“Can we put video in email?” This question has come up a lot over the years, and we still hear it from time to time. After all, video seems like a great way to up the subscriber experience. But can you actually put video in email? And should you? It depends. Which seems like the go-to answer for all things email. Email has so many things to consider that every question raises more questions. So let’s dive into the pros and cons, how to fake it, how to actually embed a real video in your email, and some examples you can take inspiration from.
The pros & cons: Do emails with video work?
The first question I always ask is, “Why do you want to have a video?” Most marketers agree that video is powerful. 91% of consumers prefer interactive and visual content over traditional, text-based, or static media according to our State of Email report. Yet, less than 17% of our State of Email respondents said they used an interactive element in their emails.
People want to watch videos, which gives video power. And even just the idea of video is powerful:
- Including the word “video” in your subject line can increase open rates up to 19%. (Backlinko)
- Click-through rates increased almost 41% when Wistia included a video thumbnail in their email.
- You can decrease your unsubscribe rates with video by as much as 26%. (Campaign Monitor)
That’s pretty impressive.
But still, why do you want to include a video? Videos can be an effective way to:
- Show how your products or services work
- Put a face or a voice to your brand
- Surprise and delight your audience
What’s the goal of your email? If you just want to increase engagement, video may help you. But you’ve got to make sure the video content you’re sending is content your subscribers are interested in. And does that format make sense for your message?
Wistia’s test spanned several emails, and their 40.83% increase in click-through rate was only for one of their emails. Other tests showed a significantly smaller increase over the non-video email.
Don’t just add a video for adding a video’s sake. Make sure you have good video content that addresses a need your subscribers have. And make sure your audience can even play your video in their emails.
Consider email client support
Unfortunately, support for embedded video is limited. Here’s what email client support currently looks like:
*supported with limitations
As you can see, that’s a lot of places where video is not supported. The best support for video in email is on iOS, Apple Mail, Samsung Mail, and Thunderbird. We tested it in Outlook for Mac with varying results:
- In the desktop Outlook 2016 for Mac email client, the video appeared with the controls, but did not play the video unless you right-clicked and chose play. This isn’t intuitive and may cause friction for your subscribers.
- In the desktop Outlook client with Office365 on Mac, the fallback appeared.
We don’t currently have a way to target Outlook for Mac, but you can do one of two things. You can put instructions in the poster image—the image you create for your subscribers to see while the video is loading. Or you can add the attribute autoplay=”autoplay” to have the video start playing automatically. But I don’t recommend that last one because it’s intrusive and can be a jarring experience, especially for those with their volume on high.
Take note of video file size and hosting
Another thing to consider is the video itself. File size and where it’s hosted are major factors that’ll determine if the video will even play within your emails.
For your video in email, we recommend no more than a 1MB file size due to extended load times hindering your subscriber’s experience. Larger file sizes take longer to load and require more from your subscribers’ data plans. Keep your subscribers engaged by keeping your file sizes low.
You also need to keep in mind where you’re hosting the video. YouTube or another video hosting platform will not work. You have to host the video yourself and then link directly to the video file. This may cause issues if you’re looking to track video views. But, you can also work with third party video-in-email companies to host and embed a video if you want to track video engagement.
To embed or not to embed?
Limited email client support and video file constraints are just some of the complications of video in email. Because of these restrictions…
We recommend using an embedded video more as a progressive enhancement and only if you have a video with a small enough file size.
Otherwise, use a static thumbnail of the video with a play button over it. Or create a faux video using an animated GIF or animated CSS that looks like it’s playing when subscribers hover over the thumbnail image.
See more pros and cons of video in email before you make the decision to either embed a real video to your email or fake it.
How to embed video in email
So you’ve got your video, you’ve thought about all the limitations of embedding a video in email, and you’ve decided to go for it. Now you just need to know how to do it.
1. Create and upload your video file
Create your video and optimize the file size so it stays under 1MB. Then, upload it and grab the video file’s URL. You’ll need this for the HTML video tag’s src attribute.
2. Create and upload your video’s poster image
A poster image is the image people will be shown as your video is downloading. Best practice is to use a still image from your video and place a play arrow over it so people know it’s a video. You can also use this image to leave instructions for how to play the video.
3. Set up your HTML video tag
The important attributes to include in the HTML video tag are:
- The src attribute: Put in the URL of the video file you’re embedding.
- The poster attribute: This is the image that will be shown as the video is downloading.
- The width and height attributes: Specify how tall and wide your video should be displayed.
- Controls: This tells the email client to show the controls for the video. Not all email clients support this, but it’s nice to include for the ones that do.
The content between the video tags is what will be displayed if the video tag isn’t supported. This can be text or an image, but in either case, we recommend linking to your video so your subscribers can still get the video experience.
Here’s an example of what the HTML video tag looks like:
Blog – Litmus