Boost Engagement with These Video in Email Best Practices
Ever feel like your marketing emails are being ignored? You’re not alone. With inboxes overflowing every day, it’s harder than ever to stand out. But there’s one powerful trick that marketers are using to grab attention and drive more clicks—videos in emails.
Sounds simple, right? But before you hit “send” on that video-packed email, there are some things you need to know. This guide will walk you through the best practices for using video in email to boost engagement, click-through rates, and maybe even revenue.
Why Use Video in Email Marketing?
Videos are incredibly engaging—they speak to our eyes, ears, and emotions all at once. And in a world that scrolls quickly, video is a fast way to capture interest. Including video in emails isn’t just trendy—it’s proven to work.
- Videos can increase click-through rates by up to 300%
- They make messages more memorable and easier to understand
- They encourage viewers to spend more time on your content
So, if you want readers to not just open your emails—but to actually take action—video might be your new best friend.
But Wait—Can You Actually Embed Video in Email?
This is where things get a little tricky. Not all email clients (like Gmail or Outlook) support embedded video. What happens instead? Well, in those cases, your carefully crafted video might not display at all.
That doesn’t mean you have to give up on video completely. Here’s the workaround: instead of embedding the video directly, link to it using an eye-catching thumbnail that looks like a video player. Add a play button on the image to mimic a video screen, then link it to your landing page or YouTube/Vimeo video.
This simple trick gives the illusion of embedded video, but it works in every inbox.
Best Practices: How to Use Video in Email the Right Way
Ready to start using video in your email strategy? Follow these best practices to make sure you’re getting the most out of each campaign.
1. Choose the Right Type of Video
Not all videos are created equal. The kind of video you include depends on your goal. Are you trying to explain a new feature? Build trust? Make a sale?
Here are some effective types of videos for email:
- Product demos – Show how your product works
- Tutorials or how-tos – Teach your audience something useful
- Customer testimonials – Build trust through social proof
- Brand storytelling – Share what makes your company unique
- Event invites or recaps – Create buzz for upcoming events or share the highlights
Keep your videos short—under 2 minutes is ideal. People have short attention spans, especially in their inbox.
2. Use an Eye-Catching Thumbnail
This is your video’s first impression. Make sure your thumbnail image is high-quality and invites curiosity. Use a clear play button overlay—this signals to viewers that it’s a video and not just a plain image.
One clever approach? Use a GIF version of your video as a thumbnail. It adds motion and grabs attention without requiring anyone to click (yet). Just make sure the GIF loops smoothly and doesn’t overload your email size.
3. Add “Video” to Your Subject Line
Your subject line is the door to your email—and adding the word “video” can make people more likely to open it. Why? Because people love watching videos. It feels easier than reading.
Try subject lines like:
- “Watch how it works in under 60 seconds”
- “A quick video just for you”
- “Don’t miss this demo video”
Just adding the word “video” can increase open rates significantly. It’s one of those little details that can make a big difference.
4. Include a Strong Call-to-Action (CTA)
You got them to open your email and watch your video—great! But what next?
Make sure there’s a clear CTA telling the viewer what to do. Whether it’s “Book a Call,” “Buy Now,” or “Learn More,” your CTA should be:
- Visible
- Specific
- Action-driven
A strong CTA turns a passive viewer into an active customer.
5. Test, Track, and Improve
Like everything in marketing, the magic is in the testing. Try different types of videos, thumbnails, and subject lines. Look at which emails get more opens, clicks, and conversions.
Use video analytics to track:
- How many people clicked on your video
- How long they watched
- What they did after watching
This data will help you optimize future campaigns and know what resonates best with your audience.
Start Small—But Start Today
If you’re feeling overwhelmed, think of it this way: you don’t need to produce Hollywood-level videos. Even a quick, friendly clip recorded on your phone can make a big impact—especially if it feels personal and authentic.
When I first started using video in my emails, I recorded a short “thank you” message for new subscribers. I didn’t expect much. But the response was incredible—higher click rates and even people replying to thank me. It helped me connect with my audience in a way plain text never did.
Final Thoughts: Video + Email = Engagement Powerhouse
Video isn’t just a nice extra in your emails—it’s a game-changer. It can boost opens, drive clicks, and turn casual readers into loyal customers. But to make it work, you need to do it right.
To recap, here’s your to-do list:
- Don’t embed—link with a thumbnail or GIF
- Choose short, relevant videos
- Make thumbnails and subject lines work for you
- Add a strong CTA
- Test and tweak based on results
If you’re not using video in your emails yet, now’s a good time to start. Your audience is busy—and video helps get your message across faster and better. Give it a try in your next campaign, and you just might see your engagement skyrocket.
And hey—why not start with a welcome video? It could be the beginning of a more connected, more engaged audience.
Ready to hit play?