13 Tips to Use Video in Your Email Marketing

Adding video to your email marketing can boost engagement – but you need the right strategy. Here’s what you need to know before you start.

Video has risen in popularity to become one of the most powerful tools for a marketer. It embraces storytelling, builds emotional connections with your audience, and can distill complex topics into easily digestible content.

However, video can’t be the only tool you rely on. Email marketing is still an incredible option for brands looking to engage with their audience, nurture leads, and drive conversions.

But inboxes are cluttered, leaving many emails sitting unopened. The best solution is to combine both, incorporating video into your email marketing strategy to get those emails opened and improve click-through rates. 

Pro tip: Did you know that 28% of your email list degrades every year? Remember to verify your contacts before you send your next email.

Why use video in email marketing

At the start of 2021, video was already dominating the online space. Just in the next year, that trend continued, cementing video as a crucial part of marketing campaigns, especially with the rise of TikTok, Instagram Reels, and YouTube Shorts.

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Both short-form videos, which are two minutes or less, and long-form videos, are still popular. Users enjoy watching short-form videos on social media and getting quick information, but they still rely on longer videos to solve a problem or get a deep dive into a topic.

As for email, the channel has been one of the most cost-effective marketing mediums available. That’s still true, despite the myriad of options available to marketers. It’s an ad-free, platform-free, direct-to-buyer channel that only requires an email address. 

What the stats say:

• In fact, email marketing is projected to increase from $7.5 billion as of 2020 to approximately $17.9 billion by 2027. 
• That’s already proving true, with 78% of marketers reporting an increase in email engagement. 
• It’s no surprise that companies of all sizes rely on email to connect with their customers and prospects: ZeroBounce research shows that 93% of consumers check their email at least once a day.
• A third of B2B marketers also report that email newsletters are the most effective way to nurture leads, and 90% of content marketers say email engagement is the primary metric they monitor for content performance.

Based on research from Wistia, a video hosting software, video content in email newsletters led to a 300% increase in email click-through rates.

But how do you use video in email marketing in a meaningful, engaging way? These 13 tips will help you put a strategy together – and ensure your videos align with your audience and brand.

1. Embed a video thumbnail with a play button

One of the easiest and most effective ways to incorporate video into email marketing is by using a video thumbnail with a play button. Instead of embedding the whole video, which may not be supported, you can use a compelling thumbnail that links to your landing page, YouTube, or a dedicated video page. This method increases click-through rates while ensuring smooth playback, no matter the device.

2. Preview a new product

If you’re launching a new product or service, video is a great way to give your audience a preview. A short video clip can introduce your product launch and build anticipation. You may want to add a countdown timer in the email and give people a limited time to take advantage of the offer to create a sense of urgency.

3. Share product demonstrations and tutorials

Customers like to see a product in action before taking a chance on a purchase, especially for high-value purchases. Video can demonstrate how the product works, share unboxing experiences, or provide helpful step-by-step tutorials. This is especially effective for e-commerce brands, SaaS companies, and businesses that offer other complex products or services.

4. Showcase customer testimonials and case studies

Social proof is a big part of purchase decisions. Featuring customer testimonials and case studies as videos in your emails – combined with written testimonials or screenshots – makes them more credible and engaging. Short video testimonials from satisfied customers can enhance trust and drive potential buyers further down the sales funnel.

Here’s how Wild Alaskan Company invites customers to share their own content (videos and pictures) for the company to use in its digital marketing efforts:

5. Create a video newsletter

If you want to take your email marketing to the next level, consider creating a video newsletter to keep your subscribers engaged and informed. This can be as simple as a quick update from the CEO to a roundup of the news at your company, including new products or customer success stories.

6. Incorporate user-generated content (UGC)

Encourage customers to create and share videos featuring your products or services. User-generated content adds authenticity to your brand and fosters a sense of community among brand fans. When you highlight real customers in your email videos, you can make your brand more relatable and increase conversions.

7. Announce exclusive promotions and offers with video

A well-crafted video can make your promotional emails more exciting and engaging. Instead of a static discount banner (which may get flagged as spam), create a short video announcing your latest sale, limited time offer, or exclusive deal. Adding a sense of urgency and excitement can drive higher engagement and prompt immediate action.

8. A/B test video vs. non-video emails

Conducting A/B tests for your emails with video and without video can help you determine what options work best for your audience. While video can be a good addition to your emails, it may not be appropriate for every communication. Track key metrics like open rates, click-through rates, and conversions. These insights will help you refine your strategy and maximize the effectiveness of your campaigns.

9. Optimize videos for mobile viewing

Since 64% of consumers open email on mobile devices, ensure that your videos are optimized for mobile viewing. Use responsive design, keep file sizes small, and test playback on different devices.

10. Use storytelling to build emotional connection

People are moved by stories more than plain sales messages or technical jargon. Video is a great way to tell a story that creates emotional resonance with the audience. Whether it’s sharing a behind-the-scenes look at your brand, customer testimonials, or a “day-in-the-life” video, storytelling humanizes your brand and builds trust with your email subscribers.

11. Personalize video content for high engagement

Personalization is crucial in effective email marketing, but video can take it a step further. Create personalized videos using the recipient’s first name, purchase history, or interests. You should also segment your email audiences to ensure that you’re delivering the videos that are most appropriate for them and their stage in the buyer’s journey.

Pro tip: Remember to repurpose your video content. Here’s an example from a blog interview with our sales pro Chris Gallego. Our team published the interview in written form, shared it on YouTube, and cut this short clip for Instagram. Consider this approach to make the most of your content — adding video to your emails will feel a lot easier.

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12. Use GIFs to create motion

If embedding a video isn’t an option, GIFs can be a great alternative. A short, looping GIF can capture attention and convey a message quickly while encouraging the reader to watch the whole video. You can use GIFs to highlight product features, showcase testimonials, or create a teaser for the full-length video. Make sure your GIF is optimized for fast loading times, however, to avoid slowing down email performance.

13. Automate videos for drip campaigns

Automation can enhance your email marketing, especially with videos. Use email marketing automation tools to send video emails based on user behavior, such as a welcome video for new subscribers, product recommendations for returning customers, or tutorials based on a recent purchase.

Drive results with video email marketing

Video and email combine the best of both marketing strategies. You can deliver engaging content directly to your audience in their preferred format without trying to stand out in the noise of social media or spending money on paid ads. 

Whether you rely on personalized videos, enticing thumbnails, or fun GIFs, integrating video into your email marketing strategy can enhance your results. Start experimenting with video and see how your email engagement improves.

Author: Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County based commercial video production company. Sparkhouse is known for its different approach to video marketing and advertising. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates entertaining and useful videos that engage. In addition to Sparkhouse, Torrey Tayenaka has also founded the companies Eva Smart Shower, Litehouse, Forge54.