram channel, @7FAM, using the hashtag #DreamingInBlue and so have many of our fans. We felt the ability to add a real-time feed of the latest posts with that hashtag into the email was a great way to share those images, and also to hopefully increase our social media followers.
Typically, our Instagram followers increase by about 40 or so each day. In just the two-day period after this email campaign was launched, we gained 335 new Instagram followers, so our average daily increase in followers grew 320% immediately following the launch of this email.
Have questions about this campaign, or interested in learning more about the possibilities of Agile Email Marketing technology? Reach out to us at firstname.lastname@example.org or request a demo of our platform.
When you check your inbox this Cyber Monday, get ready to discover a few surprises along the way. This holiday season, many of your favorite brands will be using Agile Email Marketing technology to deliver great deals in eye-catching, interactive, and innovative ways that you’ve never seen before.
Check out our infographic below to see the top 5 emails to look out for this coming Cyber Monday.
Each season, the Movable Ink team honors five brands for creating highly innovative, relevant, and memorable email experiences.
The Inkredible Five, Fall 2013 showcases exceptional emails from leading brands that incorporate video, real-time social media feeds, time-sensitive offers, mobile optimization, and live content from the web.
Looking for creative holiday email marketing ideas?In our recent webinar, Andre Prevot, Strategy Director, and Alison Lindland, Account Director, of our Client Experience team offered a closer look at the six email examples in our 2013 Holiday Email Marketing Inspiration Guide, and revealed six more innovative ways to use Agile Email Marketing technology in holiday campaigns.
Below is a quick recap of the 12 ideas shared on the webinar:
Holiday Email Inspiration: 12 Ways to Stand Out and Boost Sales 1. Use video-in-email and a countdown clock to unveil a new product
2. Use social media to make emails interactive
3. Personalize an image with the subscriber’s name
4. Optimize creative in real-time to maximize each email’s effectiveness
5. Check back on the same email for new deals every hour
6. Show real-time shipping status information
7. Show nearby store locations and open hours
8. Change the products that are promoted based on each shopper’s current location
9. Use barcodes in mobile emails to drive in-store sales
10. Promote current best-sellers
11. Include a “click to call” button on mobile email during open hours
12. Promote your mobile app on each device
Questions? Reach out to us at email@example.com.
Ready to get started with video-in-email? Join Movable Ink, Silverpop, and Invodo on Wednesday, August 28 at 1:00 EDT for a one-hour webinar on “Bringing Email to Life with Video.” Get examples, technical steps, and tips for incorporating video into your agile email campaigns. Register for the webinar here.
Join Movable Ink, Silverpop, and Invodo on Wednesday, August 28 at 1:00 EDT for a webinar on “Bringing Email to Life with Video.” This hour-long webinar will offer attendees an overview of why video is a highly valuable tool for creating engaging e-commerce campaigns, and what practical steps you can take to start incorporating video in your email marketing plans.