82% Marketers Say Video Email Marketing is Effective [Survey]

82% Marketers Say Video Email Marketing is Effective [Survey]

Using video as part of an email marketing campaign is a strategy that more marketers and brands are adopting. In our 2013 Online Video Marketing Survey and Business Video Trends Report, published in partnership with The Web Video Marketing Council and Flimp Media, we look at who is using video for email blasts, how they are doing it and what the ROI is like in terms of lead generation and sales conversion.

2013 Report Highlights: Video In Email Marketing

Of the 600 respondents to the survey, all actively involved in marketing or decision-making about marketing budgets, we established the following:

  • 60% of marketers surveyed are using video for email marketing purposes
  • 82% viewed video email marketing as effective
  • 51% stated that a link to a video was the most effective method
  • 60% confirmed that video email improves conversions
  • 73% said that video email was most effective for product/service promotions

Download the 2013 Video Marketing Report!

60% of Marketers Surveyed Using Video in Email

Our survey confirmed that 60% of respondents had used video as part of their email marketing campaigns, which is an increase on the 52% reported in 2012. 37% hadn't tried this form of marketing yet but 26% said they were considering it.

82% Marketers Say Video Email Marketing is Effective [Survey]

How Video is Being Used in Email

In many instances, the ability to play a video clip from directly within an email is still hampered by technological limitations. So, it makes sense that over half of the respondents (51%) chose to add a link to the video itself, or to a video landing page. 24% of marketers link directly to a video player.

82% Marketers Say Video Email Marketing is Effective [Survey]

How Effective is Video in Email?

82% of marketers surveyed indicated that video email marketing has been either very effective (34%) or somewhat effective (48%) for their business or organization. However, 18% of marketers confirmed that video email marketing had not been effective which is an increase compared to 12% reported in 2012.

82% Marketers Say Video Email Marketing is Effective [Survey]

How Video Email Effects Conversion

Video within a marketing email has had a positive impact on prospect purchases and conversion rates for more than 60% of surveyed marketers, although 35% had yet to be convinced.

82% Marketers Say Video Email Marketing is Effective [Survey]

In terms of what type of email where the most appropriate and effective for including video content in, 73% of respondents confirmed that product/service promotions, followed by sales lead generation (55%) were the most impressive. Video in email is also being used for internal corporate communications with 41% of those surveyed confirming they had used this method particularly for employee benefits communications (14%), general HR communications (15%) and also for fundraising (18%).

82% Marketers Say Video Email Marketing is Effective [Survey]

Download the 2013 Video Marketing Trends Survey Report

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About the Author -
Mark Robertson is the Founder and Publisher of ReelSEO, an online information resource dedicated to the fusion of video, technology, social media, search, and internet marketing. He is a YouTube Certified, video marketing consultant and video marketing expert, popular speaker, and considered to be a passionate leader within the online video and search marketing industries. View All Posts By -

What do you think? ▼
  • Bon

    Thank you for sharing this data! What industry did most of these marketers come from? Also, how big was the sample group?

  • http://pageonerent.com/ Frank Schwarz

    Awesome article. I love using and receiving videos directly in my emails. I get the message and content without jumping tabs and it saves a bunch of time.

  • Emailer Go

    Couldn't agree more. Businesses should combine the two methods, but also look to combine others too for increased conversions.

  • Blue Dot Media

    Here’s the big thing: including video in email marketing campaigns has been found to increase email marketing revenue by 40%.

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