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99% of recipients will experience a multi-media at the moment the email is opened, including Apple Mail, Gmail, Yahoo Mail, and all the latest versions of MSOutlook.
Recipients using legacy Microsoft Outlook on Windows will see a static image in place of the multi-media.
The multi-media experience for each email client varies relative to what the email client is configured to support, so different multi-media file formats are used to create the “video email experience”.
When creating the code for your video email you have the option for the video to play on a continuous loop in the email, or play just once and then halt on the last frame of the video.
Our testing indicates that videos that are set to play on a continuous loop within the video email perform the best.
Apple Mail is the only email client that is compatible with the playing of sound within the email. All other email clients do not permit the playing of sound within the email.
As all email clients, bar Apple Mail, are not compatible with sound, Video Emails are played in the email client on mute.
The Video Email Platforms have developed options where sound can be included in the video email once the video is clicked on, to essentially unmute the video.
These solutions see the sound play within the email client for Apple Mail users and for all other email clients, on clicking on the video they are redirected to a hosted version of the email within the web browser, within which the sound can be played.
Video email is being adopted at an accelerated rate across many business sectors, with 225% growth in the number of video email sent in 2023.
The business sectors that are most active with video email include:
For more insights check out the 2023 State of Video Email Survey Results.
Video email pricing generally has two elements:
All the leading email and CRM platforms support adding video to emails by simply adding a block in the email builder which can contain the transcoded video.
Here at Video Email we partner with many of the leading Email Service Providers, including Active Campaign, Salesforce, Listrak, Klaviyo and Iterable, MailerLite and Mailchimp
Our PartnersThe maximum length of a video in a video email is 60 seconds duration.
When considering the length of the video that is added to your email it is important to consider the following factors:
What is the shortest length of video that fully communicates the intended message? It is this duration which will be most effective.
The maximum video file size that can be used with our Video Email Platform is 100MB.
We encourage users to upload the best quality video file they have available as this will enable us to create a better quality output file for each and every recipient.
MPEG-4 movie is the most popular file format that is used with our Video Email Platform.
There is no universal standard across email clients for the embedding of video within emails.
As a consequence of this each email client has their own rule set which dictates what types of multimedia file they serve within their emails.
Given the variety of approaches adopted by the email clients our Video Email Platform is designed to serve the multimedia file format that is compatible with the email client and that will deliver the highest quality video email experience.
For full details on the compatibility of each email client with the multimedia files that we serve check out our post on email client compatibilty.
Yes, in fact our recent survey of our clients indicated that 25% of videos that are used in video emails are sourced from social media channels.
We have 3 how to guides designed to walk you through how to add video to your emails from your social media accounts:
How to add a video from Instagram to your email.
We have conducted over 30 A/B split tests where we tested video vs still images.
The results of these A/B tests indicated that simply adding video to your emails does not guarantee an uplift in click through rates. In the majority of these tests we saw no uplift in Click Through Rate (CTR) from the video version of the email.
Does adding video to email increase Post Click Conversion Rates or Downstream metrics?
The hypothesis here is that respondents who click through from a video email or “more engaged” and thus have a “higher propensity” to convert than respondents clicking through from an email, featuring a static image.
The results of over 30 A/B split tests, conducted across a number of verticals including eCommerce and Entertainment, indicate that this hypothesis is false.
Only 2 of the tests we conducted indicated any statistically significant difference in the video email test segments’ post click metrics, though this uplift in conversions was minimal and certainly not sufficient to cover the additional cost associated with sending a video email.
Does adding video to email increase the revenue generated by email campaigns?
The hypothesis here is that respondents who click through from a video email or “more engaged” and thus have a “higher propensity” to convert than respondents clicking through from an email, featuring a static image.
The results of over 30 A/B split tests, conducted across a number of verticals including eCommerce and Entertainment, indicate that this hypothesis is false.
Only 2 of the tests we conducted indicated any statistically significant difference in the video email test segments’ post click metrics, though this uplift in conversions and the associated revenue, was minimal and certainly not sufficient to cover the additional cost associated with sending a video email.
To establish the effectiveness of video email we propose the following 4 step approach:
The cost to send a video email using your preferred Email Service Provider will remain the same.
The additional cost of sending a video email campaign is incurred from the Video Email Platform who are responsible for transcoding your video Content into a HTML snippet which enables the video to be played within your email.
In addition to this transcoding, the Video Email Platform also is responsible for hosting and serving the video content to each opener of your video email campaign.
The costs for the video email platform tend to fall into 3 categories:
1. Software license
This is usually a monthly fee and provides access to the Video Email Platform.
2. Campaign Set Up
This is only relevant when you have engaged the Video Email Platform on a managed service basis where they are setting the video email campaign up in collaboration with your email service team.
3. Cost per video email or video view
This cost is incurred each time a video email is opened which equates to an autoplay of the video, this is often referred to as a video play or video view.
This unit cost is highly related to the volume of video plays that are purchased from the Video Email Platform, with larger volume purchases being rewarded with lower unit costs.
The unit costs per video play tend to start at USD$0.1 and can go as low as USD$0.003 when millions of video plays are purchased as part of a long term commitment.
Contact us for more details on the cost of video email and help negotiating the most cost effective contract for your video email requirements.
No, video emails do not get classified as Spam by any email client.
No, video email does not get blacked by corporate firewalls.
Video email delivery rates are the same as those featuring static images. The inclusion of video within the email has no impact on the delivery of the email to the intended recipient.
