While e-commerce players like Amazon.com (NASDAQ: AMZN) are having a resurgence, there are still interesting growth paths. For example, how can it leverage the huge popularity of online video?

I had a chance to interview Thomas Harpointner, who is the CEO of AIS Media. His company develops e-commerce and email marketing applications.

How are e-tailers using online video and emails for target marketing?

At least 18% of major online retailers tracked via RetailEmail.Blogspot have incorporated video into at least one email over the past six months or so. In addition, 86% of online retailers use some form of video during the shopping experience, up from 52% last year.

What are they doing? Retailers are using video to run ads. This is much cheaper than running ads on network television.

Videos can be effective for demonstrations and reviews. They serve as excellent traffic generation tools. Tracking which videos visitors click on can also help marketers determine which products are most popular.

Also, links to videos in an email marketing materials receive a higher click-through rate than regular hyperlinks

What are some of the best practices?

Don't force things. Provide viewers a screenshot of the video along with a brief description of its contents. The video should only play when it's clicked. Automatically playing a video each time a web page loads can reduce web site performance and annoy visitors.

Video must be user-friendly as well. Avoid requiring users to download a unique video player. Instead, use a standard player such as Flash or Microsoft Corp.'s (NASDAQ: MSFT) Windows Media.

Furthermore, the video must be relevant to the email. Don't just add video to grab attention. Make sure it corresponds with and enhances your message.

Tom Taulli is the author of various books, including the Complete M&A Handbook and the EDGAR-Online Guide to Decoding Financial Statements.