Video is increasingly finding its way into the email campaigns of the largest online retailers. In fact, at least 18% of major online retailers tracked via RetailEmail.Blogspot have incorporated links to video into at least one email over the past six months or so. And I suspect that number will grow rapidly, and that frequency of use will increase as well. This 15-page reportlet—which includes many creative examples—takes an extensive look at how major online retailers including Banana Republic, Barnes & Noble, Bluefly, Gap, Neiman Marcus, Old Navy, Ralph Lauren, REI and many others use video links in their emails, discussing both their content strategies as well as the manner in which video links are integrated into their campaigns.
Available via the EEC’s Whitepaper Room, this reportlet is free for EEC members and available for a nominal charge to non-members. Click here to get “The Use of Video in Retail Emails” from the Whitepaper Room and click here to learn more about becoming a member of the Email Experience Council.
2 comments:
Hi - This is Bill H., I'm the President of Expo TV (www.expotv.com). I enjoyed this post and your MediaPost column today. What wasn't mentioned as a type of videos for inclusion in emails...how about video product reviews? Obviously plenty of research supporting the power of consumer reviews and here is a link to another blog talking about the use of our video product reviews on smarter.com: http://www.comparisonengines.com/2007/04/04/smarter-video-reviews/. Arguably, this content would be even more compelling in an email than it is static on a site. I'll be the first to admit even I hadn't thought of it until reading your stuff today, but I think it could be a really compelling traffic driver.
One of my clients is really engaged in the "how to" video phenomenon. It's a great training tool and leads a lot of marketing emails out of the promotion area and into education, with cool interactive features.
Also- this is usually a link to media hosted on their site, as a JPG and not the actual movie in the email (which I don't assume you meant- but Ihttp've encountered confusion in this industry about it.)
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