Why Video is an Email Marketing Goldmine

Why Video is an Email Marketing Goldmine
April 30, 2012

What kind of role will video content play in the future of email marketing? According to a new report published in April, a MAJOR one.

I’ve recently written about the value video marketing can offer when promoting webinars and events via email. Now, a new study from Experian Marketing Services has dug even deeper into how companies are using multimedia to improve their overall email marketing strategies.

According to the company’s 2012 Digital Marketer Benchmark and Trend Report, simply including the word “video” in an email’s subject line saw an increase of 7%-13% in overall click-thru rates in 2011. Furthermore, embedding a video in an email itself turned in an average conversion rate that was 21% higher than emails containing a static image alone. (Note that this data is based on information shared by marketers with video commerce company Liveclicker, an Experian partner).

True, a lot of numbers like these have been thrown around over the past year to some varying degree. But the main theme here remains consistent: video content is a boon for email marketing, and we should expect to see a lot more of it going forward. In fact, the Experian report states that by 2014, “video could account for more than 50% of all Internet traffic.” Even if that number is overly optimistic (and even the staunchest video enthusiasts might admit that it is), it still paints a convincing picture of how interest in video continues to grow. In fact, a recent Cisco whitepaper projects that video will make up two-thirds of all mobile traffic by 2015.

With data like this, it’s no surprise that most marketing organizations plan to place greater emphasis on video content in 2012. Naturally, mobile devices are playing a significant role here as well. Smartphone and tablet adoption continues to rise (smartphone devices actually outsold PCs last year for the first time ever), and Experian projects that 28% of users will watch video on their phones in any given month. Since the majority of professionals access email via their phones as well, it’s not difficult to see where the opportunity lies for email marketers.

I’ll write another post soon on how mobile is shaping digital marketing in general, as there’s a lot of interesting data to go over around that topic as well. In the meantime, here are a few other interesting email marketing takeaways from the Experian report:

  • The word “exclusive” is another term that apparently leads to subject line gold. The report states that unique open rates jump 14% when compared to “non-exclusive” email promotions.

  • Mobile is also starting to play a significant role in the design of company emails. As the Experian report states, “most customers are no longer willing to tolerate emails that do not display properly on mobile devices, [so] designing emails to be ‘smarter’ for mobile can go a long way.”

  • The report also notes that customers respond well to emails that make them feel “special.” To me, this means two things: personalization and, again, exclusivity. Most email marketing efforts these days take the time to personalize the messaging of their emails, even if it’s in an automated way. But creating a sense of urgency, or a feeling that the recipient is seeing something not everyone has access to, can also be impactful.

For more tips and data on using video to add value to your email marketing strategy, check out this fact sheet, Brainshark for Email Marketing.