How to Include a Video in an Email
Incorporating video into your emails can boost engagement, increase click-through rates, and provide a more dynamic experience for your audience. However, embedding a video directly into an email can be tricky due to compatibility issues across different email clients. Below, we'll go over the best methods for including videos in your email campaigns, along with some best practices to ensure maximum engagement.
Link to the Video Instead of Embedding
Many email clients (such as Gmail, Outlook, and Apple Mail) do not support embedded videos, so the best way to include a video is by linking to it. This can be done by:
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Creating a video thumbnail: Take a screenshot of your video or
create a thumbnail image.
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Link the thumbnail: Insert the thumbnail image into your email and hyperlink it to the video.
Example Steps:
1. Upload your video to a platform like YouTube.
2. Create a thumbnail image by capturing a still image or using a custom-designed graphic.
4. Hyperlink the image to the URL of your video on the hosting platform.
Include a Play Button on the Thumbnail
To make it obvious that the image is a clickable video,
include a play button overlay on the thumbnail. This is a visual cue that users can click to watch the video.
How to Add a Play Button:
- Use image editing tools like Canva or Photoshop to place a play button on the thumbnail.
Use a GIF as a Video Preview
Another effective way to include a video-like experience is by creating a GIF preview of your video. GIFs are supported by most email clients and give the recipient a sense of motion before they click through.
Steps to Create a GIF:
1. Create a short, looping GIF from your video (10 seconds or less).
2. Insert the GIF into your email.
3. Link the GIF to the full video on your preferred platform.
4. Include a Text Link as backup
Not all recipients will click on images or thumbnails, so it’s important to provide a text link to the video as a backup.
Example: “Watch the full video here” (with a hyperlink to the video)
5. Keep the Email Lightweight
Videos can significantly increase the size of an email, potentially causing slow loading times or landing your email in the spam folder. Avoid embedding heavy files by sticking to thumbnails, GIFs, or text links, and keep the rest of your email concise and light.
6. Use Video in Your Subject Line and Preheader
Make sure to mention the video in the email subject line and preheader to entice recipients to open the email.
Example:
- Subject: "Watch Our New Tutorial Video!"
- Preheader: "Check out this quick guide on how to use our latest feature."
7. Test for Compatibility
Before sending out your email campaign, test it across different devices and email clients to ensure the images, links, and GIFs render correctly. Email testing tools, like Litmus or Email on Acid, can help you preview how your email will look across platforms.
8. Include a Clear Call-to-Action (CTA)
Don’t forget to include a CTA directing the recipient to watch the video. Whether it’s a button or text link, make it clear and compelling.
Example CTA:
- “Watch Now”
- “See the Full Video”
- “Click to Play”
Conclusion
Including a video in your email can be a powerful way to engage your audience, but it’s essential to follow best practices to ensure compatibility and effectiveness. By linking to the video, using engaging thumbnails or GIFs, and making sure the video is highlighted in the subject line and CTA, you’ll encourage more opens, clicks, and engagement.