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![]() Wave Email Client Mac OS XBut can you actually put video in email? And should you? It depends. After all, video seems like a great way to up the subscriber experience. Enterprise Plan Boost collaboration and drive results“Can we put video in email?” This question has come up a lot over the years, and we still hear it from time to time. The pros & cons: Do emails with video work?The first question I always ask is, “Why do you want to have a video?” Most marketers agree that video is powerful. So let’s dive into the pros and cons, how to fake it, how to actually embed a real video in your email, and some examples you can take inspiration from. Email has so many things to consider that every question raises more questions. You can decrease your unsubscribe rates with video by as much as 26%. Click-through rates increased almost 41% when Wistia included a video thumbnail in their email. Including the word “video” in your subject line can increase open rates up to 19%. And even just the idea of video is powerful: Share this on Twitter Increase engagementPeople want to watch videos, which gives video power. Yet, less than 17% of our State of Email respondents said they used an interactive element in their emails. Other tests showed a significantly smaller increase over the non-video email.Don’t just add a video for adding a video’s sake. And does that format make sense for your message?Wistia’s test spanned several emails, and their 40.83% increase in click-through rate was only for one of their emails. But you’ve got to make sure the video content you’re sending is content your subscribers are interested in. Show how your products or services workWhat’s the goal of your email? If you just want to increase engagement, video may help you. The best support for video in email is on iOS, Apple Mail, Samsung Mail, and Thunderbird.We tested it in Outlook for Mac with varying results: Here’s what email client support currently looks like:As you can see, that’s a lot of places where video is not supported. Consider email client supportUnfortunately, support for embedded video is limited. And make sure your audience can even play your video in their emails. You can put instructions in the poster image—the image you create for your subscribers to see while the video is loading. In the desktop Outlook client with Office365 on Mac, the fallback appeared.We don’t currently have a way to target Outlook for Mac, but you can do one of two things. This isn’t intuitive and may cause friction for your subscribers. Sonicwall client for macSo to have your video play, subscribers would have to right click and then hit play. And if for some reason, your video is one that’s supported, the experience is very clunky as they don’t support the controls or autoplay. But before you get excited, it’s very limited support as they only support emails from very specific URLs as Rémi Parmentier discovered. But I don’t recommend that last one because it’s intrusive and can be a jarring experience, especially for those with their volume on high.Outlook.com recently started supporting video in email. YouTube or another video hosting platform will not work. Keep your subscribers engaged by keeping your file sizes low.You also need to keep in mind where you’re hosting the video. Larger file sizes take longer to load and require more from your subscribers’ data plans. File size and where it’s hosted are major factors that’ll determine if the video will even play within your emails.For your video in email, we recommend no more than a 1MB file size due to extended load times hindering your subscriber’s experience. How to embed video in emailSo you’ve got your video, you’ve thought about all the limitations of embedding a video in email, and you’ve decided to go for it. Or create a faux video using an animated GIF or animated CSS that looks like it’s playing when subscribers hover over the thumbnail image.See more pros and cons of video in email before you make the decision to either embed a real video to your email or fake it. Because of these restrictions…We recommend using an embedded video more as a progressive enhancement and only if you have a video with a small enough file size.Otherwise, use a static thumbnail of the video with a play button over it. To embed or not to embed?Limited email client support and video file constraints are just some of the complications of video in email. But, you can also work with third party video-in-email companies to host and embed a video if you want to track video engagement. This may cause issues if you’re looking to track video views. Best practice is to use a still image from your video and place a play arrow over it so people know it’s a video. Create and upload your video’s poster imageA poster image is the image people will be shown as your video is downloading. You’ll need this for the HTML video tag’s src attribute. Then, upload it and grab the video file’s URL. Create and upload your video fileCreate your video and optimize the file size so it stays under 1MB. Best free dvd creator for mac 2017The width and height attributes: Specify how tall and wide your video should be displayed. The poster attribute: This is the image that will be shown as the video is downloading. The src attribute: Put in the URL of the video file you’re embedding. Set up your HTML video tagThe important attributes to include in the HTML video tag are: Make sure they work as they should—fallbacks and all—with Litmus Email Previews. This can be text or an image, but in either case, we recommend linking to your video so your subscribers can still get the video experience.Here’s an example of what the HTML video tag looks like:Video in email can quickly go from “wow” to “huh?” if they’re not done right. Not all email clients support this, but it’s nice to include for the ones that do.The content between the video tags is what will be displayed if the video tag isn’t supported. They used a thumbnail fallback for non-supported clients. A great way to make a visual impact and actually show the power of video in email. Every time.Video in email examples (the good and the bad)Need some inspiration for using video in email? Wistia’s meta video in email announcementWistia used an embedded video in their email announcing that you could add video in your email. And send on-brand, error-free emails. The subject line said “video” (+1 point)—and then you open it up and the image doesn’t have a play button (-1 point), the images don’t link to anything (-1 point), there’s no call-to-action button to watch the video (-1 point), and the link to the video is not an accessible color (-1 million points). See this email in action How not to do video in emailThis email below showed up in my inbox (I blocked out any identifying information or imagery). See this email in action Litmus emphasizes a messageWe used a faux video in our recent Leading FWD newsletter to draw attention to the video link even more. They use the thumbnail that links directly to your Netflix account so you can start watching right away. So when they do, it stands out.
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