If you’ve ever ignored an email but stopped to watch a short video in your feed, congrats – you’re the reason video email marketing works.
We know attention spans are short. We know inboxes are flooded. And we know that people will scroll past even the most well-designed email if it looks like work.
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But video? People stop. They watch. They remember.
If you’re not using video in your emails yet, here’s what you’re missing – and how to start using it in a way that actually gets results.
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What even is video email marketing?
It’s exactly what it sounds like: using videos in your emails – either embedded as a GIF/thumbnail or linked via a play button – to make your message clearer, more engaging, and more likely to get clicks.
The goal isn’t to make an Oscar-worthy film. It’s to:
- Show a product instead of describing it
- Explain something quickly and visually
- Humanize your brand with a face and a voice
And yes, just using the word “video” in your subject line can increasingly boost your click-throughs and open rates. And all you have to do is swap an image with a play button.
So, what kinds of videos actually work in emails?
Let’s keep it simple. Here are the formats that pull their weight:
Welcome & onboarding
Welcome emails are your opportunity to show what your brand is all about – and video does this better than text ever could. Instead of a plain “thanks for subscribing,” include a short, friendly intro from your founder or a behind-the-scenes look at your brand.
This isn’t just about making a nice first impression – it’s about building trust quickly and giving subscribers a sense of who’s behind the screen.
Product launches
A product launch is the perfect moment to let video take center stage. You can’t convey energy, emotion, or product functionality nearly as well through text or still images. A great launch video will demonstrate what the product does, why it’s valuable, and who it’s for – all within a few seconds.
Educational or explainer content
When you’re rolling out a complex feature, FAQ page links won’t cut it. What works better? A quick video walkthrough explaining how the feature works, what it solves, and how to start using it.
Videos simplify learning and help reduce support tickets. So no matter if it’s a “how to” guide from a local brand, or a design tutorial, short educational videos make sure that your customers get full value from your product.
Customer testimonials
Customer videos are some of the most persuasive content you can include in an email. They’re powerful because they combine real voices, body language, and relatable stories – far more impactful than star ratings or anonymous quotes.
Short on original video content? Curate existing UGC (user-generated content) from your social channels or ask satisfied customers to send in clips – many are happy to help when they love the product.
Event promotion
Trying to promote an event with just a wall of text is a missed opportunity. Video lets people see what they’ll be missing – from past highlights to speaker sneak peeks to behind-the-scenes setup footage.
And if you’ve hosted events before, compiling previous clips into a quick highlight reel is one of the most effective ways to drive registrations.
Video email marketing tips and tricks
Want your video emails to perform – not just look good? Here’s a set of practical tips to help you create campaigns that get opened, watched, and clicked:
1. Use the word “video” in your subject line
This one’s a small tweak that makes a big difference. Just adding “video” to your subject line can increase your open rates significantly. People love knowing there’s something to watch inside – not just another text-heavy promo.
Try something like:
- “Watch this before you buy”
- “This 30-second video explains everything”
- “New drop? Video inside!”
2. Turn your video into a clickable thumbnail or GIF
You don’t need to embed a full video (most inboxes won’t play it anyway). Instead, take a screenshot or short GIF of your video, slap a “play” button on top, and link it to the full version on YouTube, Wistia, or Vimeo.
This is low-lift, mobile-friendly, and works everywhere. Bright thumbnails, motion, and visible play buttons all help drive more clicks.
GIFs also add energy – use them to tease a product feature, showcase a testimonial, or preview an event.
3. Keep your videos short and tight
People are skimming, not settling in for a full length movie. Aim for under a minute – the sweet spot for keeping attention.
Keep in mind, that short doesn’t mean shallow, though. Even in 30 seconds, you can highlight a feature, answer a question, or build hype around a launch.
Alas, it’s not just what you say, it’s how fast you get to the point.
4. Add captions. Seriously
Many people watch videos with sound off, especially on mobile. So if your message relies on audio, you’re losing a lot of your audience.
Captions fix that. They also make your emails more accessible and improve engagement – people stick around longer when they don’t have to unmute or guess.
5. Make your CTA impossible to miss
Don’t assume people will know what to do next. Spell it out:
- “Watch the full demo”
- “Claim your early access”
- “Try it for yourself”
No matter if it’s a button below the video or a clickable overlay, clear CTAs guide the click and push engagement in the right direction.
6. Test your video on different devices
Before you hit send, preview how your email looks across desktop, mobile, and different email clients. Not every tool renders the same, and video elements (especially GIFs) can break if not optimized.
Good news: Tools like Omnisend make this powerful without being clunky – they let you control device visibility and preview your layout in just a few clicks. Plus, you can add video blocks, customize thumbnails, and run A/B tests to see which version drives more clicks.
Omnisend – Your Marketing Automation
A centralized system for managing your social media, SMS, email marketing, and growing your online presence.
Final thoughts
Video email marketing isn’t a trend – it’s where email is headed. It cuts through inbox fatigue, builds trust faster, and delivers the kind of content people actually want to engage with. From welcome emails to post-purchase touchpoints, video brings your brand to life in ways static text can’t.
If you’ve got a story to tell, video’s the way to tell it. And email’s the place to start.
