Interactive elements like videos are often more eye-catching than static images or plain text. Videos have already proven their value to marketers by delivering strong ROI and driving growth, making them an essential part of many marketing channels.

While adding videos to emails can be tricky, there are now several simple and effective ways to do it.

Benefits of Videos in Email Marketing

Including videos in your email marketing can significantly increase conversion rates and enhance user engagement. Here are some key benefits:

Increased engagement: Videos capture attention more effectively than static content, leading to higher open and click-through rates.

Improved conversion rates: A dynamic visual presentation of your product or service can persuade viewers to take action, resulting in more sales and conversions.

Better messaging: People are more likely to remember information presented in a video, reinforcing your brand messages and product details.

Better storytelling: Videos allow for more compelling storytelling, helping brands connect emotionally with their audience.

Combining visual appeal with concise messaging makes video a powerful tool to improve the effectiveness of your campaigns.

Ways to Add Videos to Emails

Unlike images or GIFs, videos can’t be directly embedded into emails, but there are alternative methods you can use.

Using Your ESP’s Video Embed Feature

The easiest option is the video embed feature offered by most email marketing platforms.

If you use EmailOctopus, go to the email builder page and look for the video embed tool on the left side. Drag it into your email design, then enter the URL of your video hosted on YouTube, Vimeo, or another platform.

Using an Image with a Hyperlink

If your email service provider doesn’t support video embeds, you can create a thumbnail image with a play icon over it to signal it’s a video. Tools like Canva make this easy.

Insert the thumbnail as an image in your email and hyperlink it to the video. When subscribers click it, they’ll be taken directly to your video.

Use Cases for Video Content in Email Marketing

Product demonstrations
Video demos show how a product works in an engaging way, highlighting features and benefits. This helps customers understand the product and see how it fits into their lives, making them more likely to buy.

Tutorials and how-to guides
Educational videos help customers solve problems or learn new skills, positioning your brand as an expert and fostering loyalty.

Cross-promote content
Embedding videos also allows you to cross-promote your other content, such as YouTube or TikTok videos, expanding your reach across platforms.

Best Practices for Using Video in Email Marketing

Optimise for mobile
Most emails are opened on mobile devices, so ensure your videos load quickly and play smoothly on small screens.

Keep it concise
Attention spans are short. Deliver your key message within the first few seconds of the video.

Test and analyse
Experiment with different video types and placements. Use analytics to measure open rates, click-throughs, and conversions to learn what works best.

Add subtitles
Since many users watch videos without sound, subtitles ensure your message is clear even without audio.

Conclusion

Adding videos to your email marketing can significantly increase engagement and conversions.

Use these strategies and best practices to make your video content stand out, build stronger connections with your audience, and improve your campaign results. Start incorporating videos into your emails today to see the impact for yourself.