Email + Video = Higher Conversions: Here’s How

how to use video in your email marketing plan

There’s a stat I came across recently that really stuck with me—just including the word “video” in your subject line can increase open rates by 6%. That’s without even watching the video. Just the word.

If you’re like most businesses or nonprofits, you’re constantly looking for better ways to reach people and actually get them to engage. You’ve probably spent hours perfecting email campaigns, testing subject lines, adjusting call-to-actions… and still felt like something was missing. That missing piece? Video.

Here’s how combining video with your email marketing strategy can completely change the game.

Why Does Video Work So Well in Email?

We’re all overloaded with content. Hundreds of emails, dozens of social posts, and too many ads to count. The reason video stands out is because it’s visual, it’s human, and it delivers a message quickly.

People can skim text, sure, but a well-produced video taps into emotion, builds trust, and simplifies complex ideas—all within seconds. When placed inside an email, it makes your message feel more dynamic, more personal, and honestly, more worth the reader’s time.

Here’s What Happens When You Add Video to Your Emails

You’re not just boosting engagement—you’re seeing real, measurable improvements. Let’s break it down:

1. Higher Open Rates

As I mentioned above, adding “video” to your subject line can improve open rates. People are curious. They’re way more likely to click when they think they’re getting something visual and interactive.

2. Increased Click-Through Rates

According to several marketing case studies, emails with video can increase click-through rates by up to 300%. That’s not a typo. People are more inclined to click a thumbnail or play button than a standard hyperlink or text-based CTA.

3. Lower Unsubscribe Rates

This one’s interesting—video in email tends to make campaigns feel more human, which leads to less friction. When someone watches a short, authentic video (especially if it’s from a real person at your organization), they’re more likely to feel connected. And they’re less likely to unsubscribe.

4. Better Conversion

If you’re using email to drive action—like signing up for an event, donating, buying a product, or even just visiting a landing page—video helps. It creates emotional connection, which drives action. Plain and simple.

So… What Kind of Videos Should You Use?

Not all videos are created equal. And honestly, you don’t need a massive budget or a cinematic masterpiece. You just need clarity and purpose.

Here are a few types of videos that work great in email:

Short Promo Video: Highlight a product, service, or upcoming event.
Personalized Video Message: A direct message from your founder or team member. Great for donors, new clients, or leads.
Explainer Video: Simplify something complex in 60-90 seconds.
Testimonial Clip: Real people talking about their experience with your brand.
Behind-the-Scenes: These are surprisingly effective—people love seeing the human side of your work.

** This looping GIF was created by uploading the YouTube link to Giphy.com. **

Quick Tips for Using Video in Email
(Without Screwing It Up)

Here’s where a lot of businesses go wrong. Embedding a video directly into an email often doesn’t work the way you want—it’s not supported by all email clients (like Gmail, Outlook, etc.). So here’s what you do instead:

Use a thumbnail image (or animated GIF) that looks like a video player.
Link that image to the video hosted on your website, Vimeo, YouTube, or a dedicated landing page.
Make sure your email copy clearly tells the reader what to expect when they click.
Keep the video short. Think 60-90 seconds max, unless it’s something your audience is really invested in.

FAQ: Quick Answers to Common Questions

Q: Should I embed the video in the email itself?
No. Just as explained above, most email platforms don’t support embedded video. Use a thumbnail or GIF that links to the video instead.

Q: How do I create a video if I don’t have a production team?
Start simple. Even a phone video can work if the message is strong and the audio is clear. But if you’re looking for a quality that represents your business, this is exactly where we can help.

Q: Where should the video live?
Ideally on your website or a custom landing page. That way, you control the user experience and can guide them to take the next step after watching.

Are You Using Video Where It Counts?

Most brands are already using video somewhere—social media or a homepage promo video—but they’re not integrating it where it really matters: directly into communication with their audience.

Email is personal. It lands right in someone’s inbox, where the distractions are fewer and the engagement is more intentional. Adding video to that channel can completely change the way people respond to your message.

If you’re not using video in your email marketing yet, this is the sign you’ve been waiting for.

Need help creating a video that fits your next campaign?

Let’s talk. At New Focus Films, we help mission-driven organizations and businesses tell their stories through video in a way that connects—and converts.

~Matt Abraxas
Creative Director
New Focus Films