Video’s role in email marketing

Email is a sound piece of the marketing mix for many businesses big and small, and one area within email marketing seems to be an untapped resource: embedded video. It feels like a rarity to see video used in email – especially product demo videos, where you’d think it would be used. Why don’t more companies embed videos within their marketing emails? I asked the internet, and was surprised by the answers I came across.

The most helpful tool I found for understanding the pros and cons of using video in this format is an infographic from Email Monks:

video-email-infographic
Source:Video Email Infographic

This infographic cites two options for using video in email: embed using HTML5, or a static image linked to the video on whichever website it lives on. Socialmouths.com offers a third option, including a GIF linked to the video. They suggest creating a GIF from a clip of the video, overlaid with the “play” symbol. In my research, I found this to be the best of both worlds – most email clients will see it, and it gives a hint at the excitement of video while still being accessible. 

 

steph profile for web

About the Author

Stephanie Norell is the Marketing Director for North by Northwest’s Boise office. She loves horror movies and Pinterest, adores the classic film Xanadu, and “enjoys” disseminating her thoughts for trolls to discuss online.

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