How to Use Video in Your Email Marketing Strategy

In today’s oversaturated inboxes, getting your email noticed — let alone opened — is no easy feat. That’s where video comes in. Embedding video in your email marketing strategy can significantly increase open rates, click-throughs, and overall engagement. But to do it effectively, you’ll need a plan that blends creativity, smart strategy, and technical know-how.

In this article, we’ll explore the power of video in email campaigns, how to embed video content the right way, best practices to maximise performance, and how to track your results. Whether you’re a startup, marketer, or creative agency, using video in your emails can be a game-changer for audience retention and conversions.

Why Use Video in Email?

People process visuals 60,000 times faster than text, and studies show that including the word "video" in an email subject line can increase open rates by up to 19%. Additionally, emails that include a video can experience up to 300% higher click-through rates compared to non-video emails.

Here’s what makes video such a powerful email marketing tool:

• Visual storytelling: You can convey emotion, brand personality, and complex information faster than text or static images.
  
  
• Increased engagement: Users are more likely to interact with a short, engaging video than to read a long email.
  
  
• Higher retention: Video helps people remember your message. Viewers retain 95% of a video message versus 10% of a written one.
  
  
• Better conversions: Whether it's a product demo or a testimonial, videos often convert better than text-based calls to action.
  
  

Choosing the Right Type of Video

Not all video content is suitable for email marketing. You want short, punchy, value-packed clips that capture interest quickly.

Popular Video Types for Email Campaigns:

• Explainer videos – Clarify a concept or product in 60 seconds or less.
  
  
• Product launches or demos – Showcase how something works or highlight new features.
  
  
• Customer testimonials – Add authenticity and build trust.
  
  
• Event invitations or recaps – Promote or follow up on live or virtual events.
  
  
• Personalised video messages – Add a human touch and increase engagement.
  
  
• Teasers and trailers – Great for blog posts, YouTube videos, or campaign sneak peeks.
  
  

Tip: Keep your video under 90 seconds. Emails are a fast medium, and your video should reflect that pace.

How to Embed Video in Emails the Right Way

Technically, most email clients (like Gmail or Outlook) don’t support direct video playback within the email itself. But you can still embed videos creatively using these methods:

1. Static Thumbnail with Play Button

This is the most widely used and compatible method. You take a screenshot or thumbnail of your video, overlay a play button graphic, and link the image to a landing page, video player, or YouTube/Vimeo.

Pros:

• Works in every inbox
  
  
• Loads fast
  
  
• Easy to implement
  
  

Cons:

• The video doesn't play inside the email
  
  

2. GIF Previews

Use a short GIF from your video with a clickable link underneath. This creates movement and excitement while remaining light on data.

Pros:

• Attention-grabbing
  
  
• Works on most platforms
  
  
• Preview of video content
  
  

Cons:

• No audio
  
  
• File size must be optimised
  
  

3. HTML5 Embedded Video (Advanced)

This method involves embedding a video directly into the HTML code of your email. It's supported by Apple Mail, Outlook for Mac, and some iOS devices — but not most desktop or web clients.

Pros:

• Instant playback in supported clients
  
  

Cons:

• Not widely supported
  
  
• Requires fallback content for unsupported clients
  
  

Our Recommendation: Use the thumbnail + play button method for universal compatibility and clean performance.

Best Practices for Using Video in Email Campaigns

To ensure your video campaigns deliver real results, follow these practical tips:

✅ Include “Video” in the Subject Line

Examples:

• “🎥 See Our New Product in Action”
  
  
• “This 60-Second Video Could Save You Hours”
  
  

This increases open rates and sets clear expectations.

✅ Keep the Video Short and Focused

Emails aren’t the place for 10-minute deep dives. Aim for 30–90 seconds with a single message or CTA.

✅ Optimise the Thumbnail

Choose a bright, attention-grabbing frame with a visible play button. Consider A/B testing thumbnails to see which image gets more clicks.

✅ Add Captions

Many viewers watch videos on mute. Include captions to maintain clarity and accessibility.

✅ Include a Clear CTA

Make it easy for the viewer to take the next step. Examples:

• “Watch Full Demo”
  
  
• “Register Now”
  
  
• “Learn More”
  
  

CTA buttons should be prominent and well-positioned.

✅ Use Mobile-Friendly Design

Most people check email on their phones. Make sure your video preview is responsive and the landing page is mobile-optimised.

Where to Host Your Video

Hosting your video externally ensures faster load times and better tracking. Good hosting platforms include:

• YouTube: Free, wide reach, SEO benefits
  
  
• Vimeo: More control, ad-free experience
  
  
• Wistia: Advanced analytics, branding options
  
  
• Your own website: Best for traffic ownership and customisation
  
  

Whichever you choose, ensure the player is embedded on a page optimised for video viewing and conversions.

Tools to Make Video Email Easier

Video Creation:

• Loom (great for screen recordings and personalised intros)
  
  
• Animoto (easy drag-and-drop video builder)
  
  
• Canva (now includes video templates and editing)
  
  

GIF Creation:

• Giphy Capture (Mac)
  
  
• ezgif.com (web-based)
  
  

Email Platforms with Video Features:

• Mailchimp
  
  
• Constant Contact
  
  
• ActiveCampaign
  
  
• Klaviyo
  These tools make it easy to embed videos or GIFs and track performance.
  
  

Tracking and Measuring Success

To improve your strategy, keep track of how your video emails perform:

Key Metrics to Monitor:

• Open Rate – Did your subject line drive attention?
  
  
• Click-Through Rate (CTR) – Did the video thumbnail or CTA perform well?
  
  
• Time on Page – Did viewers stay to watch the video?
  
  
• Conversion Rate – Did viewers take the desired action after watching?
  
  

Use UTM parameters in links to track video performance through Google Analytics or your CRM.

Real-World Example: Email + Video = Conversion Boost

A small e-commerce brand used a product demo video in their abandoned cart email. By switching from a plain reminder email to one with a thumbnail linking to a 45-second “See How It Works” video, their CTR jumped by 210%, and conversions increased by 35%.

Even a simple change like that can dramatically enhance results — especially when the video clearly adds value to the customer journey.

Final Thoughts: Bringing Your Emails to Life

Incorporating video into your email marketing isn’t just a trend — it’s a proven tactic for driving engagement, boosting click-through rates, and strengthening your brand’s connection with its audience.

You don’t need fancy production or a viral idea. Start with a clear message, strong thumbnail, and a well-placed CTA. Keep refining as you learn what your audience responds to.

By blending video with smart email strategy, you’ll make your messages more memorable, more effective — and more likely to convert.

Need Help Creating Video Content for Your Campaign?

At Mango Media, we craft engaging, brand-aligned videos that elevate your email marketing and drive measurable results. Get in touch today to discuss your next campaign!