Barriers to Video Email Marketing: Fact or Fiction?

Even as video email becomes a mainstream tool for online marketers, barriers (real or imagined) keep some executives from green-lighting implementation.
Surveys by the Web Video Marketing Council over the past several years clearly indicate growing adoption of video email marketing and satisfaction with the results of its use.  By 2012, 52% of marketing executives reported using video email marketing with an overwhelming 88% of them saying it had a positive impact.  Three-quarters of respondents felt video improved click-thru rates, increased purchases and boosted conversions.
With so many online marketers finding success using video email, why are some holding back?

Interestingly, the top 3 barriers cited by executives were:

  1. Availability of video assets
  2. Ease of implementation
  3. Cost

At first glance, these citings have a solid basis in reality.  A) Square footage for a dedicated studio might not exist.  B) Specialized equipment takes time and knowledge to acquire.  C) Extensive training and changes to workflow patterns can sideline adoption.  D) The cost attributable to equipment, training and studio space (not to mention videographers, lighting technicians and on-screen talent) can quickly balloon to epic proportions.  When you take into account small to mid-size businesses often budget between $1,000 and $10,000 annually for video email marketing, cost alone would appear to be a huge deterrent.
But what if these seemingly valid barriers are more fiction than fact?  The foundation of video email marketing success lies in the personal connection established between sender and viewer.  Highly produced, slick looking videos with paid actors and elaborate sets have their place, but some of the best and most effective marketing videos are shot at a desk, using an inexpensive HD webcam.  Equally compelling are product demonstrations, real estate virtual tours and outdoor location videos captured on iOS and Android devices, shot with cost-free subjects and a variety of natural backdrops.
Adding music or special effects to step up a video’s entertainment value is a piece of cake with free video editing software such as Windows Movie Maker for PCs and iMovie for Macs.  Both programs provide an impressive array of features and are well suited to beginner and intermediate level users.
As for implementation, Covideo clients can create and send their first video email within minutes of establishing an account.  And the Covideo Add-in lets Outlook users create and send videos right from their Outlook program, so video email is easily assimilated into the regular work routine.
What about the cost?  With our 3 reasonably-priced monthly package options, even the leanest budget can include video email marketing with Covideo.
Does every video have to be shot with a webcam or smartphone?  Absolutely not.  Videos from other sources can be uploaded and stored in the Covideo library.  When a professionally shot video is desired, there are a number of production companies who deliver larger scale, in-studio videos at reasonable prices.  This gives executives leverage in managing their video email marketing budgets, knowing the majority of videos can be created and stored at little to no cost.  Remaining funds can be applied to professionally produced videos or equipment acquisition for future in-house productions.
The fact is, video email marketing can be one of the least expensive and most productive strategies a business can employ.
Jamie Bidwell is a team member at Covideo provides video email software that helps companies build relationships quickly and reinforce their brands more effectively with easy-to-make video emails that truly communicate.

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