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As an emerging approach to email marketing user numbers are relatively small compared to the total email marketing universe of users. It is therefore important to view these survey results in the context of the audience we surveyed.
The survey audience consisted of users of any video email platform during the 2023 calendar year who are subscribed to the videoemail.video quarterly video email digest newsletter.
Results and insights of the 2023 State of Video Email Survey are now available.
The key objectives of the survey are outlined below.
eCommerce is experiencing the highest adoption rates for video email, with apparel retailers being the most active users.
The entertainment sector is showing consistent use of video email with Airlines and Streaming companies being the most active.
Salesforce users continue to adopt video email at a significantly greater rate than all other ESPs.
Klaviyo saw the biggest increase in video email users in 2022, driven by its skew of users towards eCommerce, which is proving to be a sweet spot for video email.
Emarsys also with its heavy skew towards eCommerce saw moderate growth in users across the year.
The WISYWIG drag-and-drop editors provided by the ESP’s is the approach used by most users when adding video to their email template.
Just over a quarter of respondents are re-using master email templates, which they update for each campaign.
Heavily influenced by the high use rates across the eCommerce sector, we are seeing sale campaigns as the most common use case for video email.
Retention is proving to be an area where video email delivers impact, with 23% of respondents deploying video email across their retention activity.
The significant majority of video content that is added to email is being re-purposed from YouTube or Social Media Channels.
YouTube remains a key source despite the challenges of downloading video content from YouTube without a Premium Account.
Instagram video content is increasingly being added to email, particularly by apparel and beauty e-retailers.
Just 5% of videos that are featured in email are specifically created for email.
The significant majority of respondents are using video email in less than 25% of their campaigns, this seems to be a product of the availability of video for use in email and a preference by the users to be selective about where they use video.
The majority of respondents (52%) are planing on increasing their use of video email in 2023.
Just over a quarter of respondents are planning on reducing the use of video email in 2023, this was skewed towards the B-B sector respondents.
The significant number of respondents (41%) are seeing some improvement in performance from adding video to their email. Remarkably, a large segment of users (38%) have not yet conducted any tests on the performance of video email.
21% of respondents indicated that they had seen no improvement in their email performance metrics.
Cost and performance are the key reasons why users cease using video email in their campaigns.
It’s clear that video email has not yet reached a universal position where response and conversions are increased, when tested versus images or GIFs.
Any use of the statistics must include a link to videoemail.video
