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Last week, Internet Retail reported that Q2 email click-through rates had dropped to their lowest level since 2006. And while non-bounce rates increased slightly (meaning marketers are getting better at scrubbing lists and keeping them updated), it’s clear that change is needed in the email marketing arena.
According to “2010 Video Email Marketing Survey and Industry Trends Report”, video may be the solution. 73% of those surveyed believed video would increase click-through rates for their email efforts – the same number of respondents thought adding video would increase conversion. The main problem is ease and cost of implementation. While 33% thought embedded video would be more effective, technology limitations make it virtually impossible at this point.
No wonder 40% of the respondents cited linking to a landing page with embedded video as the most effective way of integrating video and email. It’s arguable that this approach increases CTR, since the viewer must click to view the video. On the flip side: removing that extra step and creating instant video engagement directly in the inbox would allow for faster message delivery and a better overall customer experience.
Clearly, the industry is ripe for an easy-to-implement solution. So the real question is when will one hit the mainstream and how will it change the future of email marketing? We can’t wait to find out.
Tags: embedding video in email / email marketing trends