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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 2024 calendar year who are subscribed to the videoemail.video quarterly video email digest newsletter.
The key objectives of the survey are outlined below:
Following the 6% increase in our 2023 survey, eCommerce grew by a further 4% this year. The significant majority of this growth coming from Shopify stores as the integration between the ESP’s focussed on Shopify, and Video Email providers, becomes increasingly seamless.
The entertainment sector saw a decline (2%) in a similar vein to our 2023 survey with streaming media companies, in particular, continuing to feel the pressure of over supply and resulting customer churn.
Salesforce retained its number one spot from 2022 and 2023, with an increase of 2% points.
Klaviyo saw the largest increase in video email users in 2024, (21% to 24%), this mirrors the increase we saw in the 2022-2023 surveys. This continued momentum is heavily linked to Klaviyo’s dominant position as the ESP of choice for mid to large Shopify Stores.
Emarsys lost ground with a 3% point drop from the 2023 period. With the acquisition of Emarsys by SAP back in 2020 it now appears that SAP is firmly focussing Emarsys on Enterprise level clients who we have found to fall into the late adoption segment for Video Email.
Mailchimp saw a slight increase (1%) from 2022, which takes it back to its 2022 level. The acquisition of Mailchimp by Intuit in 2021 now seems to be taking full effect with many Platform improvements launched over the last 12 months, which included a more seamless integration with video email platforms.
Third Party in browser design platforms entered the survey results for the first time in 2024, with 6% of respondents using a third party in browser design platforms to create and build their email templates.
This switch to third party design platforms saw a migration of 2% from WISWIG editors and similarly a 2% migration away from updating previously used templates or building in HTML from scratch.
As eRetailers continue to adopt Video Email here we can see how their usage patterns are changing, with a decline in the use across sale campaigns (51%-59%) and increases across Welcome (8% -10% and Retention Campaigns (17%-20%).
This increase in video email across Retention campaigns partially reverses the significant decline we saw in the 2023 survey (23%-17%).
The most significant shift across the 2024 survey was the emergence of AI generated video within video email campaigns with 13% of respondents now creating videos for use in email that used an AI tool to create or enhance the video content.
The respondents migrating to AI generated video appear to be using this content across both email and Social media, given the ease with which versions of AI generated video can be created, to meet the aspect ratios/sizing requirements of the Social platforms.
Repurposing YouTube content and TV ads for inclusion in video email both declined by 6% and 2% respectively.
Instagram video content is increasingly being added to email, particularly by apparel and beauty e-retailers.
Just 4% of videos that are featured in email, are specifically created for email. Though we’d suspect this is open to change across the next 12 months as AI video creation gains increasing adoption, making the economics of developing content at channel level commercially viable.
The significant majority of respondents are using video email in less than 25% of their campaigns, with this proportion of users declining by 2% from 2023 levels.
Just 4% of respondents, increasing from 3% in 2023, are including video in more than 50% off their campaigns.
The results infer that video email is very much a campaign type that is used across specific campaigns, perhaps driven by the availability of suitable video content. It will be interesting to track this in our 2025 survey when AI generated content will have grown in adoption and made the video creation prices significantly quicker and cheaper.
The majority of respondents are planing on increasing their use of video email in 2025, with the size of the majority increasing from the levels of 2024 by 5% points to 51%.
Just under a quarter of respondents (24%) are planning on maintaining the same level of video email activity across 2025, indicating that video email is solidifying its place in the campaign schedules of many early adopters.
The significant majority of respondents (52% up from 44% in 2023) have not yet conducted any tests on the performance of their video email campaigns.
21% of respondents, down from 23% in 2023, are seeing some level of performance improvement from adding video to their email.
27% of respondents, up from 24% in 2023, 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 48% to 52% in 2024, this follows a similar rise between 2002 and 2023.
Furthermore, users who specifically tested video email versus GIFs cancelled in greater numbers in 2024 than in 2023, increasing from 11% to 16% 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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