Flimpbruary Day 4: Video Email Marketing

Truthfully, we weren't planning on covering video email marketing today. However, when we read in DM News that Goodmail Systems plans to cease operations at the end of this month, we decided to make today's post about video email. CertifiedVideo was one of Goodmail Systems' products.

The effectiveness of video email campaigns make it a popular choice for marketers. Incorporating audiovisual content into an email message can help improve audience click-through rates by 2-3 times the standard click-through rate, according to Forrester Research.

For clients who have distributed flimp video emails, email click-through rates tend to exceed industry standards. The following is a email click-through engagement on flimp video emails distributed in Q4 2010 compared to MailChimp's email industry benchmarks:



Flimp video emails consistently generate a higher click-through rate than static email content.

With the proliferation of mobile devices, it is increasingly critical to ensure that email content can be viewed on systems beyond just a standard computer. Smart web video marketers will ensure content is viewable on smart phones and tablets. Video-based content is expected to dominate mobile views by 2015.

Whether it is intended to be viewed on a computer or a mobile device, industry standards for video emails remain the same. A standard video email should include:

• Email message
  
• A thumbnail snapshot of the video (ideally with a hyperlink to the video content)
  
• A clear link to the video
  

The FLIMP Platform provides an email template, similar to the below snapshot, that clients can use for their video email campaigns. Additionally, clients can build their own email design using custom links generated by the Platform. FLIMP is integrated with over 30 different email service providers, so Flimp customers do not have to change their email marketing practices.