Video E‑mail Use Due to Increase

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.] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.