Nearly three-quarters of marketers (73%) say integrating video with email marketing increases click-through rates (CTR), and fully one-half are now using video in their email marketing programs, according to a survey from the Web Video Marketing Council.
An additional 24% of surveyed marketers are considering the use of video in their email marketing programs.
In addition to improving CTR, most marketers (73%) say video-based email marketing is more likely than static content to generate higher conversion and purchase rates. Only 5% of marketers say integrating the two formats makes no difference, or has a negative impact on conversion and purchase rates.
Moreover, most marketers view video based-email marketing favorably: 52% say it is the wave of the future and 44% are intrigued by the opportunity (44%).
Though gaining in popularity, using of video with email marketing poses a range of technical and content challenges that effect its adoption as a common marketing practice.