Email Video Boosts Email Marketing ROI

Source: The Relevancy Group, LLC Executive Survey, n=66 2/13, United States Only

Source: The Relevancy Group, LLC Executive Survey, n=66 2/13, United States Only

Email marketing remains a big part of many businesses. One of the things that’s great about it is that we have numbers… lots of numbers to track exactly how email campaigns are working. You know what’s working? What’s really driving revenues up? Email video.

Whether it’s embedding video into the emails themselves using html5, or simply linking to a video… it works. The numbers don’t lie.

The Relevancy Group recently conducted a study called, The ROI Of Video In Email Marketing. All I can say is, “Wow!”

How good could it be?

The survey polled 266 marketing executives and found only 25% using video in their email campaigns, but the ones who are have been successful.

Our survey found that marketers that utilize video in email have increased their click-through and conversion rates, and are generating forty percent higher monthly revenue than those that do not use video.

In case that slipped by you… the survey found that marketers using video in their email campaigns are generating 40% higher monthly revenues than those that don’t use video. 40%!!!

I’ll be honest, I don’t know what kind of marketers were surveyed, and the study doesn’t say. Mrs. G thinks that’s a big deal. What if the people surveyed work for big companies? They could have an easier time generating more revenue.

Another factor… we all know email marketing is a numbers game. The bigger and better your email list, the more likely it is that your email campaigns will pay-off.

How email video is working

However… despite those factors… what video is doing is maximizing those emails. The survey shows…

  • Increased click through rates
  • Increased duration people read the email
  • Increased sharing
  • Increased conversion rate

Any of those things interest you? They interest me. So much so I’m revamping our own email marketing… sign-up for our newsletter… shameless plug (ding)!

I know… I know… there are all sorts of reasons not to produce a video. We don’t have any stories to tell… it’s too expensive… we can’t take the time to produce them. The thing is… they’re all just excuses.

The truth is you do have stories to tell… video doesn’t have to be expensive… and when you have a pro do it the production won’t take much of your time at all.

Don’t let those phony excuses get in the way of you maximizing your email marketing.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

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