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Kara Trivunovic, Sr. Director of Strategic Services for StrongMail Systems discusses the pros and cons of using video in your email marketing campaign.

After a coast-to-coast travel extravaganza last week, regardless of the venue or focus, one topic cropped up repeatedly – the pros and cons of leveraging video in email. While there are valid positions and applications for the inclusion of video within an email message, it has yet to be proven more effective than other relevancy tactics. I have three major points of conversation around this topic for which I am opening up for debate. I remain completely open to a sway-factor, so long as there is a good argument or supportable point of view. So, let the Great Video Debate begin!

Video vs. Relevance

Advocates of video in email talk about it like it is the next coming for the email industry – but let’s face it, not every email warrants a video. I support the idea that there are opportunities for video to enhance a message, just like images in email have; but just because you “can” use video, doesn’t mean you “should” use video. I have seen some very successful applications of video – one example is when a popular airline launched new cabins on their entire fleet. An email was sent that included video highlighting all of the new features on the aircraft. The message had great conversion, but this is an example of leveraging video to support a very specific and relevant cause. If it enhances the message content, then go for it, but don’t include video just because you “can.” If your video has no relevance to the message or the experience for the recipient, then it has no place in your email.

Video vs. Metrics

As marketers are turning more to email as a cost-effective and trusted marketing channel during this down economy, we are all looking for ways to differentiate our messages. But I have to say, of all the conversations I had last week on this topic, there is one comment that I heard that is just unfounded and nearly impossible to support: “Video in my email drove higher open rates.” What?! Without some serious ESP (and not the Email Service Provider kind) by your recipient, there is little possibility they knew that video was in your message when it hit their inbox; unless, of course, the subject line alluded to the video – but I would argue that it was then the subject line that drove the higher open rate. I don’t doubt that leveraging video that is highly relevant to your topic will drive higher conversion or will impact your success metrics, but to say undoubtedly that video increased open rates is really a stretch.

Video IN Email vs. Video “in” email

I’ve seen case studies that talk about the lift realized when video was featured in email versus text and images, which is a pretty valid claim if applied appropriately. However, I am still waiting for someone to prove that the ability to play video within your email client is more effective than linking a video image to a browser to actually play the video. I somehow doubt there is a marked lift in response. I admit, I am a pessimist when it comes to physically including video in email and am anxiously awaiting someone to convince me otherwise. What’s the benefit? There is little reason to ever want to auto-play a video upon opening a message, especially if there is sound in the video.

So we’re clear, I am not saying there is no place for video in email, but I am suggesting that you approach it with a cohesive plan and a realistic expectation of what the video will bring. If you approach this adventure with eyes wide open, then the experience should be pleasant.

Kara Trivunovic has over 10 years of email marketing experience. She is currently the Director of Strategic Services at StrongMail Systems. Their dedicated marketing and transactional email solutions eliminate the limitations of traditional email service providers and custom-built solutions, enabling businesses to deliver more relevant, timely and cost-effective messages.