2013 has seen a significant increase in the uptake of video in email as more marketers open up to the possibilities of video in marketing emails. In the recent study ‘2013 Online Video Marketing Survey and Business Video Report Trends’, compiling surveys of marketers, video usage in email marketing rose by 8% from a 52% total in 2012 to 60.3% in 2013.
Previously, video use in email marketing has been limited by a number of distinct drawbacks in the operation and utilisation of video. Most significantly have been the production costs, which, according to the same survey, is the most prohibitive obstacle. Further obstacles include the difficulty of producing quality content, the difficulty of integrating video with marketing strategy and the availability of video assets, respectively.
Yet, the costs of production are lowering all the time and with changes in how your audience consume email content, e.g., through smart-phones and tablets (52% of customers now open up their emails through mobile technology), there is a growing need to provide quality content in your emails. HTML5 has also opened up emails for video (nearly all mobile email clients operate with HTML5 – in total 58% of all email clients utilise HTML5), so your client base is waiting.
So how are marketers utilising this new wealth of content?
The data from the WBMC survey shows that the most popular video type is the on—site location (73% of respondents), closely followed by the testimonial (68%). No doubt these early adopters see such videos as providing excellent cost-benefit, considering how small production costs can be on shoots such as these.
However, marketers beware, separate data shows that the most cost-effective use of video in email would be training-videos, followed by Product Demos, showing that perhaps marketers don’t always follow the data when considering how best to use their video.
Further data reveals the significant benefits of video email: in one study, embedded video in email shows a 26% lift in sales, a 50% higher click-through rate, 10% increase in overall email engagement and a 55% increase in revenue per email delivered. In Email Monks‘ study video email marketing shows a 280% return compared with traditional emails.
With stats like that you really need to think of a very good reason why not to adopt this important technology in your marketing strategy.
50% higher click-through rate with embedded video in email. This most certainly cannot be ignored for marketing purposes.
If you want to begin to use email to market your video, then get in touch today at the following email address. Alternatively, follow our blog through our RSS feed or join the conversation through Twitter.