How to Embed a Video in Your Emails

DON’T: Static image with play button

If all of that coding seems like too much work, then you can always add a screenshot or your thumbnail image into the email with a play button over it and call it a day, right?

Image support in email is much stronger than video. But this isn’t the best way to get video into your emails—mainly because having your subscribers click through to watch on your website’s landing page doesn’t really tap into how powerful video in email can be. Of course, sometimes email client limitations mean you have to do something. In that case, instead of using a static image, try an animated GIF.

DO: Video as an animated GIF

Unlike video, GIFs in email are supported almost everywhere. If you’re unable to add a video because of email client support, an animated GIF is the next best thing. You’re still adding eye-catching motion into your emails with the animation. Showing the promise of the full video can be enticing enough to get your subscribers to click through. Adding a play button into your GIF is one way to do that.

Animated GIFs are limited to short clips (just a few seconds) and don’t include sound. Still, it’s much more engaging than a static image—and a great way to get video into your emails.

Best practices for embedding videos in email

You’ve decided to add videos to your email, great! But, 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. Here are some best practices to keep in mind for a successful video embed:

1. Optimize your email for multiple email clients and platforms

What makes embedding video so tricky is the lack of email client support:

*supported with limitations

As you can see, that’s a lot of places where natively embedding a video in email is not supported. The best support for video in email is on Apple Mail, and Thunderbird. (This is why we we recommend using animated GIFs embed video in email!)

If you choose to embed a video in email using code, keep in mind your video needs to look good and work well across email clients and devices, so use a responsive email design to scale it to fit. Keep device sizes in mind when you choose your video, too. A ‘talking head’ video front he shoulders up is easier to see on a small screen than a zoomed out panel interview, for example.

2. Consider 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.

When natively embedding a video, we recommend no more than a 10MB for the video file size due to extended load times hindering your subscriber’s experience. Larger video 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. Your video file has to live somewhere, and the hosting platform you choose can make embedding it in email a bit easier. You have to host the video yourself in some way—YouTube, Vimeo, or another video hosting platform will not work.

3. Choose an engaging thumbnail

Your thumbnail needs to get people to want to press play as their call-to-action, so choose a shot that:

• Is clear (unless a blurry action shot is an intentional style choice)
• Has a single focal point, like a person or product, instead of a busy scene
• Has high contrast for accessibility

Packlane uses a solid video backdrop and clear still shots for its video thumbnail. Image via Really Good Emails.

A large or colorful play button on the thumbnail lets subscribers know it’s a video and not a still shot. You can also explain that it’s a playable video in your copy and headlines, or even mention it in your email subject line to boost open rates.

4. Consider background images and videos

While not strictly video embedding, using background images or HTML5 video backgrounds can add visual interest to your emails.

Background images in emails are widely supported and can create a cohesive look for your campaign. HTML5 video backgrounds, while less supported, can add subtle motion to your email design.

In both cases, ensure you have appropriate fallbacks for email clients that don’t support these features, and always prioritize readability of your main content.