To maximize clicks and engagement with video content in email newsletters, using a visually appealing and clickable image is crucial due to inconsistent support for direct video embedding. The current best practice involves incorporating an animated GIF featuring a ‘play’ button icon on top. This short, looping GIF should capture an exciting moment from the video, attracting the reader’s attention and signaling that the content is clickable.
If using an animated GIF is not feasible, a high-quality static image thumbnail with a clear play button icon overlay can be an effective alternative. It’s essential to select a visually striking thumbnail that accurately represents the video’s content.
Opting for an image-based approach over direct video embedding is necessary because many email clients do not consistently support playable videos, leading to a broken experience for recipients. Linking the image directly to the video on its hosting platform, such as YouTube or Vimeo, ensures a seamless viewing experience for users, especially on mobile devices.
Moreover, accompany the visual element with concise and compelling copy that sparks curiosity and includes a clear call-to-action button prompting users to “Watch the Full Video Now.”
In conclusion, for optimal click-through rates, utilize an optimized animated GIF with a play button icon, link the image directly to the video, and complement it with engaging copy and a clear call to action. This approach is reliable, visually appealing, and highly effective in driving subscribers to engage with your video content.