That's What I Know

A collection of thoughts on anything and everything digital. Opinions/posts here are my own and do not necessarily reflect that of my employer.
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Posts I Like

"Piercing the darkness" view outside my office this morning. #mke #weather

I’m looking forward to some more options on Netflix for our weekly family movie night!

Using a single tag for your video versus many tags [Creators Tip] (by reelseo)

anirabbit:

  • Rebecca Black’s Friday
  • Comic Sans
  • The Twilight Books
  • Jar Jar Binks
  • Blackberries
  • Mondays
  • Actual soup
  • Myspace
  • Hangovers
  • Kim Kardashian
  • Broccoli
  • Dial-up
  • Root Canals
  • Seasonal Allergies
  • Exams
  • MTV
  • 5:00am
  • The DMV

Each week I scrub through the most viewed/favorited/popular videos on YouTube and share the best in branded content. In descending order by views, here’s my take…

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If you’ve read my past ‘Viral Video Mix’ posts, first of all thank you. Secondly, I’ve decided to re-format a bit. Rather than working from ReelSEO’s list, I’m going to scrub through the most viewed/favorited/popular videos on the web and share the best in branded content since that’s what I’m particularly interested in. 

Here’s my take.

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Every week ReelSEO distributes their list of the week’s best viral videos which is handy if you’re a video marketer and don’t have time to sift through the YouTube trends & charts.

As a video professional I like to keep tabs on the breakdown of these videos to see how many of them are user generated or ‘home video’ style vs. professionally produced. And of course I have to include a little of my own commentary on the faves.

Here’s my take.

This week’s “Standouts of the Week” video breakdown included 23 videos and looks something like this:

Professionally Produced Videos: 15
User Generated Videos: 6
Unknown*: 2

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Early last month Brightcove (a leading online video platform) and TubeMogul (an adserver platform) released their state of the industry report titled “Online Video & the Media Industry”. This report featured additional info & metrics around full length episodes in the broadcasting sector and mobile engagement overall. You can download the free whitepaper from Brightcove for complete details but below are some highlights that I found particularly interesting.

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Every week ReelSEO distributes their list of the week’s best viral videos which is handy if you’re a video marketer and don’t have time to sift through the YouTube trends & charts.

As a video professional I like to keep tabs on the breakdown of these videos to see how many of them are user generated or ‘home video’ style vs. professionally produced. And of course I have to include a little of my own commentary on the faves.

Here’s my take.

Read More

Every week or so ReelSEO distributes their list of the week’s best viral videos which is handy if you’re a video marketer and don’t feel like sifting through the YouTube trends & charts.

As a video professional I like to keep tabs on the breakdown of these videos to see how many of them are user generated vs. professionally produced. And of course I have to include a little of my own commentary on the faves.

Here’s my take.

Read More

The secret to life is to find out what you don’t do well. And don’t do it.

 There’s a lot of talk going on these days about online video and creating ‘content strategies’ or ‘online video strategies’. So what’s an online video strategy & why do you need one? Traffic. Conversions. Budget. Results.

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So you’re creating your first email marketing newsletter/campaign and you get to the step where it asks to you ‘enter the email subject line’. You think to yourself…dang, what should this be? Well, don’t over think it. There are two main things to keep in mind.

1. Make sure that your subject line jives with the purpose of your opt-in list.
2. Briefly tell your recipient what’s inside.

Your Purpose

One of the emails that I regularly receive and open is by Pottery Barn. When I signed up to receive their promotional emails, I pretty clearly understood what I was getting myself into and even expected to start receiving some emails from their sister stores. Because I like their products this is no big deal to me and most of my promotional email get’s filtered to a different address/folder anyway. If Pottery Barn starts blasting me with emails more than once day however, I might start to get a little peeved because I didn’t sign up for that and will be more inclined to hit that unsubscribe button.

Bottom line, stay true to the purpose of your opt-in list and if you have other promotions or emails that your users can sign up for, make sure you cross promote those in their regular communication.

What’s Inside

Your subject line should clearly state what’s inside the email. A newsletter? A coupon? Keep it short and sweet and try not to make it too sales focused. Headlines might work in a newspaper but if your subject line sounds even a little bit like SPAM you’re losing an open. MailChimp has a nice listing of some subject line comparisons, I think you’ll find the results pretty interesting!

Here are some other factors to consider:

  • Length: Keep it under 50 characters and ideally between 4-15 characters which some studies have shown to increase open rates. Check your subject line against the 25 character rule. How does it truncate? Does it make sense?
  • Personalization: Personalizing the subject line was a trend about 2 or 3 years back. In my opinion it was over utilized and now I ignore any email that includes my name in the subject line. Partially because I know it’s automatic which makes it even more impersonal and mostly because people I know who send me email never put my name in the subject line! 
  • Localization: Although personalization doesn’t really work, localizing the subject line might. Going back to my Pottery Barn email for example, if I saw a subject line like: Save up to 75% at our Milwaukee Locations! I would be much more apt to open even though I know full well that they’re probably running the same 75% off sale at all of their locations. But who knows…it could be just Milwaukee..I better get my credit card ready!
  • CAN-SPAM: Be sure your subject line jives with the CAN-SPAM laws which basically state that you can’t mislead the recipient and that it contains relevant information about the content of the email. Common sense right? Want a brief overview of the CAN-SPAM laws? There’s a 2 minute video by the FTC that is just short enough to keep you from nodding off. 
  • RIA: If you like acronyms, just remember that your email needs to be recognizable, sparks interest and requires action - that RIA

…and that’s what I know.