Like most of us, your inbox is probably overflowing with emails, all competing for your attention. You don’t have time to scroll through every message, so you prioritize based on what grabs your eye. And for many, that attention-grabber is video. A short, engaging clip that speaks to you—not just through its content, but its tone, style, and even personalized details. In under a minute, the brand has made a connection, leaving a lasting impression that no traditional email could match.

That’s the power of video email marketing. But like any powerful tool, video email works best when used strategically. Personalization, scalability, and other key best practices are essential to unlocking its full potential.

In this post, we’ll explore how to send video emails, personalize content to boost engagement, and scale your campaigns for maximum impact—all while following proven best practices to ensure your videos not only get watched but drive action.

What is Video Email Marketing? 

Video email marketing involves embedding or linking to videos within your email campaigns to enhance communication and increase audience engagement. Unlike traditional text-based or static image emails, video allows you to communicate more information in less time, creating a more dynamic experience for your audience. This is particularly valuable when communicating complex ideas, introducing new products, or building stronger relationships with customers.

Common types of video email content include:

• Product demonstrations
• Customer testimonials
• Onboarding tutorials
• Personalized account-based marketing (ABM)
• Loyalty & retention 

Benefits of Video Emails  

According to HubSpot, email is used by 44% of video marketers to share their videos because of the several key advantages it offers. Here’s a look at why video emails can transform your video email marketing strategy:

• Higher engagement rates: Short-form video ranks #1 for lead generation and engagement because it grabs attention and encourages users to interact with your content more than traditional text-based formats.
• Increased open and click-through Rates: Video can increase open rates by 19% and click-through rates by 65%. Video’s visual and auditory elements provide a richer experience that motivates viewers to take action.
• Stronger customer relationships: Personalized videos can convey emotion and enthusiasm that static content simply can’t match. This helps build trust, foster stronger connections, and increase brand loyalty.
• Better retention: Video is more memorable than text. People retain 95% of a message when they watch it in a video compared to just 10% when reading it. This means your audience is more likely to remember your message and take the desired action.
• Improved conversion rates: Studies show video emails can improve conversion rates by as much as 300%, driving leads and sales.

How to Send Video Emails: Tools and Techniques

Sending video emails might sound intimidating, but modern tools and techniques make it relatively straightforward. Here are four steps to help you create and send effective video emails:

1. Create your video: The first step is to create the video you will use in your email. Traditionally, this is often the hardest step because of limited resources and the high costs of creating visual content. Thankfully, SundaySky’s Enterprise Video Platform is an AI-powered platform built for speed. It will have you creating short, high-quality videos that align with your campaign goals in minutes. 
2. Choose your email marketing platform: Not all email platforms handle video the same way. Some platforms, like Mailchimp and Constant Contact, support video thumbnails with links, while others allow you to create personalized, embedded video experiences. If you’re using SundaySky’s platform, you can benefit from integrations with top email marketing automation tools such as HubSpot, Marketo, and Salesforce. 
3. Embed or thumbnail links:
   1. Thumbnail link: Add a clickable image with a play button that links to an external video hosted on platforms like YouTube, Vimeo, or your website. This method is widely supported across email clients and is often the easiest option. Be sure to create an engaging thumbnail image that makes the recipient want to click, otherwise, the video could be passed over. 
   2. Direct embed: If your email platform supports direct embedding, you can embed the video directly into the email, allowing recipients to watch it without leaving their inbox. Keep in mind that this approach can lead to slower load times and may not work with all email clients.
4. Optimize for mobile: Most emails are opened on mobile devices, so ensure your video and email design are responsive. Use formats like MP4 for videos and keep file sizes as small as possible to prevent slow loading times.

Personalizing Video Emails Using Software

Personalization is key to increasing engagement and driving conversions, and video emails take personalization to the next level. By tailoring video content to each recipient, you can deliver messages that feel relevant and personal, increasing the likelihood of interaction.

Video platforms like SundaySky enable you to create personalized video experiences at scale. These platforms use customer data to dynamically adjust elements of the video, such as the recipient’s name, location, or purchase history, creating a unique experience for each viewer.

Common Use Cases for Personalized Video Emails

Customer onboarding: Welcome new customers with personalized onboarding videos that explain your product or service. A video that speaks directly to them and guides them through the first steps will leave a lasting impression.

Account-based marketing (ABM): For businesses focused on ABM, personalized ABM video emails can help reach key decision-makers. Videos that address specific pain points and offer tailored solutions can significantly increase the chances of securing a meeting or closing a deal.

Service and support: Video emails are excellent for responding to customer inquiries. Instead of sending a long, text-heavy response, a personalized video guide can walk the customer through troubleshooting steps.

Loyalty and rewards programs: Strengthen customer loyalty by sending personalized video emails that showcase their rewards or exclusive offers, making them feel valued and appreciated.

These examples only scratch the surface of what personalized video email can achieve. Explore all the personalized video solutions offered by SundaySky to discover how they can meet your unique needs.

Scaling Video Email Campaigns Effectively

Scaling video email campaigns can be challenging, but with the right strategies, it’s possible to create personalized experiences for a large audience without sacrificing quality or relevance. One effective approach is to use automation tools, such as SundaySky, which streamline the process by automating video creation and pulling in personalized elements based on customer data. By leveraging templates, you can quickly create consistent videos that work across multiple campaigns. 

Another key strategy is audience segmentation. By segmenting your audience based on behavior, interests, or demographics, you can deliver tailored videos to each group without the need to create entirely new content for every segment. 

Additionally, workflows and triggers play a crucial role in scaling video emails. Setting up workflows allows you to send targeted video emails based on customer actions, such as sending an onboarding video when a new user signs up or a thank you video after a purchase. This ensures that your video emails are not only personalized but also timely and relevant, even as your audience grows.

Best Practices for Video Email Marketing Success

To make the most of your video email campaigns, it’s essential to follow best practices. These tips will help ensure your campaigns are effective and engaging.

Keep Videos Short – Videos under two minutes tend to perform best. If your message is longer, consider splitting it into multiple shorter segments. For promotional emails, aim for 30-60 seconds; for tutorials or onboarding videos, 90 seconds is a good benchmark.

Compelling Subject Lines and Preview Text – Your subject line and preview text should entice recipients to open the email. Include “video” in the subject line to increase open rates (e.g., “Watch Now: 60-Second Guide to Boost Your Sales”).

Optimize for Mobile – Ensure that your email and video load quickly and are easily viewable on mobile devices. Use responsive design for the email and stick to widely supported video formats like MP4.

Track Key Metrics – Keep an eye on open rates, click-through rates, video watch times, and engagement metrics. This will help you gauge what’s working and allow for continuous optimization. 

Brand Consistency – Ensure that your videos stay on-brand. Use consistent colors, fonts, and messaging to align with your overall brand identity and ensure a professional look.

Conclusion

Video email marketing offers immense potential to enhance engagement, improve customer relationships, and drive conversions. By mastering the art of personalizing and scaling video emails, you can craft powerful email campaigns that deliver real results.

Remember to follow best practices such as keeping videos short, optimizing for mobile, and leveraging personalization software with tools like SundaySky. By tracking key metrics and continuously improving your approach, you’ll be well on your way to creating successful video email campaigns.

Ready to start sending video emails? Download The 10 Commandments of Video eBook to begin creating video emails that elevate your engagement and drive growth.