Video in email is a topic companies often get wrong – most email clients do not support playback directly within the message, and embedded players either do not work or get the message flagged as unwanted mail. A proven solution is to insert a static preview with a visible play button that links to a page with the video. The word video itself in the subject line has been shown to increase open rates, and the preview increases click-through compared with an ordinary link. The destination page should contain, besides the video, a text summary and a next step, since some recipients will not watch the video. In sales communication, a short personal video recorded specifically for a given recipient also works well, standing out clearly from mass messages.
See also: Email template, Video on a landing page, Email metrics.
