Alexis Kestler
Hey there! Are you looking to enhance your email marketing game with embedded videos? Smart move, my friend.
As a fellow tech geek and data analyst, I‘m excited to dive deep into exactly how to embed videos in emails successfully. I‘ve done tons of research and have some key stats, tips, and tricks to share.
Videos can seriously captivate audiences and skyrocket engagement. But there‘s a right way and a wrong way to do it. Follow this geek‘s guide to master the art of embedded email videos.
Why Add Videos to Your Emails?
Let‘s first look at some of the data-driven benefits of using videos in emails:
| Benefit | Statistic |
|---|---|
| Higher open rates | +20% vs. plain text |
| More clicks | +65% with play button overlays |
| Higher conversion rates | 1.81x for viewers vs. non-viewers |
| Boosted engagement | 150%+ increase overall |
| Improved brand awareness | 90%+ boost |
As you can see from the data, video marketing packs a serious punch.
Businesses that aren‘t tapping into the power of video are missing out on higher open rates, click-through rates, conversions, engagement, and brand awareness.
Experts like myself almost unanimously agree that video should be a core part of your digital marketing stack.
Email marketing is no exception. Let‘s look at the why behind these incredible stats.
Captivate With Dynamic Content
Plain text emails simply can‘t capture attention like dynamic video content.
When recipients see your compelling video thumbnail in their inbox, it piques their interest and makes them eager to click.
In fact, 90% of customers say videos help them make buying decisions because of the dynamic product demos and brand stories they tell.
Increase Conversions With Interactivity
Here‘s an astonishing stat:
- 72% of customers would rather learn about a product or service by video than text reviews or photos.
Video is the most interactive digital medium. Viewers feel engaged as they actively watch and listen to your video content.
This makes them highly receptive to your branding, messaging, and calls-to-action. By adding videos to your email campaigns, you can guide viewers along the decision-making process and convert them into customers.
Build Trust With Transparency
Here‘s another eye-opening number:
- 81% of buyers agree that videos make them feel more confident about purchases by providing transparency.
Your customers want to know who they‘re doing business with. An embedded video gives a face and personality to your brand.
Introduce your team, show your processes, and give virtual tours. Videos build trust and rapport with viewers by providing transparency.
Boost Brand Awareness Organically
Video also expands your reach. According to Insivia, embedded email videos enjoy a 157% higher click-to-open rate compared to basic text email.
Recipients pass your videos on to friends and share on social media. This massively amplifies your brand visibility.
If you want to build awareness and get your brand in front of new audiences, video email marketing is a must.
Hopefully the sheer amount of supporting data has convinced you to start embedding videos in your email campaigns. Now let‘s get into how to do it the right way.
Follow Best Practices for Success
Adding videos poorly can make your emails feel spammy, get caught in filters, and turn off recipients.
To successfully embed email video, there are a few key best practices to follow:
Host Videos on Reputable Platforms
First, you need to host your video files on a reputable platform. This allows you to embed a link rather than attach the file directly.
Uploading videos to trusted sites like YouTube, Vimeo, and Wistia prevents storage and bandwidth issues. Video attachments over 5MB often get flagged as spam.
These platforms also optimize videos for streaming and come with useful analytics.
Some pros and cons of top options:
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YouTube
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PROS: Massive reach, social integration
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CONS: Forced ads, content restrictions
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Vimeo
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PROS: Ad-free, clean interface
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CONS: Expensive paid plans
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Wistia
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PROS: Built for business, in-depth analytics
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CONS: Short clip limits on free plans
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Take time to research each option and pick the best video hosting platform for your specific needs.
Create Clickable Thumbnail Images
Rather than embedding videos directly, you‘ll link out to them using clickable thumbnails.
These preview images represent your video and encourage clicks.
Follow my pro tips for making compelling thumbnails:
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Pick a relevant freeze frame – Select an eye-catching moment that conveys the essence of your video well.
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Add a play button overlay – Triangular "play" icons boost click-through rates by over 65%.
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Make it high-res – Use HD images sized at least 720p or 1080p.
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Crop it to 16:9 – Match the widescreen aspect ratio of most video formats.
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Optimize image file size – Keep JPGs under 200KB so they load quickly.
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Include branding – Watermark your thumbnails with a logo bug or brand text.
Example of a click-triggering video thumbnail with play button overlay
With this checklist, you can create pro-level clickable thumbnails to insert in your emails.
Hyperlink Images to Videos
Now comes the most technical part – hyperlinking your thumbnail images.
The exact steps vary slightly across email service providers. But here‘s how to do it generally:
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Upload the image file to your email builder.
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Copy the direct URL of your video from the hosting platform.
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Select the inserted image and open the link editing toolbar.
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Paste the video URL into the link field and apply it to the image.
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Save your updates and test the clickable thumbnail.
When recipients click the image, they‘ll be taken straight to the linked video URL and can watch it instantly.
Optimize Link Copy in Your Email
Surround your clickable thumbnails with engaging copy that motivates viewers to click through.
Give context about what the video covers and highlight the benefit of watching it. For example:
"Click the image below to watch our 3-minute product demo. See how [key features] can help your business."
Well-written link copy boosts your click-through-rates and gets more eyeballs on your videos.
Major Email Platform Compatibility
With the method above, your videos won‘t play directly in the email body itself. Users will click through to watch externally instead.
This is because most major email platforms don‘t support embedded video players for security and storage reasons.
Let‘s look at how the top providers handle embedded emails videos:
| Email Client | Compatibility |
|---|---|
| Gmail | Links out by default. Inline video can be enabled. |
| Outlook | No autoplay. Always links externally. |
| iOS Mail | Supports embedded videos but external links have wider support. |
| Yahoo Mail | Does not support embedded players. Links out only. |
| AOL Mail | Allows embedded videos but they autoplay silently. |
The takeaway here is that externally linking to your video files is the most universally compatible approach.
Avoid attaching raw videos directly – very few email platforms support this.
Optimize for Mobile Users
Here‘s an important stat – according to Campaign Monitor, over 50% of emails are opened on mobile devices.
So you need to meticulously preview your video email across all screens. Ensure mobile users have a smooth experience clicking and viewing videos.
Some tips:
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Check that play buttons are clearly clickable on touchscreens.
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Confirm links work cross-device and load quickly.
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Use responsive email templates that adapt on mobile.
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Analyze metrics by device and operating system.
With shifting user preferences, mobile optimization is a must for video emails today.
Craft Captivating Video Content
Now let‘s discuss how to produce compelling videos that convert viewers and get results.
Follow my tips for making engaging video content for emails:
Get to the Point Quickly
Attention spans online are ultra short. You need to hook viewers immediately.
According to Wistia, engagement declines rapidly after 1-2 minutes. Be concise and get to your point fast.
Use the first 10-20 seconds to capture interest with strong branding, energenic pacing, and an intriguing intro.
Align Videos to Campaign Goals
Look at each email campaign objective and craft videos that align tightly with those goals.
For example:
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Promotional email – Demo new product features
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Welcome email – Founder video introducing the brand
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Cart abandonment email – Re-engage shoppers with special offer
Mismatched or forced video content can feel irrelevant or annoying. Keep it contextual.
Produce Quality Video Assets
Invest in proper lighting, audio, editing software, and pro equipment.
High quality production value builds credibility and trust with viewers.
But you don‘t need Hollywood budgets. Basic DIY production can still yield solid results.
Include Strong Calls-to-Action
Every video email should include crisp calls-to-action to drive conversions.
Strategically place CTAs on your thumbnail, in your link copy, and on your post-view landing page.
Solid examples include "Sign up now", "Start free trial", or "Buy now".
Track clicks and conversions from your videos to optimize over time.
Keep Branding Consistent
Use your brand colors, logos, fonts and overall visual identity consistently across videos.
Branded thumbnails, intros, backgrounds, lower thirds, and outros build familiarity through repetition.
Prioritize Viewer Experience
At the end of the day, craft content your audience wants to see – not what you want to show them.
Use viewer feedback to constantly refine and improve. Their satisfaction should be the top priority.
If you create remarkable videos that resonate with your subscribers, your shared metrics will continue climbing upwards.
Tie Videos to Landing Pages
Here‘s one last pro tip for you.
To maximize conversions from your email video campaigns, direct viewers to targeted landing pages after watching the video.
These pages can:
- Further educate with related materials
- Promote products shown in the video
- Offer special discounts
- Collect lead gen information
This allows you to track ROI directly from video views and leverage the spike in engagement.
Imagine how powerful that can be. You send a product demo video email. Recipients click, watch, and get directed to your post-view landing page showcasing that exact product.
This seamless flow means embedded email videos can actively generate sales or leads for your business.
But remember – with great power comes great responsibility! Only use your video powers for good.
The Final Verdict
Alright, my friend. We‘ve covered everything from video marketing stats to real-world strategies.
Let‘s recap the key takeaways:
- Video in email boosts opens, clicks, engagement, and conversions
- Host videos externally and embed clickable thumbnail links
- Optimize thumbnail images for high clicks
- Most major email platforms link out to videos
- Mobile optimization is critical
- Produce quality, goal-aligned videos
- Direct viewers to conversion-driven landing pages
Email video marketing certainly requires some additional effort. But the data shows it also drives amazing ROI when done right.
Now you‘re armed with pro tips to help you succeed. Time to start embedding videos in your email campaigns like a true expert!
If you have any other questions, you know where to find me.
Talk soon,
[Your Name]
