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How to Use Videos in Emails

Elevate your email marketing with engaging videos. This how-to guide will show you the best ways to unleash the power of visuals to captivate your audience.

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How to Use Videos in Emails

While emails have traditionally been text-based, incorporating videos into your email campaigns can be a game-changer. Videos have the ability to captivate and engage viewers, delivering information in a more dynamic and memorable way. 

If you’re interested in incorporating videos into your email marketing campaigns, keep reading below, where we explore how to use videos effectively in email marketing.

1. Establish Clear Goals

Before embarking on your video email marketing journey, you should establish clear goals. Determine the purpose of your campaign and what you hope to achieve. Whether it’s increasing engagement, driving website traffic, boosting conversions, educating your audience, or promoting a product/service, defining your objectives will help you determine your overall strategy.

2. Identify and Understand Your Target Audience

To create compelling videos, it’s essential to identify and understand your target audience. Conduct thorough research to gain insight into their demographics, interests, preferences, and pain points.

3. Create Engaging Videos

Crafting high-quality and engaging videos is a cornerstone of video email marketing success. Consider the following tips:

  • Keep your videos concise and focused. Capture your audience’s attention by delivering your message succinctly and clearly.
  • Invest in professional equipment or hire a videographer. Optimal production quality enhances the overall impact of your videos.
  • Pay attention to lighting and sound. Ensure your videos are well-lit, and the audio is clear and professional.
  • Include a clear call to action (CTA). Guide viewers on the next steps you want them to take after watching the video, such as visiting a website or making a purchase.

4. Design Email Templates with Visual Appeal

Incorporate visually appealing email templates to grab your audience’s attention and entice them to click and watch the video. Here’s how:

  • Attention-grabbing subject line: Craft a good subject line that piques curiosity and encourages recipients to open the email.
  • Thumbnail or GIF of the video: Include an eye-catching visual element that represents your video.
  • Brief description: Provide a concise and enticing description of the video’s content to entice viewers.
  • Clear call to action (CTA) button: Include a prominently placed CTA button that directs recipients to watch the video.

5. Personalize Your Video Emails

Personalization enhances engagement. To use it to your advantage, consider the following strategies:

  • Address recipients by their names. Use merge tags to personalize your emails and establish a connection with your audience.
  • Segment your email list. Divide your audience based on preferences or behaviors, allowing you to deliver more targeted and personalized video content.
  • Tailor the content of your emails. Align the messaging and video content to match each recipient’s interests, ensuring that your video resonates with them on a personal level.

6. Strategically Place Videos in Emails

Consider the placement of videos within your emails to maximize visibility and impact. Experiment with the following options:

  • Above: Position the video near the top of the email to ensure it’s visible without scrolling.
  • In the center of the email body: Place the video prominently within the email to capture attention and encourage engagement.
  • Clickable thumbnail with a play button: Use a thumbnail image of the video that, when clicked, expands to play the video.

7. Optimize for Mobile Devices

Optimize your videos and email design for mobile viewing. Consider the following tips:

  • Use HTML5 video format: Ensure compatibility across different devices and email clients.
  • Responsiveness: Design emails and videos to be mobile-friendly, adjusting to fit smaller screens seamlessly.
  • Thorough testing: Test your emails and videos on various mobile devices and email clients to ensure a consistent and engaging user experience.

8. Conduct A/B Testing

A/B testing is a valuable strategy to optimize your video email campaigns. Consider the following areas for testing:

  • Subject lines: Test different subject lines to determine which ones generate higher open rates.
  • Video placements: Experiment with various video placements to identify the most effective position for engagement.
  • CTAs: Test different CTAs to understand which ones drive the highest click-through rates and conversions.

9. Track and Analyze Performance

Use analytics and tracking tools to monitor the performance of your video email campaigns. Consider the following metrics:

  • Click-through rates: Track how many recipients click on the video to watch it.
  • Engagement metrics: Analyze watch time and drop-off rates to understand how long viewers engage with your videos.
  • UTM parameters: Implement UTM parameters to track traffic and conversions generated by your video email campaigns. This data will provide valuable insights into your campaign’s effectiveness.

10. Follow-Up and Engage

Engage with recipients who interact with your video emails. Send personalized follow-up emails to engaged viewers, providing additional resources or information related to the video. Encourage social sharing and feedback to foster a sense of community and build stronger relationships with your audience.


Incorporating videos into your email marketing strategy can significantly enhance engagement, boost conversions, and create memorable experiences for your audience. Setting clear goals, understanding your target audience, creating compelling videos, and following the best practices for email design and personalization will help you effectively leverage the power of videos in your campaigns. With strategic planning and execution, videos can elevate your email marketing campaigns and help you achieve remarkable results.

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