Report: Video Content Now Propelling Success Rates for Email Marketers

Video content is playing a critical role in how marketers reach out to their target audiences, and new research shows that it is paying off when it is used in email marketing as well.

GetResponse recently published its “Email Marketing Benchmarks” report, and statistics showed that emails with YouTube videos had a 29.60 percent open rate, and a 6.62 percent click-through rate. Messages that contained Vimeo videos had a 36.99 percent open rate and an 8.13 percent click-through rate.

While these statistics suggest that video is the answer for email marketers, GetResponse Product Manager Mateusz Ruzik notes that not all email clients support it.

“For now, the best workaround is to use an image (maybe even an animated GIF) that looks like a video player and links to your page,” Ruzik says. “That way, you’ll boost your click-throughs and enhance your contacts’ experience – as they’ll watch the content in their default browser or video player. As soon as Google implements this feature (they haven’t said when), it will spread to most major email clients.”

Video Content Continues to Grow in Prominence

This is not the first report to suggest that video content is becoming a more critical component of digital marketing strategies.

“The State of Video Marketing” report published by Demand Metric and Vidyard recently discovered that for the fifth consecutive year, at least 80 percent of marketers (83 percent in 2018) believe that video is becoming more important as a form of marketing content.

Marketers are already using video in different applications as well, in addition to email. Website (85 percent) is most common, followed by social media (84 percent), YouTube (67 percent), landing pages (57 percent) and recorded webinars (55 percent).