At NetApp we have started using video email and are finding the results to be successful. We used to simply have an image or text that linked to a video on our website but after learning that we could stream the video in email with HTML5 we wanted to take a shot at doing it. Not only can we get more plays of a video now that there is less clicks for a user to get to the video (from email to browser to clicking play on the video), but the user experience has been enhanced as well, particularly for mobile devices that can play video email.

 

There are vendors that can assist with video email but we've gone the route of doing it all through Eloqua. I must admit that it is a bit of a hack for us to get metrics. Below is our process to do video email. Enter your email address at our video email sample form to see it in action.

 

Would love any feedback on our process, especially if anyone else is also doing video email through Eloqua. Btw, we're on E9. Kudos to our Eloqua Support Rep Michael Seto-Oracle & Eloqua Expert Riley La-Oracle for helping us work out the kinks to get this working for us.

 

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Overview

Instead of having a simple link to a video, we can now stream a video inside an email. For email clients that cannot play video a fallback link will appear in the email that will link to a playable video inside a browser.

 

Video Email

MP4 files are needed for video email. We use Brightcove and download a Brightcove MP4 file of a video and host the MP4 file in Eloqua. Reason for hosting in Eloqua is Brightcove has a rendition URL for MP4 files and the URL changes in Brightcove so we’ve decided to host the file in Eloqua as the URL will not change once in Eloqua.

 

 

Assets to Host in Eloqua

Video

Host the video file under Setup > Content Assets > Content Upload. Once uploaded, the Content URL will be used in the html of the email. In the screenshot below the Content URL is http://img.en25.com/Web/NetAppInc/260701648001_2041020744001_NETAPP-SAUBER-F1-BrightCove-CLEAN-V2.mp4.

 

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Screenshot

A screenshot from the video will be used as the default image for the video in email. Have a 398 x 208 px image created and host it under Setup > Content Assets > Images. In the screenshot below the image URL is

http://images.communicate.netapp.com/eloquaimages/clients/NetAppInc/%7B8954116a-b50c-49ec-b3d2-08a16f7714f5%7D_235496_sauber-video-tmb-398x208.jpg.

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Redirects

For metric purposes, the screenshot URL and fallback URL will need to have redirect URLs used in the html email.

To create a redirect URL go to Communicate > Email > Tools & Content Components > Redirect Links. Then click ‘New URL’.

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Select option for Enter New Tracked URL and paste in the same URL for Redirect URL and Tracked URL then click ‘Save Redirect Link’.

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Copy the Link Format URL then click ‘Save and Close’. In the screenshot below the redirect URL is http://app.communicate.netapp.com/e/er?s=1184&lid=48766.

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Email HTML

A video tag will be used to place the link to video and fallback link for email clients that won’t stream the video. Below is sample code. This code is used in place of the traditional ‘View Video’ link that we typically use.

 

<!-- Video -->        

<video controls="controls" poster="http://app.communicate.netapp.com/e/er?s=1184&lid=48766" width="398" height="208">

    <source src="http://img.en25.com/Web/NetAppInc/260701648001_2041020744001_NETAPP-SAUBER-F1-BrightCove-CLEAN-V2.mp4" type="video/mp4" />

    <img src="http://media.netapp.com/images/green-arrow-12x9.jpg" width="12" height="9" alt="" /><a style="color: #0067c5; text-decoration: none" href='http://<elqdomain type=1/>/e/er?s=<span class="eloquaemail">siteid</span>&lid=48706&elq=<span class="eloquaemail">recipientid</span>' target="_blank">View Video</a>

  

<object width="398" height="208">

    <param name="video"        value="http://app.communicate.netapp.com/e/er?s=1184&lid=48709"></param>

  </object>

</video>            

<br /><br />   

<!-- Ends Video -->

 

For the video tag, the value for poster is set to be the redirect of the screenshot URL (http://app.communicate.netapp.com/e/er?s=1184&lid=48766)

For the source tag, the value for src is set to be the URL of the video hosted in Eloqua (http://img.en25.com/Web/NetAppInc/260701648001_2041020744001_NETAPP-SAUBER-F1-BrightCove-CLEAN-V2.mp4).

For the param tag, the value for value is the redirect of the fallback URL (http://app.communicate.netapp.com/e/er?s=1184&lid=48709).

 

 

Metrics

We rely on the redirect URL of the screenshot URL to count how many times the video could have been played from email. The redirect URL of the fallback URL will be used to count how many times the fallback URL was clicked.

 

Navigate to reporting through Evaluate > Reporting > Report Console and search for ‘Page Details’.

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Click ‘Web Site’ and search for the screenshot URL (e.g. http://images.communicate.netapp.com/eloquaimages/clients/NetAppInc/%7B8954116a-b50c-49ec-b3d2-08a16f7714f5%7D_235496_sauber-video-tmb-398x208.jpg).o Ensure it is selected in the Search box and then click ‘Ok’.

 

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Select the time span that you want to report on then click ‘View Report’.

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Refer to ‘Total Page Views’ for the number of times the video could have been played from email.

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