The findings of a new e-mail marketing survey released by industry operator Implix point the way to an enhanced user experience. It’s all about video. According to Implix, more marketers will be sending out e-mails that contain video clips of everything ranging from enthusiastic customer recommendations to demos of various product features.

Implix surveyed 200 small and medium-sized businesses in early 2010 on their e-mail marketing plans. Over 8 in 10 respondents indicate they’ll be turning to video e-mail this year. In 2009, about 16% of surveyed companies had used video e-mail. The buzz about video e-mail may be based on the belief that this media form can influence conversion rates. Here are the survey findings with respect to video e-mail and conversion rates:

  • Significantly increases conversion 45.5%
  • Moderately increases conversion 20.4%
  • No influence 5.1%
  • Unsure 28.9%

Marketers believe that video e-mail is most effective when used as follows:

  • Training courses 28.8%
  • Product demos 22.0%
  • Product promotions 19.1%
  • Customer testimonials 17.8%
  • Brand image messages 5.1%

Implix CEO Simon Grabowski indicates that marketers should pay attention to how they use video in e-mail campaigns. Demos succeed as short clips that highlight 2 or 3 features while customer recommendations can last as long as 8 minutes, if the speaker and the story are “appealing.” As the year progresses, look for more marketers, large and small to launch e-mail marketing campaigns that include video.

[Source: 2010 Email Marketing Trends Survey, Implix. Getresponse.com. 1 March 2010. Web. 8 March 2010; Video messages in e-mails are set for a boost in 2010, study says. Internet Retailer. 3 March 2010. Web. 9 March 2010.]