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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 2025 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 4% increase in our 2024 survey, eCommerce grew by a further 5% this year. The significant majority of this growth coming from Shopify stores as the integration between the favoured ESP’s of Shopify stores, and video email providers, became 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, price sensitivity and resulting customer churn.
Salesforce retained its number one spot from 2022,2023 and 2024, with an increase of 3% points.
Klaviyo saw the largest increase in video email users in 2024, (24% to 28%), this mirrors the increase we saw in the 2023-2024 surveys. This continued momentum is heavily linked to Klaviyo’s dominant position as the ESP of choice for Shopify Stores.
Emarsys held firm at 11%, though it’s clear the acquisition by SAP has seen a withdrawal from the Add ons that was a popular feature of the Emarsys platform.
Brevo saw significant growth with 8% of the sample now using Brevo for their video email.
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 trend has continued in 2025, with a further 5% migrating from the WISWIG editors.
This switch to third party design platforms saw a migration of 5% from WISWIG editors.
As eRetailers continue to adopt video email here we can see how their usage patterns are changing, with an increase across sale Campaigns (49% to 52%) and a corresponding reduction in new product/season launch campaigns (12% to 9%).
The most significant shift across the 2025 survey, in a similar vein to the 2024 survey was the emergence of AI generated video within video email campaigns with 21% of respondents now creating videos for use in email that used an AI tool to create or enhance the video content, a 7% increase from 2024.
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 5% and 2% respectively.
Instagram video content continues to be a dominant source of video email content for apparel and beauty e-retailers.
9% of videos that are featured in email, are specifically created for email, up from 4% in the 2024 survey. With the highly cost effective and time saving benefits of AI created video we believe we’ll continue to see this number rise across the next 12 months.
The significant majority of respondents are using video email in less than 25% of their campaigns, with this proportion of users increasing by 5% from 2024 levels.
Just 3% of respondents, decreasing from 4% in 2024, 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, even with the significant drop in the cost to develop video content using AI, users are not increasing their use of video in email, they appear instead simply to be looking to improve the video content, by developing email specific content, whilst also reducing their costs of production.
The majority of respondents are planing on decreasing their use of video email in 2026, this is significant shift from the 2024 results. We saw a 21% point drop in the number of respondents who are planing more video email activity in the next 12 months.
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 (56% up from 52% in 2024) have not yet conducted any tests on the performance of their video email campaigns.
Only 14% of respondents, down from 21% in 2024, are seeing some level of performance improvement from adding video to their email.
33% of respondents, up from 27% 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 52% to 68% in 2024, this is the largest shift we have seen in cancellations, following a smaller rises between 2023 and 2024.
Furthermore, users who specifically tested video email versus GIFs cancelled in greater numbers in 2025 than in 2024, increasing from 16% to 24% 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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