Trends Report

As Seen In The Inbox

Assessing Video Email Opportunities

May 4th, 2009
David Daniels
With contributors:
Bobby Tulsiani , Carlton A. Doty , Emily Murphy


Video in email represents new revenue opportunities and click-through optimization for email marketers. A July 2008 JupiterResearch/ClickZ survey of 286 email marketing executives found that 17% of the respondents were planning on using video in email within the next 12 months; however, marketers must not ignore implementing core best practices such as testing. Interviews with marketing executives reveal that using compressed video without sound, animated gifs, and clickable screen shots of videos can increase click-through rates by two to three times. Emerging certified video email delivery mechanisms also present new revenue opportunities for publishers seeking to increase their pre-roll video ad inventory.

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