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Video Is the Next Frontier for Email Marketers
eMarketer / June 19, 2013
On paper, the blending of video with email marketing might make perfect sense. Opt-in email marketing takes much of the guesswork out of hitting target audiences, and consumers have shown an almost insatiable demand for online video. However, a February 2013 survey of marketing executives conducted by The Relevancy Group found that only one-quarter of them had used video in email marketing campaigns.
Forty-three percent of marketers said they didn’t use videos in email messaging simply because they lacked the content, making it the most prominent obstacle to the practice. That was followed by the added costs of producing videos (27%), videos figuring low on the priority list (24%) and skepticism that video would improve email campaign performance (22%).