Best Formats for Video Ads in eCommerce Email Campaigns

When crafting an eCommerce email, you want it to be as appealing and functional as possible so that the customer spends more time engaging with your content. Video ads can play a significant role in grabbing attention and driving conversions, but choosing the right format is crucial for making them effective.



Consider a hypothetical situation where an email includes a video ad that struggles to load. Instead of waiting, the potential customer quickly exits the email, and the opportunity is lost. According to Campaign Monitor, emails with videos can boost click rates by 65%, making the proper format essential for successful eCommerce email marketing.



In this guide, we’ll discuss the best formats for video ads in eCommerce email campaigns and how to optimize them for maximum impact.

Why Video Ads Are Important in eCommerce Email Marketing



1. Increases Engagement

Adding video ads to emails can significantly increase engagement. Videos capture attention faster than text or static images, keeping viewers interested in the content. When used properly in eCommerce email marketing, videos can convey more information in a shorter time and create a more immersive experience for the recipient.



2. Enhances Conversion Rates

Video ads can help turn potential customers into paying customers by clearly demonstrating a product's features, benefits, or unique selling points. The visual appeal and interactive nature of videos can make the buying decision easier, ultimately improving conversion rates.



3. Improves Email Performance

Emails that incorporate videos typically show better performance metrics, such as open rates, click-through rates, and time spent on the email. As a result, the use of video ads in eCommerce email marketing can help brands get more value from their email campaigns.



The Best Formats for Video Ads in eCommerce Email Campaigns



1. GIFs (Graphics Interchange Format)

GIFs are a popular format for video ads because they are easy to integrate into emails and offer motion without requiring a lot of data. They can showcase quick product highlights or display a sequence of images that illustrate a feature. One of the main advantages of GIFs is that they are widely supported by email clients and load quickly, minimizing the risk of playback issues.



For example, a clothing brand could use a GIF in an email to show a new dress from various angles or demonstrate multiple color options. However, it’s important to note that while GIFs can add movement to an email, they don’t offer audio, which limits their storytelling potential. To make GIFs effective, keep them short (under 5 seconds) and use them to emphasize a specific aspect of the product.



2. Embedded Videos

Embedding videos directly into an email can offer a more immersive experience than other formats. These videos can provide sound, motion, and longer playtime, making them ideal for detailed product demonstrations or storytelling. However, embedded videos are not supported by all email clients, which could lead to playback issues.



For instance, if an email recipient’s client doesn’t support embedded videos, they may see a broken video link or error message, which can deter engagement. To avoid this, include a fallback option, such as a static image linked to the video on a landing page. This ensures the recipient can still view the video content even if it doesn’t play directly in the email.



3. Video Thumbnails

A video thumbnail is a static image with a play button overlaid, which, when clicked, takes the recipient to an external site where the video can be viewed. This format is effective because it creates the expectation of video content while ensuring that playback occurs smoothly outside the email.



Video thumbnails are ideal for longer videos, like product reviews or detailed demonstrations, that may not be suitable for direct embedding due to size or email client compatibility issues. A cosmetics brand, for example, could use a thumbnail to link to a makeup tutorial hosted on its website or social media page.



4. Cinemagraphs

Cinemagraphs are hybrid images that combine still photos with subtle, looping video elements. They are more eye-catching than static images but lighter than full videos, making them a great option for email. This format works well for conveying a sense of motion without overwhelming the viewer.



For example, an outdoor gear retailer could use a cinemagraph of a campfire, where the fire is the only animated part of the image. It adds a dynamic touch while keeping the email visually appealing and quick to load.

Video Optimization Tips for eCommerce Email Campaigns



1. Optimize Video Length

When using video ads in eCommerce email marketing, it’s important to keep the videos short and to the point. Aim for a video length of 15-30 seconds to capture the viewer’s attention without requiring too much time. For formats like GIFs and cinemagraphs, shorter lengths (5-10 seconds) work best.



2. Use Video Compression

To ensure your video ads load quickly and don’t cause issues with email delivery, use video compression tools to reduce file size. High-quality compression ensures that your videos maintain visual clarity while remaining lightweight.



3. Add Captions or Text Overlays

Since some email clients may not support audio, include captions or text overlays in your video ads. This ensures that your message gets across even if the recipient has the sound turned off or the audio does not play.



4. Include a Call to Action (CTA)

Another video optimization technique is to make sure your video ads include a clear call to action, such as "Shop Now," "Learn More," or "Watch the Full Video." This encourages the recipient to take the next step, improving click-through rates and driving traffic to your site.

Creating Effective Video Ads with CapCut Commerce Pro

Producing high-quality video ads doesn’t have to be difficult. CapCut Commerce Pro is a versatile tool designed to help eCommerce businesses create engaging video content that enhances email marketing efforts.



• CapCut Commerce Pro provides customizable video templates and editing features, making it easy to create professional-looking ads that fit any email format.
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• This AI video editor can automate tasks like trimming, adding effects, and optimizing videos for different platforms, ensuring they perform well across email clients.
• CapCut Commerce Pro also offers video compression capabilities to reduce file size without sacrificing quality, enabling quick loading times and better compatibility.
• With features to add captions, text overlays, and animations, this AI video editor helps make your ads accessible and engaging for all recipients.

Choosing the Right Format for Your eCommerce Email Campaign

To maximize the effectiveness of video ads in your email campaigns, it’s essential to choose the right format. GIFs are suitable for showcasing quick highlights, while embedded videos can provide a more immersive experience if compatibility is not an issue. Video thumbnails offer a safe alternative for longer videos, and cinemagraphs can add a dynamic touch without overwhelming the viewer.



With tools like CapCut Commerce Pro, you can create and optimize video ads tailored for various formats, ensuring your eCommerce email marketing stands out. Start experimenting with these formats today to boost engagement and conversion rates in your email campaigns.