The “show me, don’t tell me” world of video is moving to email.
While many companies are already offering video email ‘platforms’ and Apple is promising video in email support for the new iPad, Google is the first company to make it simple (elegant will come some time in the future) and free. If you are a gmail user, when you place a YouTube link (the url, not the embed code) in your email, gmail plays the video directly in the email (under the message). It’s not perfect and it only applies to gmail/YouTube users at this point but it’s a start and like Google’s constant upgrading of YouTube, you know this service will just get better over time.
Some of the reasons marketers and businesses should find this exciting:
1. It’s really easy to do (if you use gmail and YouTube).
2. You don’t have to worry about file compatibility, spam filters and technical issues around displaying video in your email.
3. Viewing rates will increase as more people are inclined to click on a video if they don’t have to go to a new page to view it.
4. New built-in interactivity in YouTube will allow you to do even more with videos contained in an email.
5. Email is still the principle web-based business communication tool. This is just another way to get your message out rather than relying on people coming to your website.
And the main reason some businesses won’t like this new capability – even more crap in your inbox.
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