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.
Looking for solid, substantiated information about email from the industry's best resources? The 67-page Email Marketing Factbook featuring 39 charts tells you about email usage, what captures users' attention, and how organizations are using email to reach customers. This email factbook consists of chapters 1 & 2 from the larger Digital Marketing Factbook a 144-page compilation of data and 110 charts that also covers search engine marketing and social media.
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.
Continue reading "Video-Based Email Marketing Growing, Despite Challenges" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Email Marketing:
Email at Scale: How to Increase Campaigns and Manage Complexity
Composing a single email is hard enough. How can you possibly plan for email at scale? It helps to keep these tips in mind. read this »
How to Effectively Use CTAs in B2B Cold Emailing
"Click here for more." Is anyone actually going to click on a call to action like that? Probably not. Check out what makes for a good cold email CTA in this article. read this »
Email Subject Line Benchmarks for Common Tactics and Words
How does including personalization, adding emojis, and using common words impact email subject line performance? To find out, GetResponse examined nearly 7 billion emails sent by its customers in 2021. read this »
Taking the Mystery Out of Email Deliverability [Infographic]
What can you do to ensure your emails avoid spam folders and are delivered to the intended recipients' inboxes? read this »
More Meaningful Metrics: Four Tips for Marketers Post-Apple iOS 15 Privacy Updates
Apple's email privacy updates have been a migraine for some marketers who depend on email data for their campaigns. But it's time to rise to the challenge and admit that open rate doesn't matter much, anyway. Here are four things that do. read this »
Four Things You Should Know About Email List Validation
You've obtained a prospect's email address. Huzzah! Nothing can stop you now! Except spam traps. And temp emails. And bounce rate. And... well, that's why you need email list validation. read this »