In today’s crowded inboxes, standing out isn’t just a challenge, it’s a necessity. Video has emerged as one of the most powerful tools to boost engagement, increase retention, and drive conversions in email marketing. With the ability to visually communicate complex ideas, tell compelling stories, connect personally with your audience, and capture attention in a way that static images and text simply can’t, video is changing the way businesses connect with their subscribers.
Here’s why embedding video in your emails should be a core part of your marketing strategy, along with industry-specific ways to leverage this high-impact medium.
The power of video and its proven results
Adding video to your email campaigns isn’t just about looking modern, it delivers real, measurable results. Let’s take a look at just a couple of them:
Higher open rates
Video email marketing has a 22% higher open rate. It’s impossible to ignore how simply adding a visual draws readers in.
Increased click-throughs
There is up to a 100.95% higher click-through rate when video is incorporated. Beyond simply drawing readers in, videos are a great engagement tool.
Lower unsubscribes
Adding video content to emails can reduce opt-outs by 75%. This helps you maintain a stronger, more engaged audience.
Industry-specific ways to use video in email
The benefits of video speak for themselves. It is a great tool, but how do you incorporate it into your unique marketing strategy? Well, that comes down to your specific field. Here are some kickoff ideas that you can use to get started.
Non-profits: Inspire action and donations
- Showcase impactful success stories with real-life testimonials from those your organization has helped.
- Share video highlights from recent events to foster a sense of community and connection.
- Feature animals available for adoption or in need of donations to create an emotional connection with viewers.
Education: Engage students and faculty
- Provide sports highlights in school newsletters to keep the community engaged.
- Offer free webinar previews to showcase learning opportunities and drive sign-ups.
- Recap graduation ceremonies to share memorable moments with students and their families.
E-Commerce and retail: Drive sales with visual impact
- Introduce new products with engaging video ads that showcase their best features.
- Highlight customer reviews and testimonials to build trust and influence purchase decisions.
- Create behind-the-scenes brand stories to foster authenticity and deepen customer relationships.
Design considerations for video in email
While video is a game-changer, its success depends on how well it integrates into your email’s design. Here are a few non-negotiables to ensure a seamless experience for every subscriber:
- Optimize for all devices: Mobile accounts for the majority of email opens, so ensure your video (or its fallback) displays properly on smaller screens.
- Use an eye-catching thumbnail: If the video can’t play automatically, an engaging thumbnail with a clear play button encourages clicks.
- Keep file sizes in check: Large videos can slow down load times, so ensure your video file is optimized for email.
- Incorporate strong CTAs: Whether the video is embedded or linked, add a compelling call-to-action to drive engagement.
- Ensure accessibility: Add captions or subtitles to make your content more inclusive for all audiences.
Let your ESP do the heavy lifting for you
Now you know what you want to focus on in your video content and what to keep in mind as you add it to your email marketing. Fortunately, embedding video in emails has never been easier, depending on your ESP. Make sure that yours has all the tools you need. For example, Delivra’s new video capabilities. Our intuitive drag-and-drop email designer allows you to:
- Effortlessly embed video without the need for complex coding.
- Customize video elements within your email design to align with your brand.
- Host videos directly within Delivra, ensuring seamless playback without external hosting hassles.
- Optimize engagement with fallback settings, including animated GIFs and static images for email clients that don’t support video.
With video emails delivering higher engagement, stronger retention, and better conversion rates, now is the perfect time to integrate them into your marketing strategy and transform the way you connect with your audience—one video email at a time.
