How to Use Video in Your Email Marketing Campaigns

Koushik Marka
December 17, 2018

Blame it on the low attention span of human species! The video is preferred over text. That is to say, the brands today are entirely aware of this bias. 81% of businesses are now using video for marketing.

This stat makes it clear; people are ready for easy to digest video content. Finally, the main question to ask: Are you ready?

90% of consumers claim a video will help them make a purchasing decision. It won’t be wrong to say video content is the dictator of the content world.

Above all, it is the hectic human schedule which favors the 2-minute video over the 15-minute read. Planning to incorporate video into your email marketing campaign?

Here are a few benefits to start with:

Let us see the impact of video in your email marketing campaign. If you were not aware, having a video in an email:

  • Firstly, increases the open rate by 19%.
  • Secondly, the click-through rate rises by 50%.
  • Most importantly, reduce unsubscribes by 26%.

The idea is to make your email compelling enough for the user to stick around. If you have got their attention, the conversion is not far away. In addition, the rise of open rates on mobile phones has made it easier to incorporate video in your email marketing campaign.

Best Practices

Let us check out the best practices while using video in an email marketing campaign.

1. Embedding video in your email

Due to security reasons, embedded videos are not supported by major email clients, such as Gmail and Outlook. If you consider this path, you are not just risking to send your list a video they can’t play - you are also increasing your chances of ending up in the spam folder.

While embedding a video does improve the user experience, the cost can be too high. As a result, better alternatives are shared below.

2. Static images with a play button

The easiest approach of all is to use a play button on the top of a static image. In other words, a thumbnail image with a play button is a universal sign for a video

A person who clicks on the play button will be taken to the third party website, either Youtube or Vimeo. As a result, they can watch the video. Finally, all you have to do is add a hyperlink to the thumbnail which will take them to the designated site.

In the above example, Wistia uses a static image and a play button for a video in one of their marketing emails.

3. Animated GIF

The best way to grasp your reader's attention. Most importantly an animated GIF starts playing as soon as your prospect opens the email. Besides, you don’t have to learn the technical jargons to use this feature.

In other words, mimic the look of a typical video player by including an animated GIF thumbnail within your email. So you are giving visual evidence of a video in the email. Further, when the reader clicks on the play button he/she will be redirected to the landing page with your video in it.


4. Use the word ‘video’ in your email subject line

Using the text “video” in an email subject line boosted open rates by 19 percent and click-through rate by 65 percent. Above all, the term video in the subject line makes the prospect excited for the content. As this word is not so commonly found in regular email subject line. Hence, it separates you from the herd.

In the above example, Wistia has used the word ‘video’ in the subject line of their email to drive engagement.

5. Highlight the Call To Action

Do not forget to include a call to action for the readers. You have done the hard work of including the video in your email. In short, it is your turn to capture these readers to potential clients by including a specific call to action. Here are some examples:

  • Start my trial
  • Register now
  • Read the eBook
For example, Wistia has clearly specified the call-to-action for the viewers below the video.

Before you start adding videos in emails, you need to check the reason behind the video in your email marketing campaign. Hence it is your responsibility to select the right video for the email marketing campaign. For instance, the email could be to announce events, to create awareness or to generate leads, etc.

Let us discuss the different scenarios to use video in an email marketing campaign.

  • Marketing Funnel Emails
  • Sales Funnel Emails

Marketing Funnel Emails

1. Give them a Behind-The-Scenes Look

When you see the making of your favorite item, it hits the right chord. In addition, you appreciate it much more. As a result, being transparent has become the new look. The user today relates to honesty and dedication put in the craft. Besides, the clarity assures the quality and care that goes in each and every process. That is to say, include this video in your email and you are all set to connect with the readers.

2. Product Launch email

Launching a new product? The best way to trigger the customers’ desire is by building tension. Hence provide them a video illustration to highlight the capability of your product. As a result, Product launch emails with a video show a better outcome.

3. Event-related emails

Highlight the benefits of attending your event in the email. In other words, share the after movie from the previous event. Consequently, this after movie will build the buzz for the upcoming event. The video showing the reasons for you to attend the event in your email is much more effective when compared to text.

4. Blog post emails

Include a summary video of the blog post in your email. A person with hectic schedule would prefer a video over reading the blog. Subsequently, he might return to the blog if he liked the video. In short, this video will increase the chances of being read.

5. Greeting video or Thank You Emails

Planning to send out an email thanking your consumers? Don’t forget to include a personal video note. Such a note can turn your customer status from temporary to permanent. As a result, this gesture is held in high regards.

Sales Funnel Emails

It all depends on who are you addressing this email to. More importantly, which part of the sales funnel they belong to? Hence, it is a crucial step while deciding the video in your email marketing campaign.

For instance, Aberdeen has found sixty percent of best-in-class companies are now using video from initial awareness to post-sale. As a result, this comprehensive approach has everything to do with how prospects consume information.

Further, listing the different stages in the sales funnel.

1. Awareness Stage

This happens to be top of the sales funnel content. More importantly, it is to attract the prospects. The content includes awareness videos aka explainer videos. Above all, this video in email should be easy to understand. Besides, it works best if personalized. Meanwhile, you can always reach out to Studiotale for any such requirement.

2. Consideration stage

After using the top-of-the-funnel content to guide the viewers to your site, here, it is your turn to help them evaluate and justify your solution. In short, it can be done with demo videos. Irrespective of the stage which you are at, personalizing the video content in email is always appreciated. Above all, a demo video educates the audience and injects the faith.

3. Decision stage

Testimonials are the content at the end of the funnel. To clarify, this video helps to seal the deal. It usually includes the feedback from your end customer — the assurance from your users which will guide the prospects in making the right decision. That is to say, testimonials are critical to represent the brand's growth.

To Recap

If you are considering to include video in your email marketing campaign, the time is just right. In fact, 64 percent of users are more likely to make a purchase online after watching a video. Hence, this stat should help you conclude the need for video in your email marketing campaign. Likewise, use the video to engage, educate and convert the consumer.


  • Keep the rest of your email short.
  • Avoid unnecessary text as it will end up spamming the reader.
  • Most importantly there is no need to repeat the content of the video in your email.
  • The use of static and animated GIF with a play button is considered the ideal to way to represent your video in email.
  • Highlight your email by using term ‘video’ in your subject line.
  • Focus on the call to action.

Studiotale is constantly working to efficiently incorporate videos in marketing for brands. Hence this article is just another addition to it. Finally, with so many positive reasons it is time to make a switch in your email marketing campaign.

Koushik Marka

Founder @ Studiotale. He is passionate about helping brands grow with video and has expertise in video marketing & 2D animation. When he is not working, he loves playing video games and traveling.


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