Multimedia in Email Marketing. Must…Push…the Button!

I came across a particularly simple and effective use of multimedia in an email today that I thought I’d share. Multimedia that runs in email? Not quite. Until technology inevitably allows rich media to stream directly into our email clients, the next best thing is the faux-video trick.

Pavlov meets YouTube
We have all become increasingly conditioned to push the ubiquitous video play buttons that overlay most video thumbnails. It’s an intuitive visual cue that means something to everyone. The knowledge that one click will trigger a multi-sensory response is a powerful motivator. Engaging that instinct in email is an effective tool to generate click-through.

I received an email from Photolibrary today. The subject line and email headline asked the provocative question: “What happens when an egg explodes?” Here’s what the email looked like:

multimedia_email

Big in the center of the screen is a Quicktime window with a juicy play button awaiting action. You know you want to click me, it urged. Further baited by the “see for yourself…” line, it proved an irresistible temptation…even for someone who receives emails from stock photo companies every day. The difference with this email? The promise of an interesting video. Plain and simple.

Baited and hooked
Email best practices value an economy of straight-shooting copy. They emphasize purposeful use of graphics in lieu of intimidating walls of words. Less is more. Leveraging multimedia in email represents, perhaps, the most compelling use of visual media. Simply by putting a clickable thumbnail in the body of your emails, you afford recipients that hair trigger moment to satisfy the itch to click. And then all the power of effective multimedia kicks in –  engaging senses, entertaining and educating.

For technology marketers, this can be a link to a new product tour. Or a viral video. Or a webinar excerpt. Or vlog entry. Or a how-to demo. Anything that creates a quick connection between your product or service and an interested prospect that is allowing you that invaluable moment to engage them.

Feature the linked video prominently (if not exclusively) on a well-designed landing page that drives eyes through a deliberate series of actionable steps and you may find yourself with an email campaign that not only extends your multimedia investment, but also generates greater click-through and response rates in the process.


Quests for Quantum

One technology quietly sliding from the realm of science fiction to science fact is quantum computing. This article from Singularity Hub speculates on the fields that stand to be most profoundly impacted by the rise of this powerful new way to process our world.

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Interstellar Travel by 2037?

Think about how dramatically different the world is today from 20 years ago. Consider the incredible pace of evolution of the technologies around us. Do that and you may realize that interstellar travel in the next 20 years may not be such a longshot. (It may just look different than you’re envisioning.)

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Video To Go

According to The Ooyala Global Video Index Report, more than 50% of all video plays were on mobile in 2016 for the first time; that number is expected to rise to 60% in 2017.

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