The first time a client experiences a video email in their inbox they usually don’t believe it can be real.
Once we walk them through the technology and the solution we have built, the discussion rapidly moves to the question of impact, with the assumption that it surely has to have a positive effect on email performance metrics, as it looks so fabulous.
The rate at which video email is adopted by digital marketers will be significantly influenced by it ability deliver incremental gains from email marketing campaigns.
So what impact does video email have on response and conversion rates?
Given the above assumption, based on experiencing video email, some commentators have chosen to make some aggressive claims on what the impact is.
Most notably, “More Clicks, More Conversions, More Sales”.
Our response to these claims……
We choose to ignore claims based on vendor statements, preferring to rely on evidence based testing, where video email is put to the test versus other approaches, such as adding a GIF or simply featuring an image in an A/B split tests.
If video email is to gain wide scale adoption by email marketeers it is critical that any claims of incremental gains, from including video in email are validated, with empirical data from robust testing.
To make an informed decision on video email email marketers are seeking to understand the key email data points of click through rates, conversion rates and average order values. If video email truly positively impacts these key metrics, it needs to be shown how, again through a process of robust A/B split testing.
How are we validating the impact of video email.
Here at Video Email we encourage every prospective client to A/B test video email versus the standard approach of including an image. We also provide a test design service if the client is less experienced in designing a test framework.
Secondly, each year we conduct a state of video email survey. This survey provides an annual snap shot on the state of video email, including questions on how effective it is proving to be for its users.
The results of the 2023 survey indicated that 71% of respondents had seen some level of improvement in the performance of their campaigns when they added video.
Finally, we work closely with our clients to establish if, and how, video email might deliver incremental performance, with a positive ROI, across their email campaigns.
