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Video is a great way to communicate information quickly, and in an engaging way. But between the risk of ending up in the junk folder and the lack of playback support, sending actual video content in an email is a big best practice no-no. Here we have two proper approaches to tailoring video content for the email channel. One plays it safe, the other adds a bit more pizazz.

From: Burton Snowboards
Subject Line: Winter storm warning! Follow the storm...
Date: Monday, August 1, 2011

















>> View Live Email

Burton knew not to push the wrong format in the wrong channel. They've used the email to showcase video content, but haven't tried to push video to the email client. There's a clever interplay of photography, texture and typography that sets the stage for the landing page experience. But there's no motion. Nary an animated call-to-action or animated gif of the newscaster to capture the eye. For such a fun subject, it feels a little flat.

From: Bed Bath & Beyond
Subject Line: It took 116 years to get here.
Date: Wednesday, July 13, 2011 8:20 PM































>> View Live Email

Bed Bath & Beyond, however, created an animated gif preview of the video complete with playback indicator. They've also animated the headline to tie to the product feature. It not only draws the eye, but the gives the viewer more of why this product deserves further exploration. You may not be passionate about fans that don't buffet the air but you will probably notice the message.

So the takeaway from the Burton example is first, do no harm. When promoting video, use email as a preview channel--not a delivery channel. But as we see in the Bed Bath & Beyond sample, don't be afraid to bring the animation into the mix to grab viewers' attention. Even tell a bit of the story. Just because you shouldn't send video in email doesn't mean you can't use motion to get viewers excited.

From: Bliss
Subject Line: Thank You Oprah!
Date: Friday, May 27, 2011

From: Ralph Lauren
Subject Line: Ralph Lauren: The Oprah Interview
Date: Tuesday, May 17, 2011

From: Lands' End
Subject Line: Tune in to The Oprah Winfrey Show on Thursday to see our legendary Tote.
Date: Tuesday, April 12, 2011

From: Michael Kors
Subject Line: Watch Michael Kors on "Oprah" Tomorow
Date: Wednesday, May 11, 2011

From: Michael Kors
Subject Line: Michael's Makeover Extravaganza Look on "Oprah" + Free Online Shipping
Date: Thursday, May 12, 2011


She's the biggest name in television, and probably the biggest name in my inbox this week as Oprah bid farewell to her fans and aired her final show. To mark the occasion, retailers have been jumping aboard the Oprah bandwagon all month for the big countdown. She may be off the air, but she'll always be in my inbox - here's a roundup of some "Omails" I've received over the past few weeks:

The first email below (Bliss) is a touching letter from Bliss president, Mike Indursky, expressing their gratitude to Oprah for including them in her final show, and even includes a recap clip for readers who may have missed the moment. The subject line was short and sweet - simply "Thank You Oprah."

At center, Ralph Lauren directs subscribers to tune in (and set their DVRs) for a special interview episode airing during Oprah's final week.

Lands' End (right) sent not one, but three very similar emails to promote their legendary Lands' End Tote featured on at the end of April. Though, it's unclear how the tote is being featured - I would have liked to have seen a teaser that gave me some context for the promotion, like if it was being featured in "Oprah's favorite summer essentials," or "summer makeover special," or something like that.

Lastly, in the second row below, Michael Kors gives us two emails to promote the May 12th makeover special. The first email is a simple text announcement instructing readers to set their DVRs for the episode, while the second email (sent the day of the show) is a recap including an image and quote from Michael about his experience with the show.

From: Anthropologie
Subject Line: Outfits, on film.
Date: Tuesday, October 12, 2010

If you haven't see it yet, check out the homepage on Anthropologie.com. It's simply brilliant. Rather than just put up a slideshow of their fave looks for fall, they created a live-action street scene, complete with pedestrians and a well-placed cab.

There are five vignettes to choose from: Flower Shop, Bookstore, Cafe, Bike Ride or Bakery. And while each is really short, they're stunning to watch again and again. (My only comment is that the model isn't actually riding her bike in the Bike Ride video. Maybe she had a flat?)

As much as I love the site execution, I have to say that the email could have done a better job of enticing me to click by incorporating the five vignette titles. The subject line is great: Outfits, on film. But the body copy is so subtle that the true beauty of the site experience doesn't really come through in the email. I would have loved to see them figure out a way to bring the movement of the homepage to the email. But then again, I clicked. So they're clearly doing something right!

		From: Apple Subject Line: Fitness made fun with iPod and iPod gear. Date: Wednesday, January 13, 2010 From: Apple Subject Line: Sounds like love. Give iPod this Valentine's Day. Date: Sunday, January 31, 2010
There's no doubt that Apple has AWESOME design sense. Every email I get from them is breathtaking: They use vibrant, crisp and creative imagery Their newsletters have a great sense of flow and balance They're often using new creative treatments like having their images break out of the grid They include interactive/eye-catching treatments like ratings and videos They're not always about the "Hard Sell" -- Apple "Adds Value," as we would say at Smith-Harmon, by providing informative content with "Did you Know" sections They optimize for viewing without images by using HTML text in the majority of their emails But have you noticed that they're missing a few key best practices? Such as: A preheader A View this Email with Images link Social/Sharing Options I think a few of those small tweaks could show even more activity for them. But awesome job Apple, you are an inspiration!

From: Mitch Stewart, BarakObama.com
Subject Line: A holiday video for Van
Date: Thursday, December 17, 2009

I have to give it up - Obama's stellar team of campaigners continues to impress. There has been a proliferation of personalized videos in the past few months such as Gap's Cheer Factory to Land's End's Big Boston Warm-up. Last Thursday, Obama sent me a holiday card and I LOVE IT.

These videos take personalization to a new level, placing dynamic content such as a name in different parts of video clips. This effect has such a great impact. I've gotten used to seeing my name in the email salutations, but not in a streaming video. Who doesn't like seeing their name on a card signed by the President?

Great job, Obama team!

From: Shutterfly
Subject Line: Get bright ideas for the holidays and more
Date: Thursday, September 24, 2009

I have to say I love this newsletter from Shutterly.

Visually:
It has a light & airy feel (which can be difficult with the amount of information packed into this email) with a punch of well-chosen colors. The imagery is well placed to draw the eye across and down the page. The content is engaging with a variety of topics from video and iphone apps to holiday reminders and coupons.

Best Standards:
It also hits the mark for email best standards with...
-- A full preheader of standard options
   (See Chad White's reportlet on popular preheader elements)
-- HTML body text
-- Alt tags on graphic headlines & images
--Standard newsletter "In this Issue" (table of contents) located above-the-fold
--Website navigation in the header
--Legal footer & opt out information

My Suggestions:
--Try the navigation in HTML text
--Use a standard button treatment throughout
--Try using the space at the bottom (where the header is repeated)
   as a recovery module with additional link options.

I give this email 5 hearts!

From: Buckle
Subject Line: As Seen In...
Date: Thursday, August 27, 2009

From: Express
Subject Line: Weekend Ready!
Date: Friday, August 28, 2009

From: Sur La Table
Subject Line: We're on TV (Hi Mom!)
Date: Thursday, April 2, 2009

I've recently noticed brands taking the opportunity to promote their popularity by flaunting the "As Seen In" angle. I find the idea compelling - it's cool to see that the brand is established, can be trusted and is well-known/recognized by the general public. I mean, why do most girls' buy Coach purses if not because of the popular reputation? Other ways to achieve this same goal might be star ratings (with more than 10 reviews), TV video ads or even an image of a celebrity wearing/using the product.

It also creates a cross-channel experience for those who have seen the product elsewhere. I also have to say I love the Sur La Table subject line addition of "(Hi Mom!)." :)

From: Hollister
Subject Line: Have you heard our new tracks?
Date: July 21, 2009

Super-cool idea. Not-so-super-cool execution. The concept of creating a "lounge" on the Hollister site where Dudes and Bettys can listen to tunes is fantastic. Unfortunately, there are some glitches in the experience.

Glitch #1: When I clicked from the email, it took me to the homepage, rather than landing me in the lounge. Glitch #2: A streaming video with sound that has absolutely nothing to do with the music automatically starts playing and continues to play even when I click on one of the bands. It's chaotic. Glitch #3: I wish the album cover would pop up in the HUGE video space available on the page, rather than this dinky little pop-up window. It'd also be cool if they had a bunch of info about the band and their music influences.

On the plus side, I got to hear the entire song vs. just a snippet and they do have links to the band sites. All in all, I wish they'd dialed this experience in like they did for www.hcoridethewave.com.

From: Sears
Subject Line: Say Thank You to a Hero
Date: Friday, December 12, 2008

This is the first email I've received with moving video! I'm not sure how they did it, but I'm impressed. There is also a button to "hear audio" or "watch the full video" which links to the landing page. Well done! Very attention grabbing.

View the email in action here.

From: Saks Fifth Avenue
Subject Line: Watch Fashion in Action
Date: Saturday, April 5, 2008

The email's a snore, but Saks' Video Catalog is MAGIC! This is the most practical and useful marriage of video and commerce I've seen yet. It's fantastic to be able to watch the way a garment moves and falls on a figure; it gives us one more reason to shop online instead of making a real-life retail store stop. Check it out >

P.S. After browsing the Video Catalog, don't you just hate how much BETTER this email could have been!?!?