How to Create High-Performing Video Content for Email Campaigns

In an era dominated by digital overload, standing out in the average inbox has become a significant challenge. As email continues to be a cornerstone of direct communication for organisations, it is increasingly important to craft campaigns that not only inform, but captivate. Video content is proving to be one of the most compelling tools in this evolution—bridging the gap between attention and action.

When embedded effectively within email campaigns, video can enhance engagement, improve message retention, and drive measurable performance. However, simply inserting a video does not guarantee results. Creating high-performing video content requires clarity of purpose, technical finesse, and strategic alignment across channels.

The Strategic Role of Video in Email Marketing

Video adds a visual and emotional dimension to communication that static content cannot match. It allows marketers to convey complex ideas quickly, evoke brand identity, and encourage action in a way that is both personal and scalable.

The format is especially well suited to today’s mobile-first behaviour, where users skim rather than read and prefer content that can be consumed passively. In the context of email marketing, video becomes a tool that compresses value into seconds, guiding recipients toward the next step in their journey.

Rather than being an accessory, video is best viewed as a strategic asset—one that is deeply integrated into the marketing ecosystem and reflective of broader campaign objectives.

Planning Content With Purpose

Effective video content starts with intentional planning. It is critical to establish the objective of the video before beginning the creative process. Whether the aim is to introduce a concept, demonstrate a product, or reaffirm brand values, clarity on purpose informs everything from scripting to visual tone.

Different stages of the customer lifecycle may require different types of content. Introductory campaigns benefit from concise, awareness-building narratives, while nurture campaigns might require more educational or explanatory formats. Consideration must also be given to the call to action. Every video should have a clear, relevant next step for the viewer, aligned with their stage in the buying process.

According to research from McKinsey, content that is personalised and targeted is significantly more likely to influence decision-making. Applying this principle to video content ensures it is not only engaging, but also contextually appropriate and conversion-focused.

Structuring Video for Email Performance

Audience behaviour in email environments tends to be fast-paced and highly selective. Attention must be captured immediately, ideally within the first few seconds of playback. This requires front-loading value, avoiding elaborate introductions, and making visual content self-explanatory.

An effective structure might begin with a strong visual cue or headline, followed by key information supported by relevant motion graphics or voice-over. The video should be edited with the understanding that many viewers will watch without sound, particularly on mobile devices. Subtitles and strong visual storytelling are essential in these scenarios.

As a general guideline, keeping videos under one minute supports higher completion rates in email. However, length should ultimately be dictated by content relevance rather than arbitrary benchmarks. If a longer format is necessary to communicate value, it must be justified by content quality and narrative pacing.

Design and Delivery: Ensuring Compatibility and Accessibility

Despite the growing adoption of rich media in email clients, full video playback is not supported universally across platforms. To ensure reliable delivery, best practice is to use a static image or animated GIF that links to the full video on a dedicated landing page, microsite, or video platform.

Thumbnail design plays a vital role in driving engagement. It should visually reflect the content of the video, include a recognisable play icon, and be optimised for mobile responsiveness. Avoiding excessive file sizes is important to maintain fast loading speeds and avoid clipping in the inbox preview.

Accessibility is another key consideration. Videos should include captions, transcripts, and accessible alt text for thumbnails. These features support not only viewers with hearing or visual impairments, but also users in sound-off environments or low-bandwidth conditions. As highlighted by research published in the Harvard Business Review, organisations that prioritise inclusivity and accessibility tend to perform better across a wide range of customer engagement metrics.

Integrating Video Into the Broader Campaign Ecosystem

Video should not exist in isolation. High-performing content is integrated with the broader campaign strategy—ensuring consistency in message, tone, and branding. This alignment enables cohesive storytelling across channels and reinforces key messaging through repetition and reinforcement.

The landing page or platform hosting the video should be consistent with the email’s design and intent. Whether the goal is to capture a lead, book a demo, or encourage further reading, the surrounding content must guide the user through the intended funnel.

Incorporating A/B testing is highly valuable at this stage. Subject lines, thumbnail designs, and video lengths can all be tested to determine what performs best within different segments. Over time, these insights inform more refined and effective strategies.

Measuring Performance and Refining Content

One of the primary advantages of video in digital marketing is its measurability. Marketers can track play rates, engagement drop-off points, click-throughs, and post-click behaviours to understand how users are interacting with content.

This data can be used to refine future video content, adapt messaging, and allocate resources more effectively. For example, if a significant portion of viewers drop off before the halfway mark, the content structure may need to be revised. If click-through rates are low, the call to action or placement might be reconsidered.

Analytical feedback forms the basis of a closed-loop content strategy—one that is constantly learning, adapting, and optimising. Over time, this approach builds a library of content that is not only high-performing but also backed by evidence and customer insight.

Conclusion

Video content in email marketing is not a passing trend—it is a response to the way audiences consume, process, and act on information. Done well, it enhances message delivery, improves engagement, and supports meaningful business outcomes.

Creating high-performing video content requires a clear understanding of objectives, thoughtful design for email delivery, and an integrated strategy that supports personalisation and accessibility. It is not merely a visual asset, but a strategic function that, when executed with precision, can elevate an entire marketing program.

As email continues to evolve as a channel, so too must the content strategies that power it. In this context, video offers a dynamic and measurable pathway to stronger engagement and more resonant communication.