Elevate your email strategy from ordinary to unforgettable by integrating video. Video delivers messages faster, grabs attention, and boosts engagement.
What Is Video Email Marketing?
Video email marketing simply means embedding a video or a clickable thumbnail in your email. While true video embeds can cause deliverability and load‑time issues, linking a thumbnail to a landing page delivers the same impact while keeping inbox performance intact. Position the video near the top to capture attention, or wherever the narrative dictates.
Why Video Works in Email
Data speaks for itself: videos can increase open rates by 19%, click‑through rates by 65%, and reduce unsubscribes by 26%. The reasons are both psychological and practical. A single, well‑crafted video conveys complex information in minutes, replaces several text‑heavy emails, and creates a more personal connection that encourages loyalty.
Ideal Email Types for Video
Newsletters
Newsletters often feel sales‑y. Adding a short, instructional video turns the message into a helpful guide rather than a hard sell. Mailchimp’s recent AI feature tutorial is a prime example—showing users how to use the tool, not just why it exists.
Product Launches or Updates
A demo video showcases new features in action, making the benefits instantly clear. Our monthly Product Spotlight newsletter highlights platform updates with team members who developed them, humanizing the brand and driving excitement.
Event and Webinar Invitations
Teaser videos generate buzz and increase registrations. Airbnb, for instance, used a clip of CEO Brian Chesky previewing upcoming updates, boosting engagement for their next release.
Promotional Emails
Short trailers give recipients a visual preview of what’s on offer, accelerating the decision‑making process. Alto’s Adventure leverages dynamic trailers to showcase stunning visuals before the download button.
Automated Sequences
Automated workflows can lose momentum; video consolidates key information into a single engaging experience. Spark’s welcome email starts with a tutorial video, eliminating the need for additional instructional emails.
Best Practices for Video in Email
Signal the Presence of Video
Use clear cues such as “Watch Now” or “See It in Action” in subject lines or early in the copy. Ensure the thumbnail includes a play button to signal interactivity.
Choose an Impactful Thumbnail
Thumbnails are the first visual cue. Opt for bright colors, expressive faces, or a still that directly reflects the video’s core message.
Avoid Full Video Embeds
Full embeds can harm deliverability and inflate load times. Instead, embed a thumbnail linking to a landing page. This approach preserves inbox performance and drives traffic to your site, where you can capture visitor data.
Wistia simplifies this process: copy the thumbnail link and paste it into your email template. Your message gets delivered; the video is viewed; your analytics grow.
Syncing Video Hosting with Your MAP or CRM
Integrating Wistia with your marketing automation platform (MAP) or customer relationship management system (CRM) unlocks powerful insights. When a recipient clicks the thumbnail, Wistia records their email address and tracks viewing behavior—duration, replays, drop‑off points—providing granular data for segmentation and nurturing.
- HubSpot: Create active lists of contacts who watched a certain percentage; view engagement in contact timelines.
- Marketo: Trigger nurture workflows based on viewing metrics.
- Pardot: Score leads with video engagement data and monitor viewing patterns.
Adding Video to Your Emails with Wistia
Simply right‑click a Wistia video, select “Copy,” and paste the thumbnail into your email. It’s that straightforward—no technical hurdles, maximum impact.