Video Marketing

How to Use Video in Email Campaigns

Michael Pirone
May 29, 2019

The State of Video in 2024

It’s no secret anymore that video is here to stay. The usage and consumption of video content are set to increase even more in 2019. Why? Because it’s hard to avoid the fact that 87% of marketers are using video  with 83% of them saying that video provides their company with a positive ROI.

Sounds great right? Not so fast. The challenge is how to cut through all the noise and competition and really create a great video that impacts your audience. The the same occurs with email marketing, as it is the most effective channels, especially for B2B marketers.

Still, the truth is email helps videos gain exposure, and videos help email get opened, read, and clicked.

Video Production: An Effective Tactic To Stand Out

Using interactive video content in your email marketing is proved to be an effective tactic to stand out from thousands of emails your prospects probably get every day.

Video has an undeniable impact on email KPIs including:

  • Boost open rates by 19%.
  • Boost click-through rates by 65%.
  • Reduce unsubscribes by 26%.

Now, How Can You Make It Work?

We’re here to share the best tips and tactics for using video in email to drive awesome results.

Use Your Subject

Let people know there’s a video. Using this word is a good tactic as reports say it increases the open rate. Run different split tests to find out which way works better for your audience.

Use Animated GIFs

The idea is to easily tell your audience they have a video to watch. A link is going to be so boring so it’s recommended to look for an actionable thumbnail image inside your email that links directly to the video when selected. Even better if you add a fake “play button” like the example below.


Wistia email


Don’t Send Them to YouTube, Please

The point is to always make it easy for your audience to find exactly the content they’ve clicked on, but don’t forget you aim to convert clients so use a landing page where the video is preferably the first thing they see, therefore once the video ends they will scroll down to find out more about your service. See more about ‘web video production, and use of video in landing pages here’.

Say Yes To Autoplay

Usually is not recommended to autoplay your videos as soon as your page loads. However, this is a great opportunity to do it as your potential viewers already click on the fake play button which means they are ready to watch the video and you are ready to save users a click.

Embedding or Not Embedding?

All depends on the objective of your campaign and what do you want your audience to do next. Generally, all marketers want users to visit their website and generate interactions that bring them close to conversions, right? So embedding is not the best option. However, if conversion is not a priority and you want to showcase, for instance, your company’s personality, embedding a video can be an optimal visual caption.

If you’re considering giving it a try, never forget the technical part, as HTML5 video is only supported by a small number of email clients.

Wrapping Up

Actually, we just want to leave you with this graphic by Wyzowl where Over two-thirds (68%) said a short video would be best, way ahead of text-based articles (15%), infographics (4%) presentations and pitches (4%) ebooks and manuals (3%).


Short Video


It does look like a smart investment. Ready to hire a video production agency? Get started with a free script today.

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