Why you should use videos in email marketing

Why you should use videos in email marketing

If you’re not including videos in your email campaigns, you’re missing out on a powerful engagement tool.

“Oh yeah, Steve? Says who?”

STATS. Here are a couple to back up the point.

  • Having the word “video” in your email subject line may increase your email open rate by up to 19%.*
  • 59% of executives say they are more likely to choose video over text.**

What basics do you need to know about videos and emails?

Even though we’re talking about video email campaigns, the video usually isn’t in the email itself. Why? Because most email clients aren’t designed to allow videos to play within the email.


Instead, what you can do is link to the video using 1) a static, embedded image; 2) a call-to-action button (“Watch now”); or 3) hyperlinked text. For an embedded image, email services such as MailChimp or Constant Contact will create a screenshot from your video that’s ideal for this purpose.


So where is the actual video? It can be embedded on your company landing page or hosted by a video platform such as YouTube or Vimeo.


How to use videos in email campaign
This email campaign uses both an embedded image and a button to hyperlink to a separate page where the video is hosted.


How can you get the most out of videos?


  1. No matter what type of video you’re promoting—humorous vs. strictly business; real people vs. animation—the goal should always be to leave a lasting impression and encourage further engagement with your brand. Speaking of:
  2. Make sure your video is narrowly focused on solving a specific problem or answering a specific question. When you can accurately explain why you’re using video and the function it will serve, then you’re far more likely to create an effective video email marketing campaign.
  3. Use shorter videos for the early stages of the marketing campaign and longer ones for later stages. A survey by animoto.com found that almost two-thirds of prospects prefer videos shorter than a minute. So, instead of having one excessively long video, divide it into a manageable series of videos.
  4. Always include a call to action at the end of your video or somewhere on the page which is hosting the video.
  5. Use tracking software that can tell you how long a video was watched. This gives you an idea of the video’s strengths and weaknesses.
  6. Use software that captures contact information for prospective clients who find your video outside of your email marketing campaign. This can be achieved by using software that simply requires an unknown viewer’s email address for the video to play.

Every great video for email marketing needs a well-written script to connect with the audience. That’s where I come in. Let’s chat about how to launch an effective video email marketing campaign for your company’s or personal project. Contact me today.




Author Info

Steve Heald

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