Increase Open & Click-Through Rates with Email Video

Increase Open & Click-Through Rates with Email Video

Video email is a successful marketing tool that allows you to quickly feed information in an engaging way, helping build brand awareness and drive engagement.


To get video email marketing correct, it takes careful preparation and planning. From compatibility issues to file sizes, there are many areas that need to be right to get a seamless user experience.


In this guide, we’ll explain how to send a video through email the correct way, so that you can increase open rates, click-through rates and video plays.

Video email marketing benefits

The average person has gone from watching approximately 8 hours of online footage per week to around 16 hours per week.


This increase is due to the fact that a high percentage of people have said they want to see more videos in emails from brands. Companies say using video is an important part of their marketing strategy.


Video email can simplify all aspects of your company. Combining visuals and audio, video marketing can help you to explain a lot of information in a short amount of time. Making video a great way for sharing information about business updates, new products, announcements, and more.


Rather than reading a long-winded email about a new product or service, you can condense vital information into a short video. All that your audience needs to do is press play, listen and take it in.


Video email can also offer a unique brand experience. Most people when opening an email, see text and images. However, sending video email can help engage subscribers.


Adding video emails to your marketing strategy can help you stay present and keep your subscribers interested in opening your emails.


In fact, sending a mixture of different types of emails is one of the best ways to keep your audience engaged.


Instead of sending repetitive emails that become boring and expected, mixing various types of emails provides more interest to open, which can help to lead nurturing and sales growth.

Videos are a good way to grab attention and easier to understand than text. They also help build a connection with your audience.


When you send videos by email, it helps make your company a real person, allowing them to add a face to the name. When your audience has a chance to connect to a person, they can get a feel for your brand, which helps to build trust and establish a better relationship.


Sharing tips, or giving your audience a behind-the-scenes look at your business operations, can help to personalise and humanise your brand.

How to create a video email marketing campaign

Plan your video email campaign goals. Think of what you’d like from your email campaign.


Video email campaign goals could include creating brand awareness, or special offers and generating leads.


Here are tips to help make your video email marketing campaign a success:

  1. Plan the marketing strategies to use during your campaign.

  2. Select a segment of your target audience.

  3. Do research to learn what videos your competitors are doing and which ones tend to generate success.

  4. Get insights on whether your target audience is watching your video on their phone or on a computer.

  5. Create a marketing budget that includes everything from market research to video production.

  6. Prepare your to-do list, roles, and responsibilities and follow your plan.

Create a video worth watching

For the best results, use quality recording equipment. Make sure the subject of the video is well lit and that there are no distracting sounds. If you have a budget, there are a variety of sites you can use that offer free images that you can use in your video.


Investing in custom images can help to incorporate your brand to the videos.


Keep it short, your audience could lose interest if your video is too long. Also, longer videos can be more difficult to include in an email. So, keep it short and interesting.


At the end of your video have a CTA that allows your subscriber to know what to do next.


If you choose to host your video, it’s also advised to upload your videos on popular video platforms like YouTube. This will increase the chances of your video being shared and viewed more the just via your email list.


These platforms are free and are good for generating leads, building your brand and pushing traffic to your website.


Once you’ve finished your video, be sure to collect feedback and suggestions from your audience. You can also send out two different versions of the video and see which one gets more engagement.

Types of video emails to engage your list

Videos can be added to any email campaign where you want to increase opens and conversions.


Here are some ideas on how you can email videos different messages.


1. Welcome emails are opened four times as often as other emails you’ll send. Welcome videos can help create a personal touch, show appreciation and create a connection between you and your new subscriber.


To create a brand welcome video, start by saying thanks to your new subscriber then introduce yourself and your brand.


2. Companies adding reviews can influence others purchasing decisions, so having a video email that shares a customer’s positive experience can help to add proof that drives new traffic to your business.


Video testimonials are even more powerful since videos allow your customer to speak for themselves and share their story.


To collect video testimonials, get in touch with some past customers and ask if they’d be willing to record their experience or be interviewed.


3. Including a personalised video can help encourage your customer to think about purchasing your product or another complimentary product.


To create a product upsell video, start by acknowledging a past purchase of theirs. Then, explain the benefits of the improved product and connect it to how it could support their past purchase.


4. Sending a video through email can also help you to promote other content. By using video to encourage the main piece of content, you can entice your subscribers and increase their engagement with other content.


5. Educational video emails are a great way to offer value to your subscribers. Video emails that are educational and can help explain a topic, offer a tutorial, or provide a demo of your product or service. They’re an engaging way to nurture your audience and move them down the sales funnel.


6. Having a video email as part of your onboarding process can make your customer feel appreciated for their purchase. A great way to provide a special thanks and personal touch to your customer service process and help guide them through the next steps in the process.


To create an onboarding video email, start by thanking your customer for their purchase. Let them know that the email has some helpful information to get started. Finish the video by sharing information on how to get in touch if they have any questions or concerns.

How to upload and format your video email

Before you format your email, you need to decide where to store the video, because larger videos result in slower load times, you’ll need to be aware of how you send videos via email.

Here are the three options where you can host your email video:

1. Embed the video into your email. To make sure your video can play directly from the email, you can embed it in the email. However, only a few email service providers allow videos to play within messages and there are requirements among email clients.


2. Put the video on owned platforms. You can show your video on your webpage or on a landing page. When you need to create your email campaigns, you can include a thumbnail image of the video and a link back to your website or landing page. This option increases views and site visits.


3. Upload the video onto a hosting platform, such as YouTube. You may also be able to insert these to your website or landing pages.


When your video is uploaded, you need to work out how to send videos through emails that will get opened.

Four ways to include your video in your email message:

Make videos with HTML5


This allows subscribers to play the video right from their email browser. You can put a video in an email by coding it into the message with HTML5. To add a video to an email, you or your developer will need to adjust the HTML5 video code of your email.


To make sure your subscriber can watch your video without leaving their window make sure to preview it before sending.


Send MP4 file


Sending your subscribers an MP4 file is an easy way to send the video email as a normal attachment.


Be aware most email clients allow a maximum of 25 MB for attached files. If your video exceeds that size, it may be worth uploading the file to cloud-based storage.

Two negatives of attaching an MP4 file. Email clients and email marketing platforms don’t support attachments, which limits you to send emails from individual accounts. A downside is attachment files can be that they are at the bottom of the email, so including an image in your email can be a good idea.


For a positive experience, make sure that, once the subscriber clicks the image and is redirected, the video is accessible on the new page. Put the video at the top of the page and have it on auto-play so there is no need for an additional click.


If you include a YouTube URL in a Gmail email, the video will appear as an attachment that you can play for your subscribers. The URL will work for everyone, but Gmail users will have a seamless experience.


Similar to an inserted video, adding a YouTube link ensures that subscribers can play the clip in the email window. It’s a useful way for subscribers to view your video without directing away from the email.


The two downsides to this are that it doesn’t increase traffic to your site and it’s only supported by Gmail.


To prevent these effects, you can encourage subscribers to visit your website with a CTA in the video or ask them to continue to explore your company’s YouTube channel. You can also split your list so that the only people who receive this video email format are people with Gmail accounts.

Tips on how to make your video email a success

When sending a video email, there are a few key steps to follow.


Include your link or CTA button in the middle or end of the video. By the end, you may have lost some viewers, but putting it in too early before you’ve had a chance to capture their attention may cause them to click away.


Your videos should have a consistent appearance. If you use the same person or background in your videos, your audience will start to recognise your company, which helps establish a connection with your brand.


Encourage your subscribers to share your videos to increase visibility.


Stay away from words or formatting that can trigger spam filters that may land you on an email blacklist, such as “click here” or “test”.


Avoid designing your HTML email in Microsoft Word. This is because Word uses non-standard HTML which isn’t supported by non-Microsoft email clients.


Do not send the same email to multiple people in the same company. It will likely be considered spam and your IP address or domain may be blacklisted.

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