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Email Marketing and Wistia

Email marketing campaigns are great for engaging your prospects with timely messages. When done right, they can be an excellent driver of business value.

Adding video to the mix is an effective way to increase click-through rates and maximize engagement with your message. Wistia makes it easy to integrate video with your email-marketing campaigns, as well as measure the results down to the individual viewer, second-by-second.

After this tutorial you will be able to integrate video into your email marketing campaigns, and understand which recipients are engaged with your message.

email_heatmap

Using Wistia Email Marketing Integration

Let's get cranking on creating some awesome email campaigns with video!

Note: we created specific documentation for our most popular merge tag options, MailChimp and Campaign Monitor. If you are using those platforms, check out the specific documentation!

Select Your Video

First, pick the video from your account you want to embed in an email. You'll need to embed it on your landing page (if you're planning to use one) and also create an email embed.

Start by embedding the video on the landing page you'll be using (if you're having it point to your Wistia Media Page, you're all set).

If you are having any trouble, check out our customizing and embedding articles for more.

Next, select Embed & Share from the Video Actions menu.


Select Your Email Marketing Provider

Select your provider from the drop-down list. We've got a whole list of the best in the biz, like Constant Contact, MailChimp, Campaign Monitor, and Mad Mimi.

After you choose your email marketing provider, you can customize the settings for your campaign.

Thumbnail Size refers to the size of the thumbnail image in your email. Do you want it to dominate the email? Or should it be playing 3rd fiddle? 450px is our standard width, but you can change it as you see fit.

Links to means where people will end up after clicking the thumbnail image.
By default, it's a public link to the media in your Wistia account. If you want to set up a landing page instead, just change the link here.

Note

The video must be embedded at the Links to URL to track the stats correctly.


Create the Campaign

Once you've got your settings dialed in, copy the video merge tag, and paste it into the HTML editor for your email provider. It may show up as just the merge tag - try the preview mode in your email campaign provider to see how it displays. When you are satisfied, send it out to your loving audience!

Voila! The thumbnail image will appear in your email, linked to the page you specified with your video. In the background, we'll be collecting stats on which viewers in your list viewed the video (available in the Public Stats area of your account).

Advanced Email Marketing Integration

Using Dynamic Links in Email Marketing Services

Step 1: Upload and embed the video

As mentioned above, the video that you wish people to view needs to be viewable at a publicly accessible web page. To do this, you will need to upload your video to your Wistia account and then embed it on a page on your website. For instructions on how to do that see the following Quickstart articles:


Step 2: Construct the dynamic link

The way that Wistia is able to attach views of your video on your website to individual email addresses is through the use of a special hyper-link called a dynamic link. It is called a dynamic link because it uses the mail merge capabilities of your email marketing provider to create an personalized URL for every person in your mailing list. The dynamic link created here is what will be input into your email marketing tool to create the link that your users will click on to view your video.

First, start with the URL of the page where you embedded your video. As an example, let's say your video was embedded on the following page:

http://wistia.com/solutions/video_marketing

Next, we add a query string parameter to this URL where the user's email will be passed. The query string parameter to add here is: ?wemail=

Which gives a resulting URL of:

http://wistia.com/solutions/video_marketing?wemail=

If the URL where your video was embedded already contains a query string, i.e.:

http://wistia.com/solutions/video_marketing?test=true

then simply add an ampersand before the wemail=:

http://wistia.com/solutions/video_marketing?test=true&wemail=


Step 3: Finish and use the dynamic link

The final step to finish the dynamic link is to add the email merge tag from your email marketing tool. A merge tag is a special character that your email marketing client uses to personalize your email for each individual recipient.

It is necessary to find out:

  1. Whether your email marketing tool supports dynamic links (i.e. merging user data into URLs)
  2. What the URL email merge tag is for your email marketing tool

We have compiled a growing list of email marketing tools and created a table to show whether they support dynamic links and if so what the URL email merge tag is for that tool.

Let's assume, for an example, that we are using Mail Chimp as our email marketing tool. Mail Chimp does support dynamic links and the URL email merge tag is: *|URL:EMAIL|*

To complete the dynamic link, we simply append this URL email merge tag to the end of the link created in Step #2. The result is:

http://wistia.com/solutions/video_marketing?test=true&wemail=*|URL:EMAIL|*

This is the link that can be used in your email marketing campaign. Your finished link in HTML might look something like the following:

<a href="http://wistia.com/solutions/video_marketing?test=true&wemail=*|URL:EMAIL|*">See our short 30 second video!</a>


The Results

When someone clicks the dynamic link in your email campaign, they will be taken to the page on your site containing the embedded video. Wistia will capture the user's email address and will associate it with that person's viewing of video on your website.

When you view the statistics for your video you will see analytics for each person who clicked through from your email campaign as shown in the following example:

This data can also be exported to a spreadsheet as well using Wistia's Stats Export feature to help you more easily sort through large data sets.

By having a true read on individual viewer engagement, you will know who is interested and who is not based on how each viewer watched your content and how much time they spent doing so. This information allows you to score (rank) your leads, target future follow-up with pin-point precision, and calculate the return on investment of your campaigns.

Email Clients That Support Dynamic Links

The following is a table that includes the email clients we have encountered that support dynamic links, and the merge tags needed to take advantage of them. Some of them are not included in the product itself - directions for using them are given in the following section.

Provider URL Email Merge Tag
AWeber {!email}
Blue Hornet %%to_email%%
Campaign Monitor [email]
ClearWebb $email
Constant Contact $SUBSCRIBER.EMAIL$
Emailvision [EMV FIELD]EMAIL[EMV /FIELD]
Emma [[email]]
GetResponse [email]
Hubspot {{ contact.email }}
iContact [email]
Infusionsoft ~Contact.Email~
Mad Mimi (email)
MailChimp *|URL:EMAIL|*
Marketo {{lead.Email Address:default=noemail}}
Ontraport {[E-mail]}
Pardot %%email%%
Vertical Response {EMAIL_ADDRESS}
ExactTarget %%Email Address%%
Convio Luminate [[S1:primary_email]]
Streamsend {{{email_address}}}
INinbox ##email##
SendGrid see more

Email Merge Tags With SendGrid

Thanks to some research from our friend Steven Tell of SpudFlower, here's how to use dynamic merge tags with SendGrid:

  • Add a column into your Recipient List with the unique value (in this case, email address)
  • You can use the name of that column as part of the link

So if your recipient list looked like this:

NAME EMAIL_ADDRESS REFERRAL_ID
Jayson support@sendgrid.com 12345

You can now write a link like:

<a href="www.website.com?wemail=[EMAIL_ADDRESS]">

And that would be dynamically replaced to:

<a href="www.website.com?wemail=support@sendgrid.com">

Pretty neat! Thanks also to Jayson at SendGrid support!

Note

Some email providers, like Gmail or Outlook, might not play as nicely with HTML as others. For these, you can achieve similar results by using the image tool to create an image in the body of an email and then linking that to the page with your Wistia video on it. This will create the same appearance as the email marketing embeds mentioned above, but will unfortunately not track emails along with the views in Viewer Stream.