Ilma from MailerLite

Ilma6 min readTips and resourcesOctober 15, 2019

Why you should use video in your newsletters

Why you should use video in your newsletters

How does a 20% increase in open rates and 3X more clicks sound? That's what kind of boost video can give you when you include it in your email.

Your average viewer’s attention span is less than 5 seconds, which explains why video helps with newsletter engagement. People love to click on a video instead of reading a lot of text.

It’s the reason Youtube has over 2 billion users.

The use of video in email has been around for a while, yet many of you are not taking full advantage. Did you know…

  • 90% of users say that seeing a video about a product is helpful in the decision-making process.
  • Using the word “video” in your subject line increases open and click rates and reduces the unsubscribe rate.
  • 71% of marketers say that video conversion rates consistently outperform other marketing content.

Ok, enough convincing. Let's talk about how you can get started. We’ve made it dead simple for you to include videos in your email campaigns.


What is video email marketing?

When we talk about video email marketing, it simply means adding a video to your email. Why are we talking about it? 

It’s one of the best ways to get people to open and engage with your emails. People love videos. They are easier to consume than reading a long article, especially for those of us with tiny attention spans.

​There are a few things to consider before you simply insert a video into your newsletter. For starters, the video MUST be relevant to your newsletter. How does the video fit into the rest of your messaging?

Best practices for using video in email newsletters

If the video is the right fit for the newsletter, you are nearly ready. Here’s a quick checklist before you use video:

  • Be careful not to overuse videos. Yes, they work well, but if you are inserting videos in every newsletter, they'll lose their power.
  • Insert the video under a headline or some text so the reader knows what they are going to watch.
  • Let people know there is a video by mentioning it in the subject line. It will increase opens.
  • Before you send the newsletter, preview it to ensure it looks good on mobile.
  • A/B testing: You can test GIF vs static image, video location in the email, or mentioning "video" in the subject line.

Now you're ready to embed your video. We added a special block to our drag & drop editor so you can insert a video in seconds. Let’s take a look.


How to embed video in your email

If you're one of those people who has a 5-second attention span, we’ll start this article off with a video tutorial just for you!

Step-by-step instructions for the drag & drop editor

The video block can be found in our drag & drop editor, or our pre-designed templates.

You’ll notice 2 main tabs – CONTENT and SETTINGS.

In the CONTENT tab you’ll need to copy/paste your video URL address. You can use links from the most popular video-sharing platforms, such as Youtube and Vimeo.

Hot tip
Don’t forget to click on the green arrow button once you paste the video link!
Videos in email how to use it

You can choose 2 ways to display the video in your newsletter: animated GIF or static image.

It’s important to note that most email clients including Gmail and Outlook don’t support the technical requirements needed to play the video inside the email, which is why you need to select GIF or static image.

Animated GIFs create a moving picture preview while the static image displays a single image in the block. You can upload any static image if you don’t like the default image from the video.

The video link field indicates where the user will be taken after clicking on your video block. It’s linked to the video source by default, but you can use the option “Links to custom link” to redirect the user elsewhere.

In the SETTINGS tab, you can customize the background of your video block and select a different style Play button.

Fun fact

A play button usually generates more clicks than any other CTA!

You can also embed video using the HTML editor

If you prefer to develop your newsletter with our HTML editor,  you can write and use your own code to embed a video in your emails. 


Examples of embedded video in newsletters

Let’s look at some video block examples to get your creative juices flowing.

Hiroshima

Hiroshima is an independent art space dedicated to exhibiting performing arts, live music, and contemporary thought. They have great video content to showcase their artists and use video blocks quite successfully by producing eye-catching gifs.

Videos in email inspiration Hiroshima

MODEKUNGEN

Founded in 2008, MODEKUNGEN® offers a wide selection of clothing and accessories online. They use video blocks to give a behind-the-scenes view of the company and their photoshoots.

Videos in email inspiration MODEKUNGEN

MailerLite webinars

If you’re on our email list, you’ve seen our webinar invitations. Marcin always includes a video that explains what people will learn in the webinar. This works well because Marcin also hosts the webinar, so people can “meet” him beforehand.

mailerlite embedded video

It's your turn to give video a try!

Did you know that by 2020, 84% of online content will be video? People love video, so why not benefit by inserting them into your newsletter.

If you are new to video-making, we’ve written an article to help beginners use video: 3 Easy steps to jumpstart your video-making skills


Editor’s note: This post was originally published in 2016, but has been updated with new tips.

P.S. Already using video in email marketing? Share your experiences in the comments. How do your customers react to video? Are they more engaged?


Ilma Nausedaite

Hi, I’m Ilma, CMO at MailerLite. I love seeing our customers succeed. When they win, we win (like being named one of the top 5 fastest growing SaaS companies). Email is my passion, although I took a rather unusual path. Before MailerLite, I worked in finance and art, which turned out to be the perfect mix for marketing.