Our sales and marketing team at Vidyard stands behind the belief that email-nurturing programs are one of the most effective mediums for leveraging video content.

 

Here are the basics for putting video into your campaign effectively:

1. Choose a catchy image with a large play button over top of it and place it in the email.

2. Give your reader the opportunity to click the image or text describing the video and length of content. Both should link to your desired landing page.

3. Place your video on the landing page and set it to auto-play (update: there is often a query string to autoplay the video - this reduces the number of clicks from email campaigns while not making your landing page obnoxious to organic web traffic).

4. As a general guideline, your video should be 30-90 seconds for top of funnel campaigns and 1-30 minutes for individuals further down the funnel.

5. Place a call to action during, or at the end of the video that suggests a next step for your audience.

        Examples include:

    • Utilize an Eloqua form for lead generation
    • Share the video through your desired social channel(s)
    • Suggest additional resources
    • Provide your contact information

 

Note:

A number of individuals ask me "Can I stream the video in the email". The answer to this question is sort of.  Careful with this misleading pie chart. The two major email clients (Outlook and Gmail) do not support video playback.

Email support of video.jpg



Update: HTML5 has allowed for more and more use cases for leveraging video in email. Tools such as VideoEmail and BombBomb have helped. There is also guides such as this one: How to Code HTML5 Video Background in Email | Litmus

 

The best work around is either to follow the instructions above (image + landing page) or use a GIF. As advised in the thread

Re: Anyone Tried Animated GIFs in Email? Results? you should choose a good first image for the GIF because if the email client does not support GIFs (darn outlook), it will freeze at the first image. You will also lose audio.

 

Tracking your campaign – What happens next?

(This is where Vidyard comes in handy)

Before using Vidyard, you probably tracked which individuals clicked on your email and what links they clicked within the email - video or otherwise. By using Vidyard, you will also know how long each individual watched your video and where they dropped off or lost interest. So what? Keep reading!

 

Let’s take it the next level

If an individual really likes your email/video they may forward it to a friend. If the friend’s contact information is not in your Eloqua install, you have the option to ask them for their email before they can watch the video (mandatory, optional, or never) – this is a new top of funnel lead! If you don't get their information, we will continue to track their viewing data until we can connect it to a contact (just like Eloqua).

 

One step further

What if someone likes your content so much that they publish it elsewhere (blog, press, social media etc.)? If they use your video within the re-published content, the same functionality will apply. You still get all the data, leads and call to actions regardless of where your video ends up!