You’ve probably heard the stat: adding video to an email can boost click-through rates by as much as 300%. Impressive, right? Video has a unique ability to grab attention, explain complex ideas quickly, and build a human connection making it one of the most powerful tools in your digital marketing toolbox.
But here’s the catch: most brands get it wrong.
They embed videos that don’t play properly across devices. They overload emails with too many visuals that slow downloading times. Or worse they use video content that feels irrelevant, salesy, or off-brand. Instead of delighting their audience, they end up overwhelming or annoying them. And in today’s fast-paced inbox environment, that’s all it takes to earn a one-way ticket to the unsubscribe list.
The truth is, using video in email isn’t just about slapping a link or thumbnail into your newsletter. It’s about crafting an experience that’s smooth, intentional, and respectful of your audience’s time and attention.
So how do you strike the right balance? How do you harness the power of video without hurting your email performance or losing subscriber trust?
In this guide, we’ll walk you through smart, practical strategies that real brands use to make video emails more engaging without triggering spam filters, slowing down delivery, or frustrating their audience. From best practices for formatting and thumbnails, to content ideas that convert, we’ve got you covered.
1. Should You Embed or Link? The Truth About Video in Email
Let’s start by clearing up a common misconception: most major email clients including Gmail, Outlook, and Apple Mail do not support embedded video playback directly in the inbox. That means if you try to embed a video file into your email using traditional HTML5 video tags, chances are your subscribers will see a broken link, a blank space, or worse your email might end up in the spam folder.
So, what’s the smarter, safer alternative?
Use a Clickable Thumbnail or GIF
Instead of embedding the full video, use a static image or animated GIF that looks like a video player, complete with a play button overlay. When clicked, this image redirects the user to a page where the actual video is hosted creating the illusion of an in-email video experience, without any of the technical downsides.
You can link your thumbnail to:
- A landing page that’s optimised for conversions and includes the full video
- Your YouTube or Vimeo channel to increase video views and subscribers
- A dedicated video player on your website, which allows you to track behaviour more precisely with tools like heatmaps and engagement analytics
Why This Approach Works So Well:
- Universal Compatibility: Clickable images are supported by virtually all email clients, so you don’t have to worry about broken playback.
- Faster Load Times: Embedding video can make your email heavy and slow to load. A thumbnail keeps things light and smooth.
- Lower Risk of Spam Flags: Large video files and scripts can trigger spam filters. A linked image is a cleaner, safer solution.
- Easy to Track: You can add UTM parameters or tracking links to measure exactly who clicked, when, and from where.
Bonus Tip: Use Video Language in Your CTA
To increase open and click-through rates, include a clear video-related call-to-action in your subject line or button text. Phrases like:
- “Watch the full demo”
- “See the transformation in action”
- “Watch now: 2-minute explainer”
signal to your audience that they’ll get high-value, visual content and studies show this can dramatically increase engagement.
2. Optimise for Mobile: Your Subscribers Are Scrolling
Over (70%) of emails are opened on mobile devices. If your email video strategy isn’t mobile-friendly, you’re leaving engagement on the table.
Here’s how to optimise:
- Use responsive email design your layout should adapt to different screen sizes.
- Keep thumbnails large enough to tap, with clear CTAs underneath.
- Avoid autoplay or sound triggers they don’t work on most mobile platforms.
- Compress images or GIFs to keep file sizes under 1MB where possible.
Your video email shouldn’t just look good it should function seamlessly across devices.
3. Choose the Right Type of Video for Email
Not every video works in an inbox. Your audience wants content that’s short, relevant, and easy to act on.
Here are five high-performing formats:
1. Product Teasers
- Highlight key features
- Show the product in action
- Drive traffic to full product pages or launch events
2. Customer Testimonials
- Build trust
- Add authenticity
- Great for middle-of-funnel engagement
3. How-To or Explainer Videos
- Provide quick wins or demos
- Position your brand as helpful and knowledgeable
4. Event Invites or Recaps
- Drive attendance
- Create FOMO with highlights
5. Personalised Video Messages
- Use the recipient’s name or reference past activity
- Boost connection and retention, especially in B2B
If it’s not useful, valuable, or entertaining it probably doesn’t belong in an email.
4. Write Subject Lines That Hint at Video (Without Tricking People)
Subject lines can make or break your email campaign especially when it comes to promoting video content. You want to spark curiosity and drive opens, but it’s equally important to be transparent and respectful of your audience’s expectations. If you promise a video in your subject line, it better deliver one. Otherwise, you risk losing credibility and damaging long-term trust.
So, how do you strike the right balance between attention-grabbing and honest?
Be Clear, Not Clickbaity
Your subject line should clearly signal that the email includes a video, without sounding exaggerated or misleading. It’s all about setting accurate expectations while creating a sense of value.
Here are some effective subject line examples that strike that balance:
- “See what our clients really think” Adds a personal and emotional angle by hinting at testimonials.
- “Here’s how it works (in under 60 seconds)” Tells the recipient they’ll get quick, digestible content.
- “We made this quick video just for you” Feels personalised and conversational.
- “How to use our tool step-by-step (video)” Offers clear utility and indicates video format.
- “New feature explained in 90 seconds” Great for product launches or walkthroughs.
Adding (video) at the end of the subject line is a subtle but powerful way to inform readers and increase opens without misleading them.
What to Avoid
While it might be tempting to use flashy or mysterious subject lines to boost open rates, vague or sensationalist copy can backfire. Avoid using phrases like:
- “Click now!”
- “You won’t believe this…”
- “Must see this!”
These clickbait-style lines not only feel spammy, but they also tend to trigger spam filters and lower your email deliverability over time. More importantly, they erode trust especially if the content inside doesn’t match the hype.
Pro Tip: Test and Tweak
Use A/B testing to try different versions of your subject line one with the word “video” and one without to see what resonates best with your audience. The results might surprise you, and over time you’ll develop subject line styles that consistently drive results without compromising authenticity.
5. Keep It Short Like Really Short
When it comes to email video content, brevity is your best friend. Your audience is likely checking their inbox on the go between meetings, during a lunch break, or while multitasking. This means attention spans are short, and distractions are high. A long, detailed walkthrough simply won’t hold their focus.
Aim for a video length of 30 to 90 seconds. That’s your golden window. It’s just enough time to make a strong impression, introduce an idea, tease a bigger piece of content, or quickly demonstrate the value of your product or service. Think of it as a trailer, not the full movie.
If your message needs more depth, no problem just direct viewers to a dedicated landing page where they can explore further at their own pace. That way, your email stays concise, and those who are truly interested can dive deeper.
Remember, every second of your video should earn its place. Trim the fluff, get to the point, and leave them wanting more.
6. Use a Clear Call-to-Action (CTA)
Even the most compelling video won’t drive results if your viewers are left wondering, “What now?” A strong, clear call-to-action (CTA) is what turns passive viewers into active participants whether that means clicking through, signing up, or reaching out.
Your CTA should be direct, prominent, and placed strategically ideally close to your video thumbnail and repeated in your follow-up copy. Don’t make people search for what to do next. Make it easy for them.
Some simple but effective CTA examples include:
- “Watch the full video” – Great if your email teaser leads into a longer version on a landing page.
- “See how it works” – Perfect for product demos or feature highlights.
- “Book a demo” – Ideal for B2B or SaaS brands looking to schedule meetings.
- “Get your free guide” – Enticing for gated content or lead magnets.
- “Reply with your thoughts” – Invites interaction and feedback, which boosts engagement.
When it comes to CTAs in email, less is more. Stick to one primary action per message to avoid overwhelming or confusing your audience. Multiple CTAs can dilute your message and reduce click-through rates. Be bold, be specific, and make the next step crystal clear.
A well-placed CTA is the bridge between attention and action don’t skip it.
7. Test Your Emails Before Sending
Just like you wouldn’t launch a marketing campaign or publish a landing page without checking everything twice, the same level of care should go into your video emails. A single broken link, poor formatting, or missing thumbnail can derail your entire message and hurt your credibility.
Before you hit ‘send’, run through a thorough checklist to make sure everything works as expected for every subscriber, on every device.
Here’s what you should always verify:
- Does the video thumbnail load correctly?
A missing or poorly displayed thumbnail can significantly reduce click-through rates. Make sure it shows up clearly in both desktop and mobile previews. - Is the video link working and being tracked?
Double-check that the link behind the thumbnail redirects to the correct video, whether it’s on a landing page or a hosted platform. Use tracking parameters (like UTM tags) to measure engagement and clicks. - Does the email display well across devices and email clients?
Emails often look different on Outlook, Gmail, Apple Mail, etc. and on mobile vs. desktop. You’ll want your layout, text, and visuals to stay consistent and professional no matter where they’re opened. - Have you A/B tested subject lines and send times?
Even the best content can get ignored if the subject line doesn’t spark interest. Test different subject lines and experiment with send times to find out what resonates most with your audience.
To make testing seamless, use professional tools like Mailchimp, Litmus, or Email on Acid. These platforms let you preview how your email will look across dozens of clients and devices, helping you spot and fix issues before your audience ever sees them.
8. A/B Test Thumbnails, Copy, and CTAs
If you want to consistently improve the performance of your video emails, you can’t rely on guesswork. The key to better open rates, click-throughs, and conversions is continuous A/B testing. It’s one of the most effective ways to fine-tune your content based on real audience behaviour.
Instead of sending the same version of your email to everyone, try testing different elements one at a time to see what drives better results. Here are some impactful variables to experiment with:
- Thumbnail Style:
Does a short animated GIF grab more attention than a static image? Try both and compare. Motion often draws the eye, but sometimes a clean static frame with text overlay can perform better. - Play Button Size & Placement:
Does a large central play button encourage more clicks, or is a subtle corner icon more effective? Small design adjustments like this can surprisingly shift engagement. - CTA Wording:
“Watch now” might work for one audience, while “See how it works” or “Claim your free trial” might resonate more with another. Test variations to see which call-to-action drives the most clicks. - Video Length:
Do viewers prefer a 30-second teaser or a 90-second walkthrough? Testing shorter vs. longer formats can help you strike the right balance between brevity and value. - Subject Line:
This is your first (and maybe only) chance to get someone to open the email. Try versions that tease video content, create curiosity, or highlight a benefit. For example:
“See this 45-second fix in action” vs. “You’re missing out on this time-saving tip.”
Make sure you track key metrics like open rates, click-through rates, and video views. Even small tweaks can lead to significant improvements in engagement and conversions over time.
9. Don’t Overdo It: Frequency and Volume Matter
Video emails are powerful but like anything, too much can backfire.
Tips to stay balanced:
- Don’t send video emails every week use them for key moments
- Avoid multiple videos in one email
- Watch your unsubscribe and spam rates
- Focus on quality, not just visuals
When used sparingly and strategically, video becomes a welcome surprise not an annoying gimmick.
10. Track Performance and Learn From It
Once your video email is out in the world, your job isn’t done. In fact, this is where the most valuable part begins: analysing performance. Tracking how your audience interacts with your email helps you understand what’s resonating and what’s not so you can continually improve your strategy.
Your email marketing platform should provide a range of key metrics. Here’s what you should be keeping a close eye on:
- Open Rates
This tells you how many people are opening your email, often influenced by your subject line and sender name. A low open rate could signal that your subject line needs work or that your list isn’t well-targeted. - Click-Through Rates (CTR)
This shows how many people clicked on your video thumbnail or CTA. It’s a direct indicator of how compelling your email content is. A strong CTR means your video placement, messaging, and call-to-action are working. - Video Watch Data
If you’re hosting your video on your website or a platform with analytics (like Wistia or Vimeo), you can often track how much of the video people actually watched. This is incredibly valuable if viewers are dropping off in the first 10 seconds, that’s a red flag. - Bounce and Unsubscribe Rates
These metrics help you keep an eye on list health. High bounce rates can affect your sender reputation, and unsubscribe spikes might mean your content isn’t aligned with audience expectations.
Final Thoughts: Smart Video = Happy Subscribers
Used well, video can transform your email marketing from static campaigns to interactive conversations.
But it’s not about flashy production or autoplay gimmicks. It’s about being helpful, human, and clear. Get in touch with our video marketing agency to create custom, high-impact video content that captivates your audience without overloading them with information. You bring the message. We’ll bring it to life.
