Transforming Client Engagement: Incorporating Videos into Your Email Strategy

videos in emails

In today’s digital landscape, capturing your audience’s attention is becoming increasingly challenging. Gone are the days of plain text emails that get lost in an overcrowded inbox. To truly stand out and drive client engagement, incorporating videos into your email strategy is the way to go.

The Power of Video in Client Engagement

Videos have become a powerful medium for brands to convey their message effectively, engage their audience on a deeper level, and ultimately, boost conversions. Whether it’s a product demo, a customer testimonial, or a behind-the-scenes look, videos have the ability to grab attention and leave a lasting impression.

The human brain processes visuals 60,000 times faster than text, making videos an ideal tool for capturing the audience’s attention within seconds. Additionally, videos have the power to evoke emotions, tell stories, and create a personal connection with the viewer. By leveraging the power of videos in your email marketing campaigns, you can not only increase open rates but also enhance click-through rates.

Why You Should Incorporate Videos into Your Email Strategy

According to industry statistics, emails with video content have been found to achieve higher click-through rates by up to 300%. This makes videos an invaluable tool to drive traffic to your website and generate leads. By incorporating videos into your email strategy, you can deliver your message in a more engaging and memorable way.

Moreover, videos allow you to showcase your brand’s personality and values, giving your audience a glimpse into the people behind the products or services. This personal touch helps build trust and credibility, making your brand more relatable and memorable.

Video Statistics and Trends

Before diving into the practical aspects of incorporating videos into your email campaigns, let’s take a closer look at some video statistics and trends that highlight the importance and effectiveness of video content.

  • Over 85% of internet users in the United States watch online videos regularly.
  • Mobile video consumption continues to rise, with more than 90% of consumers watching videos on their mobile devices.
  • Social media platforms like Facebook and Instagram have prioritized video content, with videos receiving higher engagement rates compared to other types of posts.
  • Live videos have gained popularity, with viewers spending three times longer watching live videos compared to pre-recorded ones.

These statistics demonstrate the increasing demand for video content and the immense opportunity it presents for brands to connect with their audience.

Incorporating Videos into Your Email Campaigns

Now that we’ve established the importance of video content in email marketing, let’s explore how to effectively incorporate videos into your email campaigns.

  • Choose the right video content: It’s essential to select video content that aligns with your campaign goals and resonates with your target audience. Whether it’s a tutorial, a customer success story, or a teaser for an upcoming product launch, ensure that the video content is relevant, valuable, and engaging.
  • Craft compelling subject lines: To increase the open rates of your video emails, it’s crucial to craft subject lines that pique curiosity and create a sense of urgency. Consider using phrases like “Watch Now,” “Exclusive Video Inside,” or “Limited Time Offer” to entice recipients to open your email.
  • Place videos above the fold: To maximize the visibility of your video content, place it above the fold in your email. This ensures that it’s immediately visible to recipients without the need for scrolling or additional clicks.
  • Use engaging thumbnails: Thumbnails are the first impression of your video content. Choose visually appealing and enticing thumbnails that accurately represent the video’s content and encourage viewers to click and watch.
  • Include a clear call-to-action: To drive conversions and encourage recipients to take the desired action, include a clear and compelling call-to-action (CTA) in your video email. Whether it’s directing them to a landing page, encouraging them to make a purchase, or inviting them to subscribe, make it easy for them to respond.

Best Practices for Creating Video Content

Creating high-quality and engaging video content is essential for the success of your video email strategy. Here are some best practices to keep in mind:

  • Keep it concise: Attention spans are short, so it’s crucial to keep your videos concise and to the point. Aim for videos that are no longer than two minutes to maintain viewer engagement.
  • Tell a story: Storytelling is a powerful way to captivate your audience and create an emotional connection. Craft a compelling narrative that resonates with your target audience and aligns with your brand’s values.
  • Optimize for different devices and platforms: Ensure that your videos are optimized for various devices and platforms, including desktop, mobile, and social media. This ensures a seamless viewing experience regardless of the device your audience is using.
  • Add captions and subtitles: By adding captions and subtitles to your videos, you make them accessible to a wider audience, including those who prefer watching videos without sound or have hearing impairments. This improves the overall user experience and engagement.

Optimizing Videos for Email Delivery

To ensure that your video emails are delivered successfully and provide an optimal viewing experience, consider the following optimization techniques:

  • Use an email service provider that supports video: Not all email service providers support video playback directly within emails. Choose an ESP that allows video embedding or provides a workaround solution to ensure your videos can be viewed seamlessly.
  • Optimize video file size: Large video file sizes can negatively impact email deliverability and load times. Compress your videos to reduce file size without compromising quality. Consider using video compression tools or hosting platforms that automatically optimize video files for email delivery.
  • Include a fallback image: While most email clients support video playback, some still do not. To ensure your message is still conveyed to recipients who cannot view the video, include a fallback image that represents the video’s content.

Measuring the Success of Your Video Email Strategy

To determine the effectiveness of your video email strategy and make data-driven decisions, it’s essential to measure key performance metrics. Here are some metrics to track:

  • Open rates: Measure the percentage of recipients who opened your video emails. This indicates the effectiveness of your subject lines and overall campaign visibility.
  • Click-through rates: Track the number of recipients who clicked on the video or the associated CTA. This metric indicates the engagement level and the success of your video content in driving conversions.
  • Conversion rates: Measure the number of recipients who took the desired action after watching your video, such as making a purchase, subscribing to a newsletter, or filling out a form. This metric shows the overall impact of your video email strategy on your business goals.
  • Feedback and comments: Encourage recipients to provide feedback and comments on your video emails. This qualitative data can provide valuable insights into the audience’s perception and help improve future campaigns.


Incorporating videos into your email strategy allows you to showcase your brand’s personality, connect emotionally with your audience, and deliver your message in a captivating way. By leveraging the power of videos, you can transform client engagement and stay ahead of the competition.

Remember to choose the right video content, craft compelling subject lines, place videos above the fold, and include clear calls-to-action. Follow best practices for creating video content, optimize videos for email delivery, and measure the success of your video email strategy. With the right tools, resources, and data-driven insights, you can create impactful video email campaigns that drive results and leave a lasting impression on your audience.

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Cover Photo by Andrea Piacquadio

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