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.
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Barriers to Using Video in Email Marketing
Email service providers (ESP's) are not addressing the increasing demand for video email marketing solutions: Just 21% of marketers say their ESP offers video marketing solutions.
Ease of implementation (29%) and cost (23%) are cited by marketers as the main barriers to using video for email marketing:
More than one in five marketers (21%) cite the availability of videos assets as a key challenge and 13% cite the receptivity of their customers.
As to rank the most effective ways to deploy video with email marketing, marketers cite the following:
- Linking to a video landing page via video image or static weblink: 40%
- Video players embedded into the email message: 33%
- Linking to a video sharing website such as YouTube: 6%
- Using video .GIF files: 5%
About the data: The online survey was conducted from May 26 to June 27, 2010 among 200 professional marketers and marketing decision-makers. The survey distributed online to marketing professionals via Web Video Marketing Council and ExactTarget websites.