Videos In Email Increase Conversions By 50 Percent
By Anna Johnson on June 30th, 2008Many Internet marketers espouse the merits of embedding video clips in webpages to increase webpage “stickiness” and conversions. Embedding video in email is a little more challenging, owing to issues to do with the deliverability and appearance of such email. However, a number of marketers have forged ahead with embedding video in email and have achieved impressive results.
MarketingSherpa’s Email Benchmark Guide 2008 indicates that email recipients respond positively to embedded videos in email, finding that in-stream video ads receive twice the clickthrough rates of static images. And at least one company has found this to be true – with U.K. Company Haven Holidays discovered that embedding video in its Easter email campaign resulted in a 3.38% conversion rate – 50.2% higher than previous non-video email campaigns.
Notably, Haven Holidays took the time to determine the optimal video length (and file size) for the video to ensure maximum deliverability to all the major email clients and service providers. They found that a length of 20 seconds (and a file size of 1 megabyte) was optimal and in the end achieved a 96% deliverability rate and 26% click-through rate for their email campaign.
Video is definitely worth trying – provided you test deliverability and appearance beforehand. It’s something we will certainly look into for our brands and clients.
