According to comScore’s recently released July 2012 U.S. Online Video Rankings, 85.5 percent of the U.S. Internet audience viewed online video in July. That’s a record of more than 184 million U.S. Internet users who watched 36.9 billion online content videos.
And it’s not just consumer audiences going nuts over video. A Social Media Examiner survey of 3,800 marketers found that a full 76% named YouTube and video marketing as their top areas of investment in 2012. That’s because, thanks to their engaging nature, videos are great for promoting everything from products, to webinars, to events and much more.
Even business executives are succumbing to the power of video. According to a Forbes Insights study, more and more executives are embracing the “Non-Text Web” and are now just as inclined to take action based on viewing a video than they would be based on reading an article.
The power of video is so bewitching, that according to Experian’s 2012 Digital Marketer Benchmark and Trend Report, simply including the word “video” in an email’s subject line saw an increase of 7%-13% in overall click-thru rates in 2011, and embedding a video in an email itself generated an average conversion rate (CVR) that was 21% higher than emails containing a static image alone.
Put all of these resounding stats together and you have a pretty clear message: Video is a must-have element in today’s marketing content mix, whether you’re targeting B2C of B2B audiences, and since email is still the #1 preferred marketing communication channel, it makes perfect sense to use the two together to create killer user-engagement.
Using video in your emails could increase CTR by as much as 67%, so if you’re not already using video in your marketing initiatives, you might want to re-think your strategy if you want to compete with those who are.
But is all ‘video in email’ truly video in email? Apparently not.