Video-In-Email: Now a Viable Option for Marketing Campaigns

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New deal creates opportunities for email marketers to be more competitive.

Technical limitations of embedding a video in email campaigns have been broken.

Email marketers looking to include a short video clip with their message can now show product demonstrations, moving text of key selling points and other animated graphics within the boundaries of an email. Gold Lasso, a leading email service provider, and Liveclicker, a video ecommerce platform, today announced a partnership to offer the latest generation of video-in-email solutions. The deal provides a way for marketers to include dynamic video content in their email campaigns without the typical rendering challenges.

With Liveclicker’s smart technology, sending motion graphics in a variety of formats no longer gets senders blocked. In addition, this service overcomes the limitations of how many email clients previously displayed animated or “rotating” GIFs within messages. Liveclicker-enabled emails can now detect the most appropriate bandwidth and file type for each recipient, only displaying what’s best suited for their computer or mobile device. The deal between Gold Lasso and Liveclicker creates an avenue for people to send sophisticated content to a variety of browsers, platforms and ISPs.

This capability to send videos in emails using Gold Lasso’s eLoop software is now available without the need to attach or link to a video file. Previously, email campaigns were limited by ISP settings, spam filters and numerous rendering inefficiencies of email clients.

“Technical limitations of embedding a video in email campaigns have been broken. Campaigns can now match a more natural selling process when utilizing motion graphics, a tool that helps create a compelling story,” commented Elie D. Ashery, CEO of Gold Lasso. “We are pleased to offer this feature to our eLoop clients, giving them a way to be more competitive and engaging. We believe this will make a huge difference in the overall effectiveness of email campaigns.”

Benefits of the video-in-email service include:

  •     Measurable increase in click through rates of 15-25% versus control
  •     File compatibility is no longer a concern with Liveclicker’s smart rendering-detection technology
  •     No worries over blacklisting simply due to attempting to launch a video-in-email campaign
  •     Eliminates wait time for video buffering or software upgrades by showing video the instant it’s opened by the recipient
  •     Saves time in campaign creation by reducing need for list segmentation
  •     Reaches 75-90% of list subscribers by working on mobile devices, PCs and Macs

Justin Foster, Co-Founder and VP of Market Development at Liveclicker, shares his enthusiasm over the future of video-in-email. "Liveclicker is excited to partner with Gold Lasso. We've consistently been impressed with Gold Lasso's commitment to innovation through its eLoop product, and this partnership further validates that email is here to stay. Email marketing has evolved significantly since its early days, and we are proud to be a part of how 2010 will shift the way content is delivered to subscribers. "

Research from The Video Commerce Consortium, of which Foster is founder, shows consumers trending towards the use of more progressive content than static marketing messages. To keep up with this trend, goals of the email designer should not only include highlighting a memorable offer, but significantly increase motivation by creating an engaging experience.

ABOUT LIVECLICKER
Liveclicker was founded in 2008 by a team of Internet entrepreneurs who shared a vision for the potential of video in e-commerce. Partnering closely with top online retailers, the company built the industry's first comprehensive video platform devoted to enhancing e-commerce performance. In collaboration with leading academic researchers and some of the brightest strategic and technical minds in the industry, Liveclicker learned that in order for video to achieve its potential it must be exploited not just on-site, but across channels.

ABOUT GOLD LASSO
Gold Lasso, Inc., located in Gaithersburg, MD, is one of the fastest growing email service providers, specializing in solving the online marketing challenges of middle and enterprise marketplaces. Gold Lasso provides on-demand e-mail marketing technology and services, including eLoop, its modular solution that enables clients to collect and manage data, streamline outbound messaging and access reporting features. Gold Lasso's mission is to leverage Internet technology and complex database techniques to develop feature rich, cost-effective products and services for the professional marketer. Gold Lasso's philosophy is that providing a quality product, coupled with incredible service is the best way to grow a company.

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Lauren Rutely
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