Preferred Seating is a great site designed to offer a wide range of concert and other event related tickets. They do a great job of creating simple email layouts with singular objectives and carefully targeting these to the appropriate customer segment.
This current example is a little different from their normal alerts in that it includes a good example of how to use video in an email - a question we get asked more and more often.
Now we all know that streaming video via an embedded player, or even (heaven forbid) attaching a video to an email are both big no-no's due to a mail client's inability to execute the related code and file size etc.
So the workaround is to give the recipient the illusion of an embedded video and then shoot them off to the full version on a hosted page.
Preferred Seating have done this quite well by having a paused YouTube video screenshot as the hook. Even the most novice internet user is going to quickly figure out that either of the two 'play' arrows are going to set things in motion. By making the whole image clickable, that's exactly what they'll get - in a web browser.
Another alternative to this would be a few seconds worth of animated gif. File sizes would be obviously larger but you'd be more likely to grab some attention*.
Which would work for you? Why not try some tests with either method?
*You'd also need to do a bit of code tweaking so drop us a line for this and some more tips
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