Online video is a marketing behemoth and its unprecedented growth shows no sign of slowing. Digital video ad spending saw a 41.4% increase in 2013 and is expected to increase another 38.9% in the coming year with marketers spending upwards of $5.75 billion.
According to a survey conducted by the Web Video Marketing Council, Flimp Media and ReelSEO, 93% of the 600 marketing professionals surveyed used online video for marketing and communications in 2013. This figure is up 13% from 2011. Additionally, 82.4% reported that online video marketing had a positive impact on their business or organization.
For a while now, brands and advertisers have been using online video in various advertising efforts across websites, YouTube, social media networks, etc. However, there is one marketing category (that is seeing significant growth) in which online video has yet to be utilized by an overwhelming percentage of advertisers: email marketing.
According to the aforementioned survey, only 60% of marketers are using video in email advertising. The year-over-year growth rate of this category is 8%. An additional 26% of those surveyed are considering using video in future email marketing efforts. The survey notes that respondents represent a sophisticated segment of the online marketing population which may be why this percentage is so high. Other reports show significantly lower numbers when it comes to brands and advertisers that are utilizing video in email marketing.
There are existing barriers, such as technological limitations, that are keeping advertisers from incorporating video into email advertising communications. It is still somewhat difficult to ensure that video clips play within an email, but marketers are finding ways to work around it. The survey from the Web Video Marketing Council, Flimp Media and ReelSEO shows over 50% of respondents linking to a video landing page or video in a website.
Though marketers use video differently in email advertising, 82% say it is effective. Additionally, 60% believe video in email marketing improves conversion rates. Respondents noted that video email is most effective for promotions, lead generation and communications.
We all know online video marketing is here to stay. Brands and advertisers simply have to be willing to introduce video into advertising campaigns across a wide variety of channels. Email marketing offers a great opportunity for video promotion whether the video is linked to or embedded in the communication. The high percentage of marketers that sees the effectiveness of video email as well as its ability to increase conversion rates makes a strong case for those who have not yet integrated video into emails, to do so.
Need a resolution for the New Year? Start incorporating video into email marketing.