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Integrating Video Into Your Email Marketing
Karen J. Bannan / B2BOnline / November 21, 2013
Video is now a significant part of the marketing mix, with 93% of marketing professionals using the technology this year, according to a new report co-sponsored by ReelSEO, The Web Video Marketing Council and Flimp Media. Even a year ago marketers questioned the use of video in email marketing, but the report found that many marketers have been successful using the two tactics together.
“2013 Online Video Marketing Survey and Business Video Trends Report” surveyed 600 marketers or marketing decision-makers to find out how they are using video in their email efforts. About half of the respondents (52%) were from b2b companies. Today, according to the report, 60% of marketers are using video in email marketing, up from 52% last year. A huge percentage (82%) of those surveyed think email has been an “effective tool” for them, with 34% and 48% saying it is very effective or somewhat effective, respectively. More than half (60%) think that video in email helps improve conversion rates. Less than 3% said it makes “no difference” when it comes to conversions.
Video emails are also being used internally, with 41% of respondents reporting they had used video for employee communications. By far the most effective use of video email marketing, however, was for product and service promotions, according to 73% of all respondents. More than half (55%) said video emails were effective for lead-gen.