Online video is a fast-growing channel in digital marketing, the growth of video also makes it powerful marketing tools for all different kind of marketers, brands are facing up to the challenge of trying to incorporate video into their email marketing campaigns.
According to the findings of the survey that conducted in June by ExactTarget and Flimp Media together with the Web Video Marketing Council – 7 in 10 marketers are currently deploying video email campaigns because marketers realize that audiovisual content draws a higher engagement rate than static content.
The survey also found that 35 percent of marketers said their email service provider (ESP) didn’t offer a video marketing solution, while 44 percent didn’t know if their ESP offered one.
In general, the marketers were very optimistic about the performance of video-based email, as 73 percent believed video helped to increase their click through rates for their email programs, the same number believed video made email recipients more likely to convert. And the marketers feel that consumers are more likely to purchase after viewing an email campaign that incorporates video. 4 percent of the marketers surveyed indicated they didn’t believe that video email marketing works.
Regarding to the online viewing, Multimedia Powered Email Marketing Enhance the Engaging pointed out that there are 71 percent increase last year. Marketers are eager to join video with email because they believe it will increase effectiveness.
Even the use of video in e-mail marketing is growing, but it also presents a range of challenges for marketers and barriers are still remain.
eMarketer pointed out that based on the survey from North American marketers – they are not yet ready to include sound and motion in all their messages, ease of implementation was most commonly cited as the main difficulty in using video in email marketing, followed by cost and the availability of video assets.
Marketers believed the most effective way to integrate video with their email campaigns was to link recipients to a video landing page, closely followed by embedding video players directly in email messages.
Integrating video into email marketing campaign is an indeed great way to go, but before implementing it in your next email marketing campaign, remember to test it out on multiple assets – not just a desktop email software, but also the iPad, iPhone, webmail client, Firefox, Chrome, Safari, Lotus Note etc. And also remember to do multivariate testing, using the 10/10/80 approach – 10% of the recipients receive version A, and 10% receive version B, then a winner is determined and sent to the remaining 80% of the file, example.