Adding video to your email campaign sounds like a no-brainer. More engagement, more clicks, a better experience, right?
Well, sort of.
Video can significantly increase your email performance. But many marketers assume that simply dropping in a video (or a thumbnail with a play button) will automatically boost results. The truth is, without the right setup and strategy, video can just as easily fall flat.
Here are five things marketers often overlook when adding video to email, and lessons we’ve learned from launching our own video marketing program.
1. Not Every Email Needs a Video
It’s tempting to use video everywhere once you see it work, but just because you can include it doesn’t mean you should. Videos work best when they support a clear objective: explaining something complex, showcasing a product, or telling a compelling story.
If you’re adding video just for the sake of it, you risk distracting from the actual message or cluttering your layout. So, keep it purposeful and make sure there’s a strategy behind a video’s placement.
2. Most Inboxes Don’t Support Native Video Playback
Here’s a technical reality: many of the most popular email inbox providers won’t actually play video inside the inbox. Instead, they’ll display fallback content, usually a static image or a broken player.
What works better: using a quality, visually appealing thumbnail, maybe with a play button, that links to your landing page or video host. It still grabs attention, but you maintain control over the viewing experience (and the call to action).
3. Thumbnails Can Matter More Than You Think
In the email content, your video thumbnail is doing most of the work; it’s the visual hook that gets someone to click. So, if you’re just using a random still frame or bland image, you’re missing a big opportunity. Yes, a short text description can help tee up your audience on what to expect from the video’s content, but if the thumbnail is low quality, the audience will expect the same from the video as well.
Use a thumbnail that looks clickable, like one with a prominent play button, and make sure it’s visually relevant to the video content.
4. Video Placement Changes How It Performs
Where your video appears in the email matters. If it’s buried below the fold or hidden between blocks of text, it’s less likely to get noticed. If it’s front and center with a strong supporting headline or CTA, it becomes the focus.
Placement should depend on what role the video plays in your message. Is it the main attraction? Then treat it like it is. Is it secondary? Position it as supporting content without stealing the spotlight.
5. The Video Isn’t the End Goal
It’s easy to get caught up in the format, but remember, the video isn’t the destination. It’s a tool to help someone take the next step.
Every video in an email should have a clear follow-up: click to shop, register, learn more, reply, share, etc. Make that action obvious and easy to take once the video ends. Otherwise, you’re just entertaining without driving results.
Video in email can absolutely elevate your campaigns, but only if it’s intentional. When you take the time to think through the why, where, and how, your video becomes more than just a flashy element. It becomes a smart, strategic driver of engagement.
Before your next send, take a step back and ask: does this video serve the message, or distract from it? If it adds clarity, energy, understanding, or a human element, you’re probably on the right track. Take this from a company that has been there and done that with video and is still learning from their ongoing video series to this day.
Speaking of, check out our original video series, ComplianceCast, in our Video Library or on our YouTube channel to see how we’ve incorporated video into our own campaigns.
