Email is like a digital Swiss Army knife. Sure, the actual tool has what you expect: knives that stay sharp for years. But the add-on tools, like a bottle opener, screwdriver and tweezers, help you survive everything from a battlefield to a picnic. (Thanks, corkscrew!) Email also does just what you expect: It sends important messages to your subscribers and customers. When you plug in an amazing collection of tools, you extend email’s utility and reach way beyond the inbox, creating cross-channel experiences and bringing scattered audiences together. 

You don’t need to reinvent the wheel. Below are six ways email can add power, connection, utility, discovery, information and value. These cross-channel experiences giving recipients more reasons to open (and reopen) your emails and buy from you instead of a competitor.

1. Add the people’s voice 

Bring in fresh content and outside voices from your social channels to give your emails added impact and inject the human touch that makes a standard campaign email more like a conversation than a sales pitch.

Besides boosting your email messages, your social channels get exposed to a new audience and the repurposed content gets a second life in email. Win-win for everybody.

2. Offer event reminders

Everybody needs a little nudge, whether it’s to show up at a major real-world game, concert or store opening or to head online to a virtual event. You can’t rely on your customers to keep opening your email to find out when and where they have to be.

An add-to-calendar function is perfect for cross-channel experiences. With just a tap or click, your customers can add your event to their calendar apps. Then, just before “go” time, they’ll get a calendar or email reminder about your event. Smooth!

3. Tap to text

People used to say that SMS and text would kill email. Turns out they link up beautifully on messages that are more effective delivered via text. A tap-to-text function lets customers reading your email on a mobile device tap a link, which automatically populates a text message with offers or other content.

Your desk-bound customers aren’t left out, either. A tap-to-text function should include device detection, which can deliver a message with instructions for joining the text program to readers on desktop or laptop browsers.

4. Create audio experiences

Email delivers more brand-building value when it can keep recipients in the message as long as possible while also giving them something to do while they’re there. Create a custom branded Spotify music playlist to promote an event and embed the live feed in your email. 

Bonus: Allow your subscribers to share your playlist with friends to gain viral exposure to untapped audiences.

5. Ask for opinions

Everybody has one (or many). Knowing what’s on your customers’ minds these days can help you tap into the zeitgeist and shape your content and message focus. You can do this two ways:

6. Show a video

It worked for your exhausted high-school teachers, and it works in today’s red-hot video climate. Adding video to email raises response and conversion rates, and new technology and email standards mean more subscribers will be able to see the video instead of a static image.

Retailers, see what you can do

Download our retail playbook for step-by-step suggestions on how you can deliver hyper-relevance, capitalize on the multichannel experience and then surprise and delight your subscribers and customers with cross-channel experiences that bring them back to your message again and again. 

Video content has become a ubiquitous part of the digital marketing landscape. It permeates our social feeds, enlivens our websites, delivers our advertisements, supports our experiences, and captivates our customers. But there’s one crucial digital channel that has resisted marketers’ best efforts to integrate video: email.

Can you embed a video in an email for your marketing campaigns? Lack of innovation in the email marketing space and technical limitations imposed by laggard email clients have generally prevented the streamlined ability to play video in email—at least until recently. Fortunately, new technology is finally opening up the doors for clever marketers to deliver real video right to their subscriber’s inboxes.

Why Marketers Want to Play Video in Email

Why should marketers be chomping at the bit at the opportunity to join video and email? Because it’s the perfect marriage of marketing’s greatest results-driver and engagement engine!

Out of all the established and emerging channels available, email continues to provide the best consistent ROI. It delivers an impressive $38 for every dollar invested. And marketers report email as by far their biggest driver of return on investment, according to email marketing research by Campaign Monitor.

play video in email

Email isn’t just a huge driver of upfront revenue; it’s also one of the best ways to cultivate long-term relationships, build loyalty, and gather invaluable data for use in other campaigns.

And best of all, it’s one of the most universally-used forms of digital communication: the number of email users worldwide is just shy of 4 billion people. That’s a lot of potential customers!

Video also brings some unique and powerful advantages to the table for marketers.

87% of consumers said they want to see more video from brands this year. Viewers retain about 95% of a message received via video, vs just 10% via just text. And when it comes to learning about new products and features, video is by far the preferred method:

can you embed a video in email?

Long story short: your audience wants video, and email is the perfect way to get it to them.

Keeping Your Audience Captivated

Marketers have developed a lot of ‘tricks’ over the years to deal with the difficulties of playing video in email for their subscribers.

There’s the classic ‘put a play button over a thumbnail image’ move, and the more modern ‘insert a moving image that teases the video’ strategy. Typically those features would link to an app or web page where the video can be played in full. These methods have their merit—but they come with a cost, too.

The problem with this approach to video is that it sends your audience away from your email, right after you put in all that work to craft the perfect subject line and design an amazing experience! And once they click away to view the video, you risk losing them to audience attrition and the multitude of distractions available online.

When possible, it’s often better to keep openers them within the controlled environment of your email, where you determine what content is available and the user’s next course of action should be. That’s part of what makes the ability to play video in email so valuable!

Leaping Marketers’ Highest Hurdle

There’s demand to get video in email from brands and customers alike. So what’s the holdup? Can you embed video in email, or not?

In most cases, it’s the email client—the app, software, or site people to send and receive their emails. Here’s the list of the most popular email clients as of February 2019, courtesy of emailclientmarketshare.com.

can you embed a video in email?

Though some of them support video, others simply will not render this content for various reasons. Traditionally this has resulted in a poor user experience and an ugly or broken email when video was inserted, deterring marketers from using video at any meaningful scale.

Fortunately this is changing. Through a combination of creativity and innovative technology, email marketers can finally include compelling, captivating video streams to entertain, inform, and persuade their mailing lists.

Getting around this obstacle required a simple, but elegant, solution. It involves formatting the email in such a way that it responds to the real-time context of the open: in this case, which client was used to open the email.

Design your emails so that they display the fully embedded video when they’re opened by clients that support video, or stand-in content like an animated gif or static thumbnail when viewed in clients that don’t.

Of course, just because something is simple doesn’t mean it’s easy. This configuration requires advanced technical skills, backend support, and coding expertise.

The good news is that you don’t have to figure it out yourself; smart marketers can quickly adapt scalable video-in-email capabilities with an out-of-the-box solution that requires minimal resources. Want to learn more? Schedule a demo today and see how it works!