Vibrantsnap
Video Email Marketing: Increase Open Rates
Why Video Transforms Email Performance
Adding video to email campaigns can increase click rates by up to 300%. The word "video" in subject lines alone increases open rates by 6-19%.
In crowded inboxes, video content captures attention and drives engagement in ways text alone cannot match.
The Technical Reality of Video in Email
Why True Video Embedding Doesn't Work
Most email clients don't support embedded video playback:
- Gmail: No video support
- Outlook: Limited support
- Apple Mail: Supports but inconsistent
- Yahoo: No video support
The solution: Use video thumbnails that link to hosted video pages.
The Thumbnail + Link Approach
The standard approach that works everywhere:
- Create compelling thumbnail image
- Add play button overlay
- Link to video landing page
- Track clicks and engagement
Creating Click-Worthy Video Thumbnails
Thumbnail Design Principles
Play button visibility:
- Clear, recognizable play icon
- Centered or slightly off-center
- Contrasting colors
- Appropriate size
Visual appeal:
- High-quality imagery
- Brand consistency
- Human faces when relevant
- Clear, uncluttered design
Text elements:
- Brief, compelling headline
- Video length indicator
- Value proposition hint
- Urgency if appropriate
Thumbnail Best Practices
Size:
- Width: 600px max
- Height: 338px (16:9 ratio)
- File size: Under 100KB
Format:
- JPG for photos
- PNG for graphics with text
- GIF for animated previews
Mobile optimization:
- Readable on small screens
- Thumb-friendly tap target
- Fast loading
Video Email Campaign Types
Welcome Series
Purpose: Introduce new subscribers to your brand
Video content:
- Personal welcome from founder/team
- Brand story and values
- Product overview
- Quick start guide
Placement: First or second email in sequence
Product Announcements
Purpose: Launch new features or products
Video content:
- Feature demonstration
- Benefits explanation
- Use case examples
- How-to guide
Approach: Lead with video, follow with details
Customer Stories
Purpose: Provide social proof and inspiration
Video content:
- Customer testimonials
- Case study highlights
- Before/after comparisons
- Results showcases
Educational Content
Purpose: Nurture leads with valuable information
Video content:
- Tutorial videos
- Industry insights
- Tips and tricks
- Expert interviews
Re-engagement Campaigns
Purpose: Win back inactive subscribers
Video content:
- "We miss you" message
- New features overview
- Special offers
- Personalized recommendations
Writing Video Email Copy
Subject Lines
Use the word "video":
- "[Video] How to double your conversion rate"
- "New video: 5-minute product tour"
- "Watch: Customer success story"
Create curiosity:
- "See what happens when..."
- "The video that changed our approach"
- "Watch the reveal"
Indicate value:
- "[2-min video] Quick tip to save hours"
- "Video tutorial inside"
- "Exclusive video: Behind the scenes"
Email Body Copy
Before the thumbnail:
- Brief context setting
- Why they should watch
- What they'll learn
After the thumbnail:
- Text alternative for non-video viewers
- Additional CTAs
- Supporting information
CTA text:
- "Watch Now"
- "Play Video"
- "See How It Works"
- "Watch the Demo"
Technical Implementation
Email Platform Approaches
Most platforms (Mailchimp, HubSpot, etc.):
- Upload thumbnail image
- Add hyperlink to video landing page
- Use alt text for accessibility
- Track link clicks
Advanced platforms:
Some offer video merge tags or GIF support for animated previews.
Landing Page Setup
Video landing page requirements:
- Video auto-plays (muted) or click-to-play
- Clear CTA below video
- Minimal distractions
- Mobile optimized
- Fast loading
Tracking setup:
- UTM parameters in email links
- Video engagement tracking
- Conversion tracking
- Attribution to email campaign
Animated GIF Alternative
Create motion without video:
Pros:
- Displays in most email clients
- Captures attention
- Shows movement
Cons:
- Large file sizes
- Quality limitations
- Complex to create
Best practices:
- Keep under 500KB
- Short loops (2-5 seconds)
- Optimize frames
Measuring Video Email Success
Email Metrics
Open rate impact:
Compare with/without "video" in subject line
Click rate:
Measure clicks on video thumbnail vs other CTAs
Click-to-open rate:
Video thumbnail click rate among openers
Video Metrics
Play rate:
Views divided by landing page visits
Watch time:
Average duration watched
Completion rate:
Percentage watching to end
Conversion Metrics
Post-video actions:
- Form submissions
- Demo requests
- Purchases
- Further engagement
A/B Testing Video Emails
Elements to Test
Subject lines:
- With/without "video" mention
- Different value propositions
- Curiosity vs clarity
Thumbnails:
- Different imagery
- Play button styles
- With/without text
- Static vs animated
Copy:
- Length of intro text
- CTA wording
- Placement of video
Timing:
- Day of week
- Time of day
- Position in sequence
Video Email Best Practices
Keep It Short
Email video length targets:
- Promotional: 30-60 seconds
- Educational: 2-3 minutes
- Demo: 3-5 minutes
Shorter videos have higher completion rates.
Mobile First
Consider that 60%+ open on mobile:
- Large, tappable thumbnails
- Quick-loading landing pages
- Vertical video for some content
- Readable text at small sizes
Personalization
Personalize when possible:
- Name in video (using tools like Vidyard)
- Segment-specific content
- Behavior-triggered videos
- Account-specific demos
Clear Value Exchange
Make the benefit obvious:
- What will they learn?
- What problem does it solve?
- How long will it take?
- What's the next step?
Common Mistakes to Avoid
Embedding Large Files
Problem: Emails fail to deliver or load slowly
Solution: Always use thumbnail + link approach
Weak Thumbnails
Problem: Low click rates despite great video
Solution: Invest in compelling thumbnail design
Missing CTAs
Problem: Viewers watch but don't act
Solution: Clear CTA before, during, and after video
No Mobile Optimization
Problem: Poor experience on phones
Solution: Test on multiple devices before sending
Ignoring Analytics
Problem: Not learning from performance data
Solution: Track, analyze, and optimize continuously
Conclusion
Video email marketing combines the power of video with the reach of email. By using proven thumbnail techniques, compelling copy, and strategic campaign design, you can significantly boost engagement and conversions.
Your video email checklist:
- Create compelling video content
- Design click-worthy thumbnails
- Write subject lines that mention video
- Set up proper landing pages
- Implement tracking
- Test and optimize
Video in email isn't just a trend, it's a proven way to cut through inbox noise and connect with your audience.
Creating videos for email campaigns? VibrantSnap produces professional screen recordings perfect for product demos, tutorials, and announcements that drive email engagement.