Definition
Video embedding refers to the techniques used to include video content in email campaigns. True video playback within the email client is limited (supported mainly by Apple Mail and some mobile clients), so most video email strategies use alternative approaches — animated GIF previews, poster images with play buttons, or AMP carousels with video support.
Video in email can increase click-through rates by 50-300% compared to text-only or static-image emails, making it one of the most effective engagement drivers available.
Video Implementation Methods
| Method | Description | Support |
|---|---|---|
| Poster image + play button | Static image with a play button overlay that links to the video page | Universal (all clients) |
| Animated GIF | Looping video preview as animated GIF | Widespread |
| AMP video | Native video playback via AMP for Email | Gmail only |
| Video tag | HTML5 | Apple Mail, Outlook iOS/Android, Samsung Mail |
| Cinemagraph | Subtly moving image (partial animation) | Widespread (as GIF) |
| YouTube preview card | YouTube thumbnail with branding | Universal (links to YouTube) |
Best Practices for Video Emails
- Use a poster image: Always include a compelling static fallback image
- Add a play button: Visual indicator that the image is clickable for video
- Keep videos short: Under 60 seconds for pre-click previews
- Host externally: Host video on a landing page, YouTube, or Vimeo
- Track clicks: Track the play button/thumbnail click, not "video plays"
- Include text context: What the video is about and why they should watch
- Test rendering: Video elements behave differently across clients
- Optimise file size: Keep GIF previews under 1MB, ideally under 500KB
Video Placement in Email
| Placement | Effect | Best For |
|---|---|---|
| Above the fold | Maximum visibility, high play rate | Hero content, main CTA |
| In content | Contextual relevance | Tutorials, product demos |
| Post copy | Reinforcement after key message | Testimonials, case studies |
| CTA button | Text link to video as secondary action | When images are blocked |
| Video carousel | Multiple videos in one email | Product range, series |
Measuring Video Email Performance
- Play rate: % of email recipients who click to view the video
- Video completion rate: % who watch the full video (on landing page)
- Click-to-play ratio: Clicks on video elements vs total clicks
- Email click rate: Overall CTR with vs without video
- Conversion from video: % who purchase after watching
Related Glossary Terms
Dark Mode
Dark mode in email refers to how email clients render messages when the recipient has dark mode enabled. It affects colour display, image rendering, and readability. Designers use CSS media queries and hybrid coding techniques to control the dark mode appearance.
Drag-and-Drop Email Editor
A drag-and-drop email editor is a visual interface that allows marketers to build email layouts by dragging content blocks into place without writing HTML or CSS code.
Email Accessibility Guidelines
Email accessibility guidelines ensure emails are usable by people with disabilities, following WCAG standards for screen readers, colour contrast, keyboard navigation, and readable content.
Email Accessibility
Email accessibility ensures marketing emails are usable by people with disabilities, including those using screen readers, keyboard navigation, or assistive technologies. It follows WCAG 2.1 guidelines for structure, contrast, semantics, and descriptive content.
Email Body
The email body is the main content area of an email message, containing the visible text, images, and structural elements that communicate the message to the recipient.
Email Brand Guidelines
Email brand guidelines document the specific rules for logo usage, colour palette, typography, tone of voice, and component specifications across all email communications.
Frequently Asked Questions
No. Native HTML5 video playback is supported only by Apple Mail, Outlook for iOS/Android, and Samsung Mail. Gmail (web and app), Outlook for Windows, Yahoo Mail, and most web-based clients do not support video playback within the email. The poster-image-plus-link approach works universally.
There is no single best format because support varies. Animated GIF is the most widely supported format for showing motion in email. For actual playback, MP4 (H.264) is the most compatible video format for the limited set of clients that support native video.
A video file embedded as an attachment will likely be blocked or trigger spam filters. Video content hosted externally and referenced via link is safe. Animated GIF previews are safe for deliverability. Avoid large file sizes, and never attach video files directly to the email.