Summary
The consensus on using videos in email for customer outreach is mixed. While videos can potentially boost engagement, click-through rates, and conversions, direct embedding poses significant deliverability and compatibility challenges. Many experts recommend linking to videos hosted on external platforms like YouTube or using animated GIFs and static images with play buttons as fallback options. The effectiveness of video in email largely depends on factors like email client support, recipient preferences, business goals, and available resources. Some caution against annoying recipients with autoplaying videos, while others highlight the potential for personalization and improved communication. Using tracking and analytics is crucial to measure the success of video email campaigns. Ultimately, a strategic approach that balances potential benefits with technical limitations and user experience is essential.
Key findings
- Engagement Potential: Videos can boost engagement, click-through rates, and conversions.
- Deliverability Risks: Directly embedding videos often leads to deliverability issues and spam flags.
- Compatibility Limitations: Email clients have varying levels of HTML5 video support.
- Linking is Preferred: Linking to videos hosted externally is a common and safer alternative.
- GIFs and Images as Fallbacks: Animated GIFs or static images with play buttons offer broader compatibility.
Key considerations
- Email Client Support: Thoroughly test video implementations across different email clients.
- Recipient Preferences: Consider the potential for annoyance or negative perceptions of video emails.
- Hosting Platform Choice: Select reliable video hosting with optimization for various devices.
- Tracking and Analytics: Implement tracking mechanisms to measure video performance.
- Resource Allocation: Assess whether the potential benefits justify the development and maintenance effort.
- Deliverability Best Practices: Adhere to email marketing best practices to avoid spam filters.
What email marketers say
11 marketer opinions
The effectiveness of videos in email for customer outreach is a debated topic with varied opinions and technical considerations. Some experts believe videos can significantly boost engagement, click-through rates, and conversions when implemented correctly. However, others caution that embedding videos directly can lead to deliverability issues and a negative user experience due to compatibility problems across different email clients. A common recommendation is to use a static image or animated GIF that links to a video hosted on a landing page or platform like YouTube or Vimeo. This approach balances the benefits of visual content with the need to ensure broad accessibility and avoid spam filters. Ultimately, the success of video in email depends on business goals, available resources, and a careful consideration of technical limitations and recipient preferences.
Key opinions
- Engagement Boost: Videos in emails can increase engagement and click-through rates.
- Deliverability Concerns: Embedding videos directly in emails can cause deliverability problems.
- Compatibility Issues: Direct video embedding has limited support across various email clients.
- Landing Page Strategy: Linking to a video on a landing page or hosting platform is a recommended alternative.
- Enhanced Communication: Videos can quickly communicate key messages and make emails more accessible.
Key considerations
- Email Client Compatibility: Consider the limited HTML5 video support across different email clients.
- Spam Filters: Be aware that videos in emails might trigger spam filters.
- User Experience: Ensure a seamless viewing experience for recipients, regardless of their email client.
- Hosting Platforms: Choose a reliable video hosting platform (e.g., YouTube, Vimeo) and optimize for viewing on various devices.
- Tracking and Analytics: Use landing pages or dedicated platforms to track video views, engagement, and conversions effectively.
- Resources and Goals: Align your video strategy with business goals, resource availability, and intended style.
Marketer view
Email marketer from Email Geeks states that with the right resourcing and expectations in mind, it's an effective strategy and depends on the business goals, outcomes, and style!
14 Jul 2023 - Email Geeks
Marketer view
Email marketer from Email Geeks recommends sending the customer/prospect to a landing page from the email where views, heatmaps, and general web analytics can be tracked more thoroughly. They mention that embedding video in email is not worth the effort as you'll have to custom code backup visuals for clients that do not render videos.
24 Apr 2023 - Email Geeks
What the experts say
1 expert opinions
Embedding video directly in emails may cause deliverability issues. Linking to a video hosted on a trusted platform is often a more effective and reliable strategy.
Key opinions
- Deliverability Risk: Embedding videos can harm email deliverability.
- Alternative Approach: Linking to hosted videos is a more reliable solution.
Key considerations
- Platform Choice: Select a trusted platform to host your videos.
- Deliverability Impact: Prioritize deliverability when deciding on video implementation method.
Expert view
Expert from Word to the Wise responds that embedding video in emails can pose deliverability challenges. Advises that linking to a video hosted on a trusted platform is often a more effective and reliable approach.
30 Oct 2022 - Word to the Wise
What the documentation says
3 technical articles
Documentation from Litmus, Mailjet, and Sendgrid indicate that direct HTML5 video support in emails is limited across email clients and devices. While Mailjet mentions four approaches to using video in emails, including direct embedding, Litmus and Sendgrid recommend fallback options like linked images or animated GIFs and suggest linking to videos hosted externally (e.g., YouTube) for broader compatibility.
Key findings
- Limited Support: Full HTML5 video support in emails is not universally available.
- Fallback Options: Linked images and animated GIFs serve as fallback options for unsupported clients.
- External Hosting: Linking to videos hosted on platforms like YouTube is a common recommendation.
Key considerations
- Client Compatibility: Assess the email client landscape and plan for compatibility issues.
- Alternative Approaches: Prioritize accessible and functional methods for displaying video content.
- User Experience: Ensure a seamless viewing experience across various devices and email clients.
Technical article
Documentation from Sendgrid shares that some email clients and devices do not support video playback within emails. It is still recommended to link to a video hosted elsewhere (like YouTube) using a thumbnail image.
14 Jun 2022 - Sendgrid
Technical article
Documentation from Litmus explains that full HTML5 video support is limited across email clients, with only a few supporting direct video playback. Suggests using fallback options such as animated GIFs or linked images for broader compatibility. Provides a detailed breakdown of which email clients support video and which require alternative approaches.
6 Apr 2025 - Litmus
Are HTTP links penalized by spam filters in email marketing?
Are image-based emails a good practice, and what are the deliverability and accessibility implications?
Are image-only emails bad for deliverability?
Are link shorteners bad for email marketing?
Are no-reply email addresses bad for customer experience and deliverability?
Are URL shorteners like bit.ly bad for email deliverability?
How do hyperlinks in the body of an email affect deliverability?
