In the crowded inbox of today’s consumers, grabbing attention is tougher than ever.
Text and images alone sometimes aren’t enough to engage your audience and drive them toward making a purchase.
That’s where video in email marketing comes in — a powerful way to captivate, explain, and convert.
Using video in your email campaigns can boost click-through rates by up to 300%, increase conversions, and deepen customer relationships.
But it’s not just about slapping a video into an email.
To truly drive sales, you need to integrate video thoughtfully, optimize its delivery, and align it with your marketing goals.
In this guide, we’ll walk you through why video works in email marketing, how to effectively incorporate it, and best practices to maximize your sales.
Why Use Video in Email Marketing?
In a digital landscape flooded with static content, video provides something more immersive. Unlike plain text or still images, video appeals to both the rational and emotional sides of your audience.
At its core, video works because it captures attention quickly, conveys emotion easily, and makes complex information easier to understand.
When combined with email — a direct and personal marketing channel — the result is a high-impact communication tool that performs better at every stage of the funnel.
Video content is king for a reason: it combines visuals, sound, and storytelling to create a memorable experience. Here’s why video makes such a difference in email:
- Higher Engagement: Videos grab attention and keep viewers interested longer than text or static images.
- Better Explanation: Complex ideas or products can be demonstrated clearly through video.
- Emotional Connection: Video builds trust and rapport by showing real people, testimonials, or behind-the-scenes content.
- Improved Click-Through Rates: Studies show emails with videos get significantly more clicks than those without.
- Boosted Conversions: Engaged customers are more likely to buy, subscribe, or take your desired action.
When to Use Video in Email Campaigns
Video doesn’t belong in every email. The key to success lies in knowing when to use it — and matching the format to your goals.
Launching a New Product or Feature
If you’re introducing something new, a video can generate excitement and show exactly how it works. This is especially effective for SaaS platforms, eCommerce brands, or any business where the product’s functionality is a major selling point.
Keep the video short and centered on what matters most: What’s in it for the viewer?
Reinforcing Your Brand Story or Values
Today’s consumers care about who they buy from. Use video to showcase your brand values, social impact efforts, or company culture. These videos perform especially well around holidays, special events, or key moments in your company’s journey.
When customers see your human side, they’re more likely to stick around and advocate for you.
Educating Your Customers
Educational content, like tutorials or how-to videos, provides real value. It positions your brand as a helpful resource and can reduce friction in the buying process.
For example, if your product requires setup, include a short video walking new users through the steps. They’ll thank you with their loyalty (and possibly a referral).
Sharing Social Proof
Customer testimonials or user-generated content are some of the most persuasive forms of marketing.
A short video of a satisfied customer sharing their experience carries more weight than pages of written reviews.
Embedding testimonial videos in your emails can build instant trust with prospects who are still on the fence.
Bonus: Use Pop Culture GIFs to Build Relatability
One clever way to instantly connect with your audience is by tapping into shared cultural references, like memes and GIFs from popular shows or internet trends. In one standout example, a brand used a single looping GIF from a well-known cartoon TV series beloved by millennials.
The result is Instant recognition, a dash of nostalgia, and a stronger emotional tie between the email and its viewers.
This approach works because humor and familiarity build rapport.
When your audience sees something they relate to or find amusing, they're far more likely to engage, whether that means clicking through, replying, or sharing the email.
Pro Tip:
Leverage platforms like Tenor or Giphy to find high-quality, relevant GIFs, but only use them if they align with your brand voice and your audience’s interests.
For instance, a fintech startup might choose subtle, witty GIFs, while a lifestyle brand could go bolder with trending meme culture.
Authenticity is key, forced humor can do more harm than good.
How to Effectively Use Video in Your Email Campaigns
Using video in email requires more than uploading a file and hitting send.
You’ll need to follow certain guidelines to make sure your content loads quickly, looks great, and complies with technical limitations across email platforms.
Let’s break it down.
1. Choose the Right Type of Video for Your Goals
Not every video fits every email campaign. Some common types that work well in email marketing include:
- Product Demos: Show how your product works in action.
- Customer Testimonials: Build trust through real customer stories.
- How-To Tutorials: Provide helpful guidance related to your product or service.
- Behind-the-Scenes: Humanize your brand with insider glimpses.
- Personalized Video Messages: Create 1:1 connections for VIP customers or sales prospects.
- Promotional Videos: Announce sales, offers, or new launches with excitement.
Choosing the right video depends on your campaign’s objective, awareness, education, nurturing, or closing sales.
2. Use an Engaging Thumbnail with a Clear Play Button
Most email clients don’t support embedded video playback directly inside the inbox. Instead, use a thumbnail image with a prominent play button overlay that links to the video hosted on your site or a platform like YouTube or Vimeo.
Make your thumbnail enticing, a screenshot of the most interesting frame or a custom-designed image that sparks curiosity.
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3. Optimize Your Video for Mobile Viewing
Over half of all emails are opened on mobile devices, so your video and landing page must be mobile-friendly.
Use responsive design for your email and ensure the video player adapts to different screen sizes without losing quality.
Also, keep your videos short and to the point — 1-2 minutes is ideal to hold mobile viewers’ attention.
Host Videos Outside the Email
Most email clients (like Gmail or Outlook) don’t support native video playback. That’s why the best approach is to host your video on a platform like YouTube, Vimeo, Wistia, or a dedicated landing page , and link to it from the email.
Then, create a clickable thumbnail image or animated GIF with a clear play button. This gives the appearance of an embedded video without the risk of broken playback.
Keep Videos Short
Over 50% of email opens happen on mobile. That means your video should:
- Be under 2 minutes
- Load fast
- Look great on small screens
Avoid large file sizes, and always test how the video and thumbnail display across devices.
Use Compelling Copy Around the Video
Your video doesn’t stand alone — it’s part of a larger message. Write concise, benefit-driven copy that introduces the video and encourages viewers to click.
Example:
“Want to see how easy it is to streamline your workflow? Watch this 60-second demo to find out.”
Don’t let the viewer wonder what to do next. After watching your video, guide them toward the next step with a prominent CTA button or link.
Examples:
- “Shop Now”
- “Get Your Free Trial”
- “Learn More”
- “Claim Your Discount”
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6. Test Your Video Emails Thoroughly
Test across different email clients (Gmail, Outlook, Apple Mail) and devices to ensure your thumbnail, links, and overall formatting look good and work properly.
Bonus: Tools and Platforms to Simplify Video in Email Marketing
- Vidyard: Personalized video creation and analytics for marketers.
- Wistia: Video hosting with email integration and engagement tracking.
- BombBomb: Email video marketing focused on sales and follow-ups.
- Loom: Easy screen recording to add personal video messages.
🎓 Get instant access to our FREE course inside Smartlead University and learn how to send high-converting video emails using Smartlead + Sendspark.
Final Thoughts
Video is no longer optional, it’s essential for marketers who want to stand out in overflowing inboxes and build genuine connections.
By strategically incorporating video into your email marketing, you can boost engagement, clarify your message, and convert more leads into customers.
Start small: add a video thumbnail to your next campaign, track the results, and iterate. As you get comfortable, experiment with personalized videos and tutorials that resonate deeply with your audience.
Ready to see your sales soar? It’s time to make video a core part of your email marketing strategy.
Author’s Details
Rajashree
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