{"id":9597,"date":"2017-11-22T09:24:57","date_gmt":"2017-11-22T17:24:57","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=8116"},"modified":"2020-04-03T10:53:15","modified_gmt":"2020-04-03T10:53:15","slug":"tiger-tail-video-content-email-campaigns","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/","title":{"rendered":"Tiger by the Tail:  Video Content in Email Campaigns"},"content":{"rendered":"<p>Video in email marketing improves campaign results more than any other form of content.<\/p>\n<p>Blame it on the saber-tooth tigers, probably. \u00a0Motion in the grass was a KMI (key mortality indicator) for our marketing ancestors. Figuring out why something is moving &#8211; hungry? not? &#8211; was important. \u00a0So we still can\u2019t help but give attention priority to things that are moving.<\/p>\n<p>Video content is a savage beast, even for marketers with infinite budgets and no deadlines (and other fictitious creatures.) \u00a0The rewards are fantastic &#8211; your audiences will look and click and watch 2x-8x more. \u00a0But sourcing and using video content is the problem.<\/p>\n<ul>\n<li>Video is expensive; the Small Business Cost Helper says \u2018corporate video packages typically range from $500 to $5,000, depending on the length of the video.\u2019<\/li>\n<li>Video is still quite technical. \u00a0Encoding, hosting, embed codes, mobile-ready &#8211; these are just the chapter headings for hours of work. \u00a0(For even one video!)<\/li>\n<li>Video is SLOW. \u00a0Writing, storyboarding, shooting, sound, editing, post-production take time, or budgets to hire talent, and they still take time!<\/li>\n<\/ul>\n<p>Feel the bite? I do and have. \u00a0Our small studio produced hundreds of videos, mainly for Fortune 100 clients &#8211; about six weeks and six figures on average. \u00a0More often than not, our clients took that precious artifact and buried in the digital jungle (YouTube). Sometimes it got to their website; sometimes on their social media pages, but I can think of just a few that put their expensive video assets to work in their email campaigns.<\/p>\n<p>Disappointing. \u00a0Frustrating. \u00a0So we decided to tie a knot in that kitty\u2019s tail by developing one platform with all of the pieces needed to create and use video content &#8211; Vid.One.<\/p>\n<p>Imagine you\u2019ve got a critical campaign going out the door through <a href=\"https:\/\/benchmarkemail.com\">Benchmark<\/a>. \u00a0Geez, it would be great to see the numbers bump up a bunch &#8211; adding video would probably do it, but it\u2019s scheduled to launch in 1 hour. Grrr!<\/p>\n<p>Relax. You can use the other 59 minutes for something else, because creating a video, and getting the key assets ready to use in Benchmark (including an animated GIF thumbnail &#8211; remember, we look at moving things) will take about 1 minute on Vid.One.<\/p>\n<p>Sound useful? Read on.<\/p>\n<h2>Tigers Aside, Why Does Video Have Such A Bite?<\/h2>\n<p>The saber-tooth thing is part of the video story; our eyes go right to a thing-in-motion without any conscious prompt. \u00a0(Open a web page with a looping GIF, and leave it on-screen for a minute. \u00a0Distracting, isn\u2019t it??) \u00a0It\u2019s one aspect of a broader principle &#8211; we process visuals first and fast &#8211; then text. \u00a0The generally-accepted stat in the world of visual communications in that we process visuals 50,000 times faster than text.<\/p>\n<p>That means the people who get your campaign are going to assess the visuals before they peruse that copy your team has been sweating over. \u00a0Most of them won\u2019t read the copy, either; they\u2019ll skim and scan, hit the H1s and breeze over the rest. No wonder clickthrough rates are single-digits.<\/p>\n<p>In simple human terms, the impact of video makes sense. \u00a0It\u2019s got visuals &#8211; 1000 words per picture; it\u2019s got motion &#8211; about 30 images per second. Forrester combined those figures to come up with their controversial estimate &#8211; 1 minute of video is worth 1.8 million words of text. \u00a0I think Forrester\u2019s equation leaves out another dimension in video &#8211; story. \u00a0Video unfolds over time; it\u2019s inherently suited to story.<\/p>\n<p>On the longer time axis &#8211; memory &amp; recall &#8211; the combination of visuals and language and story structures make video potentially the best way to get a little piece of a viewer\u2019s memory banks. \u00a0Competing studies and academic theories abound; the Picture Superiority Effect, which argues that we\u2019re more likely to remember images than words, has been verified repeatedly. Dual-coding theory, Sensory semantic theory, and Weldon and Roediger-transfer appropriate processing theories propose reasons why. \u00a0(I do wish one of \u2018em would come up with a diagram &#8211; visuals, right?)<\/p>\n<p>The punch line is, if you want brand recall, use video.<\/p>\n<h2>Video for Email Made Simple<\/h2>\n<p>It\u2019s faster to create a video in <a href=\"https:\/\/vid.one\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">Vid.One<\/a> than to read this blog post, and you\u2019ll see what the tool does in 2 quick screens. \u00a0But some people prefer to read first, so for both of you, here are the essentials.<\/p>\n<ol>\n<li>Pick a template. \u00a0You don\u2019t need to bring video footage or audio tracks. \u00a0Vid.One offers thousands of professionally-designed video templates. You can browse by themes (People, Nature, Technology), or search in 22 different languages. \u00a0The soundtrack has already been picked for each template, and all of the music is properly licensed; don\u2019t put your company at risk with unlicensed soundtracks!<\/li>\n<li>Write a tiny story: beginning, middle and end. \u00a0By design, Vid.One provides that most basic of narrative forms. You\u2019ve got full layout control &#8211; multiple text blocks, hundreds of fonts, colors, etc. \u00a0Think of it as writing three great subject lines.<\/li>\n<li>Add logos &amp; photos. You can incorporate your visuals into the video &#8211; logos, photos or existing marketing graphics. Size them, lay them out, even rotate &amp; drop-shadow them.<\/li>\n<li>Preview, tweak, preview, tweak. \u00a0We generate video previews in just seconds, so you can watch and adjust until you\u2019re happy. \u00a0Then just hit Publish.<\/li>\n<li>Use It with Integrations &amp; Downloads. \u00a0Benchmark integration is built right in. Click the Benchmark button and sign in; Vid.One will instantly transfer an animated GIF \u2018teaser\u2019, and a still thumbnail, right into the Benchmark image gallery. Add an image block; select that image; link to the video landing page or (better) the video on your website.<\/li>\n<li>You can also publish your video to Facebook, Twitter, LinkedIn, or Buffer&#8230;and download the HD video file and thumbnails.<br \/>\n(We\u2019re working with Benchmark to provide \u2018Add Video\u2019 shortly; did you know Benchmark is the only major email platform with a built-in video gallery?)<\/li>\n<\/ol>\n<p>Video isn\u2019t quite on the same footing in the inbox as the browser; video doesn\u2019t play reliably and predictably in email, and that will probably remain true for some time. \u00a0(The technical reasons deserve a separate post.) But study after study shows that video thumbnails &#8211; which are a visual promise to deliver a video &#8211; and, more recently, animated GIFs &#8211; still change engagement and action rates substantially.<\/p>\n<h2>Free. \u00a0Then Cheap.<\/h2>\n<p>Vid.One is not a subscription service.<\/p>\n<p>Vid.One is not a subscription service.<\/p>\n<p>That seemed worth repeating since just about everything seems to be a subscription service these days! \u00a0New users get a coupon code for three free videos, instantly. (Sign up &amp; check your email.) After that, individual videos run between $5-$10. \u00a0You get perpetual rights &#8211; it\u2019s yours to use, forever. \u00a0Vid.One does include 30 days of video hosting, and there\u2019s an option to extend hosting if you find it useful &#8211; but it\u2019s not required.<\/p>\n<p>Email platforms like Benchmark have fantastic email templates and design tools to modify them. \u00a0Vid.One aims to do the same thing for video; it should be just as quick and easy to add a video to your campaigns as an image.<\/p>\n<h2>How To Make The Most Of Your Video Assets<\/h2>\n<p>Email marketing doesn\u2019t operate in a vacuum; you have other channels, and it\u2019s worth pointing out some ways to manage your video assets to get the most out of them. \u00a0Here are a few guidelines:<\/p>\n<ul>\n<li>Keep them brand-coherent. \u00a0You will, over time, create and use many separate videos; I\u2019d bet you have that problem with static graphics now. \u00a0Decide what kind of visuals suit your brand; decide where your logo goes, and what kind of call-to-action information you include. \u2028(Video is hard to modify after-the-fact; get it right up front.)<\/li>\n<li>One video = many assets. \u00a0A quick Vid.One video for a campaign gives you a cloud-hosted video, which has its web embed code and email merge tags. \u00a0It also provides downloads &#8211; HD video, SD video, PNG thumbnail, GIF and GIF teaser. \u00a0Each of those can be re-used elsewhere.<\/li>\n<li>One video = content for many channels. \u00a0\u2028Email, check. \u00a0Why not put that same video on your social-media pages? Embed it on your website. \u00a0Paste the merge tag (which is a thumbnail linked to the video landing page) in a template in your CRM system, too.<\/li>\n<li>SEO super-magnet. \u00a0Search engines LOVE video. Forrester calculated that a page with video is 53 times more likely to reach Page 1 than a text-only page.<\/li>\n<li>Keep track of your videos. \u00a0Video is a pain in the tail (tiger joke) to manage; the files are big, and a file name doesn\u2019t tell you all the things you need to know. HD or SD? \u00a0Version 1? 2? 93? \u00a0H264 or OGV? \u00a0I\u2019ve had clients get in touch a year after a project, asking if we could send them a copy because they lost it. \u00a0(You paid six figures for this, and you lost it? Sure&#8230;hang on a sec\u2026)<\/li>\n<li>Start evaluating video-hosting options. \u00a0If you\u2026\n<ul>\n<li>Want to look at ROI on video content\u2026<\/li>\n<li>Want to track visits, views, viewers\u2026.<\/li>\n<li>Want to capture leads.<\/li>\n<li>Want to keep people on YOUR website, not YouTube.com\u2026<\/li>\n<li>Want to improve your SEO.<\/li>\n<li>Want to make better video content in the future<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Then you\u2019re probably in the market for a business-grade video hosting platform. \u00a0The costs are relatively modest, the benefits &#8211; especially in the long run &#8211; are enormous. \u00a0Vid.One is integrated with Wistia, Vidyard and Vimeo &#8211; direct transfer, no download!<\/p>\n<h2>Try Video, It Won\u2019t Bite<\/h2>\n<p>Video is a relatively new piece of the online world, and it is still far more complicated than it should be. \u00a0It\u2019s still surprisingly technical; it\u2019s still quite fussy and easy to break. \u00a0HTML5 isn\u2019t magic; rumors to the contrary, HTML5\u2019s &lt;video&gt; tag doesn\u2019t fully sort out the vexing issues.<\/p>\n<p>Video playing in email has some additional costs to consider, too. \u00a0Many of the critical measures for digital marketing are made on-page &#8211; website, social-media page, or some other landing page. Playing a video within an email client doesn\u2019t close those loops.<\/p>\n<p>After a bunch of research and attempts to get video to play within email clients, we put that particular tiger back in the cage. It\u2019s just too unpredictable; it moved Vid.One away from click-and-market simplicity, back into the HTML\/if\/CSS !important jungle. (Tip: \u00a0if you want to test video-playing-in-email-where-it-can, take a look at Viwomail.com.)<\/p>\n<p>There\u2019s still a bunch of ROI in video content for email campaigns, though. \u00a0Do static PNG\/JPG thumbnails increase read &amp; clickthrough rates? \u00a0Yes &#8211; but you\u2019re promising your prospect a video when you show them a thumb. \u00a0Beyond that &#8211; what about animated GIFs? \u00a0We looked at some A\/B tests of animated-GIF thumbnails; the one that convinced us to build them in showed a 49.7% increase in clickthroughs over static JPG thumbnails.<\/p>\n<p>That makes Yet More Images to manage, but Vid.One tames that beast as well. \u00a0Static thumbnails and animated \u2018teaser\u2019 GIFs thumbnails are included, and those images are pushed directly into Benchmark for ease of use.<\/p>\n<p>If you\u2019ve been putting off testing video in your campaigns, you\u2019re in great company. Video has been a budget and time sink. \u00a0Video-making solutions are getting better, but that\u2019s only part of the equation; integration, like the Vid.One\u2192 Benchmark integration is key to making video a natural part of campaign management.<\/p>\n<p>Three free videos? \u00a0Instant Benchmark campaign assets? \u00a0Yup.<\/p>\n<p>Give it a try at <a href=\"https:\/\/app.vid.one\" class=\"external\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">https:\/\/app.vid.one<\/a>; look for the Benchmark icon under each finished video.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Video in email marketing improves campaign results more than any other form of content. Blame it on the saber-tooth tigers, probably. \u00a0Motion in the grass was a KMI (key mortality indicator) for our marketing ancestors. Figuring out why something is moving &#8211; hungry? not? &#8211; was important. \u00a0So we still can\u2019t help but give attention&hellip;<\/p>\n","protected":false},"author":225,"featured_media":16843,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2171],"tags":[],"class_list":["post-9597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beyond"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tiger by the Tail: Video Content in Email Campaigns - in<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tiger by the Tail: Video Content in Email Campaigns - in\" \/>\n<meta property=\"og:description\" content=\"Video in email marketing improves campaign results more than any other form of content. Blame it on the saber-tooth tigers, probably. \u00a0Motion in the grass was a KMI (key mortality indicator) for our marketing ancestors. Figuring out why something is moving &#8211; hungry? not? &#8211; was important. \u00a0So we still can\u2019t help but give attention&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/\" \/>\n<meta property=\"og:site_name\" content=\"in\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-22T17:24:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-04-03T10:53:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2020\/02\/Guest-Post-Tiger-by-the-Tail-Video-Content-in-Email-Campaigns.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"730\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Matthew Dunn\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Matthew Dunn\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/\"},\"author\":{\"name\":\"Matthew Dunn\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/#\\\/schema\\\/person\\\/125102fc8bf59f9275e34480222ea4ae\"},\"headline\":\"Tiger by the Tail: Video Content in Email Campaigns\",\"datePublished\":\"2017-11-22T17:24:57+00:00\",\"dateModified\":\"2020-04-03T10:53:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/\"},\"wordCount\":1929,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/wp-content\\\/uploads\\\/sites\\\/11\\\/2020\\\/02\\\/Guest-Post-Tiger-by-the-Tail-Video-Content-in-Email-Campaigns.jpg\",\"articleSection\":[\"Beyond\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/\",\"url\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/\",\"name\":\"Tiger by the Tail: Video Content in Email Campaigns - in\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/wp-content\\\/uploads\\\/sites\\\/11\\\/2020\\\/02\\\/Guest-Post-Tiger-by-the-Tail-Video-Content-in-Email-Campaigns.jpg\",\"datePublished\":\"2017-11-22T17:24:57+00:00\",\"dateModified\":\"2020-04-03T10:53:15+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/wp-content\\\/uploads\\\/sites\\\/11\\\/2020\\\/02\\\/Guest-Post-Tiger-by-the-Tail-Video-Content-in-Email-Campaigns.jpg\",\"contentUrl\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/wp-content\\\/uploads\\\/sites\\\/11\\\/2020\\\/02\\\/Guest-Post-Tiger-by-the-Tail-Video-Content-in-Email-Campaigns.jpg\",\"width\":1400,\"height\":730},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/tiger-tail-video-content-email-campaigns\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Tiger by the Tail: Video Content in Email Campaigns\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/#website\",\"url\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/\",\"name\":\"in\",\"description\":\"Email Marketing Software\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/#organization\",\"name\":\"Benchmark Internet Group, LLC\",\"url\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/benchmarkemail.com\\\/in\\\/wp-content\\\/uploads\\\/sites\\\/11\\\/2019\\\/09\\\/benchmark-logo.svg\",\"contentUrl\":\"https:\\\/\\\/benchmarkemail.com\\\/in\\\/wp-content\\\/uploads\\\/sites\\\/11\\\/2019\\\/09\\\/benchmark-logo.svg\",\"width\":1,\"height\":1,\"caption\":\"Benchmark Internet Group, LLC\"},\"image\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/#\\\/schema\\\/person\\\/125102fc8bf59f9275e34480222ea4ae\",\"name\":\"Matthew Dunn\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ebde4a0bf76611e88e6c460103f68230068144c6f86a14e520f9a2adf886f63e?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ebde4a0bf76611e88e6c460103f68230068144c6f86a14e520f9a2adf886f63e?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ebde4a0bf76611e88e6c460103f68230068144c6f86a14e520f9a2adf886f63e?s=96&d=mm&r=g\",\"caption\":\"Matthew Dunn\"},\"description\":\"Dr. Matthew Dunn is founder and Chief Explainer at Say It Visually, creator of Vid.One. He\u2019s been a startup CEO, corporate Senior VP &amp; CIO, Microsoft veteran, professor and teacher. He is also an award-winning writer, designer, director, inventor. Matthew writes and speaks frequently about media, technology and business.\",\"url\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/author\\\/matthew-dunn\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Tiger by the Tail: Video Content in Email Campaigns - in","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"Tiger by the Tail: Video Content in Email Campaigns - in","og_description":"Video in email marketing improves campaign results more than any other form of content. Blame it on the saber-tooth tigers, probably. \u00a0Motion in the grass was a KMI (key mortality indicator) for our marketing ancestors. Figuring out why something is moving &#8211; hungry? not? &#8211; was important. \u00a0So we still can\u2019t help but give attention&hellip;","og_url":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/","og_site_name":"in","article_published_time":"2017-11-22T17:24:57+00:00","article_modified_time":"2020-04-03T10:53:15+00:00","og_image":[{"width":1400,"height":730,"url":"https:\/\/www.benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2020\/02\/Guest-Post-Tiger-by-the-Tail-Video-Content-in-Email-Campaigns.jpg","type":"image\/jpeg"}],"author":"Matthew Dunn","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Matthew Dunn","Est. reading time":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/#article","isPartOf":{"@id":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/"},"author":{"name":"Matthew Dunn","@id":"https:\/\/www.benchmarkemail.com\/in\/#\/schema\/person\/125102fc8bf59f9275e34480222ea4ae"},"headline":"Tiger by the Tail: Video Content in Email Campaigns","datePublished":"2017-11-22T17:24:57+00:00","dateModified":"2020-04-03T10:53:15+00:00","mainEntityOfPage":{"@id":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/"},"wordCount":1929,"commentCount":0,"publisher":{"@id":"https:\/\/www.benchmarkemail.com\/in\/#organization"},"image":{"@id":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/#primaryimage"},"thumbnailUrl":"https:\/\/www.benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2020\/02\/Guest-Post-Tiger-by-the-Tail-Video-Content-in-Email-Campaigns.jpg","articleSection":["Beyond"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/","url":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/","name":"Tiger by the Tail: Video Content in Email Campaigns - in","isPartOf":{"@id":"https:\/\/www.benchmarkemail.com\/in\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/#primaryimage"},"image":{"@id":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/#primaryimage"},"thumbnailUrl":"https:\/\/www.benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2020\/02\/Guest-Post-Tiger-by-the-Tail-Video-Content-in-Email-Campaigns.jpg","datePublished":"2017-11-22T17:24:57+00:00","dateModified":"2020-04-03T10:53:15+00:00","breadcrumb":{"@id":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/#primaryimage","url":"https:\/\/www.benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2020\/02\/Guest-Post-Tiger-by-the-Tail-Video-Content-in-Email-Campaigns.jpg","contentUrl":"https:\/\/www.benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2020\/02\/Guest-Post-Tiger-by-the-Tail-Video-Content-in-Email-Campaigns.jpg","width":1400,"height":730},{"@type":"BreadcrumbList","@id":"https:\/\/www.benchmarkemail.com\/in\/tiger-tail-video-content-email-campaigns\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.benchmarkemail.com\/in\/"},{"@type":"ListItem","position":2,"name":"Tiger by the Tail: Video Content in Email Campaigns"}]},{"@type":"WebSite","@id":"https:\/\/www.benchmarkemail.com\/in\/#website","url":"https:\/\/www.benchmarkemail.com\/in\/","name":"in","description":"Email Marketing Software","publisher":{"@id":"https:\/\/www.benchmarkemail.com\/in\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.benchmarkemail.com\/in\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.benchmarkemail.com\/in\/#organization","name":"Benchmark Internet Group, LLC","url":"https:\/\/www.benchmarkemail.com\/in\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.benchmarkemail.com\/in\/#\/schema\/logo\/image\/","url":"https:\/\/benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2019\/09\/benchmark-logo.svg","contentUrl":"https:\/\/benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2019\/09\/benchmark-logo.svg","width":1,"height":1,"caption":"Benchmark Internet Group, LLC"},"image":{"@id":"https:\/\/www.benchmarkemail.com\/in\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.benchmarkemail.com\/in\/#\/schema\/person\/125102fc8bf59f9275e34480222ea4ae","name":"Matthew Dunn","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/ebde4a0bf76611e88e6c460103f68230068144c6f86a14e520f9a2adf886f63e?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ebde4a0bf76611e88e6c460103f68230068144c6f86a14e520f9a2adf886f63e?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ebde4a0bf76611e88e6c460103f68230068144c6f86a14e520f9a2adf886f63e?s=96&d=mm&r=g","caption":"Matthew Dunn"},"description":"Dr. Matthew Dunn is founder and Chief Explainer at Say It Visually, creator of Vid.One. He\u2019s been a startup CEO, corporate Senior VP &amp; CIO, Microsoft veteran, professor and teacher. He is also an award-winning writer, designer, director, inventor. Matthew writes and speaks frequently about media, technology and business.","url":"https:\/\/www.benchmarkemail.com\/in\/author\/matthew-dunn\/"}]}},"_links":{"self":[{"href":"https:\/\/www.benchmarkemail.com\/in\/wp-json\/wp\/v2\/posts\/9597","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benchmarkemail.com\/in\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benchmarkemail.com\/in\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/in\/wp-json\/wp\/v2\/users\/225"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/in\/wp-json\/wp\/v2\/comments?post=9597"}],"version-history":[{"count":0,"href":"https:\/\/www.benchmarkemail.com\/in\/wp-json\/wp\/v2\/posts\/9597\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/in\/wp-json\/wp\/v2\/media\/16843"}],"wp:attachment":[{"href":"https:\/\/www.benchmarkemail.com\/in\/wp-json\/wp\/v2\/media?parent=9597"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/in\/wp-json\/wp\/v2\/categories?post=9597"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/in\/wp-json\/wp\/v2\/tags?post=9597"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}