Why bother with video and what’s with all the fuss?

 

19-03-2015 2-36-03 PM

Videos have always been a powerful tool when marketing property as they allow us to get potential buyer’s attention and help share the ‘story’ of a project or individual property in a truly engaging way. One of the greatest limitations of email design has been the inability to incorporate embedded videos into your emails like you would in a website or other interactive media. But times are a changing and Video support in HTML email is quickly becoming the hottest topic in email marketing circles.

For those who have been working with direct email campaigns for a number of years you may recall that there was  a time many many many years ago that most desktop and web-based email software supported video in email. But with online security tightening and spam becoming a bigger problem, the belt was tightened and video support in email became a thing of the past. 

With the release of HTML5, it may all be possible again. One clever project has surfaced that uses the <video> tag for browsers that support it and for those don’t support it provides a fall back to the traditional option of a cleverly designed image linked to your video on a hosting platform such as YouTube or Vimeo.

So why should you consider incorporate video into your email content strategy?

According to a recent survey by the Web Video Marketing Council, a whopping 88% of marketers who included video in their email marketing reported a positive impact from recipients. With the rise in popularity of mobile devices, such as Apple iPhones & iPads, which provide the perfect platform for HTML5 and embedded video playback you have the opportunity to put your content rich visualisations directly into the hands of your customers. This direct compatibility is also true for Apple Mail, which is also excellent news for your desktop readers. Gmail and Hotmail users, can also view an inbox-playable preview if linked to a video hosted on YouTube.

Is there a downside to incorporating video into my emails and how do I overcome it?

The downside is that adding URLs as text can trip off phishing warnings in some email clients, so this should be applied with care. For browsers and desktop email software (such as Outlook) that does not support embedded video it is possible to include a fall back image, which will display if HTML5 is not supported. Being able to reliably provide a fall back image is absolutely imperative to ensure that all recipients are able to receive the most relevant content available to them

Our Recommendation?

Our recommendation is that you should do some market research and explore your options before deciding if it’s worthwhile incorporating video as a standard into your emails. Utilising a product like the foxMessenger platform provided  by Brightfox will allow you to run your tests and review the report statistics of your send(s) to determine if you’ve had a better uptake from your customer base.

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