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Video content in email – the opportunities now and on the horizon

  • | Adestra Blog - Paul
It seems today that although the written word is still powerful, the spoken/visual word is more so. With smart phones, 3G connections and our fast paced lifestyles, we seek media sources that will give us instant gratification and video clips do just this! According to Nielsen, this year viewers have streamed 28% more videos and spent 45% more time watching videos compared to last year. Also comScore reported last year that the average US Internet user watches 186 videos every month! Video is definitely the way forward to drive engagement.

Email marketers have jumped on the bandwagon and are now including video content in their emails. Adestra MessageFocus Support Team often get a lot of enquiries from people who now think it is possible to play a video directly in an email inbox. Although possible in some, it’s not possible in all email clients, so to help you, we have drawn up what is possible and what we recommend as best practice to ensure marketers can use this channel effectively.

The facts:
With all the web opportunities that come from improved HTML5 browser support and the development of email clients, for example, Hotmail, Yahoo! Mail and Gmail, then surely video in email is possible now? Let’s remind ourselves that HTML for email is still a simple old thing. Good web design uses CSS for layout, email design has to rely on tables. A lot of the smart new functionality that is available using Javascript and HTML5 / Flash on the web is simply removed by email clients. So, it is not possible to simply insert a video in the same manner as you would on a website.

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