Over the past year, we’ve collected data to better understand recipients of video email messages. Collecting any sort of data is always valuable in video email marketing because when you understand your audience, you can tailor the experience even more.
A personalized experience is one of the primary reasons to use video email, so the more information you have on how to improve the experience, the better. For example, suppose the majority of recipients view video email messages on their mobile devices. In that case, you’ll want to assure your video and landing page are compatible and in the proper format.
In this article, we’ll review the data we accumulated on recipients receiving video email messages including demographics, engagement, and device preferences. Our statistics are based on one year worth of Covideo data (Sept. 1, 2019, – Sept. 1, 2020) and more than 5 million views.
Demographics for individuals receiving video email messages
In terms of recipients’ gender, slightly more males received a video email than females.
- Male: 54%
- Female: 46%
Regarding recipients’ age, the most common age group receiving video emails is between 25-34 years. This group alone makes up one-third of recipients.
- 18-24 years: 27.5%
- 25-34 years: 33.5%
- 35-44 years: 15.5%
- 45-54 years: 12.5%
- 55+ years: 11%
Engagement with video email messages
Time spent watching their video
On average, recipients spent 1.17 minutes viewing a video message sent to them via email or text. Personalized video emails tend to be shorter in length, ranging from 30 seconds to 3 minutes as a best practice.
Number of interactions with their video
On average, recipients interacted with a video email 1.66 times. An interaction accounts for how many times the video was viewed, showing two-thirds of recipients opened the video message more than once.
Number of times the video was viewed
Of the videos watched, 60% were viewed once, and 40% were viewed more than once. These statistics only account for the video emails that were opened and viewed. We did not gather data on videos sent but never opened/watched.
- 60% of videos were viewed once
- 16% of videos were viewed twice
- 24% of videos were viewed three or more times.
Preferences when viewing video emails
Two-thirds of recipients viewed a personalized video email on their mobile device, with the remaining amount watching on a desktop. iPhone is the primary mobile device used for viewing videos.
- Mobile: 66% (*the vast majority of this on iPhone – 67%)
- Desktop: 32%
- Tablet: 2%
When receiving a video email for Outlook, Gmail, or any email platform, a thumbnail is embedded in the email, but you have to click on it to watch the full video. Once clicked, the viewer is redirected to a video landing page with the video player and call-to-action buttons. Nearly half of recipients preferred Safari for viewing videos, compared to Chrome and other browsers.
- Safari: 47%
- Chrome: 32%
- Internet Explorer: 6%
- Other: 15%
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