How can marketers ensure the best possible experience for the largest possible audience? The impact of the video will be greatly reduced.Īt worst, customers may be turned off a brand if they come to expect a substandard experience when they open up an email from them. Many simply will not bother, being distracted or put off by the interruption that has thrown them off course.
The need to click through to a separate page or app to view video content creates friction by dragging the consumer out of the journey from email to brand website to purchase, particularly if they then have to navigate back to their email client to click through to the brand site.
What does this mean for marketers?Īt best, this means that the consumer experience of interacting with a brand becomes less intuitive and seamless. Meanwhile, web-based clients (declining in popularity as more and more consumers access email on the move) also fared poorly…Īcross Chrome, Internet Explorer, and Firefox on PCs and Macs, AOL, Gmail, and Yahoo displayed only a fallback image, while showed an unclickable static frame from the embedded video. It is not surprising that some older devices have been left behind by the relentless march of progress, but the incompatibility of embedded video with the native email client on brand new iPhones is something for marketers to take note of.