Benefits of Using Video in Email Marketing

Jamie Perez • July 31, 2024

Video has become a valuable tool in email marketing. As more businesses start to utilize their own email lists to market and communicate with their audience, video is becoming a more important part of that equation. But are videos in emails effective? And what’s the best use of video in email marketing?

1. Enhanced Engagement:

Videos are inherently more engaging than text-based content. When a recipient opens an email and sees a video thumbnail or a play button, it piques their curiosity and encourages them to click. This initial engagement can significantly boost the click-through rate (CTR) of your emails.

2. Better Information Retention:

Videos allow you to convey complex information or tell a compelling story more effectively than text alone. Viewers are more likely to remember and understand your message when presented in a visual and auditory format. This can lead to higher retention rates and a better understanding of your product or service.

3. Improved Email Click-Through Rates (CTR):

One of the most significant advantages of including video in your emails is the potential for higher CTR. According to statistics, emails with video content can increase CTR by up to 300%. When done right, it can entice recipients to take the desired action, whether it's visiting your website, signing up for a webinar, donating or making a purchase.

4. Increased Conversion Rates:

Engaging videos can have a direct impact on conversion rates. When people are better informed and engaged with your content, they are more likely to convert into customers. Consider using videos for product demonstrations, customer testimonials, or explaining your value proposition to boost conversions.

5. Personalization and Trust:

Videos allow you to create a more personal connection with your audience. Seeing and hearing a real person in a video can establish trust and credibility. Personalized video messages addressing recipients by name can further enhance this connection and foster stronger customer relationships.

6. Mobile Optimization:

With the increasing use of smartphones, mobile optimization is crucial for email marketing. Videos in emails are now widely supported on mobile devices, ensuring that your content reaches your audience, regardless of the device they use. This accessibility can lead to better engagement among mobile users.

7. Measurable Results:

Video in email marketing allows for comprehensive tracking and analytics. You can monitor metrics like play rates, click-through rates, and the duration viewers spend watching your video. This data provides valuable insights into what works and what needs improvement in your email campaigns.

8. Social Sharing and Virality:

Compelling video content has the potential to go viral when shared on social media platforms. By including share buttons in your emails, you can encourage recipients to share your video with their networks, expanding your reach and brand awareness.

9. Competitive Edge:

Many businesses have yet to fully embrace video in their email marketing efforts. By being an early adopter, you can gain a competitive edge and stand out in the crowded inbox, leaving a lasting impression on your audience.

If you’re looking for some video in email marketing examples, head over to the homepage of this site and sign up for our monthly newsletters! Every month we feature a video project we’ve been working on AND include a video tip of the month. Both videos included in our email marketing have high click rates and have proven to help grow our business! You’ll see firsthand some of the benefits and maybe get some ideas of your own to implement!

A person wearing headphones is playing a video game on a computer.

The Art of Video Editing - Tips to Make Your Videos Better

By Jamie Perez • September 2, 2025
When it comes to video production, a major part of the art happens during the editing process. A good editor can take bad footage and still make a decent story out of it. But a bad editor cannot take great footage and make a great story out of it. You should be able to be decent at both -- but if your footage isn't the greatest, a good edit can still save you. Here are some key elements to thoroughly consider when editing your videos to ensure the final product is as great as it can be: 1) Music selection: Music will drive the narrative and set the tone for whatever emotion you want your audience to feel. The music needs to compliment the video. In many music libraries online you can narrow down the search results by putting in filters like instruments, mood, beats per second, etc. If you have a promo video that you want people to be excited about, for example, use music that is quick paced, has a hard bass, etc. 2) A-roll: These are your interviews -- the driving sound that will literally narrate the video. The first ten seconds are super important. That's your hook. It's what captures the audience's attention. Once you start bringing the viewer into the middle of the narrative, stakes are high so it's important to choose soundbites that reveal more layers to the story to keep their attention on the story. One of the biggest challenges editors face is deciding what stays and what goes. When you have so much good sound, it's hard to decide. A bit of advice here is to step away from the project for a day and come back and watch it with fresh eyes and ears. Then decide-- what sound would move me the most if this were my first time watching it? What sound advances the story and does the best job of driving home the message? And then lastly -- how do you want your story to end? Choosing that final soundbite is important because that's the overall feeling that your audience will walk away with. If you are moved by the sounds you choose -- chances are your audience will be too. 3) B-Roll: These are your visuals. Anything that is not an interview shot that helps move the story. It's great to use the phrase "say dog, see dog" when choosing your b-roll. If the soundbite talks about walking on a beach looking at the sunset, choose footage that shows that. One of the other challenging parts during the editing process is you could have an amazing shot of something--- but if the soundbite that talks about that didn't make it into the final cut of the story, then you also have to cut that beautiful shot you were super proud of if it doesn't move the story forward. But this can always be used in a separate standalone cut to promote the video on social media. 4) Practice: All of these things take time to master. Even when you've been at it for years, it's still a continuous learning process because every story is different. Find the moments that move you and the shots that ignite some sort of emotion in you. Cut different versions until you find the right one. And have fun with it when all is said and done!
A person is holding a video camera in their hand.

4 Tips to Capture Compelling Video B-Roll

By Jamie Perez • August 5, 2025
Learn how to direct b-roll with authenticity. These 4 tips help you capture real emotion on camera without staging or losing the human connection.
A person is holding a microphone in their hand.

How To Ask Better Interview Questions Behind The Camera

By Jamie Perez • June 27, 2025
Mastering the art of storytelling takes years of practice. You can buy all the top-tier equipment in the world and still struggle with telling a good story. Because while the nice cameras can make a good visual, no amount of equipment in the world can produce a good soundbite. Only the person behind the camera can do that. If you are someone who has been creating videos or sharing stories and wonder why your videos just don't hit you in the feels the way you want them to, it's time to do some self-reflection and ask yourself how good the interview questions were that you came up with. Because your interviewee is a direct reflection of the interviewer . We see so many people pay thousands of dollars for incredibly cinematic video... but the message just isn't there. It fell flat and now you've just spent all this money for a video that ultimately won't work the way you wanted it to. If you are running an organization and are about to sit down for a video interview, I would want to know that the person behind the camera was a good interviewer and knew how to calm my nerves, knew how to ask the right questions to make me really think about my WHY, and could pull emotion out of me that I'm not used to sharing. We've put together several tips about how to approach an interview, from the way you enter the room, to the questions you ask when the lights and camera are rolling: If the tone of your story is raw, emotional and authentic, enter the room this way. Have conversations with your interviewees as you're setting up your gear to talk about soft, heartwarming topics. Maybe even share something vulnerable about yourself so break down that wall we tend to put up around others. Show them that it's okay to not always put your best self forward. That we are all human and life happens. This helps them not only feel comfortable with you before the camera starts recording, but allows them to open up during the actual interview. If you enter the room with a serious demeanor or frazzled because you're running late, you're bringing that energy onto the set and your interview will be reflective of that. Ask better questions if you want better answers. For example: If you ask someone if they like the sunset-- that's a yes or no answer you're going to get. But if you ask them," Tell me through the use of colors what you love about the sunset and paint a picture so I can imagine what you're seeing -- that is a prompt that encourages them to share a memory, an emotion, a sensory experience that invites a much richer soundbite. Stay away from yes or no questions. Those will not help you the editing process. Talk from the heart, not from a script. If you're sticking to a pre-planned script -- that's all you're going to get. But if you go into an interview and just have an authentic conversation driven by curiosity and natural chatter, you're more likely to get sound that you didn't even anticipate. Let the curiosity of the moment drive the conversation instead of bringing a piece of paper that has a list of questions to get through. Be curious and go off script if you MUST have one. When you are genuinely curious about someone's life and you approach it in a caring way, they want to share their story. They want to feel seen, they want to feel heard and not judged. No one likes to keep things inside. And keeping things inside is not good for us. We need connection, we need people and we need people who care. Embrace silence. This is such an important skill to master. Most of the time when we are talking to someone, we interject with "Yea" "Uh huh" "Absolutely" and so on. When you are recording an interview on camera, it's important for the interviewer to stay completely silent after they've asked their question. It's hard to edit out your interjections so you want to make sure your voice cannot be heard during their answer. A simple head nod to address that you're listening will suffice. And after your interviewee has finished their sentence, don't start talking immediately. Give it a few seconds of silence. We do this for two reasons: it helps during the editing process to have some padding to work with in case we need to dissolve or add a transition between clips, and it opens up an opportunity for the interviewee to say more... and oftentimes, that "more" can turn into a really powerful soundbite that you weren't expecting to get simply because they wanted to fill that silence. These aren't just good tips to use during interviews -- these are good tips to help you have a more rich and meaningful connection with others in real life!
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