How to Use Embedded Video to Boost Email Click-Through Rates
- February 17, 2025
Email marketing is still one of the most effective ways to engage with your audience, but let’s be honest—getting people to actually click through to your website or offer can be a challenge. Attention spans are short, inboxes are crowded, and your email needs to work hard to stand out.
One way to increase engagement is by incorporating video. Video has been proven to grab attention, build trust, and encourage action. But simply adding a video link isn’t enough. You need to be strategic about how you use video in your emails to drive real results.
Why Video Works in Emails
People process visual content far quicker than text, and video is one of the most engaging formats out there. When done well, it can:
Increase the time spent engaging with your email
Improve message retention
Encourage more click-throughs to your website
Adding video also makes your emails feel more personal, which is key for building stronger connections with your audience.
How to Embed Video the Right Way
Not all email platforms allow direct video embedding, and some email clients won’t display videos correctly. Instead, the best approach is to use a clickable video thumbnail or an animated GIF preview that directs readers to watch the full video on your website or landing page.
1. Create an Eye-Catching Thumbnail
A well-designed thumbnail acts as a visual cue that there’s something worth watching. For best results:
Use a high-quality still from the video
Add a play button overlay to make it clear it’s a video
Include short, compelling text to tease what the video is about
2. Use an Animated GIF for Extra Engagement
If your email platform allows it, consider using a short GIF preview of your video. This adds movement to your email, making it more engaging. Tools like Canva or Photoshop can help you create a GIF from your video in seconds.
3. Link the Thumbnail to a Dedicated Landing Page
Instead of just linking to YouTube or Vimeo, direct viewers to a specific landing page on your website. This way, you control the experience and can include additional information or a clear call to action.
Writing the Perfect Email to Support Your Video
Just embedding a video isn’t enough—you also need to craft a strong supporting message. Keep it short, engaging, and focused on why the reader should watch.
Use the word ‘video’ in the subject line – Emails with “video” in the subject line often see higher open rates.
Explain the benefit upfront – Tell people why the video is worth their time.
End with a clear call to action – Make it obvious what you want them to do after watching.
Example: Subject Line: “Quick Video: How to Make Your Next Marketing Campaign More Effective”
Email Copy: “Struggling to get more engagement from your marketing campaigns? We’ve put together a short video explaining one simple technique that can make all the difference.
Test and Track Your Results
Like any marketing tactic, you’ll need to test different approaches to see what resonates with your audience. Experiment with different thumbnails, subject lines, and CTA placements. Use your email platform’s analytics to track open rates, click-through rates, and conversions.
Final Thoughts
Video can be a game-changer for email marketing if used correctly. By creating strong visuals, linking to a well-designed landing page, and writing compelling copy, you can improve engagement and boost your email click-through rates.
The key is to make it seamless—your audience should feel drawn in without any friction. Keep it simple, keep it engaging, and most importantly, make sure the video adds real value to the viewer.
Looking for more ways to use video in your marketing? Get in touch with our team at WOWVI Video and let’s chat about how we can help.