How to Improve Email Open Rate Using Video Marketing

20 Apr- 11 min read

In today’s digital age, email has become an essential tool for businesses to connect with potential and existing customers. However, with the increase in the number of emails people receive every day, it has become challenging for businesses to get their emails opened and read. One solution to this problem is utilizing video marketing in email campaigns. Video content is a powerful way to engage your subscribers and increase your email open rates. In this article, we will share some tips on how to improve your email open rate using video marketing.

Understanding Email Open Rates

Before we dive into the benefits of using video in your email campaigns, it’s essential to understand what email open rates are and why they are important.

Email open rates are a critical metric for email marketers as they help determine the effectiveness of email campaigns. The higher the open rate, the more successful the campaign. On the other hand, a low open rate indicates that the email didn’t resonate with the subscribers, and it’s time to re-evaluate the campaign strategy.

What is an Email Open Rate?

An email open rate is the percentage of subscribers who open a specific email campaign. It’s calculated by dividing the number of opened emails by the number of sent emails, excluding bounced emails.

It’s worth noting that email open rates can be affected by various factors, such as the subject line, sender name, and email content. Therefore, it’s essential to optimize these elements to increase the open rate.

Why is Improving Your Email Open Rate Important?

Getting your email opened by subscribers is the first step towards a successful email marketing campaign. A high email open rate means that your email content is compelling and engaging, and it increases the likelihood of converting subscribers into customers.

However, a low email open rate can hurt your email deliverability and sender reputation. Email service providers, such as Gmail and Yahoo, use engagement metrics like open rates to determine whether to deliver your emails to the inbox or spam folder. Therefore, it’s crucial to improve your email open rate to ensure your emails reach your subscribers’ inbox.

One way to improve your email open rate is to segment your email list and send targeted emails to specific groups. By sending relevant content to subscribers, you increase the chances of them opening and engaging with your email.

In conclusion, email open rates are a critical metric for email marketers, and improving them can lead to a successful email marketing campaign. By optimizing your email content and segmenting your email list, you can increase your email open rates and drive more conversions.

The Power of Video Marketing

Video marketing has become a popular marketing strategy for businesses of all sizes. It involves creating and sharing video content across various digital platforms, including email campaigns. Here are some benefits of using video in your marketing strategy:

Benefits of Using Video in Your Marketing Strategy

Video marketing has become an essential tool for businesses to increase their online presence and reach their target audience. Here are some of the benefits of incorporating video into your marketing strategy:

  • Increases engagement: Video content attracts and retains the attention of viewers, making them more likely to engage with your content. By creating engaging videos, you can keep your audience interested and informed about your products or services.
  • Builds trust: Video content allows your brand to showcase its personality and build trust with your audience, ultimately leading to customer loyalty. By providing valuable information and insights through your videos, you can establish your brand as a thought leader in your industry.
  • Expands reach: Video content allows you to appeal to a broader audience, including those who might not be interested in reading text-based content. By creating videos that are informative and entertaining, you can attract viewers who may not have otherwise discovered your brand.
  • Boosts conversions: Video content increases the likelihood of converting viewers into customers, increasing your return on investment (ROI). By showcasing your products or services in action through video, you can give potential customers a better understanding of what you offer and how it can benefit them.

How Video Content Captures Attention

Video content captures attention in ways that text-based content cannot. Video content combines visual and audio stimuli, making it more engaging and memorable. By using video, you can convey messages in a compelling way that is memorable and resonates with your audience. This is particularly important in today’s digital age, where people are constantly bombarded with information and have shorter attention spans.

Furthermore, video content can be easily shared on social media platforms, allowing your brand to reach a wider audience. By creating videos that are informative, entertaining, and shareable, you can increase your brand’s visibility and attract new customers.

In conclusion, video marketing is a powerful tool that can help businesses of all sizes increase their online presence, engage with their audience, and ultimately boost their bottom line. By incorporating video into your marketing strategy, you can take your brand to the next level and stand out in today’s crowded digital landscape.

Integrating Video into Your Email Campaigns

Now that you understand the benefits of using video marketing, the next step is to integrate video into your email campaigns. Video is a powerful tool that can help you connect with your audience, build trust, and increase engagement. However, integrating video into your email campaigns can be challenging, especially if you’re not sure where to start. Here are some tips to help you:

Choosing the Right Type of Video Content

The first step to integrating video into your email campaigns is to decide what type of video content to use. Some popular types of video content include product demos, customer testimonials, brand stories, and animated explainer videos. Your video content should align with your business goals and cater to your audience’s preferences. For instance, if you’re a software company, you might want to create a product demo video that showcases your software’s features and benefits. On the other hand, if you’re a fashion brand, you might want to create a brand story video that highlights your brand’s values and mission.

Embedding Videos vs. Using Thumbnails and Links

When integrating video content into your email campaigns, you have two options: embedding the video directly into the email or using a thumbnail image or link that redirects the viewer to the video content. While embedding videos might have a higher chance of increasing open rates, it can negatively impact your email deliverability rates. So, it’s essential to weigh these options carefully. If you decide to embed the video, make sure to use a video hosting platform like YouTube or Vimeo to avoid any technical issues. If you decide to use a thumbnail image or link, make sure to use an eye-catching image that entices the viewer to click and watch the video.

Crafting an Engaging Subject Line with Video

Your subject line is the first thing your subscribers will see, and it’s crucial to capture their attention and entice them to open the email. Using video-related words such as “watch,” “see,” and “video” can pique their interest and increase open rates. However, make sure not to oversell the video content in the subject line. Your subject line should be clear, concise, and relevant to the video content.

Integrating video into your email campaigns can be a game-changer for your business. It can help you stand out from the competition, increase engagement, and drive conversions. By following these tips, you can create compelling video content that resonates with your audience and takes your email campaigns to the next level.

Optimizing Your Video Content for Email

Nowadays, video content has become an essential part of email marketing campaigns. It’s an effective way to engage subscribers and communicate your brand message. However, just creating a video is not enough. You need to optimize it for email to ensure that it reaches your target audience effectively.

Here are some tips to keep in mind:

Keeping Your Videos Short and Sweet

When it comes to email campaigns, keeping your videos short and to the point is crucial. Aim for videos that are no longer than two minutes. Shorter videos are not only more engaging, but they also appeal to subscribers who might not have the time to watch longer videos. Moreover, shorter videos are more likely to be shared on social media, which can help to increase your brand’s reach.

When creating short videos, it’s essential to focus on the most critical message you want to convey. Keep your video’s message clear and concise, and make sure it aligns with your email campaign’s objective.

Adding Captions and Transcripts

Adding captions and transcripts to your videos makes them more accessible to viewers. This is especially important for individuals who might be hard of hearing or those who watch videos without sound. Captions also help to improve the video’s SEO as search engines can crawl the text and index it.

When adding captions, ensure that they are accurate and synchronized with the video’s audio. You can use online tools like Rev or Kapwing to create captions for your videos.

Transcripts are also essential for viewers who prefer to read the video’s content rather than watch it. Transcripts can also be used as blog posts or social media content, which can help to repurpose your video content.

Mobile-Friendly Video Formats

It’s essential to make sure your video content is mobile-friendly since more than half of emails are opened on mobile devices. Use formats that are compatible with mobile devices, such as MP4 or MOV formats. Avoid using Flash or other formats that are not supported by mobile devices.

When creating videos for mobile devices, ensure that they are optimized for smaller screens. Use larger fonts, high contrast colors, and simple graphics to make the video easy to watch on a small screen.

By following these tips, you can optimize your video content for email and increase its reach and engagement. Remember to keep your videos short and sweet, add captions and transcripts, and use mobile-friendly video formats to ensure that your video content is accessible to all your subscribers.

Measuring the Impact of Video on Your Email Open Rates

As businesses continue to shift their focus to digital marketing, email campaigns have become a popular way to reach customers. However, with the rise of video content, it’s important to measure the impact of video on email open rates.

Video is a powerful medium that can capture the attention of your audience and convey your message in a more engaging way. By incorporating video into your email campaigns, you can increase the likelihood of your emails being opened and read.

Tracking Email Open Rates and Video Engagement Metrics

Tracking your email open rates and video engagement metrics is crucial to understanding how your video content is impacting your email campaigns. Email marketing platforms provide metrics such as open rates, click-through rates, and video engagement rates to track the success of your email campaigns.

By analyzing these metrics, you can gain insights into how your content is performing and identify ways to optimize it in future campaigns. For instance, if you notice that your video engagement rates are low, you may need to adjust your video content to make it more compelling or relevant to your audience.

A/B Testing Your Video Email Campaigns

A/B testing your video email campaigns involves testing different variables to determine the most effective strategy. For example, you may want to test different subject lines, call-to-action buttons, and video placements to see which ones generate the highest open rates and engagement rates.

By experimenting with different variables, you can gain valuable insights into what works best for your audience and adjust your strategy accordingly. This can help you improve your email open rates and ultimately drive more conversions.

Analyzing and Adjusting Your Strategy

Once you have gathered data from your email campaigns, it’s essential to analyze the results and determine how to adjust your strategy to improve your email open rates.

For example, if you notice that your video content is not resonating with your audience, you may need to adjust your messaging or target a different segment of your audience. Alternatively, if you find that certain variables are generating high open rates and engagement rates, you may want to double down on those strategies in future campaigns.

By continuously analyzing and adjusting your strategy, you can optimize your email campaigns and ensure that your video content is having the desired impact on your audience.


In summary, video marketing is a powerful tool that can increase your email open rates and ultimately lead to better customer engagement and increased ROI. By understanding email open rates and the power of video marketing, integrating video content into your email campaigns, and optimizing your video content for email, you can create compelling and engaging video email campaigns that resonate with your audience.

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