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.”
Each season, the Movable Ink team honors five innovative brands for creating agile email marketing campaigns that stood out in the inbox.
The Winter 2014 edition of The Inkredible Five highlights our five favorite emails of the past season that incorporate time-sensitive offers, real-time social media feeds, live geo-targeting, video, and image personalization to create eye-catching and relevant campaigns.
Find out how leading brands cut through the clutter during major holiday shopping events including Black Friday, Cyber Monday, and the final days before Christmas.
While visiting San Francisco for Salesforce’s Dreamforce conference last week, our Co-Founder and CEO, Vivek Sharma, had the chance to sit down with Bloomberg West to discuss Movable Ink’s role in propelling the next generation of email marketing. View the full video of Vivek’s interview with Jon Erlichman, Sr. West Coast Correspondent for Bloomberg TV, above, and read on for highlights.
In the interview, Vivek describes how email marketing has slowly evolved over time and traditionally has failed to keep pace with the hyper-relevant and real-time nature of the web. This is no longer the case, as the email marketing industry is rapidly moving toward actuality-based marketing, or what we at Movable Ink describe as “agile email marketing“. Today, over 110 Fortune 1000 brands use Movable Ink to create highly innovative agile email marketing campaigns.
Agile email marketing enables marketers to personalize an email’s content at the precise moment when a subscriber opens the message. Email is now able to sense and respond to where a recipient is, what device is being used, and even the weather outside. Beyond delivering powerfully relevant content, agile email marketers also optimize emails on-the-fly and let the audience decide what offers and content are working more effectively while the campaign is still running.
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.
TV Land created this highly-engaging email to promote the season premiere of “Hot in Cleveland,” a sitcom starring Betty White, using Movable Ink’s agile email marketing platform. Here are 5 reasons why we love this email:
Live show using live content. The first episode of the new season of “Hot in Cleveland” was aired live. By creating an email using live content, TV Land successfully added to the real-time nature of the season premiere.
Streaming countdown clock showed the days, hours, minutes, and seconds left until the show started.
Deep link to Twitter app on mobile allowed fans to wish the cast well before the live show with a pre-populated tweet.
Live stream of latest tweets showed the real-time social chatter that included the #HOTLive hashtag.
Embedded video of the “Hot in Cleveland” cast played directly within the inbox, with no need to launch an external media player or web browser.