How to Use Video in Email Marketing for More Sales

Launching a New Product or Feature

If you’re introducing something new, a video can generate excitement and show exactly how it works. This is especially effective for SaaS platforms, eCommerce brands, or any business where the product’s functionality is a major selling point.

You can use an AI video generator like seedance to automatically optimize your content for vertical mobile viewing.

As a tip, start with a short text description and use a text-to-video AI tool to turn it into a video.

Reinforcing Your Brand Story or Values

Today’s consumers care about who they buy from. Use video to showcase your brand values, social impact efforts, or company culture. These videos perform especially well around holidays, special events, or key moments in your company’s journey.

When customers see your human side, they’re more likely to stick around and advocate for you.

Educating Your Customers

Educational content, like tutorials or how-to videos, provides real value. It positions your brand as a helpful resource and can reduce friction in the buying process.

For example, if your product requires setup, include a short video walking new users through the steps. They’ll thank you with their loyalty (and possibly a referral).

Sharing Social Proof

Customer testimonials or user-generated content are some of the most persuasive forms of marketing.

A short video of a satisfied customer sharing their experience carries more weight than pages of written reviews.

Embedding testimonial videos in your emails can build instant trust with prospects who are still on the fence.

Bonus: Use Pop Culture GIFs to Build Relatability

One clever way to instantly connect with your audience is by tapping into shared cultural references, like memes and GIFs from popular shows or internet trends. In one standout example, a brand used a single looping GIF from a well-known cartoon TV series beloved by millennials.

The result is Instant recognition, a dash of nostalgia, and a stronger emotional tie between the email and its viewers.

This approach works because humor and familiarity build rapport.

When your audience sees something they relate to or find amusing, they’re far more likely to engage, whether that means clicking through, replying, or sharing the email.

Pro Tip:
Leverage platforms like Tenor or Giphy to find high-quality, relevant GIFs, but only use them if they align with your brand voice and your audience’s interests.

For instance, a fintech startup might choose subtle, witty GIFs, while a lifestyle brand could go bolder with trending meme culture.

Authenticity is key, forced humor can do more harm than good.

‍How to Effectively Use Video in Your Email Campaigns

1. Choose the Right Type of Video for Your Goals

Not every video fits every email campaign. Some common types that work well in email marketing include:

• Product Demos: Show how your product works in action.
• Customer Testimonials: Build trust through real customer stories.
• How-To Tutorials: Provide helpful guidance related to your product or service.
• Behind-the-Scenes: Humanize your brand with insider glimpses.
• Personalized Video Messages: Create 1:1 connections for VIP customers or sales prospects.
• Promotional Videos: Announce sales, offers, or new launches with excitement.

Choosing the right video depends on your campaign’s objective, awareness, education, nurturing, or closing sales.

2. Use an Engaging Thumbnail with a Clear Play Button

Most email clients don’t support embedded video playback directly inside the inbox. Instead, use a thumbnail image with a prominent play button overlay that links to the video hosted on your site or a platform like YouTube or Vimeo.

Make your thumbnail enticing, a screenshot of the most interesting frame or a custom-designed image that sparks curiosity.

3. Optimize Your Video for Mobile Viewing

Over half of all emails are opened on mobile devices, so your video and landing page must be mobile-friendly.

Use responsive design for your email and ensure the video player adapts to different screen sizes without losing quality.

Also, keep your videos short and to the point — 1-2 minutes is ideal to hold mobile viewers’ attention.

Host Videos Outside the Email

Most email clients (like Gmail or Outlook) don’t support native video playback. That’s why the best approach is to host your video on a platform like YouTube, Vimeo, Wistia, or a dedicated landing page , and link to it from the email.

Then, create a clickable thumbnail image or animated GIF with a clear play button. This gives the appearance of an embedded video without the risk of broken playback.

Keep Videos Short

Over 50% of email opens happen on mobile. That means your video should:

• Be under 2 minutes
• Load fast
• Look great on small screens

Avoid large file sizes, and always test how the video and thumbnail display across devices.

Use Compelling Copy Around the Video

Your video doesn’t stand alone — it’s part of a larger message. Write concise, benefit-driven copy that introduces the video and encourages viewers to click.

Example:

“Want to see how easy it is to streamline your workflow? Watch this 60-second demo to find out.”

Don’t let the viewer wonder what to do next. After watching your video, guide them toward the next step with a prominent CTA button or link.

Examples:

• “Shop Now”
• “Get Your Free Trial”
• “Learn More”
• “Claim Your Discount”

6. Test Your Video Emails Thoroughly

Test across different email clients (Gmail, Outlook, Apple Mail) and devices to ensure your thumbnail, links, and overall formatting look good and work properly.