Email professionals can improve their campaign success rates by utilising online video, it has been suggested.

Erik Bratt, president of Engage Social Media, noted that many businesses will aim to develop their websites, as well as their search engine optimisation, email marketing and social media strategies, when devising an "online marketing checklist".

"So what other online tool can you use to make an impact?" he said in a column for the San Diego Union-Tribune.

"Once deemed too expensive, and too slow in the pre-broadband era, video is rapidly gaining in popularity as a business tool."

Indeed, Mr Bratt noted that using online videos in email marketing can be an effective means of "breaking through the clutter" of messages that people receive every day.

The comments come after Frank Reed, owner of FT Internet Marketing, recently wrote for Marketing Pilgrim that the move towards more marketing communications on mobile devices has been one of the most "abrupt" changes in the email marketing space.

                                               source from the thomsonlocal.com