So you’ve got a killer product video. The motion design is slick, the value props are clear, and it’s primed to convert.
Now, how do you get your audience to actually watch it?
Throwing a video link into an email with a "Hey, check this out!" is a rookie mistake. Most marketers know that. But the next level isn't just including a video—it's using a strategy that makes the video the star of the show.
It’s about understanding what makes people click, what technical limitations you need to work around, and how to craft a message that makes your video unskippable.
Your product video is the most engaging piece of content you have. Why would you hide it behind a generic "Learn More" button? The video itself should be your call-to-action (CTA).
Instead of a static image, use a GIF or an animated thumbnail that shows the most dynamic and intriguing part of the video. This creates an immediate sense of motion and gets people curious. A still image tells them there's a video; a moving image shows them.
Actionable Takeaway: Capture a 5-10 second, high-energy snippet of your video and convert it to a GIF. Use this as the main image in your email, with a prominent play button icon overlaid. Link the entire image to your video's landing page. This turns a passive image into an active, irresistible click magnet.
Here's the brutal truth: you can't embed a playable video file directly into most emails. It’s a technical landmine of client incompatibility, firewall issues, and huge file sizes. The major email providers (Gmail, Outlook, etc.) just don't support it reliably.
The real goal isn't to play the video in the email—it's to get them to the page where the video lives and can play smoothly. Your email’s job is to act as the hook.
A smart marketer uses the email as a pre-roll ad for the video itself. The subject line, the body copy, and the thumbnail all work together to build anticipation for what’s to come. For some inspiration on how top companies do this well, check out examples on Really Good Emails.
Actionable Takeaway: Think of your email as a landing page teaser. Write your copy to talk about the video, not just the product. Use phrases like, "Watch how we...", "See the new feature in action...", or "A 60-second walkthrough you need to see." This frames the video as the valuable content, not just a link.
Your product video isn’t just for brand awareness. In email, it needs a specific job.
Is it driving sign-ups for a free trial? Highlighting a new feature for existing users? Or explaining a complex concept to a top-of-funnel lead?
Every email needs a single, clear goal. Your video should be the most efficient path to that goal.
For example, a video showcasing a new feature might be sent to existing users. The email's copy could say, "We just released our most requested feature. See it in action in 45 seconds." The CTA is to watch the video, and the video's job is to get them back into the app.
Wistia has an excellent guide on video for email marketing that's worth a deep dive if you're serious about this.
Actionable Takeaway: Before you write a single word of your email, define the exact job your video needs to do. Make sure the subject line, the copy, and the video itself are all aligned toward that one purpose. The tighter the alignment, the higher your conversion rate.
Effective video email campaigns aren't just a matter of hitting "send." They're a strategic exercise in psychology, design, and technical savvy. When you treat your product videos not as a file, but as the main event, your email performance will prove it.
Want to level up your video content so it's impossible to ignore? Let's talk about your next project.