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Each year we survey our subscriber base of video email users to provide insights into how the video email market is evolving. We conducted the first state of video email survey in 2022.
We believe this is the largest survey of video email users.
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.
The key objectives of the survey are outlined below.
eCommerce was the major mover in 2023 with an increase of 6% points as retailers continued to adopt video email.
The entertainment sector saw a decline, most specifically across streaming media companies, many of whom suffered commercial pressures across 2023 with increased competition and significant customer churn.
Salesforce retained its number one spot from 2022, with a slight increase of 1 % point.
Klaviyo saw the biggest increase in video email users in 2023, (18% to 21%) driven by its skew of users towards eCommerce, which is proving to be a sweet spot for video email.
Emarsys remained flat at 14% of all users as its eCommerce clients continuned to use video email.
Mailchimp saw a slight decrease (1%) from 2022, potentially due to price increases which where implemented by many video email platforms across 2023.
The WISYWIG drag-and-drop editors provided by the ESP’s was reaffirmed as the approach used by most users when adding video to their email template, with a slight increase (3%) from 2022.
Just over a quarter of respondents are re-using master email templates, which they update for each campaign.
As a knock on from the increased adoption by eRetailers we are seeing Sale campaigns grow significantly (42% to 51%).
Retention campaigns dropped significantly from 2022 levels (23% to 17%) suggesting a performance decline in this area.
The significant majority of video content that is added to email is re-purposed content that was originally developed for Social Media Campaigns. We saw a growth in this source of content year on year of 3%.
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 4%, declining from 5% in 2022, 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, with this proportion of users growing by 2% from 2022 levels.
Just 5% of respondents, down from 6% in 2022, are including video in more than 50% off their campaigns.
The majority of respondents are planing on increasing their use of video email in 2024, though the size of the majority has decreased from the levels of 2022 to 46%.
Just over a quarter of respondents (28%) are planning on maintaining the same level of video email activity across 2024, indicating that video email is solidifying its place in the campaign schedules of many early adopters.
The significant majority of respondents (44% up from 38% in 2022) have not yet conducted any tests on the performance of video email.
32% of respondents, down from 41% in 2022, are seeing some level of performance improvement improvement from adding video to their email.
24% of respondents, up from 21% in 2022, indicated that they had not seen any improvement in their email performance metrics when adding video to their email campaigns.
Despite a significant majority of users not testing video email in A/B split test campaigns, those that do conduct A/B split tests cancel their use of video email in significantly increasing numbers.
The proportion of accounts cancelled following A/B testing rose from 42% to 48% in 2023.
Furthermore, users who specifically tested video email versus GIFs cancelled in greater numbers in 2023 than in 2022, increasing from 7% to 11% of respondents who cancelled their accounts.
These cancellation insights suggest that video email has not yet reached a universal position where response and/or conversion metrics are positively impacted, when tested versus images or GIFs.
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