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Embed Video in Email has Made a Comeback… with a BANG!!!

It’s an age of being connected. Globally each person uses at least 3 connected devices. As per a study, viewing emails are the most preferred activity on a mobile device and social media stands 4th in that list. With social networking sites like Snapchat, Vine and Instagram having a feature to share videos amongst users, the potential of ‘video’ as a powerful marketing tool has emerged.

Even though videos are supported only by Thunderbird, Apple Mail and in Web Browser as of now, workarounds exist that answer the question “how to email a video across other email clients too?”

Try GIF in Email!

How to embed video in email:

  • Before you begin, you need to have some things ready from your side.
  • Create a video in mp4 format.
  • Create a GIF image of that video.
  • Host both these files in an external web hosting site

GIF, in this case is very important, would be used in those email clients with limited supported for Video HTML 5 tag. Without the fallback GIF, a black screen shall appear without anchor tag and thus subscriber will feel annoyed about what to do with it.

Video HTML5 tag to create a video:

Sometimes Outlook likes to wreak havoc, hence a fallback is necessary.

So the final code shall now be

For the non-supportive email clients we apply a DIV on top of it for hiding

We have hidden the video for non-supporting email clients, and provided a fallback for outlook but it would still need to be provided with a fallback for those email clients which do not support video play, but still call for image or black screen like in iPhone or Samsung Native app.

For that you can apply div on top of video tag with image and anchor to video having inline display block while hiding using media queries.

On media queries, apply property which inherit width and height for those elements in Apple mail, Thunderbird that would support media queries and Video too, and also keep everything 0 or hidden for image while rest would be calling image from inline.

Don’t forget to apply enclosing div to cover up the width and height of entire structure under the Table/Td so the entire code would appear, something as below:

How shall videos ‘play’ well in your next email campaign?

Bridge the information gap – Videos draw the attention of viewers as soon as he opens the email on comparing to plain text.

Time Saving – Video can be used to pass information on a product or service in less time and makes clear the complexity of your message.

Virality – When an online video becomes popular, it draws more attention. It can lead to more sharing on social media and increase the brand visibility.

Response – Study shows that using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26%.

Parting thoughts

Like a phoenix resurging from the ashes, support for embed video in emails has gained back the love. With the existing support by the email clients, it can be said for sure that more and more email marketers shall jump the bandwagon.

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Kevin is the Head of Marketing at EmailMonks, one of the fastest growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.

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