• by Ray Schultz , Columnist, Yesterday

Most email senders who want to add video to a campaign usually have to download an embed code and copy it into an HTLM block. And this must be repeated with every send, says Playable, a digital video firm. 

No more—at least for Klaviyo clients. Playable has created an integration that will allow Klaviyo users to add videos to their emails without that unnecessary effort, it says.  

The new offering, the Klaviyo Connector, enables Playable assets to sync automatically to a dedicated dashboard inside the Klaviyo App Marketplace. That's where these videos can be previewed and exported to Klaviyo with one click, the company says. 

The Connector “removes every manual step between a video asset and a live email campaign,” says Paul Bunn, chief revenue officer & CTO at Playable Inc. “Your videos are there, ready to go, as Universal Content Blocks — reusable across every flow and campaign you build.”

Bigger brands already have that capability.

“Klaviyo marketers now have the same video experience that enterprise brands have come to rely on,” Benn argues.

In addition, there is no need for manual copy pasting. Video assets will appear as soon as they are available in Playable, the company says. 

Once exported, the blocks are available across all Klaviyo email campaigns and flows. Users  have the choice of exporting a single video or a bulk selection.

Studies show that video is an essential ingredient of campaigns in all channels. 

Earlier this year, Shopify asserted that video brings the following benefits:

• Increase engagement
• Drive conversions
• Forge relationships with consumers
• Increase brand visibility
• Reinforce your brand identity.