Video in Email: Marketers evolving from a crawl to run

Category : Email Marketing

Video in Email is becoming the talk of the town! Marketers globally are acclaiming the use of video in emails. Video Email is used as an arsenal to become a game changer and win email opens, click-through, and conversions! This infographic from Email Monks and Email on Acid showcase some exciting stats on video email. To your surprise, HTML5 Video is supported by 58% of email clients!

Infographic covers a host of business advantages that makes using Video Email imperative:

  • Stand out of the crowd: Using video in email gives you the first mover advantage and helps you stand out from the competition.
  • Increased ROI: Research has shown that video email receives a better response in terms of open rates and very high click-through rates compared to traditional emails.
  • Better Branding and Search Results: Using video email leads to increased website traffic, increased conversion rate, brand awareness, and more referrals in turn.
  • Matches Human Touch: Videos with quality content and that “human touch” adds to strategies. In fact, they can even replace physical salesmen.

Monks also suggests two ways of incorporating video in an email. One way is to use static image method or click to view method, where marketers use a static image of the video within an email. When a user clicks on the image, they will be redirected to the landing page where the video will play. The other way is using HTML5 video where, email marketers can embed video directly in email through the use of a video tag without causing deliverability problems.

According to email client market share statistics, 58% of all users will be able to see the video in email and 42% of all users according to email client market share will see the fallback image and not play the video. This data has been obtained in collaboration with Email on Acid.


The infographic also reveals the best practices of using video in email. Some of them include:

(1.) Ensure the player controls are visible and have a fallback image in case it can’t play in the user’s browser as having fallback images and proper buttons will lead to user interaction and increased conversion rate.

(2.) Use the word “video” in the subject line and highlight the nature of the video content in the subject line. Doing so, Audience consuming video content becomes more receptive.

(3.) Encourage the sharing of video with social sharing and forward to a friend options. It will help creating the much needed buzz.

Overall, this infographic is didactic, up to date and catchy. There are very scarce resources and updated findings on the state of video in email and using it effectively in email campaigns. This infographic talks about the overall video email landscape making it all the more interesting. Being visually pleasing, this infographic will really attract many email marketers in the second half of 2013.

You might like the check out the entire infographic here:

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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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