BELLEVUE, Wash.--(BUSINESS WIRE)--TailoredMail, a leader in cutting-edge email marketing and automation, today announced the release of the industry’s first embedded video-in-email to offer a simple five-minute set-up to deploy an email video campaign. New capabilities include deep personalization, individualized tracking, triggered automation, YouTube integration and the elimination of landing-page or complex JavaScript requirements for older/restrictive email platforms.
Clients that have used TailoredMail’s video-in-email solution - while in private beta - have seen, on average, between five and eight times the normal campaign click-thru rate and social sharing. “We’ve been using TailoredMail for about three years, and recently deployed a video-in-email campaign where our engagement rates were 11 times greater than our normal campaign,” said Doug Strohm, president of Tudor Games – a leading maker of hands-on sports games. “We saw a 15x jump in social sharing, and a nice spike in new subscriber sign-ups to our monthly newsletter. It was dead simple to set up.”
Breakthrough Capabilities
TailoredMail’s tracking capability is the first to detail how much of each video individual subscribers view within the email client. To date, that level of information was only possible once the recipient viewed it in a landing-page combined with proprietary JavaScript. Furthermore, TailoredMail provides details on the device or email client used, how many times viewers watch a video, the location of the viewer, and whether it was shared and viewed via email, Facebook, Twitter or LinkedIn.
One of the cutting-edge capabilities of the TailoredMail system is its unique dynamic personalization. The author is provided a simple drag and drop visual editor to create personalized image “playback posters” (the first screen the recipient sees, usually with a play-button embedded in it). Also, different videos can be dynamically shown to people based on their prior interests or profiles. For example, an automotive dealer might want to show either a video of an SUV, a Hybrid, or a Truck to users who have been recently clicking on such products. This can all be dynamically presented to each subscriber within the same email campaign.
To leverage the power of email marketing automation, TailoredMail offers a unique way to create triggered actions within the email based on the subscriber’s viewing behavior. For example, an email-alert to a salesperson could be made if a subscriber views at least 75 percent of the video, or it can trigger an automated set of follow-up emails designed to further engage the subscriber.
The addition of automated integration with YouTube also makes video-in-email now extendable to much older, non-HTML5 compliant browsers. Without any involvement of the author, TailoredMail automatically uploads your video to YouTube and will auto-detect when the subscriber uses Internet Explorer 8, for example, and will redirect the viewer to YouTube instead. This ensures the best possible experience for all subscriber environments. TailoredMail’s research shows that between one and two percent of an email subscriber’s base will still be using one of these older browsers – so ensuring compatibility for virtually all viewers is now automated.
Eliminating the complexity and enhancing the performance
Marketers today must wade through a near-impossible maze of technical issues to pull off a video-in-email campaign, and yet TailoredMail has reduced it to a simple five-minute set-up process. The system hosts the video, creates animated and personalized “play” images, and encodes it into more than five different formats to work on virtually any device. The system auto-detects the subscriber’s environment and displays the best compatible option for that device, eliminating need to create a special landing-page with embedded JavaScript. And finally, TailoredMail uses a highly-scalable cloud-based deployment along with optimized streaming to eliminate potential buffering playback.
An emerging marketing opportunity
“With the advent of HTML5 support in many popular email clients and virtually all current-day browsers and smartphones, the opportunity for email marketers to leverage video-in-email is here today,” said Matt Highsmith, CEO of TailoredMail. “Smartphones now represent between 40 and 50 percent of all email opens these days, and the creative use of video-in-email opens up powerful marketing potential for businesses.”
TailoredMail’s video-in-email offering is free for users of its email newsletter, campaign, and automation solution. Pricing starts at $250 a month, and offers cutting-edge email automation, mobile, social, and website integration capabilities.
About TailoredMail
Created in 1997, TailoredMail is a cloud-based email marketing and automation platform - the first to offer dynamic content, video-in-email, automated segmentation, and triggered-action capabilities in one solution. Using TailoredMail, marketing departments can deliver highly targeted campaigns tailored to each individual’s unique interests and device.
