(EMAILWIRE.COM, August 07, 2013 ) Las Vegas , Nevada -- As technology improves, businesses are finding new ways to take advantage of it for marketing purposes. With email marketing, one of the new technologies which some businesses are utilizing is video. The use of video in email is controversial though and not all marketers believe it is a good practice. In a recent article, the website EmailMarketingServices.org goes into depth about the pros and cons of using video in email and best practices for incorporating the new technology.
Email marketing began to flourish in the 1990s and quickly became widespread as a cheap, easy way of reaching leads and customers. Despite the widespread implantation of email for marketing, the general practices did not change for decades: marketers would simply write emails and send them out to subscribers. With the help of email software, marketers could develop highly-optimized campaigns in which emails were specifically tailored to specific demographics. The software also made it possible to track the performance of email campaigns. However, emails remained largely text and image-based.
There were some attempts to include videos in email. However, as Email Marketing Services points out, these attempts overwhelmingly failed because spam filters would block the videos. Further, including videos in emails made the files too large to be sent practically.
Now, because of new HTML5 technology, marketers can include videos directly in the emails, which means they won't trigger spam filters. Emails with video are still larger than a text or image-only email, but the size is small enough to be practical for marketing purposes. Many major brands have already taken advantage of the technology to include videos in their emails, such as product demos or sneak previews of events. Many of these brands are reporting success with video, such as increased conversions and clicks.
Because HTML5 video in email is still a new technology, Email Marketing Services recommends that marketers approach the practice with caution: "Video can improve user experience, but it could also backfire if there are technical problems. Videos could even annoy email recipients. So, it is best to start by sending out videos to small segments of subscribers and see how it goes before implementing the practice on a large scale."
About Email Marketing Services
Email Marketing Services is an organization which provides free advice for small to medium businesses on how to utilize email as a marketing tool.
Diane J. Arinson
702-800-3262
media@emailmarketingservices.com
Source: EmailWire.Com![]()
Email marketing began to flourish in the 1990s and quickly became widespread as a cheap, easy way of reaching leads and customers. Despite the widespread implantation of email for marketing, the general practices did not change for decades: marketers would simply write emails and send them out to subscribers. With the help of email software, marketers could develop highly-optimized campaigns in which emails were specifically tailored to specific demographics. The software also made it possible to track the performance of email campaigns. However, emails remained largely text and image-based.
There were some attempts to include videos in email. However, as Email Marketing Services points out, these attempts overwhelmingly failed because spam filters would block the videos. Further, including videos in emails made the files too large to be sent practically.
Now, because of new HTML5 technology, marketers can include videos directly in the emails, which means they won't trigger spam filters. Emails with video are still larger than a text or image-only email, but the size is small enough to be practical for marketing purposes. Many major brands have already taken advantage of the technology to include videos in their emails, such as product demos or sneak previews of events. Many of these brands are reporting success with video, such as increased conversions and clicks.
Because HTML5 video in email is still a new technology, Email Marketing Services recommends that marketers approach the practice with caution: "Video can improve user experience, but it could also backfire if there are technical problems. Videos could even annoy email recipients. So, it is best to start by sending out videos to small segments of subscribers and see how it goes before implementing the practice on a large scale."
About Email Marketing Services
Email Marketing Services is an organization which provides free advice for small to medium businesses on how to utilize email as a marketing tool.
Diane J. Arinson
702-800-3262
media@emailmarketingservices.com
Source: EmailWire.Com