Video in email marketing on the rise, slowly
According to DMnews Inbox Insider video in email marketing is on the rise, but the growth is slow. One of the reasons of the not-so-speedy progress is that there are still many bumps in the road for marketers and that not all ESPs are offering solutions covering the use of video in email marketing. A recent survey by ExactTarget noted that 50% of respondents have used video in their email marketing campaigns and 24% are still on the fence about it.
Some of the key reasons noted by marketers as making it difficult for using video in email are the high cost, implementation and having the right video content available. In addition, 40% of marketers have said that linking to a video landing page from an image or weblink has been proven the best way to put video to work in email marketing: however some 33% said that having the player embedded would be the most effective solution although current email clients (mostly) don’t support it yet.
In an earlier post here on Emailblog.eu it was noted that the combination of HTML5 with the newest browsers and new webclient versions of Hotmail and GMail could bring more platform coverage for video in email compared to what is possible at this moment.