Getting people to open and interact with your emails isn’t always easy. That’s where video email marketing comes in. Videos let you connect personally, making your messages more engaging and harder to ignore. In this post, we’ll cover why video email marketing works, how it boosts open rates, and tips to get started.
Video email marketing combines video content with email communication to make emails more engaging and impactful.
Why does this matter? People naturally gravitate toward visual content, which is faster to process and more memorable. Adding video to your emails gives the recipient something dynamic and compelling, which can help your message stand out in crowded inboxes.
Video email marketing merges the best of two communication worlds: the reach of email and the engagement of video. In these campaigns, videos are used as the primary or supplemental content to enhance the email’s overall message.
Here’s how it works:
You can embed a video thumbnail with a play button that links to a hosted platform (like YouTube or Vimeo).
Some email tools support animations like GIFs or even embedded HTML5 videos that play directly within the email.
These videos could introduce a product, explain a service, share a testimonial, or build trust with your audience.
What makes video email marketing so effective? It’s the unique ability to grab attention and evoke action. Whether you’re a marketer, entrepreneur, or small business owner, the benefits of using video in emails are significant and measurable:
Boosted Engagement: Videos are naturally more engaging than text. A short video clip can hold attention better than a paragraph ever could.
Increased Open Rates: Adding the word "video" in your subject line alone can increase open rates. People like knowing there’s unique multimedia content waiting for them.
Higher Conversions: Videos are potent storytellers. They allow you to showcase your product or service in action, making it easier for viewers to make purchasing decisions.
Improved Click-Through Rates: Video thumbnails and play buttons act as a visual call-to-action, encouraging recipients to click.
Whether you're aiming for more clicks, opens, or conversions, videos can deliver results. However, it's key to know how to use video email marketing effectively.
A common misconception is that videos can be fully embedded in emails. While some platforms support limited embed options, most email clients won’t play videos directly. Instead, you can use video thumbnails as a clickable preview. This creates curiosity while keeping things functional.
Here’s how to implement video content right:
Choose a Captivating Thumbnail
Use a still image from your video or a custom design with a play button overlay. People instinctively recognize that play button, which increases clicks. Ensure the thumbnail is clear, attractive, and aligned with your email’s theme.
Add a Direct Link
Clicking the thumbnail should lead to your video. Host it on platforms like YouTube, Vimeo, or a landing page. The fewer steps users take to access the video, the better.
Optimize for File Size
Video thumbnails are images, so keep the file size small to avoid slowing down your email’s loading speed.
Once your video emails are ready, managing them manually can become time-consuming. That’s why email automation tools should be part of your strategy. These platforms simplify everything from scheduling to tracking your campaign's performance.
Here’s how to make the most of them:
Select the Right Platform
Tools like Mailchimp, HubSpot, or ActiveCampaign include features tailored for video email marketing. You can streamline tasks like creating templates, embedding thumbnails, and adding links.
Personalize Campaigns with Segmentation
Automation tools allow you to segment your audience by behavior, location, or preferences. This will enable you to deliver video content that speaks directly to each group.
Automate Follow-Ups
Set up triggers for follow-up emails based on how recipients interact with your video. Did they click the thumbnail but not complete the desired action? Send a reminder or additional resources.
While video email marketing has the potential to grab attention and amplify engagement, mistakes can quickly derail your efforts. Avoiding common pitfalls ensures your campaigns work effectively.
It is tempting to pack your emails with videos to make them visually rich, but too much of anything can backfire. Overloading emails with video content can overwhelm your audience and take away from your core message.
Here’s why balance matters:
Emails with too many elements confuse readers. Your recipients may not know what to focus on, leading to disengagement.
Potential technical issues multiply. Heavy video use can increase load times, causing frustration, especially for users with slower internet speeds.
To maintain reader interest:
Use one video per email that directly supports your message.
Combine video with concise text and clear calls to action (CTAs). A short introduction or explanation next to the video sets the context and guides the reader.
You’ve likely checked your email on your phone before, and you’re not alone. Most people access emails on mobile devices, making mobile optimization a must when it comes to video email marketing.
Here’s what happens when you skip mobile optimization:
Videos may not display correctly, leaving recipients confused or uninterested.
Important details, like CTAs, can become too small or misaligned, reducing clicks and conversions.
To ensure your videos are mobile-friendly:
Choose the proper format. MP4 works well across most devices and platforms.
Use responsive email templates. These automatically adjust layouts for different screen sizes, ensuring your design looks great on desktops and smartphones.
Test before sending. Always preview your email on multiple devices to catch any display issues.
Include subtitles. Many mobile users watch videos on mute, so captions help convey your message effectively.
Neglecting these key steps can lead to audience disengagement. Taking the time to optimize your video email marketing campaigns ensures they perform effectively across all devices and enhance your brand’s credibility.
Enhance your email marketing with the power of video. At Inbound 281, we don’t just help you integrate video into your email campaigns—we create high-quality, engaging videos from start to finish. From scriptwriting and production to optimization and automation, our team ensures your video email marketing stands out, captures attention, and drives results.
Contact us today or schedule a meeting with our advisor to learn how we can help you create and implement video content that elevates your brand and boosts engagement.