In PART 1 of this blog series, we discussed what important questions we need to consider before adding videos to emails and how to get started. In part 2, we'll share best practices to keep in mind to ensure a smooth user experience.
One of the major deterrents for marketers when it comes to incorporating video in their email campaigns is the likelihood of something not going according to plan. While there are some risks when including videos in email, those pertain largely to rendering and can easily be mitigated with the help of what are called “Fallbacks”.
Even if you embed a video in your email most web clients won’t play it in the email body. In fact, iOS clients and devices are the only ones that consistently play video in the body of an email. The latest versions of Outlook.com are also exceptions to the general rule but the fact remains that all other clients, including Gmail, Yahoo, Lotus Notes, older version of Outlook, and devices with Android operating system play either an animation (known as GIF) or provide a static image in place of the video. Since there are two scenarios marketers should account for when incorporating video in email, there are also two types of fallbacks that brands should put in place to ensure that the subscriber experience is optimal in either scenario. The first type of fallback is animated GIF and the second is a static image.