Video Mail, Video Email, Creative Email Strategies

When you send an email to your customers you can talk to them directly and lead them on a journey, but offering interactive content for free offers more value, much like a free gift on a magazine.

By 2010, around $3 billion will be spent on video ads online.

(EMarketer, 06/11/06)

Want an invite to Joost ? Contact me and watch TV programmes online from Sports Illustrated Swimsuit to Lassie

Joost; the peer-to-peer video service developed by those behind Skype, has raised $45m from Index Ventures, Sequoia Capital and the Li Ka Shing Foundation, to "...accelerate product development, global expansion, localization, and service offerings".

(The Register, 10/05/07)

Content is king of the airwaves
I talk to you each month, but would the words I weave be better conveyed in video?

For instance, I could explain the technicalities of Search Engine Optimisation and the importance of optimising for users as well as search engines, but would an SEO video convey this better?

(Keep an eye on the MediaCo website as online video will be appearing on site soon!)

What can I use video email for?
Video email might seem a bit gimmicky at first. While the novelty value will no doubt add to its appeal, particularly in viral marketing where people will happily pass video emails on to their friends, there are practical uses too.

For example, some products or services are better shown in action, where they can virtually sell themselves. Other examples might include:

Retailer - Show items that will be included in an upcoming sale or give a product demonstration. Banana Republic did this by providing a link in their ezine to a recent fashion show.
Education institution - A guided tour around campus, snapshot of a typical lecture or even an event from the students' union could be presented online alongside creative copy to promote the reality of the "student life".
Car showroom - Showcase new models with a presentation of a test-drive. Customers can hear the engine roar and get a better idea of the car's performance.
Finance service provider - Getting an actual human to explain a complicated financial product and its benefits makes it more personable.

Video mail could also be used for:

Video press releases
Recruitment
Training sessions
Video newsletters

Interested in video email? Contact us to help you create and broadcast a captivating campaign

Transmission
With the success of sites like YouTube it's evident traditional media is changing with the future likely to be a hybrid of TV and the Internet.

MySpace owner News Corp. is set to launch an online television channel and other companies like Joost are already making (air)waves on the Internet.

Things to watch:

Offer clear links to an online video - A strong call to action should convey exactly what they will see when they click.
Tailor landing pages to the message - If you are embedding video in an email make sure that when it's clicked then it leads to a product or special landing page on your site.
Add value and offer alternatives - Video should support, not overpower your email message and you should give your customers the option to watch or click through to an alternative.
Think viral - Word of mouse works, the "subserviant chicken" was a successful email video viral campaign for Burger King and the site is still popular.

An email is much cheaper to send than printed material, so use the money you save to create a professional video campaign and reap the benefits of increased visits to your site.

Contact MediaCo for help with your video email marketing campaign

Optimisation (optimization) and Pay Per Click

Focus Sites and other web publishing solutions

With a wealth of experience in direct marketing email broadcasting, MediaCo can advise on the best practice when designing, writing and broadcasting emails.


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