Using Video Together With Email

Slides for a talk given by @jordanmunson and @jamesfzhang at WistiaFest in Cambridge, MA on May 22, 2014.

Sorry that some of these slides don't make all that much sense without the workshop that went with it, but they should be a handy reminder for those who were there.

Transcript

1. Using Video together with Email May 22, 2014 #WistiaFest @jordanmunson @jamesfzhang
2. 1. Get the most out of Turnstile 2. Send badass emails with video 3. ??? 4. Profit!! $$$$$ Just 4 simple steps
5. Turnstile • Emails appear next to heatmaps • Can be queried via Stats API
6. Where to put Turnstile? • Across all Wistia hosted videos: ◦ 33% appear before ◦ 10% appear during ◦ 57% appear at the end • Average number of emails collected: ◦ 19 emails collected before ◦ 39 emails collected during ◦ 6 emails collected at the end
7. Put Turnstile in the middle 1. Give valuable content upfront → Incentive 2. Ask for email address → Grow audience 3. Give valuable content after → Immediate gratification
8. Turnstile
9. With great power... 1. Make sure viewers know what they’re signing up for 2. Make sure viewers are aware of how often they’ll receive emails 3. Make sure viewers are placed into the correct list Someone will likely unsubscribe from all your emails if they get one that they do not like
10. Questions on turnstile? Okay, so that’s turnstile. Are there things you’re curious about? Interesting use cases you’d like to share? Do you have data of your own?
11. Send badass emails • Know why you’re sending an e-mail • Purposeful e-mail to video workflow
12. Now for some data Because SCIENCE! • Clickthrough rate without video? 12%. With video? 38%. • Videos in email get roughly 50-80% of clicks (for us & MailChimp)
13. Now for some data...part 2 • Learning Center: Choosing Background Music 25.84% Open Rate / 4,557 unique clicks / 25.48% Click to Open Ratio • Embedding Video in Email 24.36% Open Rate / 5,018 unique clicks / 28.53% Click to Open Ratio • Product Update: Move & Copy 24.28% Open Rate / 2,874 unique clicks / 15.83% Click to Open Ratio • Should you hire an in-house videographer? 25.36% Open Rate / 3,821 unique clicks / 19.87% Click to Open Ratio • Market your mission, not your product 29.87% Open Rate / 3,654 unique clicks / 15.72% Click to Open Ratio
14. What those e-mails look like
15. Now for some data...part 2 (again) • Learning Center: Choosing Background Music 25.84% Open Rate / 4,557 unique clicks / 25.48% Click to Open Ratio • Embedding Video in Email 24.36% Open Rate / 5,018 unique clicks / 28.53% Click to Open Ratio • Product Update: Move & Copy 24.28% Open Rate / 2,874 unique clicks / 15.83% Click to Open Ratio • Should you hire an in-house videographer? 25.36% Open Rate / 3,821 unique clicks / 19.87% Click to Open Ratio • Market your mission, not your product 29.87% Open Rate / 3,654 unique clicks / 15.72% Click to Open Ratio • Wistia Blog Digest 30.03% Open Rate / 2,364 unique clicks / 10.15% Click to Open Ratio
16. Here’s a blog digest.
17. Embed video in email?
18. Video embedded in email Pros • Improved UX Cons • No customizations • No stats • Temporal resource
19. Goals 1. Video as a permanent resource 2. Facilitate interactions with audience
20. If you’re still not convinced... 1. Experiment and A/B test 2. Use the Wistia video in email lab http://wistia.com/labs/video-in-email/
21. Some final tips 1. Test your stuff 2. Measure and iterate 3. Nail down a consistent process
22. Any questions? Lay ‘em on us. Also, hit us up on Twitter whenever you like: @jordanmunson @jamesfzhang