How To Use Video In Email Marketing: Explanations And Tips

If you’re not using videos in your email marketing campaigns, you’re missing out – big time. 

Video content isn’t just a trend – it’s a proven engagement booster. Yet, many marketers hesitate to use it, either because they don’t know where to start or fear technical challenges.

But here’s the catch: it’s not just about adding a video – it’s about doing it right. 

Bad execution can hurt your email’s deliverability, load time, and engagement. 

That’s exactly what this guide is for. I’ll walk you through everything you need to know – step by step – so you can start using videos in email marketing the right way. 

What is video email marketing?

Video email marketing is the practice of including videos in your email campaigns to engage the audience, boost conversions, and make the content more dynamic. You can embed videos directly into your emails or add clickable thumbnails that lead to video content. 

Video content is highly effective in grabbing attention and getting people to take action. 

But I wish you could drop a video into your email and call it a day. It’s not that simple. Here’s why:

• Not all email clients support embedded videos – Gmail, Outlook, and Yahoo (the big players) don’t support in-email video playback. If you embed a video directly, your recipients will likely see a broken or missing element.

• Big file sizes = slow loading times – Videos are heavy, and slow-loading emails are a one-way ticket to the spam folder. Nobody wants to wait for an email to load, so optimizing video formats is crucial.

• Spam filters hate videos – Some email filters flag embedded videos as spam, which can tank your deliverability rates. If your emails aren’t reaching inboxes, all that video effort goes to waste.

• Mobile responsiveness is tricky – More than 50% of emails are opened on mobile devices. If your video isn’t optimized for different screen sizes, your audience might get a clunky, unwatchable mess instead of a smooth experience.

But don’t worry – there are smart ways to work around these email marketing challenges. Stick with me, and I’ll show you how to use videos in email marketing correctly – without destroying your email campaigns.

Is video in email marketing effective?

Before diving headfirst into video emails, ask yourself: Does my audience even want to watch videos?

Not all subscribers engage with videos the same way. Some might love them, while others prefer a good old-fashioned text-based email. So, check if your past emails containing videos (or even GIFs) had higher open and click-through rates, that’s a strong indicator that your audience enjoys video content.

Also, you can send one version of your email with a video and another with just text/images. See which one performs better. That way, you can optimize different stages of your email marketing funnel by determining when and where video content works best – to nurture leads, re-engage cold subscribers, or drive conversions.

Now, let’s discuss some numbers. Adding videos to your email marketing can significantly improve engagement, conversions, and overall campaign success. 

This is because recipients are highly receptive to video content in emails. Interestingly, some studies suggest that including the word “video” in your email subject line can increase open rates by 19%. But take this with a pinch of salt, as the boost in open rates could be due to factors like the target audience, business niche, relevance, etc. 

Moreover, emails containing videos can boost click-through rates by up to 65%. Integrating video into your email campaigns offers several other benefits:

1. Your email will stand out in the crowded inbox

Nobody likes boring emails – walls of text, lifeless subject lines, and zero personality. 

Now, imagine this: Instead of just text, your email has a short, engaging video – a product demo, a behind-the-scenes clip, or even just you talking to your audience. Suddenly, your email isn’t just another newsletter – it’s a story waiting to be watched.

That means more eyeballs on your content and more people taking action.

2. People actually remember what you say

You spend time creating the perfect email, only for people to skim it, forget it, and move on with their day. But with video, your message sticks.

Why? 

Because videos engage multiple senses – sight, sound, and sometimes even emotions. Whether it’s a quick product explainer, a testimonial, or a “Hey, I just wanted to say thanks for being here” kind of message, video creates a real connection.

3. People prefer watching over reading

People are swiping, scrolling, and deleting faster than ever. And if your email looks like a commitment, it’s getting ignored.

But, people will watch a short video. In fact, 59% of executives say they’d rather watch a video than read text (note that these are general stats for all marketing channels, not just email). That means whether you’re talking to busy professionals, everyday consumers, or even decision-makers, video is your best bet to grab their attention without overwhelming them.

A quick 30-second video can do what five paragraphs of text can’t – hook your audience, deliver value, and get them to take action.

4. Videos build instant trust (and trust sells)

People trust very few brands, but they trust people. And nothing builds trust faster than seeing a real human talking to them.

90% of customers say video helps them make buying decisions. When you add a video to your email—it humanizes your brand. It makes people feel like they know you. And when they know you, they trust you. And when they trust you? They buy from you.

In short, if you’re skipping video, you’re missing out on the fastest way to turn cold leads into loyal customers.

5. Videos make your emails more shareable

Videos give you free engagement. People are twice as likely to share video content compared to any other type of content. 

That means if your email contains a video – you’re not just engaging one person. You’re creating something they might forward to a friend, colleague, or their entire team. This organic sharing can increase brand exposure and attract new customers without additional marketing costs.

6. Improves email deliverability

Engagement matters for email deliverability. If people are opening, watching, and clicking your videos, email providers (like Gmail and Outlook) take that as a sign that your emails are valuable. This boosts your sender reputation and increases the chances that future emails land where they should—in the inbox, not junk.

In addition, email video thumbnails can increase click-to-open rates by 40%. That means more engagement, better deliverability, and a stronger email marketing game overall.

However, note that the boost in engagement also depends on the niche you operate in and where the recipients are in your marketing funnel. For instance, the increases could even be higher if you’re in the educational niche but quite lower if you’re a dev-centric SaaS. To that, recipients higher up in the funnel tend to be more receptive to this type of content. 

How to use video in email marketing campaigns?

As I mentioned above, it is important to note that not all email clients support embedded videos. That’s why you need to be smart about where you host your videos and how you add them to your emails. Let’s break it down.

Hosting videos on YouTube (or Other Platforms Like Vimeo & Wistia)

The smart way to add video to your email is to host it externally and link to it from your email. YouTube is the king here. It’s free, reliable, and – if you optimize your videos right – it can even get you extra traffic outside of email marketing. Vimeo and Wistia are solid alternatives, especially if you want more branding control.

Here’s how it works:

• Upload your video to YouTube, Vimeo, or Wistia.
• Grab the thumbnail and hyperlink it in your email.
• When users click the image, they get redirected to the hosted video.

Using an email sender that allows video embeds 

Some email service providers (ESPs) allow embedding hosted videos directly into emails as a block. Here’s how it works:

• Instead of linking to an external site, you embed a video block into the email.
• The block usually supports GIFs, HTML5 videos, or play buttons that look like video thumbnails.
• When users click, some ESPs (like Mailchimp or HubSpot) allow inline playback, while others open a lightbox.

Static image with a play button 

Use a static image from a video overlaid with a play button. This image is then linked to the video hosted on platforms like YouTube, Vimeo, or your website. When recipients click the image, they’re directed to the video. This approach ensures compatibility across all email clients, as it doesn’t rely on embedding the video directly.

Using animated GIFs

Creating a short GIF from your video can convey motion and attract attention without the need for direct video embedding. GIFs are widely supported across email clients and can effectively showcase brief clips or highlights from your full video.

Harry’s cleverly uses an animated GIF in this email to create an interactive feel, mimicking a slot machine to build anticipation. The subtle motion draws attention and makes the offer feel fun and rewarding. 

HTML5 video embedding

If you’re comfortable with HTML coding, embedding videos using the HTML5 <video> tag is an option. However, it’s important to note that this method has limited support. 

Email clients like Apple Mail and Outlook on Mac support in-email video playback, but many others, including Gmail and older versions of Outlook, do not. Therefore, always include a fallback image or link to ensure all recipients can access your content.

Now let’s talk about the popular use cases where videos in email campaigns work wonders: 

Use case #1: Product demos

Customers want to see how your product works, what it does, and most importantly – why they should care. According to Wyzowl, 96% of people have watched an explainer video to learn more about a product, and 82% say they’ve been convinced to purchase after watching one.

Again, the stats above are for videos in general, not just in-email videos. Nonetheless, you shouldn’t make users figure out things independently; a short and engaging video can walk them through the essentials in seconds. 

The best way to do this is by adding a GIF preview inside the email, which acts as a teaser and grabs attention instantly. A play button on a static thumbnail is also a great option, as it naturally drives clicks. 

Miro does this brilliantly in its AI feature launch email. Instead of a text-heavy explanation, Miro includes a large video thumbnail with a play button, inviting users to watch a quick two-minute tutorial on how Miro AI works. 

The email also has a clear CTA – “Try it on a new board” – which guides users toward immediate action after watching the demo.

Keep the video short – around 60–90 seconds is the sweet spot. The CTA should be clear and action-driven, like “Watch How It Works” or “See It in Action,” encouraging recipients to engage with the video.

Use case #2: Personalizing your emails with video

Adding a first name in the subject line is nice, but everyone does that. If you really want to stand out in a crowded inbox, you need video personalization. Emails with personalized videos also get 16x higher click-through rates than those without.

Take a look at this email from Headspace, which sends users a progress-based personalized video email as they advance in their meditation journey.

By delivering contextually relevant, human-centered video content, the email keeps users engaged and motivated to continue their journey.

Not just this, you can add personalized videos in your emails in many other ways such as:

• Create a quick, personal greeting – Instead of “Hey there,” imagine saying, “Hey Sarah, I noticed you checked out our new feature…”
• Use dynamic video elements – Tools like Vidyard, Bonjoro, or Loom let you add names, locations, or even company logos inside your videos.
• Say their name (literally) – When people hear their name, their brain pays more attention (science says so).
• Respond with video, not text – Got a customer support query? Instead of a long-winded email, send a short video explaining the fix.

Use case #3: Customer onboarding videos

Signing up for a new SaaS tool is exciting, but if users don’t understand how to get started, they might abandon the product before they even experience its value. 

This is where onboarding videos in emails can improve user retention and engagement. A well-placed onboarding video can reduce confusion, increase feature adoption, and prevent churn.

Airtable does a fantastic job of onboarding new users with an email that includes a quick explainer video. 

With a simple thumbnail and a play button, Airtable removes friction from the onboarding process and makes it easy for users to take action immediately.

For effective onboarding videos, keep them short (under 2 minutes) and focus on the key actions users need to take.

Use case #4: Case story and success story videos

When you’re selling a product or service, nothing is more persuasive than showing real results. Case studies and success story videos in email marketing allow you to highlight real customer wins, making your offering feel tangible and proven. 

Instead of telling people your product works, let them see it through engaging storytelling, stats, and visuals. These videos create a sense of credibility and inspire potential customers to take action, especially in B2B marketing.

Mailchimp nailed the email marketing strategy by embedding a case study video in an email campaign. 

The email featured an eye-catching video thumbnail, leading to a full success story explaining how Mailchimp’s email segmentation tools contributed to the brand’s growth. The combination of video and data-driven storytelling made this campaign incredibly effective.

Use case #5: On-demand content to extend engagement

73% of professionals favor on-demand events over live ones. Seems like most people can’t attend a live webinar, product launch, or conference, but that doesn’t mean they should miss out on the value. That’s where on-demand video emails come into play. 

By offering event session recordings or exclusive replays via email, you extend audience engagement, provide additional touchpoints, and keep your brand top-of-mind long after the event ends.

For instance, Zendesk sent an on-demand content email for their event, promoting session replays from their Las Vegas conference.

The email provides clear CTAs, allowing attendees to revisit keynotes, product demos, and customer panels at their convenience. You can also consider gating the full recordings behind a signup form to capture leads and nurture them further.

Use case #6: Recap your year with an annual brand review video 

An annual brand review video is a celebration of your achievements, customer milestones, and how far you’ve come. It makes your audience feel like they’re part of your story, reinforcing their trust and loyalty.

Whether it’s new product launches, awards, major business growth, or community impact, wrapping it all into a short, engaging video makes your audience feel personal and connected to your brand. 

A great example of this is Readdle’s Year in Review email. Instead of a boring list of milestones, they used a visually engaging email with a play button leading to a full recap video.

The email itself was dynamic and fun, designed to celebrate their success while making customers feel like they contributed to it.

How to measure the effectiveness of video in email marketing?

Not measuring your email video engagement means you don’t know if your audience is interested in your videos. Plus, without proper tracking, you can’t justify the ROI of your video efforts.

Here are some key metrics to keep an eye on:

• Open rate: This tells you how many recipients opened your email. 
• Click-through rate (CTR): This measures how many people clicked on links in your email, like the video link or thumbnail. 
• Play pate: The play rate is the percentage of viewers who clicked “play” out of those who landed on your video page.
• Engagement rate (view duration/playback percentage): This shows how much of your video people are watching on average. If viewers drop off early, it might mean the content isn’t resonating or the video is too long.
• Conversion rate: This indicates whether viewers take the desired action after watching the video. This could be making a purchase, signing up for a webinar, or downloading a resource.
• Sharing and forwarding: Are recipients sharing your video or forwarding the email? This indicates content that’s resonating.

You don’t have to do all this manually. Email marketing platforms like Mailtrap offer built-in analytics to track open rates, CTR, and more. Similarly, platforms like Wistia or Vimeo also provide detailed video analytics, including play rates and engagement.

Video in email marketing: best practices 

Here are some best practices for using videos in email marketing:

1. Keep your video short and to the point 

Attention spans are shrinking, and if your video is too long, most people will drop off before they even get to the good part. Ideally, your email video should be under 60 seconds – just enough to deliver value while holding the viewer’s attention.

Another key reason to keep it short is load time. The longer the video, the larger the file size. Even if your email links to an external video, a long video can take time to buffer, leading to frustration and drop-offs. You don’t want to lose a potential lead just because they got tired of waiting for your video to load.

2. Optimize your video for silent viewing 

Most people watch videos on mute by default, especially when browsing on mobile devices. If your video relies solely on audio to convey its message, you will miss a large portion of your audience. 

Add captions, subtitles, or on-screen text to ensure your message gets across even when the sound is off. This way, viewers can still understand the content, whether they’re in a quiet or noisy environment. 

If it’s a talking-head video, you can also use eye-catching visuals, animated text, and expressive facial expressions. The goal is to ensure that even if someone never turns the sound on, they still walk away with the key message.

3. Make the thumbnail irresistible 

Your video thumbnail is the first thing people notice, and it plays a huge role in whether they click or not. A well-designed thumbnail can increase email click-through rates (CTR) by up to 50%.  A great thumbnail includes:

• Bright, high-contrast colors – Stand out in the inbox.
• A clear, expressive face – Human faces boost engagement.
• Text overlay – A short, punchy phrase that hints at what the video is about.
• A play button – Makes it clear it’s a video.

4. Place the video near the top of your email 

Most people skim emails quickly and only engage with the first few elements.

That’s why if you’re including a video, don’t bury it at the bottom where no one will see it. Place it near the top, ideally within the first few lines of your email. This ensures it gets noticed before your subscriber loses interest.

Also, to make the video more engaging, use an engaging headline that hints at its value (e.g., “This 30-Second Tip Will Save You Hours!”) right before placing the video. 

5. Add a clear CTA after the video 

A video in an email should always be tied to a clear goal – whether it’s driving traffic to your website, encouraging sign-ups, or boosting product sales. Make sure to include a strong CTA after the video.

Your CTA should be clear and actionable. You can place it directly below the video or overlay it at the end. Try to use buttons instead of text links for your CTA (e.g., “Watch Now” in a bright color). 

6. A/B test different video approaches 

Even if you follow all the best practices, there’s no one-size-fits-all strategy for video in email marketing. That’s why A/B testing for emails is important. It helps you fine-tune your approach and see what truly works for your audience.

Here’s what you should A/B test:

• Different video formats – Try product demos vs. testimonials vs. animated explainer videos. 
• Thumbnails – Test static images vs. GIF previews.
• Placement in email – Video near the top vs. in the middle.
• CTAs – “Watch Now” vs. “Learn More” vs. “See It in Action.”
• Video length – 30 sec vs. 1 min vs. 2 min.

Only test one element at a time to get clear results. If you change too many things at once, you won’t know which factor made the difference.

The future of email marketing is video—Are you ready?

A simple email isn’t enough—a video-powered email is what truly gets attention.

People don’t just read emails anymore; they experience them. Video makes that experience richer, more engaging, and more actionable. 

The right video marketing strategy can transform your email marketing results, boosting engagement and driving higher conversions. The key is to do it right—use the best platforms, keep videos short, and optimize for email deliverability. 

Ready to take action? Start experimenting with video emails today and see the impact for yourself.