Using automatic streaming video

A recent national Ad Council email campaign successfully used automatic streaming video in email to drive action from recipients. They sent an existing video commercial within a new email campaign to clients and donors. The video email was pre-designed to launch the video as soon as the subject line was clicked, opening the email message. To do this, the email system of the recipient compressed the graphics rather than streamed them in the HTML, avoiding suppression. Since most ISPs use suppression to block HTML images or junk-pile the message entirely, the system side-stepped the suppression filter and the video email was delivered intact. In the case study, the Ad Council explained that they had used this method of automatic rendering so their subscribers didn't have to open an attachment to expedite the viewing experience. And also because their email service provider had guaranteed there would be no streaming or buffering issues.

I recommend: This format has its limitations. It only works well with some email clients, and in some cases the video doesn't begin streaming until the recipient guides their mouse over the email thumbnail. Rather than play inside the email, the video would then open and play instantly in a separate browser window. It can also be considered a little intrusive by recipients.

Another example of a successful video email set to play upon opening is from ClickZ's Karen Gedney, whose client used video in email to appeal to some 5,000 meeting planners in 2004. Examples of video working in emails.

Using click to play video

Instead of streaming the second they are opened, click to play email videos most resemble video sharing websites, in that videos begin playing as soon as the recipient clicks the "play" symbol on the video thumbnail image. Images used for video thumbnails are typically the most interesting frames within the video chosen specifically to get viewers to click and view. The same criterion is typically used for video emails as well.

I recommend: One immediate difference of click to play video is that, unlike automatic streaming video, recipients have complete control from the beginning of the viewing experience. When a video loads, only a static image is visible; the video will not start playing until the recipient initiates it. He or she will then be able to advance the video, pause it, adjust the volume, or click through to the sender's site, when convenient for them.

Volvo has a great example of using click-to-play video when it decided it didn't want a traditional call to action in the email... the carmaker wanted to thank customers and make them feel like part of a larger Volvo family. The CEO recorded a personal thank you video that was sent to customers via email. Volvo Customer Care Center email/call volume was boosted by 20% following the launch of this ongoing video email program. The Volvo video email study can be found here.

Using attached videos

While simply attaching a video to emails is the least technical of the formats, it is also the least recommended. Some Internet Service Providers (ISPs) block first time attachments because of virus problems; larger files such as digital videos would be treated the same way in most inboxes. And when the attachment did make it through, the recipient would have to select the attachment after it has been scanned by antivirus programming in order to open it and start the video. Many recipients don't open attachments from a source they are unfamiliar with, and worse, you'll still have a lower video open rate because many readers, even if they are familiar with your newsletter, aren't opening attachments they're unsure of.

I recommend: As mentioned, this format is the least recommended to use, if not for the simple reason that a heavy video attachment bogs down your email server to almost a walking pace.

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