If you want to improve engagement and conversions from your email marketing campaigns, video could be just the way to do it. Research has found that video content can boost email open rates by as much as 19%, and click-through rates by a whopping 65%. Even just using the word ‘video’ in your subject line could give your open rates a 6% nudge in the right direction.

But how exactly do you embed video into your emails? Drawing on our experience as a leading email marketing agency in the UK, here are some tips to get you started:

Get the right video
The first thing to know is that you can’t embed a video from YouTube or other streaming site into your email. You can only link to it. This may not give you the control you need, or access to the right analytics insights to see how a video is performing.

There’s also the risk that your video ends up looking like any other clickable link, so it won’t get the attention you’re hoping for.

An alternative is a video file saved on your system (hosted on your server or content distribution network), just like an image file. It needs to be great quality, but not too long or large. Ideally, a file size somewhere between 300KB and 1MB is the sweet spot.

Make sure your video has a clear purpose, whether that’s to inform, entertain or inspire. It should also encourage the viewer to engage in the way you intend, such as to share the content or click through to a product.

Embed it the right way
If a video is embedded incorrectly, it might not play. You’re looking for a consistent experience for every user, no matter what device they’re using. There’s also the risk of your email being flagged as spam, as many major email providers don’t support embedded video.

Luckily, there’s a workaround. This is how you use videos in email marketing campaigns the smart way:
1. Choose a thumbnail for your video – this could be a screenshot from your video at the perfect moment, overlaid with text or other graphics as needed.
2. Add a play button – this has been extensively tested, and experts have found that a thumbnail that looks like a video (with the crucial element being a play button) performs better than just a video screenshot on its own. The play button is the element that encourages the user to take action. They simply can’t resist clicking on it.
3. Insert the edited thumbnail into your email, and a link to your video. For example, the link to the hosted video on your website.

This method may not offer a truly seamless experience, as the video doesn’t play in the recipient’s inbox. However, linking directly to your website can offer lots of other benefits. It gives you the opportunity to nudge the viewer on to further action, such as clicking other links or checking out products.

If you prefer to embed video directly into emails, you’ll need to check out which email providers support it. You can also look into email marketing tools which could help.

For help with email list building or designing effective email campaigns, work with us. We’re a leading email marketing agency in the UK, with a network of experts on hand to help. Get in touch with us on 020 8064 0221 or hello@nextgen-marketing.co.uk to find out more.