There is no doubt that video effectively communicates a brand’s story and has the potential to draw in a big audience. But putting videos in your emails can be a total pain. Issues such as differences in operating systems and email clients–few of which support the necessary HTML5 tag–prevents seamless integration and video display which can result in a fallback image, or in some cases–a black static image.

What if it could be nicely embedded, optimally formatted and ready to autoplay in your next email marketing campaign? There is, in fact, a platform that enables easy-to-use, mobile-friendly, with 100% compatibility with SendGrid. Viwom is a video solution that automatically generates more than 20 different formats and resolutions. Once the user opens the email, the system detects, in real-time, the optimal format to stream and autoplay, depending on the type of device, operating systems, and email client. See how Viwom works with SendGrid.

If video playback is not possible, recipients receive a clickable high-quality preview in a GIF format. In very few cases, they will see a clickable static play icon. Statistics from Viwom show around 62 percent of email recipients will actually be able to watch the video with sound within their email client!

Why integrating video into your emails is important

Email is used by 2.5 billion email users worldwide. That’s three times the amount of Facebook and Twitter users combined, so it presents an immense opportunity for marketers to generate traffic and acquire customer data. In fact, 41% percent of marketers use their email marketing performance data as the top source for analytics data.

And how does video fit in as part of the online journey of a user? It is the most popular form of online content right now and 90% of users say that product videos impact their decision-making processIt comes down to preferences as well–four times as many users prefer to watch a video about a product than read about it, while at the same time 51.9 percent of marketing professionals cite video as the type of content with the best return on investment.

Naturally, integration of videos in brand’s content and email marketing strategies has risen, and resulted in respective growth of consumer engagement with these brands.

HubSpot cites that including videos in email results in 200 to 300 percent increase in click-through rate, so it’s worth investing time and creative resources into an engaging video email campaign.

For those who sign up for Viwom, subscription plans are such that cost is per impression, and GIFs and images are not counted towards that! There is also added ability for subscribers to share the video on their social media profiles, or to add a dynamic CTA to your website, or blog for example. These features to all help automate, design, and track bespoke campaigns while delivering seamless email video playback.

Raquel Almazán, a guest blogger for SendGrid, has an educational background in audiovisual communication, advertising, public relations, and digital marketing. She has a wide range of work experience in the sport, tourism and food sectors and is currently developing her professional career as the CMO at Viwomail where she is innovating how to market their new technology all around the world.