The Majority of Email Marketers Use Online Video (Study)

/ Nov 18, 2013


We can all agree that email marketing is the worst, right? Thankfully, it seems like digital marketers are in agreement that they can do better. In fact, according to a 2013 Online Video Marketing Survey and Business Video Trends Report published by ReelSEO, The Web Video Marketing Council and Flimp Media, 82% of marketers agree that video in email marketing is effective.

How is it effective? Well, according to the report, people are more prone to follow a link rather than watching a video directly in the email. More than half of the surveyed marketers said that a link to a video was the most effective method. Of those marketers polled, 60% said that online video was being used in their campaigns. This represents a massive shift for traditional marketing, email or otherwise, as the standard for the past decade has been text-based.

The 60% also signals a year-to-year increases, as the 2012 Trends Report saw that 53% of marketers were mixing video into their strategy. So what’s changing?

Simply, the proof that video in marketing works is in the numbers. Of those surveyed, the majority who used video agreed that it worked. The number of those who said it did not (18.2%), has stayed relatively consistent year after year. In 2012, 12% said that video was ineffective, yet only 53% of marketers were using it. With that percentage rising to 60%, the number of marketers not scoring with video will scale appropriately. The important thing to note is that the percentage of ineffective campaigns has not grown, it’s only adjusted for inflation.

But how does video marketing stack up when it comes to conversion? With 60% of marketers saying that consumers are more likely to purchase after viewing video, 35% also said they were unsure whether it made a difference or not. Online video in marketing still has a way to go when it comes to measuring hard metrics. Only recently, YouTube began allowing Nielsen and comScore to track how well ads on the platform were doing. For many prospective marketers and ad-buyers, online video is still a veritable grey zone. However, with 60% of marketers onboard for online video, that doesn’t seem to be slowing anybody down.

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