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Video in Email Boosts Click-Thru Rates 2-3x

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Incorporating video into emails — a simple enough concept that wasn’t even possible two years ago — improves click-through rates by 2-3 times, according to a recent Forrester report.

A recent forecast shows that 71% of the online adult population will watch online video streams in 2009, while the number of video streams consumed will double over the next five years.

Many ISPs and email security vendors adopt a protective stance and have blocked executables, including flash video and embedded video scripts, to protect inboxes from viruses and Trojan spybots.

Interviews with marketing executives revealed that using compressed video without sound, with animated gifs, and clickable screen shots of videos can result in click-through rates that are two to three times the usual rate.

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