Email marketing still works, but attention inside the inbox is limited.
That is where using video in email marketing earns its place. When you use video in emails with a clear purpose, it gives readers a fast visual reason to click and keep moving, instead of scrolling past.
The challenge is execution. Video in email marketing is often handled the wrong way. Trying to embed video directly or sending large video files can hurt deliverability and slow load times, which works against engagement rather than supporting it.
This guide explores practical, inbox-safe ways video and email content can work together to support engagement, click-through rates, and real business outcomes.
Why This Topic Matters in 2026
Email behavior has changed. Most people skim marketing emails on mobile. Decision-makers scan subject lines, preview text, and visuals before reading a single sentence.
Video fits that reality when it is used intentionally and designed for how people actually scan emails today.
Research from Wistia shows that emails using a video thumbnail can drive higher click through rates than text-only formats, especially when the video is short and clearly tied to the message.
B2B teams are using video emails to:
- Increase engagement in email marketing campaigns
- Drive traffic to a dedicated landing page
- Support sales, nurture, and retention emails
- Improve email performance without increasing send volume
The key is understanding how video actually works inside email clients.
Gmail, Outlook, and many mobile email apps block video files entirely. That is why effective video email marketing relies on thumbnails and links, not full video playback inside the email itself.
Understanding Using Video In Email Marketing
Using video in email marketing refers to using video as a visual click driver inside emails, not embedding full video playback directly into the message.
Most email clients do not support embedded video playback. Because of this, trying to embed video directly or attach a video file often leads to broken layouts or slow load times.
The most reliable approach is to use a visual preview. This typically means placing a video thumbnail or still image from the video inside the email, paired with a clear play button. When someone clicks, they are taken to a landing page or hosted video URL where the full video plays smoothly.
This approach avoids technical limitations while still giving recipients a clear, reliable path to watch the video.
In practice, the video itself lives on a landing page or hosting platform, while the email serves as the preview that drives the click. This approach works consistently across email clients, protects deliverability, and makes performance easier to track.
In short, it works best when video acts as a click driver, not when it is forced to play inside the inbox.
Step-by-Step Approach
We see this mistake often. Randomly adding video to an email campaign rarely improves results.
In practice, teams see better email performance when video is planned before the email is written, not added at the end. The goal is simple. Know why the video exists before you hit record.
Define Clear Objectives First
Every email marketing campaign needs a clear purpose before you add video.
Video should support a specific outcome, not just boost engagement. Different goals call for different video types:
- Short explainer videos for nurture emails
- Product demonstration videos for promotional sends
- Customer testimonial videos for sales follow-ups and retention
When video is added without a defined objective, performance becomes difficult to measure. Views alone do not matter if the video does not drive clicks, conversations, or conversions.
Start by deciding what action you want after someone clicks the video. That clarity simplifies decisions around video length, call to action, and landing page structure. Personalized video can be especially effective in sales and retention emails, where relevance matters more than production polish.
Video should be reinforced before the email is opened. Including the word “video” in the subject line or using a strong visual in the preview pane helps set expectations and increases the chance of a click.
Understand Your Audience and Context
Inbox attention is limited, especially in B2B email marketing.
Different audiences respond to different video styles. A first-time subscriber needs clarity and context. A sales-qualified lead needs specifics. An existing customer may only need a short reminder or update.
Video performs best when it is matched to where the reader is in the journey. Keep videos short, focused, and easy to understand without sound. Avoid overproducing when a simple message works better.
The more relevant the video feels to the reader, the more likely they are to click, watch, and take the next step.
Plan the Production From Start to Finish
Good video email marketing does not require complicated production.
Start with a single message. Write a short script that explains one idea clearly and quickly. Most videos used in email marketing perform best when they are under 90 seconds.
From there, focus on execution basics. Create the video, export high quality videos, and host it on a reliable video hosting platform. Pull a strong still image or video thumbnail and add a clear play button graphic.
This keeps the process efficient, avoids technical issues with email clients, and ensures the video is ready to support your email campaign without slowing anything down.
Use Real Examples to Guide Creative Direction
Examples make video email marketing easier to plan and easier to align internally.
Common high-performing uses include:
- Customer testimonials in nurture and sales emails
- Product walkthroughs that drive traffic to a landing page
- Short culture clips that humanize updates for existing subscribers
Many of these approaches are reflected in real-world client work, where video is designed to support specific messages across email, landing pages, and sales outreach. See more examples of our work here
Incorporate Video SEO Best Practices to Maximize Discoverability and Engagement
Video used in email marketing should be easy to find, load, and understand once someone clicks.
That starts with where the video lives. Hosting video on a dedicated landing page improves load times, tracking, and viewer experience. Use a clear title, short description, and a visible call to action below the video.
When video SEO is optimized beyond the inbox, it supports engagement and extends the value of your email marketing efforts.
Track KPIs: Engagement Rate, Watch Time, and Conversion Metrics to Measure Success.
Success in video email marketing is not just about opens.
The most useful signals happen after the click. Track how often people click the video thumbnail, how long they watch, and what they do next on the landing page.
Look at engagement rate, watch time, and conversion actions tied to the email campaign. These metrics show whether the video is helping move people forward, not just grabbing attention.
When email marketing is used with clear tracking in place, it becomes easier to see which videos support real results and which ones need adjustment.
Repurpose Video Content Across Channels
One video should do more than support a single email send.
When a video performs well in an email campaign:
- Reuse short clips in follow-up emails
- Place the full video on a landing page or website
- Repurpose still images for future sends
Repurposing keeps video email marketing efficient and turns each email into part of a larger system, not a one-off message.
Common Mistakes to Avoid in Video Email Marketing Campaigns
This is where many email campaigns run into trouble, not because video does not work, but because inbox limitations are ignored. Some mistakes show up again and again:
- Trying to embed a video file directly
- Using large video files that slow load times
- Forgetting that not all email clients support video
- Skipping the thumbnail image and play button
- Sending video emails without a clear CTA
- Treating video like decoration instead of strategy
Measuring Email Metrics Success
The real value of video in email marketing shows up after the click.
Data from HubSpot shows that including video in an email can increase click-through rates by 200 to 300% compared to text-only emails, which reinforces why video is often a stronger indicator of engagement intent, not just attention.
Strong performance looks like:
- Higher quality traffic to landing pages
- Longer time on page
- Better conversion rates
- Improved sales conversations
- Stronger relationships with new customers and existing subscribers
When video supports the entire email marketing platform, it becomes a growth asset, not just a creative add-on.
Conclusion
Video can make email marketing more effective when it is used with intention. At Levitate Media, we have seen how small execution details around video placement, messaging, and timing can dramatically change email performance.
The best results come from understanding inbox limitations, choosing the right video, and connecting it to a clear next step. When done well, video in email marketing supports engagement, improves click through rates, and strengthens relationships over time.
If you are evaluating email marketing video as part of a broader growth strategy and want guidance from a professional video production company with real B2B experience, our team can help you plan and execute video that actually performs.
Talk to a video expert, contact us to see how the right video can support your next email marketing campaign.
FAQS
Can you embed video in an email directly?
Most email clients do not support embedded video playback. Instead of embedding a video file, the best practice is to use a video thumbnail with a video link play button that directs to a landing page or video URL. This approach works across email clients and protects deliverability.
Does video in emails actually improve engagement?
Yes, when used correctly. Video thumbnails in email marketing campaigns often lead to higher click through rates because they give readers a visual reason to engage. The key is keeping the video short, relevant, and connected to a clear next step.
What is the best way to add video to an email marketing campaign?
The most effective way to add video is to place a thumbnail image with a play button inside the email and link it to a dedicated landing page. Hosting the video outside the email improves load times, tracking, and overall email performance. This is the approach used in professional video email marketing campaigns.
How long should videos be for email marketing?
Videos used in email marketing should usually be under 90 seconds. Short videos respect inbox attention spans and are more likely to be watched fully. Explainers, product demonstrations, and customer testimonials all perform better when they focus on one clear message. For examples of short-form business videos used across marketing and sales, see our explainer video production services.
Is video in email marketing better for B2B or B2C?
Video works for both, but it is especially effective in B2B email marketing where clarity and trust matter. B2B teams often use video for nurture emails, sales follow-ups, and customer retention. Personalized video can also be powerful in one-to-one outreach.
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