Marketers looking for a way
to keep recipients engaged with emails should try adding video. Emails that contain a video have click
through rates (CTR) two to three times higher than those without video,
according to a May 2009 study by David Daniels of Forrester.
In a recent B2B article, Carissa Newton from Delivra suggests including a thumbnail of
the video in the email, then linking to a landing page to view the video. This method has several benefits:
- Better deliverability,
since the added HTML required for embedded videos often causes emails to get
caught in spam filters. - Text-only emails won’t read
the HTML video. - Landing pages offer an
additional opportunity for marketers to offer more videos, marketing
information, links, a survey, photos, etc.
–Mara Conklin