[tweetmeme]Using videos in email is starting to gain grounds among marketers. According to the study “The 2010 Video Email Marketing Survey and Industry Trends Report” conducted by the Web Video Marketing Council, about 70 percent of their survey participants use online video for marketing. Nearly all of the respondents indicated that video based email marketing was the wave of the future.
The study found that a large majority of marketers believe that integrating video with email marketing with increase click throughrates. According to the study, the most effective ways to use video in email are:
- link to a video landing page (40% )
- video player embedded in email message (33%)
- animated or video .gif embedded in an email (5%)
- link to a page on a video sharing network such as Youtube (6%)
However, there are a number of challenges to using videos in emails. First of all, email service providers are not addressing the increasing demand for video email marketing solutions. There are other barriers to the adoption of online video for email marketing as well, most especially for small business owners, such as:
- Ease of implementation
- High cost of producing quality video
- Availability of video assets
- Receptivity of consumers to video email marketing
Despite these challenges, it is best to determine whether using videos can improve the effectiveness of your email marketing campaigns. To give you some ideas of how it can work, check out how one company has discovered the effectiveness of using videos in their email marketing in the article “HomeBase Abroad: Success in Using Video Email Marketing”.