The ability to run video files in e-mail marketing campaigns is reaching new levels, with video technology companies including Flimp Media Inc. and Liveclicker Inc. working with e-mail services providers to offer new marketing applications.
Flimp Media, which works with about 30 e-mail service providers, recently entered partnerships with two e-mail services firms, Delivra and iPost, to build tighter integration with web analytics, says Flimp Media CEO Wayne Wall. The extended analytics capability, which the companies are now working on with Google Analytics, will enable marketers to better track click activity from the point where a consumer clicks an e-mail link to a Flimp Media video web page and on to other pages on a retail web site, going as far to show if the consumer went on to click a buy button and purchase a product, Wall says.
Flimp-which also works closely with e-mail companies ExactTarget and Blue Sky Factory-and its partners also plan to also work on integrating their systems with other web analytics applications, he adds.
Flimp Media hosts Flash video content on web pages connected to thumbnail image links in e-mail messages-a process that avoids the traditional problems e-mail systems have had in delivering video images to inboxes, Wall adds.
Flimp Media’s video pages can also be linked to social network pages, such as through “send to a friend” links in e-mail messages, says Carissa Newton, director of marketing at Delivra. “Marketers can see who is sharing that content within their opt-in e-mail databases, and they can see the total number of times a video page was shared on a particular network like Facebook.”
In another development, e-mail services provider Goodmail Systems recently teamed up with Liveclicker to integrate Liveclicker’s Video Email Express video distribution platform with Goodmail’s e-mail delivery system. The two companies have also launched a joint venture service, CertifiedVideo.GIF, which is designed to ensure the deliverability of Liveclicker video e-mails through all of Goodmail’s Internet service provider partners. CertifiedVideo.GIF also provides for automatic play of video content in e-mail recipients’ inboxes. GIF stands for graphics interchange format.
A third video technology company, EmailFilm Technologies Inc., plans to relaunch an e-mail video application that was used a couple of years ago by several auto dealers and other clients, says founder and CEO Douglas Richardson.
EmailFilm uses its own patented system of compressing GIF files to enable them to play within e-mails. Richardson, who used to create original videos for clients, temporarily suspended his e-mail video service in 2008 in order to secure his patent and build up a library of stock videos that clients can order for creating custom video campaigns. “We expect to relaunch with a new video library in mid-March,” he says