The introduction of HTML5 could convince more marketers to integrate video within their emails.
This is according to Vice President of Marketing at Movable Ink Jordan Cohen, who believes that, although companies have often decided against using video in their messages, this could be set to change.
"The game-changer that's making video in email a reality and is making it poised for serious growth in 2013 and beyond is the introduction of HTML5 and the popularity of the email clients' support," Mr Cohen told Clickz.
He explained that video has been underserved in the past due to a lack of ISP/receiver-side support, while an absence of video assets is another factor.
When devising their marketing strategy, companies should ensure they take all of the available channels into account, as both online and offline advertisements could yield data capture benefits, bring in consumers and lead to customer loyalty in the long term.