Video + email: These 5 brands nailed it

McKenzie Gregory


Like Jim and Pam, a fresh lime dropped in an ice-cold Corona, or Jaden Smith and Twitter, video + email is a match made in (marketing) heaven.

According to LiveClicker, marketers that include video in their emails see a 55% increase in clickthrough rates. And using the word “video” in a subject line lifts open rates by 10%, click rates by 65%, and reduces unsubscribes by 26% (Syndacast). 

But here’s the problem: Just because you know that video works doesn’t mean you know how to make it work for you. So for those in need of inspiration, here are 5 stellar examples of different ways brands have used video in their email marketing. If you think one of these ideas might work, give it a shot! It could end up being exactly what you need to get your click rates soaring.



1. Nashville Predators

For a group like the Nashville Predators (our local hockey team and, coincidentally, an Emma customer), it’s always a good idea to send a little something special to your diehard following of loyal fans. So this past year, the team sent out a festive video where players wished subscribers “Happy Holidays” – a simple tactic that showed gratitude on their behalf and added a personal touch to their email program. Emails like this are a nice way to surprise and delight your subscribers, build loyalty, and take a break from more sales-focused messages.




2. Base London

This is a perfect example of the practical applications of video for retail brands. Oftentimes your subscribers don’t just want to see a static image of your products – they want to feel as if they’re actually in your physical store, looking at your products and getting a real sense of their quality and craftsmanship. So in this mailing, Base London included short videos that displayed each of their boots, allowing recipients to get a true feel for their products and helping drive traffic back to their website.




3. Refinery29

Lifestyle brand Refinery29 sends out a daily digest of beauty advice, fashion inspiration, celebrity gossip and more to their email list. Since the mailing is generally chock-full of blog content, one of the ways they mix things up is by throwing in video. It’s a great way to add variety to their content; plus, the video really pops when offset in gray next to the tiles of written content.




4. Adore Me

Lingerie brand Adore Me kills it with their email marketing in general, but they’re also particularly amazing at sending out a variety of content that’s separate from (but supportive of) their retail sales-focused efforts. This email featured popular Youtube star Loey Lane's best holiday gift-giving tips, and it hit all the right notes: the use of video in email, brand advocacy, and super engaging, relevant content.




5. Football Cares

Nonprofit marketing is all about storytelling, and video provides an incredibly useful medium to help tell those stories. In this email, Football Cares leveraged a video starring soccer all-stars like Francesco Totti to help raise awareness for their cause and compel individuals to support refugees in need.



(Pro tip: We don’t recommend actually embedding a video in the email itself. All of these brands simply took a still from the video, added the little "play" arrow icon we're familiar with, and linked out to the landing page where the video is hosted. Here’s how you can do it automatically using our drag & drop content editor.)


About the Author

McKenzie Gregory

McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.

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