According to a study by the Web Video Marketing Council, 88% of email marketers report a positive impact from incorporating video into their strategies. To quantify that further, an Experian study found that when marketers included the word “video” in an email subject line, open rates rose by 7%, conversion rates rose by 21% and average order value rose by 24%.
Video Is Highly Deliverable
With the advent of HTML5 and progressive playback, technology is no longer the problem. Lynn Baus at MarketingLand explains that HTML5 is supported by a very high number of email clients, allowing marketers to deliver video to most inboxes without the need for a third-party plug-in. HTML5 also allows the marketer to designate fallback media, such as an animated gif or static graphic, for the handful of email clients that don’t support video. And finally, thanks to the use of hosted, progressively downloadable video files, users can launch a video even while it’s buffering.
Video Adds a Human Touch
Rather than your email coming from a cold, impersonal email address, video adds a new layer of engagement that you simply can’t get from text alone.
According to a recently conducted study by VidYard and Demand Metrics, video marketing is the most effective marketing option available today. In addition, the return on investment provided by video marketing is improving, according to 48% of the respondents. While it is certainly no surprise that video marketing is an excellent resource, this study really just shows how important it is.
The effectiveness of video has not been lost on successful marketing companies. The report found that over a third of large companies are producing over 100 marketing videos each year. They also found that 86% of those surveyed use key tools to measure the effectiveness of their video marketing efforts, which further shows that the ROI on video is real....
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