New Trend: Video in Email
What We Like
Video played within an email is still in it’s early stages with minimal numbers of senders using the technique and instead preferring to link to a landing page that plays the video; due to very few ISPs supporting HTML 5.
Lastminute.com does use HTML 5 here to serve a video straight into their email (which played perfectly in Outlook (Microsoft Hotmail). This email also uses a live countdown clock to create a sense of urgency to book a ticket.
What Could be Better
This Lastminute.com email is very long and it would’ve been nice to see the video content at the top of the email (particularly in Outlook where the video could be played directly in the email). We would also recommend a final image to be displayed once the countdown clock has expired to drive users to other offers.