New research shows that more marketers believe online video has a major impact on email marketing success.
60% of Marketers Say Video Improves Email Conversion Rates [Report]It’s no secret that today’s businesses are finding all sorts of ways to add video to their online marketing strategies, and recent data shows that email is no exception. According to a new report from ReelSEO, 60% of marketers now use video for email marketing purposes, an increase of 8% from 2012. These numbers come from the site’s 2013 Online Video Marketing Survey and Business Video Trends Report, which surveyed 600 respondents on their use of video with email campaigns (and much more).
Of the email-related results gleaned from the report, the two biggest takeaways are perhaps:
1) more marketers are now combining video with email marketing (the aforementioned 60%), and
2) these efforts are paying off.
Last year, Experian Marketing Services conducted a study that found simply mentioning the word “video” in an email’s subject line increased click-through rates by 7%-to-13%. Those numbers are compelling, but they are still only related to one isolated study. This new data from ReelSEO, however, shows real-world evidence of how confidence in video-based email marketing is growing.
For example, a whopping 82% of those surveyed described the combination of video and email marketing as an effective strategy. That might have something to do with the fact that 60% also confirmed that video has a positive effect on email conversion rates. In other words, the majority of respondents believe that prospects are more likely to convert or make a purchase after viewing a video email message. Impressive, ey?
Of course, success with video marketing goes beyond simply dropping a video presentation into an email. Video also allows for more detailed viewing analytics to help gain insights into the interest levels of potential customers, as well as integration with marketing automation solutions for higher campaign efficiency. That being said, it still all begins with impactful messaging, and when it comes to the power of video, the data doesn’t lie.
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