Let's cut the fluff. Email video marketing is putting videos in your emails to sell more stuff.
It’s not some complex tech. It’s about showing, not just telling. For direct-to-consumer brands, this isn’t a nice-to-have. It's a fundamental upgrade to how you talk to customers.
Why Video in Your Emails Is a Game Changer
Your customers' inboxes are a warzone. They are flooded with promotions, newsletters, and cart reminders. Static text and images blend in. They are ignored.
Video cuts through the noise. It combines the direct feel of an email with the stopping power of video.
Think of it this way. A normal email is a magazine ad. A video email is a TV commercial sent right to your best buyer. If showing your product matters, this is a no-brainer.
The Power of Showing vs. Telling
It's easy to scroll past text. It’s hard to ignore motion.
Video grabs attention and holds it. The real power is in memory. People retain 95% of a message from a video. They only remember 10% from reading text.
That memory gap is where the money is. It keeps your product top-of-mind. If your brand relies on showing texture, fit, or function, video is a live demo.
"Marketers who use video grow revenue 49% faster than non-video users." - Aberdeen Group
The goal isn't just an open. It's to make someone feel something about your product. Video does that faster and better than anything else.
Driving Clicks and Conversions
Marketing is about results. Adding a GIF or a clickable thumbnail gets more people to your site. It’s a visual cue that says, "Hey, look at this."
Here's how the old and new ways stack up.
Video vs. Static Email At a Glance
The numbers don't lie. Video gives you a measurable edge.
For founders, this isn’t about chasing trends. It’s about adapting to how people consume content. Video works. That’s why it’s a core part of the DTC playbook.
So, you want to put video in your emails. Good.
But you can't just attach an MP4. That's a rookie mistake. Most email clients will block it. Your deliverability will tank. Your campaign will be dead.
Let's talk about how to actually do it. There are three solid methods that top DTC brands use daily. Each has its place. Picking the right one depends on your goal, your audience, and your resources.
We'll break down the pros and cons of each. This isn't theory. It’s a practical guide for your next campaign.
Method 1: The Animated GIF
The GIF is the workhorse of email video marketing. It’s a short, silent, looping video. It plays automatically in almost every inbox. This universal support makes it a safe bet.
It’s a moving billboard in your email. Perfect for showing a quick product feature or lifestyle shot. Because it autoplays, everyone who opens your email sees motion.
"The GIF's strength is its simplicity. It delivers instant visual impact and works everywhere, making it the go-to for quick, attention-grabbing moments." - Giphy Engineering
But GIFs have limits. They're silent. You can't use audio. File size is also a huge deal. A heavy GIF slows down your email's load time. Keeping it under 1MB is non-negotiable.
Method 2: The Static Image with a Play Button
This is the most common and versatile approach. You take a great thumbnail from your video. You add a "play" button icon. You link the image to a landing page where the real video lives.
It’s a simple psychological trick. It works. The play button is a universal sign. It tells people what to expect when they click. It drives traffic straight to your site where you control the experience.
This approach gives you major wins:
Universal Compatibility: Every email client shows images. No exceptions.
Full Video Experience: On your landing page, you can serve high-quality video with perfect audio.
Real Tracking: You measure every click. You track what users do on your site.
The only downside is the extra step. Users have to leave their inbox. You’ll lose a few people. But for longer content, it’s the best way to get your message across. This is also where Shopify email marketing apps make it easy to link to product pages.
Method 3: True Embedded HTML5 Video
Embedding an HTML5 video is the holy grail. The video plays inside the email. It creates a seamless experience. No clicks, no new tabs. Just immediate engagement.
When it works, it’s magic. The problem is, support is spotty. It works in Apple Mail and Outlook for Mac. It breaks in major clients like Gmail. For those, you need a "fallback" image. That brings you right back to method two.
Campaigns with video get great results. Home and garden brands see 41.13% open rates. Food and beverage hits 40.58%. Putting a video thumbnail in those emails can skyrocket clicks and sales.
Because support is inconsistent, embedded video is a high-risk play. It’s best for campaigns where you know your audience uses a compatible email client. Otherwise, you’re doing extra work for a tiny part of your list.
Handling the Technical Details That Matter
Okay, you're ready to use video. This brings up two questions for founders. Will this land in the inbox? And will it load fast enough to matter?
Let’s cut to it. Getting the tech wrong means your campaign fails. Getting it right creates a smooth experience that drives clicks.
This is about the nuts and bolts. Let's make your video emails work.
Keep Your File Sizes Tiny
The biggest technical mistake is sending a massive file. A huge GIF is a red flag for spam filters. It’s a disaster for anyone on a weak mobile connection.
The rule for GIFs: keep them under 1MB. This is the sweet spot. It's small enough to avoid deliverability traps and light enough to load instantly. A slow email is a deleted email. Our guide on how to improve email open rates explains how performance issues can tank a campaign.
For thumbnails that link out, treat the image like any web asset. Keep it small and compressed.
Plan for Fallbacks
Not every email client plays nice with video. Support for embedded HTML5 video is a mess. That's where fallbacks come in. A fallback is a safety net. It ensures your email looks great even when it can't show your video.
What does that mean?
Your email should never look broken. If you embed a video, you must set a static image as the fallback. This ensures people on unsupported clients like Gmail see a clean, clickable thumbnail. Not a big white box.
Your fallback isn't a failure. It's a core part of your strategy. For most of your list, the fallback is the experience. Make it count.
Make Your Content Accessible
Accessibility isn't a checkbox. It's good business. Some of your audience uses screen readers. They can't "see" your video.
This is where alt text is non-negotiable. Every image, GIF, or thumbnail needs descriptive alt text. It’s a simple HTML attribute. It tells users who can't see the visual what's going on.
Bad Alt Text: "video.gif"
Good Alt Text: "An animated GIF showing our new waterproof jacket being worn in the rain."
This tiny step ensures your message lands with everyone.
Choose the Right Video Host
Where your video lives after the click matters. YouTube is easy, but it has drawbacks. You’re stuck with YouTube's branding and suggested videos from competitors.
A dedicated video host like Vimeo or Wistia gives you a cleaner experience.
Here’s what you get with a professional host:
No Distractions: Your video plays on a clean page. No third-party ads or "watch next" videos.
Deeper Analytics: Track who watched, how long they watched, and where they dropped off. This is gold.
Brand Control: Customize the video player with your brand colors and logo.
It's an extra cost. But a dedicated host gives you the control and data to measure the impact of your video marketing.
Creative Best Practices That Actually Convert
You can have the best video in the world. But if it’s in a sloppy email, you've wasted your money. The whole package—from subject line to CTA—must work together.
This isn’t guesswork. It’s a repeatable framework we’ve seen work. Let's break down what moves the needle.
Nail The Subject Line
Your subject line is the gatekeeper. No open, no click, no sale. It's that simple.
Hinting there's a video inside boosts opens. How you do it matters. Adding “[VIDEO]” or a film emoji (📹) can make your email pop. It sets expectations and sparks curiosity.
But don't just guess. Always A/B test a video subject line against your standard one. Let your data decide. For more ideas on writing copy that clicks, check our guide on ad copy examples.
Design a Thumbnail That Demands a Click
Think of your thumbnail as a movie poster. Its only job is to get a click. It must be compelling, clear, and scream "I'm a video!"
A blurry, random frame won’t work. Your thumbnail must:
Show an engaging moment: Pick a frame with a human face, your product in action, or a surprising outcome.
Include a clear play button: This is a must. A big, high-contrast play icon is the universal sign for "click me."
Be bright and on-brand: Make sure the image is well-lit and fits your brand’s look.
Your thumbnail is the most important part of your video email. It's the final hurdle between a reader and a viewer. Don't rush this.
Write a Call to Action That Gets Action
Your Call to Action (CTA) button needs to be impossible to miss. Use a bold, contrasting color. Vague text like "Learn More" is weak. Be direct and use action-oriented words.
Test a few versions. Here are some solid examples:
Watch Now
See It in Action
Play the Video
Get the Full Story
The CTA should echo the thumbnail's promise. It should leave no doubt about what happens next.
Keep Your Video Short and Sweet
This isn’t YouTube. In an email, shorter is better. Your goal is a compelling teaser that drives people to your landing page.
Aim for a video between 15 and 60 seconds. That’s long enough to deliver value but short enough to respect their time. This is key to understanding how to create video content that converts.
The data is clear. 91% of businesses use video as a marketing tool. And 87% of marketers say video gives them a positive ROI. The momentum is undeniable.
A/B Testing Framework for Video Emails
To dial in what works, you must test. Don't guess. Let your audience's behavior guide you. Here's a simple framework to start.
This isn't about finding a magic bullet. It's about continuous improvement. Small wins from testing add up to big gains over time.
A Shopify and Klaviyo Workflow You Can Use Today
Theory is fine, but execution matters. Let's walk through how to launch a video email campaign with Shopify and Klaviyo. No developer needed. This is the straightest line from idea to a campaign that makes money.
We’ll build this for real. First, we’ll define the right audience. Then, we’ll build the email using a GIF and a linked thumbnail. Finally, we'll make sure you can see who clicks and buys.
Step 1: Isolate Your Target Segment
Don't blast your first video email to your entire list. That’s a rookie move. It muddies your data. Start small with an engaged segment to get a clean read.
Inside Klaviyo, create a new segment with these rules:
Opened Email at least once in the last 30 days.
Clicked Email at least once in the last 30 days.
Placed Order at least once over all time.
This group is your low-hanging fruit. They already open, click, and buy. They are the perfect test audience to see if video moves the needle. This is a basic step in any real marketing automation for ecommerce strategy.
Step 2: Build the Email in Klaviyo
Now for the fun part. The Klaviyo editor makes adding video elements easy. For your first test, you have two solid options.
Option A: The Animated GIF
Create your GIF. Keep it under 1MB. Focus on one eye-catching moment.
In the Klaviyo editor, drag an Image Block into your template.
Upload your GIF file just like a normal image.
Link the image directly to the product page on your Shopify store.
Option B: The Static Thumbnail with a Play Button
Take a high-quality screenshot from your video. Use a tool like Canva to add a play button icon.
Drag an Image Block into your Klaviyo template and upload the thumbnail.
Host the full video on Vimeo or a dedicated landing page.
Link the image block to the URL where your video lives.
The drag-and-drop editor makes this simple. You just pull in an image block, upload your file, and add the URL.
Step 3: Set Up Tracking and Launch
Double-check your tracking before you send. Klaviyo’s integration with Shopify handles most of this for you. When someone clicks, Klaviyo tracks it. If they buy, the revenue is credited to your campaign.
Your goal isn't just to see who clicked. It's to see who clicked and then converted. This is the only way to prove the ROI of your video.
Once you’re confident your links and tracking are right, you're ready. Schedule the campaign for your engaged segment. Wait 24-48 hours. Then check the analytics in Klaviyo. You’ll see your click-through rate and, most importantly, the revenue generated. That data tells you if it worked.
FAQ: Email Video Marketing
Will video in email hurt my deliverability?
Not if you do it right. The real problem isn't video; it's file size. A huge, embedded video file is a ticket to the spam folder. Use an optimized GIF (under 1MB) or a static image thumbnail that links out. These methods are safe and won't harm your deliverability.
How do I embed a video in an email?
True embedding uses HTML5 video tags. Support is very limited (it breaks in Gmail). The safer and more common method is to use a static image with a play button on it. You then link that image to a landing page where the video is hosted. This works in every email client.
What's the best way to add video to email marketing?
For maximum compatibility and impact, the best way is using a static image thumbnail with a play icon. This method guarantees that everyone on your list sees a clickable prompt. It drives traffic directly to your site where you can control the viewing experience and track conversions accurately.
What kind of videos should I use in my emails?
Keep them short, valuable, and mobile-first. Product demos, how-to guides, behind-the-scenes content, and customer testimonials work best. Show the product in action and get to the point quickly. Aim for 15-60 seconds and assume the sound will be off.
How do I measure the ROI of email video marketing?
Track click-through rates, conversion rates, and revenue per recipient. The best way to measure true impact is to run an A/B test. Send an email with a video to one segment and a static version to another. Compare the conversion rates and revenue to see the real lift from your video. Tools like Klaviyo make this easy to track.
Ready to stop juggling agencies and creative freelancers? Needle is your AI marketing agency in one tab. We create the strategy, build the videos, and launch the campaigns that grow your DTC brand.