Home  › Media › Video
supernatural

Video in Email Looks Beautiful to Bare Escentuals

  |  October 4, 2012   |  Comments

How the rise of HTML5 video, iOS, and new mail client-sniffing technology has breathed new life into video in email campaigns.

Think embedding video in email is a bad idea? Try telling Bare Escentuals.

Long an innovator when adopting new technologies and an expert in setting trends, this cosmetics juggernaut took a leap into the unknown when it decided to roll out its Supernatural collection with a video in email campaign.

The email featured a video that played directly in the email, front-and-center. An inspirational driving track set the pace for a video that showed viewers how to "Get Lauren's Look." Of course, the requisite Bare Escentuals cosmetics used to achieve the look were prominently highlighted.

supernatural

"Everyone was excited to launch this new capability - in the first mailing that we launched using embedded video, our click-through rate doubled compared to prior video emails," said Marissa Oyadomari, senior digital marketing specialist at Bare Escentuals.

Embedding video in email has long been considered taboo for large brands, primarily for technical and ease-of-deployment reasons. However, the rise of HTML5 video, iOS, and new mail client-sniffing technology has breathed new life into the argument for adding video to email.

Ryan Phelan, VP, strategic services for email services provider BlueHornet, agrees. "We see more brands inching into the video in email space in 2013 as marketers discover the possibilities," he said. "Aside from allowing senders to stand out from the crowd, embedded video within email is actually easier for recipients to view on popular devices like the iPhone and iPad."

Video in email has failed to catch on in the past with marketers. In 1999, RadicalMail launched streaming media in email before the product was eventually shelved. Ten years later, now defunct Goodmail Systems tried to revive video in email and failed after raising $45 million in venture capital. The difference this time, contends Phelan, is that open standards will allow video in email to flourish where it once flagged.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Justin Foster

Justin Foster is an entrepreneur specialized in e-commerce and online marketing. In addition to co-founding video commerce startup Liveclicker, Justin also founded the Video Commerce Consortium, the industry's largest trade group devoted to advancing the use of video in e-commerce. Prior to Liveclicker, Justin led the services practice for WhatCounts, an email marketing technology provider, where he was responsible for client strategy and development. He also founded the Email Marketing Roundtable, an industry group that represents over 1,500 email marketers worldwide. Justin holds a Bachelor of Business Administration from Pacific Lutheran University with emphasis in Information Science and Entrepreneurship and a minor in Chinese from Beijing Foreign Studies University.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...