August 31, 2010
The 2010 Video Email
Marketing Survey and
Industry Trends Report
Conducted by the Web Video Marketing Council in
conjunction with Flimp Media and ExactTarget for Online
Video and Email Marketing Professionals
www.flimp.net www.exacttarget.com
www.webvideomarketing.org
For Online Video and Email Marketing Professionals
© 2010 Flimp Media, Inc. Reproduction Prohibited. August 31, 2010
2
August 31, 2010
The 2010 Video Email Marketing Survey and Industry
Trends Report
An online video industry trends report published by the Web Video Marketing Council in conjunction
with Flimp Media and ExactTarget.
Executive Summary
The 2010 Video Email Marketing Survey was conducted by the Web Video Marketing Council,
Flimp Media and Exact Target to better understand and identify the trends and practices
driving the increased use of video with email marketing. As email inboxes become more and
more crowded, email marketers are challenged to find new ways to increase email open
rates, engagement time and response rates. While the use of video with email is gaining in
popularity, video email marketing presents marketers with a range of technical and content
challenges that impact the adoption of video email as a common marketing practice. The
WVMC survey gathered data from over 200 professional marketers and marketing decision
makers on how and to what extent video email marketing is being practiced and the emerging
trends and perceptions that are influencing the adoption of the video email marketing.
Table of Contents
3 Purpose and Methodology of Survey
4 Survey Participants and Key Survey Findings
For Online Video and Email Marketing Professionals
© 2010 Flimp Media, Inc. Reproduction Prohibited. August 31, 2010
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Purpose
To date, there has been little third party marketing research conducted on how and to what extent
companies and organizations are incorporating video into their email marketing programs or on
the impressions that marketers have of the viability and effectiveness of “video email” marketing.
The purpose of the 2010 Video + Email Marketing Survey was to gather more in depth and timely
information from marketers about their perceptions and use of video with email marketing. The
survey was developed in order to:
• Assess online marketing professionals level of participation and interest in video based email
marketing
• Identify key industry trends and user issues related to the use of video email marketing
• Gain insight into marketers perceptions of the effectiveness of video email marketing programs
Methodology
The online survey was conducted between May 26, 2010 and June 27, 2010. The survey included
13 questions and was digitally distributed to marketing professionals through both the Web Video
Marketing Council and ExactTarget websites. Surveys were taken and submitted through a secure
online survey program and survey data was collected in an online database for analysis. Detailed
information about each survey participant was collected at the beginning of each survey and
included the following questions;
• Do you have marketing or marketing oversight responsibilities in your current professional role?
Yes or No.
• Which of the following most accurately reflects your current role?
• Part of an in-house team (client-side)
• Part of a marketing company (e.g. agency, service provider or marketing consultant.
• Neither
• What most accurately describes your role in marketing?
• Head of Marketing (CMO, SVP, VP etc)
• Director/Manager
• Associate
• Other (identify)
For Online Video and Email Marketing Professionals
© 2010 Flimp Media, Inc. Reproduction Prohibited. August 31, 2010
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2010 Video Email Survey Participants
The Video Email Marketing Survey was taken by over 200 Interactive Marketing Professionals
working for a wide range of companies, organizations and agencies. Of the survey participants;
• 87% indicated they have marketing oversight responsibilities in their role
• 71% indicated they are in-house marketing professionals
• 29% indicated they work for marketing agencies or work as marketing consultants
• 30% indicated they are key marketing decision makers within their organizations (CMO, SVP, VP,
Director)
Key Survey Findings
Most marketers are already using online video in their marketing programs.
Online video is being used by 70% of survey participants for marketing
and an additional 17% are considering using online video in their marketing
programs.
For Online Video and Email Marketing Professionals
© 2010 Flimp Media, Inc. Reproduction Prohibited. August 31, 2010
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Roughly half of marketers are using video in their email marketing programs.
Video has been used with email marketing by 50% of survey participants and
an additional 24% are considering the use of video in their email marketing
programs.
Email service providers are not addressing the increasing demand for video
email marketing solutions according to online marketers.
Only 21% of marketers indicated their email service provider (ESP) offered video
marketing solutions while 35% said their email service provider did not offer video
marketing solutions. 44% of participants did not know if their ESP offered a video
solution.
For Online Video and Email Marketing Professionals
© 2010 Flimp Media, Inc. Reproduction Prohibited. August 31, 2010
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Most marketers believe that video increases email click thru rates.
A large majority of marketers (73%) believe that integrating video with email marketing
will increase click thru rates.
21% didn’t know and only 6% did not think that video would have a positive impact
on email click thru rates.
This data suggests that most marketers are likely to include video with email
marketing in the future.
Most marketers believe that video increases email marketing conversion rates
and customer purchases.
Most marketers surveyed (73%) indicated that video based email marketing is
more likely to generate higher conversion and purchase rates than
static content. Only 5% of marketers thought that video with email would make no
difference or have a negative impact on conversion and purchase rates. 21%
indicated they were not sure.
For Online Video and Email Marketing Professionals
© 2010 Flimp Media, Inc. Reproduction Prohibited. August 31, 2010
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Most marketers believe that video email marketing is the wave of the future.
Nearly all of the marketers surveyed indicated that video based email marketing
was the wave of the future (52%) or were intrigued by the opportunity (44%).
Only 4% of marketers did not think that video email marketing works.
Ease of implementation and cost are cited by marketers as the main barriers
to adoption of online video for email marketing.
Marketers felt that ease of implementation (29%), high cost (23%) and availability
of video assets (21%) were the primary challenges associated with using video
for email marketing. Cost and availability of video content are likely related
since video production can be expensive. As the cost of online video
development decreases, more marketers will likely participate in video
based marketing. 13% of marketers surveyed were concerned about the
receptivity of consumers to video email marketing.
For Online Video and Email Marketing Professionals
© 2010 Flimp Media, Inc. Reproduction Prohibited. August 31, 2010
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Linking to a video landing page or embedding a video player in an email
message were cited as the most effective ways to use video with email.
Linking to a video landing page from a video image or static weblink was cited
by 40% of marketers as the best way to deploy video for email marketing. A large
number of participants (33%) indicated that a video player embedded into the
email message would be most effective. However the present technology
reality is that there are no viable solutions for embedding video in email
other than GoodMails’s CertifiedVideo beta product that only works with AOL.
Only 5% of respondents thought that video .GIF files are most effective and
only 6% chose linking to a video sharing website like YouTube as the most
effective video email solution.
For Online Video and Email Marketing Professionals
© 2010 Flimp Media, Inc. Reproduction Prohibited. August 31, 2010
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About The Web Video Marketing Council
The Web Video Marketing Council (WVMC) is a professional association established to provide
timely, relevant information about video marketing topics and technologies to professional
marketers and communicators through its website, newsletter, reports and webinars. Companies
and organizations that want to contribute non commercial white papers, reports and articles to the
WVMC for publication should contact the WVMC directly through our website.
Contact Information:
Web Video Marketing Council
Dover, Massachusetts
Tel. 1.508.686.2809
www.webvideomarketing.org
About Flimp Media, Inc. (FMI)
Flimp Media Inc. (FMI) is a video marketing technology and video production services company
with offices in Hopkinton, MA and Los Angeles, CA. Our patent pending FLIMP® technology
platform enables online marketers and communicators to quickly create, distribute, track and
report interactive video brochures and video landing pages called flimps® for online video
marketing and communications without programming, technical skills or IT resources. For more
information about FMI products and services visit www.flimp.net.
Contact Information:
Flimp Media
2 Hayden Rowe
Hopkinton, MA 01748
Tel. 1.508.435.5220
www.flimp.net
About ExactTarget.com
ExactTarget’s email marketing software, services & solutions are the most powerful and flexible
in the industry. Easily create, deliver, track, optimize, and automate permission-based email
marketing campaigns as well as triggered and transactional email.
Contact Information:
ExactTarget
20 N Meridian St
Indianapolis IN 46204-3007
Tel. 1.866.362.4538
www.exacttarget.net
© 2010 Flimp Media, Inc. Reproduction Prohibited. August 31, 2010
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