Video can add an exciting dimension to email by engaging readers and holding their attention for longer than a single image can.

Videos also can help educate readers by “showing” versus “telling” them why or how to do something. Rather than make readers digest blocks of text on how to perform a step-by-step task, why not use a short tutorial video clip that is easily accessed and viewed with one click of the mouse? The video give a hands-on demonstration of how to accomplish the task and it saves your email from being inundated with heavy, technical text — a true win-win!

Including video in email communication can have its pitfalls, however. Email marketers must be careful not to let video clips hinder the deliverability of their emails. Video files are large and should never be sent as attachments. Organizations must also be aware of particular email clients that may block embedded video files. There are ways to avoid these obstacles to successfully integrate video into email.

The best advice? Consult an email marketing expert who understands the intricacies of web-based video and how to seamlessly incorporate video into your email communication.