<s>
Video	B-General_Concept
email	I-General_Concept
,	O
also	O
referred	O
to	O
as	O
email	O
video	O
or	O
video	B-General_Concept
in	I-General_Concept
email	I-General_Concept
,	O
refers	O
to	O
the	O
embedding	O
of	O
videos	O
directly	O
into	O
the	O
body	O
of	O
an	O
email	O
,	O
without	O
the	O
need	O
to	O
attach	O
files	O
or	O
click	O
on	O
a	O
hyperlink	O
to	O
play	O
them	O
.	O
</s>
<s>
Although	O
video	B-General_Concept
email	I-General_Concept
providers	O
have	O
existed	O
since	O
the	O
early-to-mid	O
2000s	O
,	O
it	O
has	O
become	O
an	O
increasingly	O
popular	O
medium	O
for	O
email	O
marketing	O
in	O
recent	O
years	O
due	O
to	O
technological	O
advancements	O
,	O
and	O
is	O
used	O
to	O
boost	O
engagement	O
rates	O
.	O
</s>
<s>
Several	O
companies	O
use	O
video	B-General_Concept
email	I-General_Concept
to	O
showcase	O
their	O
brand	O
identity	O
,	O
send	O
out	O
newsletters	O
,	O
and	O
announce	O
events	O
,	O
product	O
lines	O
or	O
launches	O
.	O
</s>
<s>
In	O
2006	O
,	O
Lan	O
N	O
.	O
Nguyen	O
of	O
The	O
Wall	O
Street	O
Journal	O
recommend	O
using	O
video-sharing	O
sites	O
such	O
as	O
YouTube	B-General_Concept
so	O
as	O
to	O
email	O
video	O
clips	O
without	O
"	O
jamming	O
your	O
computer	O
"	O
.	O
</s>
<s>
In	O
2009	O
,	O
noting	O
the	O
growing	O
popularity	O
of	O
social	O
media	O
,	O
the	O
same	O
publication	O
reported	O
on	O
a	O
supposed	O
"	O
end	O
of	O
the	O
email	O
era	O
"	O
,	O
and	O
also	O
described	O
video	B-General_Concept
email	I-General_Concept
as	O
a	O
"	O
long-sought	O
horizon	O
for	O
marketers	O
"	O
.	O
</s>
<s>
Nevertheless	O
,	O
video	B-General_Concept
in	I-General_Concept
email	I-General_Concept
companies	O
already	O
existed	O
,	O
such	O
as	O
the	O
now-defunct	O
Goodmail	O
Systems	O
(	O
founded	O
in	O
2003	O
)	O
,	O
one	O
of	O
the	O
first	O
companies	O
to	O
offer	O
a	O
service	O
that	O
embedded	O
video	O
in	O
the	O
body	O
of	O
an	O
email	O
so	O
as	O
to	O
avoid	O
security	O
constraints	O
,	O
with	O
events	O
promoter	O
Live	O
Nation	O
becoming	O
one	O
of	O
its	O
first	O
clients	O
.	O
</s>
<s>
In	O
2009	O
,	O
Goodmail	O
Systems	O
attempted	O
to	O
"	O
resurrect	O
video	B-General_Concept
in	I-General_Concept
email	I-General_Concept
"	O
with	O
the	O
release	O
of	O
CertifiedVideo	O
,	O
although	O
the	O
project	O
did	O
not	O
prosper	O
as	O
ISPs	O
were	O
slow	O
to	O
adopt	O
the	O
technology	O
.	O
</s>
<s>
Another	O
example	O
of	O
a	O
video	B-General_Concept
email	I-General_Concept
provider	O
from	O
the	O
early-to-mid	O
2000s	O
is	O
EyeMail	O
Inc.	O
,	O
founded	O
in	O
Atlanta	O
,	O
Georgia	O
in	O
2004	O
and	O
still	O
operating	O
.	O
</s>
<s>
Since	O
the	O
mid-to-late	O
2010s	O
,	O
video	B-General_Concept
email	I-General_Concept
has	O
been	O
massively	O
adopted	O
by	O
marketers	O
,	O
as	O
producing	O
digital	O
video	O
has	O
become	O
easier	O
and	O
less	O
expensive	O
due	O
to	O
technological	O
advances	O
.	O
</s>
<s>
MediaPost	O
stated	O
in	O
2013	O
that	O
"	O
video	B-General_Concept
in	I-General_Concept
email	I-General_Concept
finally	O
works	O
,	O
is	O
powerful	O
,	O
and	O
is	O
here	O
to	O
stay.	O
"	O
</s>
<s>
Some	O
can	O
even	O
pull	O
a	O
thumbnail	O
image	O
from	O
your	O
videos	O
from	O
YouTube	B-General_Concept
or	O
Vimeo	O
as	O
well	O
as	O
overlay	O
a	O
'	O
play	O
 '	O
button	O
icon	O
on	O
top	O
.	O
</s>
<s>
Some	O
examples	O
of	O
recent	O
businesses	O
that	O
also	O
offer	O
video	B-General_Concept
email	I-General_Concept
services	O
include	O
Playable	O
(	O
founded	O
in	O
2017	O
)	O
,	O
Dubb	O
,	O
and	O
Binary	O
Kitchen	O
,	O
which	O
only	O
allows	O
sending	O
webcam	O
videos	O
recorded	O
within	O
its	O
website	O
.	O
</s>
<s>
Video	B-General_Concept
email	I-General_Concept
is	O
an	O
increasingly	O
popular	O
medium	O
for	O
email	O
marketing	O
and	O
is	O
used	O
to	O
showcase	O
a	O
brand	O
identity	O
,	O
send	O
out	O
newsletters	O
,	O
and	O
announce	O
events	O
,	O
product	O
lines	O
or	O
launches	O
.	O
</s>
<s>
Recent	O
advancements	O
in	O
technology	O
have	O
resulted	O
in	O
a	O
resurgence	O
in	O
the	O
use	O
of	O
HTML5	B-Application
and	O
video	B-General_Concept
in	I-General_Concept
email	I-General_Concept
,	O
as	O
maintaining	O
engagement	O
is	O
more	O
difficult	O
than	O
in	O
the	O
past	O
.	O
</s>
<s>
Marketing	O
director	O
Jordan	O
Cohen	O
noted	O
the	O
importance	O
of	O
HTML5	B-Application
in	O
the	O
popularization	O
of	O
video	B-General_Concept
email	I-General_Concept
:	O
</s>
<s>
HTML5	B-Application
is	O
a	O
programming	O
language	O
that	O
makes	O
it	O
possible	O
to	O
publish	O
secure	O
multimedia	O
content	O
on	O
the	O
Web	O
without	O
relying	O
on	O
plug-ins	O
like	O
Flash	B-Operating_System
and	O
QuickTime	B-Application
.	O
</s>
<s>
Because	O
it	O
's	O
a	O
wide	O
open	O
standard	O
,	O
its	O
uptake	O
has	O
occurred	O
rapidly	O
throughout	O
the	O
Internet	O
ecosystem	O
—	O
including	O
within	O
some	O
of	O
the	O
most	O
popular	O
email	O
clients	O
—	O
and	O
it	O
's	O
a	O
safe	O
bet	O
to	O
say	O
that	O
HTML5	B-Application
,	O
and	O
video-in-email	O
,	O
are	O
here	O
to	O
stay	O
.	O
</s>
<s>
In	O
his	O
2014	O
book	O
Big	O
Social	O
Mobile	O
,	O
David	O
F	O
.	O
Giannetto	O
noted	O
that	O
marketers	O
who	O
use	O
video	B-General_Concept
in	I-General_Concept
email	I-General_Concept
cite	O
"	O
increased	O
click-through	O
rates	O
,	O
increased	O
time	O
spent	O
reading	O
the	O
email	O
,	O
increased	O
sharing	O
and	O
forwarding	O
,	O
increased	O
conversion	O
rates	O
,	O
and	O
increased	O
dollars	O
generated	O
as	O
the	O
top	O
benefits	O
and	O
visitors	O
who	O
view	O
product	O
videos	O
are	O
85	O
percent	O
more	O
likely	O
to	O
buy	O
than	O
visitors	O
who	O
do	O
not.	O
"	O
</s>
<s>
Giannetto	O
also	O
noted	O
that	O
only	O
one	O
out	O
of	O
four	O
marketers	O
used	O
video	B-General_Concept
in	I-General_Concept
email	I-General_Concept
,	O
with	O
43%	O
of	O
them	O
stating	O
that	O
they	O
did	O
not	O
due	O
to	O
a	O
"	O
lack	O
of	O
available	O
video	O
content	O
"	O
.	O
</s>
