Inbox Insider: Video inches its way into e-mail

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Video in e-mail is a hot topic on the e-mail vendor side, but I haven't seen a ton of messages from brands with videos in them. The trend is starting slowly.

Milwaukee Electric Tool Corporation used video in its e-mails to boost traffic on its Web site by 30%. The retailer, which works with vendor ExactTarget, spent 2008 revamping its e-mail program. The company's “Heavy Duty News” e-mails feature new product information, exclusive offers and how-to videos.

Videos are also a useful way to sell tools online because potential consumers want to see how they work, and video can bring them to life. Meanwhile, both Home Depot and Lowe's make great use of video on the Web, but I haven't seen any e-mails from them featuring video yet.

Maybe they'll be next. More e-mail vendors are adding features to make it easier to send video in e-mail. This week, ClickStreamTV joins other e-mail vendors by launching a product that marketers can use to send videos in e-mail campaigns. Marketers can also use the ClickStream tool to launch custom e-mail templates with text and PDF attachments. The platform also includes measurement capabilities.

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