Should You Incorporate Video In Your Email Campaigns?

By: Videyah! | Tuesday, March 27, 2012

The results of Disney and Saks Fifth Avenue email campaigns reveal how video can increase email views

Improve email marketing by adding video.

Disney and Saks Fifth Avenue included 3 types of clips: static images, animated images and video in their email campaigns and tested, which one generated the most views.

Here is the example of the Disney email campaign:

Video generated 49.5% views.

The Email Campaign Results:

Clip Type	Count	Percentage
Static Image	25,520	7.6%
Animated GIF or PNG	142,698	42.7%
Video	165,264	49.5%

Here is the example of the Saks Fifth Avenue email campaign:

Video generated 67.5% views.

The Email Campaign Results:

Clip Type	Count	Percentage
Static Image	7,868	5.9%
Animated GIF or PNG	34,806	26.4%
Video	88,930	67.5%

Analysis:

•          Video outperformed both - Static and Animated images (49.5% and 67.5%).
•          Animated images were more effective than static images. Animated images in the Disney email campaign received slightly less views than video (49.5% vs 42.7%).
•          Static images in both campaigns generated the least views (7.6% and 5.9%).

This study is another great example that proves the power of video. (Unfortunately the study doesn’t show the impact on conversion rates.) Businesses should consider incorporating video or at least animated pictures to improve their email marketing campaign results.

Read the original article about video email marketing.