Email marketing is constantly evolving, and one of the most transformative changes in recent years is the rise of video content. No longer confined to social media or landing pages, video is taking center stage in inboxes worldwide. Brands that embrace video emails are seeing higher engagement, better click-through rates, and increased conversions. But what’s behind this shift, and how can you use it to your advantage? In this guide, we’ll explore the power of video email marketing, why it works, and how to use it effectively.
Why Video Emails Are Winning the Engagement Game
Emails packed with static images and text are becoming less effective as consumer attention spans shrink. Video, on the other hand, captivates, entertains, and informs all at once. Here’s why video emails are making a splash:
1. Higher Engagement and Click-Through Rates
According to industry data, video emails have a 300% higher click-through rate compared to plain text emails
Oake Marketing. This isn’t surprising—video grabs attention like nothing else. It activates multiple senses, driving curiosity and encouraging users to click for more. Whether it’s a product demo or a “sneak peek” of upcoming content, video is a proven engagement booster.
2. Storytelling Power
Videos help brands tell richer, more compelling stories. Unlike images or text, video enables businesses to showcase product benefits, share customer testimonials, or humanize their brand. Instead of “telling,” you’re “showing,” and that visual storytelling leads to stronger emotional connections with subscribers.
3. FOMO and Urgency
Want people to act fast? Use video. Techniques like countdowns, “last chance” promotions, or product reveal videos tap into the “fear of missing out” (FOMO). When people see a moving countdown timer or an exclusive offer in action, it triggers a sense of urgency that plain text can’t match.
The Different Types of Video Content for Emails
Not all video content is created equal. Here are the most effective types of video for email marketing and how to use them.
1. Product Demos and How-To Videos
If you’re launching a new product or showcasing a service, video is your best friend. A short, 30-second demo can show potential customers exactly how the product works. Use GIF-style previews to hint at the video’s content, encouraging subscribers to click through to view the full version.
2. User-Generated Content (UGC) and Testimonials
Video testimonials from happy customers or brand advocates build social proof. Seeing a real person vouch for a product is far more convincing than a written review. These clips can also be repurposed from social media to email.
3. Event Recaps and Announcements
Hosting a live webinar or event? Use a video recap in your follow-up emails. Summarize key moments and encourage those who missed it to view the replay. Event recaps work especially well in post-event drip campaigns.
4. Personalized Video Messages
Personalization goes a long way in email marketing. Brands can use AI tools to create personalized video greetings or thank-you messages, addressing the recipient by name. This type of customization feels more human, fostering stronger brand loyalty.
5. Entertainment and Fun Content
Not every email needs to be “salesy.” Entertainment-based videos—like behind-the-scenes clips, bloopers, or fun cultural references—can add humor and personality to your brand. These lighthearted moments make your brand more relatable.
How to Embed Video in Email (The Smart Way)
Contrary to popular belief, you can’t always embed a playable video directly into an email. Many email clients (like Gmail) block embedded video playback to reduce email load times. But don’t worry—there are effective workarounds:
1. Use an Animated GIF as a Placeholder
Convert the first few seconds of your video into an animated GIF and place it in the email. This “teaser” encourages recipients to click, leading them to the full video on a landing page. GIFs work with nearly all email clients, and they add dynamic movement that draws attention.
2. Add a Play Button on an Image
Take a screenshot of your video and place a play button overlay on top. When users click it, they’re redirected to a landing page with the video. This method simulates the experience of a playable video and increases click-through rates.
3. Link to a Video-Hosted Landing Page
If you have a specific CTA (like watching a full tutorial), send recipients to a landing page with the video front and center. This method increases website traffic and provides better analytics for tracking viewer engagement.
Best Practices for Video Emails
To get the most out of your video email strategy, follow these best practices:
1. Keep It Short and Sweet
Aim for brevity. Videos under 60 seconds are most effective for email. Attention spans are short, and you don’t want to lose your audience before they get to your call-to-action (CTA).
2. Mobile-Optimize Everything
Most people check their email on smartphones, so your videos must be mobile-friendly. Use responsive design to ensure smooth playback, and keep file sizes small to avoid slow loading times.
3. Include Closed Captions
Over 80% of video is watched without sound
Mail Blaze. Add captions to make your message accessible and scannable. This approach also supports accessibility standards.
4. Use Strong CTAs
Don’t leave your recipients hanging. Whether it’s “Watch Now,” “Shop the Collection,” or “Learn More,” include a clear, clickable CTA button after the video.
5. A/B Test Everything
Not sure if your GIF or thumbnail image is working? Test it. Split-test your subject lines, video length, and CTA wording to see which combination drives the best results.
SEO Benefits of Using Video in Email Marketing
Video emails aren’t just good for engagement—they can indirectly boost your SEO. Here’s how:
- Increased Website Traffic: If your email drives traffic to a video landing page, that page may get higher visibility on Google.
- Increased Time on Page: Videos keep visitors on your site longer, which can improve “dwell time” metrics.
- Boost in Conversions: If viewers click through to your website, they’re more likely to convert. The higher your conversion rate, the stronger your site’s performance signals to search engines.
Tools to Make Video Email Easy
You don’t need a Hollywood studio to produce high-quality email videos. Here are some tools that can help:
- Loom: For quick, personalized video messages.
- Canva: Create animated GIFs and simple video snippets.
- Vidyard: A robust tool for recording, editing, and embedding personalized video content.
- Wistia: Use this platform to host and track video performance on your landing pages.
Final Thoughts
Video emails are no longer a “nice to have”—they’re a must-have for brands that want to connect with audiences on a deeper level. By using GIFs, video snippets, and personalized video content, you can increase engagement, improve click-through rates, and drive conversions. The key is to keep it short, mobile-friendly, and always include a strong call-to-action.
So, if you haven’t embraced video emails yet, now’s the time to hit “record” on this game-changing trend. Your audience (and your ROI) will thank you.
Call-to-Action: Ready to elevate your email marketing with video? Contact us for tailored strategies and see how video can transform your email campaigns.
