On paper the “pairing” of video with email marketing is perfectly reasonable. Consumers are showing an insatiable appetite for online video and, on the other hand, opt-in email marketing ensures the reception of messages by consumers by giving their approval to it. This should be enough to warrant widespread use, however, a February 2013 survey of marketing executives conducted by The Relevancy Group found that only 1 in 4 had used video in email marketing campaigns.
45% of the executives said that they had not included videos in their messages due to lack of content, being the main obstacle (43%). The production costs of videos (27%), the low priority of videos in the list of improvements of e-mail programs (24%), and the skepticism about their performance (22%) are other Reasons shown for non-inclusion. Technological problems, such as the problems of viewing for lack of adequate software in the client (18%) or that the technology used in email marketing programs are not prepared (7%) are minor obstacles. And there is also a certain, but minimal concern that customers do not feel comfortable (9%).
Despite the revenue incorporation of the video within the email marketing, 81% of the participants in the survey are inclined to start including videos in their emails, a sign that a change is on the horizon.
Respondents who have used videos in their email campaigns saw real returns on their investments. 55% reported an increase in their CTRs, 44% saw an increase in the time dedicated to their mails by their subscribers, 41% reported an increase in sharing or mail forwarding ratios. Without forgetting the 24% who said they had achieved a higher conversion rate, or 20% who saw the revenue generated by email marketing messages, or 14% who commented that they had a higher average of business in each sale.
For retailers especially, online video can be a great help in the process leading to the purchase. The increase in online video coincides with the growing importance of content marketing, and can be used to better connect with consumers who move away from traditional messages.
EMarketer estimates that spending on digital video advertising in the US will grow from $ 4.1 trillion in 2013 to $ 9.1 trillion in 2017, and advertising e-spending will go from $ 229 million in 2013 to $ 256 million in The same period.