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Video in Marketing Emails: Trends and Benchmarks [Infographic]

by Ayaz Nanji  |  
November 4, 2013

Only a quarter of marketers include videos in their email campaigns, though that proportion is likely to change in the near future, according to a recent study by Email Monks.

Of the markers surveyed who are not using video in their email campaigns, 25% say they are "very likely" to do so soon and 55% say they are "somewhat likely." Just 20% say they have no plans to include video in future campaigns.

Below, additional key findings from the report, which was based on data from two surveys of marketers and an analysis of client data by Email Monks.

Email Client Support

  • 58% of all users are now able to see HTML5 video in their emails—meaning that the video actually plays directly in the email client/browser.
  • Most of remaining 42% see a fallback image that they must click on in order to launch a video player.
  • Of those who can see the videos play in the email client/browser, the majority are using iOS devices.

Successful Types of Videos

  • 29% of marketers who currently use video in email campaigns say training courses are the most effective type of content.
  • 22% say product demos are most effective and 19% believe product promotions work best. 

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Chris Finnie Mon Nov 4, 2013 via web

    Nothing turns me off more than a video that starts to play without my permission or request. This includes ones that start when I accidentally move my mouse over them and ones that play in sequence after the one I requested. I also dislike clicking on content expecting text or photos and getting a video instead without any warning. It's a growing trend and one that I heartily dislike. There are times when I'm willing to or want to view a video. And times when I don't have the time or bandwidth. I'm also a person who absorbs material better in text and doesn't like a lot of "noise" in my environment. So I like to have a choice of how I receive content. And I like that choice to be clearly marked.

  • by JEremy Mon Nov 4, 2013 via web

    Do you recommend mentioning video content in the subject line of the email? Is there any data to support this?

  • by McKee Smith Mon Nov 4, 2013 via web

    I have just started a small business creating videos for companies to use when promoting themselves. Chris below brings up an interesting point as there are many times I don't want a video to auto play. I used to have a job in an office cube environment and auto play with sound was very annoying. I don't believe we are alone in our "push to play" preferences but is there any hard research either way? I prefer true research to anecdotal evidence when making a decision.

  • by Ayaz Nanji Mon Nov 4, 2013 via web

    Chris/McKee -- Agreed on the autoplay issue. I've actually stopped visiting the ESPN website at certain times because I don't want to deal with unexpected audio/video. I haven't come across any data on push to play vs autoplay, but I'll look around.

    Jeremy - Good question on the subject lines. I don't personally know, but the folks at @emailmonks may have some data.

  • by Nadia Tamimi Mon Nov 4, 2013 via android

    I am very convinced in the power of video but don't you think that the recipient would more likely think the email is harmful to the computer, like containing a virus for example, if a video is embeded within?

  • by Nadia Tamimi Mon Nov 4, 2013 via android

    I am very convinced in the power of video but don't you think that the recipient would more likely think the email is harmful to the computer, like containing a virus for example, if a video is embeded within?

  • by Gracious Store Mon Nov 4, 2013 via web

    Will including video in an email increase the recipients' chance of clicking through the email to your website?

  • by Mike Searles Tue Nov 5, 2013 via web

    Interesting study.

    Pity the survey analysis did not include preferences for video-in-email software or program.

    For what it's worth I use a service called EyeJot -- free and paid versions available.

    Heaps of objective data is available online to show video in email and on sales pages increases ROI.

    *Gracious Store - the answer to your question is in the InfoGraphic above. You must have missed that bit ;)

  • by Email Monks Wed Nov 6, 2013 via web

    @Chris/McKee: Certainly, that’s the best way! Companies should always ask the type of content a subscriber would like to see in his inbox. However, with an advance in the technology and available software for video, it is possible to stop the video playing automatically in the email content while integrating HTML 5. This might not annoy you :) How many email clients support such a functionality is a subject to research though. Some of the best practices mentioned above in the infographic might be therefore extremely useful for marketers incorporating video. In regards to the “Push to Play” data, we will dig a little deeper and see if we can throw some more facts! :)

    @Nadia: Consumers would certainly think so, if video goes as an external attachment. Apart, if subscribers have subscribed to their trusted companies, they are very less likely to think those emails to be harmful.

    @Jeremy: Using Video in subject lines will make it easy for the subscribers to relate to the email content. Also, they will become more receptive to such emails. According to a recent study from Experian Marketing Services, using the word “video” in your subject line increases open rates by 7% – 13%, and increases conversion by 21%. The entire report can be viewed here:

    @Gracious: Video in Email has time and again dominated the click-through rates and opens as you could see in our infographic Moreover, click-through depends on the viewing environment and the kind of video email method incorporated in the email campaign. However, using video wills surely boost the click-through compared to static image methods or emails without video.

    @Mike: Preferences for video in email software has certainly evolved with growing needs of using video in email. We will try and see if we can have some stats for you :)

  • by JEremy Wed Nov 6, 2013 via web

    @EmailMonks thanks for your insight.

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