Video content increases email marketing clickthrough 100%
Posted by Ross Furlong, 15/10/09
..at least. Research in May from Forrester suggests video content boosts email click-through 2-3 times and that’s an average – the best videos are off the scale.
It’s not really a surprise, what with online video traffic increasing 178% year on year (Econsultancy) and our tolerance for promotional video – 70% of Europeans don’t mind video ads (according to Tremor Media) – the only surprise is that more companies aren’t doing it.
As with email marketing, one of the main hurdles is not cost but time. Creating good video content is not expensive but it certainly does take time. It needs outsourcing to a video maker, as does email marketing, suggests Dela Quist of Alchemy Worx in this video.
| Category: email marketing
But how would you technically do that? You can’t embed video in html emails as practically all email readers can’t read the html code.
Do you then instead have an image linking to video content? And if so, would it necessarily lead to conversions? I can see the clickthrough going up if they are interested in the video, but the video might not be what your goal for conversion is. Unless the video can achieve your goals i.e. a commercial for your brand or product I don’t see how the CTR is relevant.