Video email marketing combines the power of visual storytelling with the effectiveness of email campaigns, making it a game-changing strategy for businesses. Videos can increase engagement, boost click-through rates, and improve conversions by delivering dynamic and compelling content.
However, incorporating video into email requires a thoughtful approach to ensure compatibility, performance, and viewer interest. With the help of our experts, we’ll outline the best video email marketing tips and best practices that can help your business deliver maximum impact and measurable results. Let’s dive in!
Table of Contents
What Is Video Email Marketing?
Video email marketing involves embedding or linking videos within email campaigns to deliver dynamic, visually compelling content directly to subscribers. Using video in email is one of the best ways of boosting marketing conversions, as it captures attention, communicates messages more effectively, and encourages higher click-through rates.
Over 90% of businesses use video as a key marketing tool, highlighting its effectiveness in engaging audiences. Combined with email marketing, which generates over $8 billion in annual revenue worldwide, video email marketing merges two powerful strategies to drive engagement and sales.
How To Insert a Video in Emails
Inserting a video into an email isn’t as straightforward as embedding videos on a website, but there are several effective methods to make it work seamlessly:
- Use an image with a play button: Upload your video to an external platform and create a thumbnail image. Add a play button icon over the thumbnail and insert this image into your email. Link the image to the video URL and include a compelling call to action (CTA) like “Watch Now” to encourage clicks. You can also create a GIF preview of your video to grab more attention.
- Link to a landing page: You can also upload your video to a landing page on your website and link to this page in the body of your email. This drives traffic to your website and delivers an uninterrupted video experience.
- Embed HTML5 video: Directly embedding videos into emails provides the most immersive experience, but it only works with some email clients like Apple Mail. This detailed HTML5 video guide has everything you need to know.
- Use third-party tools: Email marketing tools like Mailchimp have built-in video features like drag-and-drop video integration and video block elements that pull thumbnails from YouTube/Vimeo.
6 Main Benefits of Using Videos in Email Marketing
By delivering dynamic visuals directly to subscribers’ inboxes, you can expect the following video email marketing benefits:
- Boosts click-through rates: Videos boost the click-through rates of your emails by making them more appealing. This is especially true in the case of eCommerce stores, where you can use videos to provide product demos, testimonials, or social proof, upsell product packages, and drive conversions.
- Improves audience trust: Videos also enable brands to build trust and establish strong bonds with customers. Video email marketing is shown to make brands more approachable.
- Increases brand awareness: With viral video marketing, you can also increase the visibility and reach of your content. These videos can easily be shared on social platforms and achieve maximum reach.
- Personalizes user experience: Creating a tailored experience through videos builds stronger customer relationships.
- Enhances message retention: Visual content helps audiences retain information better than text alone. Videos in marketing emails make your offerings, your brand, and your content more memorable.
- Influences purchasing decisions: By engaging viewers visually and emotionally, video email marketing motivates them to trust, understand, and invest in your products.
- Generates higher ROI: The combination of engagement, conversions, and cost-effectiveness makes video email marketing an effective strategy for any business.
6 Unique Ways To Include Videos in Emails
Adding videos to your email marketing can set your campaigns apart and boost engagement. Here are unique and creative ways to use video in email marketing, along with practical steps to implement them effectively:
- Welcome emails with personalized videos
- Tutorials and educational content
- Customer testimonials
- Product launch announcements with teasers
- Event invitations with video highlights
- Storytelling videos
1. Welcome Emails With Personalized Videos
A personalized video greeting makes a strong first impression, humanizing your brand and building a connection with new subscribers. Host the video on a landing page or video platform, then link to it with a strong CTA like “Watch Your Welcome Message!”

This example from Niice features a friendly, engaging tone, addressing the recipient by name to create an immediate connection. It immediately offers added value and encourages further engagement through a closing CTA.
2. Tutorials and Educational Content
Embedding educational videos in email marketing is an excellent way to provide value, build authority, and increase engagement. These videos help subscribers better understand your products, services, or industry insights. For example, a how-to guide or quick demo video can simplify complex concepts, answer common questions, and showcase your product’s benefits.

This example from Fable provides one video from a library of tutorials to get the most out of its features. The link to its Quick Start course promises many benefits and entices subscribers to click.
3. Customer Testimonials
Video testimonials are a powerful way to build trust and influence purchasing decisions. Featuring real customers sharing their positive experiences adds authenticity and social proof to your campaigns. These videos allow prospects to see how your product or service has solved problems or delivered results. And when recipients interact with reviews, they are 58% more likely to convert and buy 3% more per order.

Trusted Housesitters builds trust and credibility by showcasing real customer experiences. This email presents a discussion among existing users and prompts recipients to ask their own questions and engage with the business.
4. Product Launch Announcements With Teasers
Video teasers included in email marketing are an impactful way to build excitement for product launches. A short, engaging video can showcase key features, benefits, or behind-the-scenes highlights, creating anticipation and curiosity.

Warner Bros. embedded a game trailer in a longer email containing other promotions. This teaser creates buzz, drives traffic, and encourages early adoption, making it a powerful tool to boost visibility and interest for new launches.
5. Event Invitations With Video Highlights
Using video highlights in event invitation emails is an effective way to capture attention and boost attendance. You can showcase event details, introduce keynote speakers, feature past highlights, or preview exciting moments to come.

This email invitation from Salesforce provides easy access links to stream various keynotes during its event. The promised value from each stream makes the event feel more compelling and memorable, which encourages recipients to participate.
6. Storytelling Videos
Brand storytelling videos are a powerful way to connect emotionally with your audience and communicate your brand’s mission, values, and journey. By sharing stories about your company’s origins, team, or impact, you humanize your brand and build stronger relationships with subscribers.

Tracksmith’s films seek to inspire runners through difficult challenges. The video’s vertical orientation ensures high-quality visuals even when viewed on mobile devices. This type of video leaves a lasting impression, enhances brand loyalty, and inspires customers to engage deeply with the brand.
5 Best Practices in Video Email Marketing
Achieving success through videos in emails requires the following email marketing best practices to ensure seamless delivery and maximum impact:
- Include captions
- Use animations and gifs
- Focus on strategic placement of videos
- Put ‘video’ in the subject
- Optimize thumbnail and image size
1. Include Captions
To maximize the impact of video email marketing, always include captions in your videos. Captions ensure accessibility for viewers watching without sound and improve understanding for non-native speakers. By prioritizing accessibility, you create a seamless viewing experience that boosts engagement and audience interaction.
2. Use Animations and GIFs
Animated GIFs provide a sense of motion, mimicking video while remaining compatible with most email clients. They’re perfect for product previews or teasers, as they grab attention without overwhelming email load times. Keep your GIFs under 1 MB in size to ensure quick loading, and pair them with clear CTAs to encourage recipients to explore further.
3. Focus on Strategic Placement of Videos
Strategic placement of videos within emails can significantly impact engagement and click-through rates. Place your video thumbnail or GIF above the fold to ensure it’s immediately visible without scrolling. Pair it with a compelling headline and concise copy to draw attention.
4. Put ‘Video’ in the Subject
Always add the word ‘video’ in the email subject line whenever you embed videos in emails. This immediately signals engaging, dynamic content, piquing curiosity and encouraging clicks. Subscribers are more likely to open emails promising a visually appealing experience.
5. Optimize Thumbnail and Image Size
Use high-quality visuals but keep the file size under 200 KB to prevent slow loading, especially on mobile devices. Design thumbnails with clear visuals, a play button overlay, and engaging text to attract clicks. You can test image performance across email clients to ensure compatibility and deliver visuals without compromising deliverability.
Best Video Email Marketing Agencies
Here are some of the best video email marketing agencies, known for their expertise in driving engagement through video content:
1. Brand You

- Location: Keepers Cottage 3 Dublin Road Leixlip Co. Kildare W23H3C4 Ireland
- Average Hourly Rate: $150/hr
- Expertise: Branding, Digital Marketing, Strategy, Web Design
Brand You’s services cover all aspects of brand development, from logo design and advertising to website design and digital marketing. The agency specializes in helping clients in the finance and healthcare sectors, offering customized solutions tailored to their needs. It has earned a reputation as one of Dublin's most trusted branding agencies.
Notable clients include Spark FML, Doyle Concrete, and Balance Expo.
2. Matcha Design

- Location: 5401 S Harvard Ave, Tulsa, Oklahoma 74135, United States
- Average Hourly Rate: Inquire
- Expertise: Video Production, Advertising, Logo Design, Email Marketing, Digital Marketing, Brand Development
Based out of Tulsa, Oklahoma, Matcha Design has a deep understanding of what clients need and creates innovative digital marketing campaigns and unique brands. This full-service creative agency houses an award-winning team of creatives, developers, designers, strategists, and social media experts who help clients achieve their business goals through design.
Notable clients include Consolidated Communications, Oklahoma Chiller, and the Southern Hills Baptist Church.
3. Envicion Studio

- Location: C-20-3A, Floor 20, 19 Sentral, Jalan Harapan, Seksyen 19, 46300 Petaling Jaya, Selangor, Petaling Jaya, 46300, Malaysia
- Average Hourly Rate: $500/hr
- Expertise: Media Buying, Video Production, Digital Marketing, Event Management
Envicion Studio’s team of experts has the experience, expertise, and creativity to create powerful websites for various businesses and organizations, with expertise in real estate software development, video marketing, and advertising. The agency specializes in beautiful designs that are easy for visitors to navigate using desktop computers, tablets, and smartphones.
Notable clients include S P Setia, BRDB, and Country Garden.
4. Zaya Production

- Location: 4164 Spectrum, Irvine, California 92618, United States
- Average Hourly Rate: Inquire
- Expertise: Video Production, Photography Production, Social Media Photography and Videography
Zaya Production is a full-service production company specializing in conceptualizing, developing, and producing branded content for the entertainment industry. Having collaborated with big-name brands in various industries, the agency has a keen knowledge of all things video production and marketing. It also offers location scouting, permit procuring, talent hire, and social media and web content creation.
Notable clients include Spotify, H&M, and Mercedes Benz.
5. Nvent Marketing

- Location: 21725 N 20th Ave, Ste 101-102, #1026, Phoenix, Arizona 85027-2640, United States
- Average Hourly Rate: Inquire
- Expertise: Email Marketing, Video Marketing, Programmatic Advertising, Marketing Automation, Website Design
Nvent Marketing is a full-service digital marketing agency with expertise in cutting-edge technology and an unmatched dedication to innovation. With proven success across diverse industries, its tailored strategies align seamlessly with client goals, driving profitability and eliminating inefficiencies. The agency is a trusted partner in achieving business objectives in the digital realm.
Notable clients include HP, Canon, and ReachOut.
6. Brandefy

- Location: 2633 Lincoln Blvd #406, Santa Monica, California 90405, United States
- Average Hourly Rate: $125/hr
- Expertise: Video Production and Video Marketing
Brandefy is an award-winning video production company and video marketing agency with over a decade of experience delivering results-driven content worldwide. Based in Los Angeles, it leverages its access to top industry talent and a global network of skilled filmmakers to produce high-quality videos, including commercials, testimonials, 3D animations, and more.
Notable clients include 3M, Unilever, and Yahoo!
Video Email Marketing Takeaways
Video email marketing is a great way to improve open rates, build customer trust and credibility, and boost sales. It’s a highly engaging strategy that you can use in numerous ways to enhance email marketing campaigns.
If you want to start using videos in your emails, partner with one of the top email marketing agencies in our directory. They have the expertise to leverage the medium by aligning it with your organization’s unique goals and purposes.