‘Video’ Is The Magic Word In Email Marketing

Were the click-trough rates in your last email marketing campaign abysmal? Were your open rates embarrassingly low? Are you left scratching your head wondering what you can do to boost those metrics? Video might just be your secret weapon.


In a REELSEO study 60% of marketers polled plan to use video for email marketing in 2014. That’s a high number – could they know something you don’t?


Let’s shed some light on the benefits of video for email marketing campaigns with a few telling statistics:


  • Open sesame! Using the word ‘video’ in an email subject line saw an increase of 7%-13% in overall click-through rates in 2011, according to Experian’s 2012 Digital Marketer Benchmark and Trend Report. · Embedding a video in an email generated an average conversion rate 21% higher than emails containing a static image alone.

Video in email can increase click-through rates by as much as two times to three times, according to David Daniels, former principal analyst at Forrester Research and current principle at Relevancy Group.


  • In a Get Response study of 800,000 customer emails, those containing video received, on average, 5.6% higher open rates and 96.38% higher CTRs than non-video emails.


So the rumors are true! Video might just save the email campaign. It has the magical powers of engagement and conversion. But why isn’t everyone jumping on the bandwagon? In a similar survey of marketing executives by The Relevancy Group it was revealed that only one-quarter of marketers had used video in email marketing campaigns. That’s because 43% of marketers said they simply lacked the video content. No worries, we can fix that!

Lastly, the study found that 22% of marketers were still skeptical that video could yield better results for their email campaigns. If you are part of that group of skeptics, you might want to read those stats again.

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