Video embed: A how-to guide for emails

To embed a video in an email, use a click-to-play image that links to the video. This is the most reliable method, works across every email client, and consistently outperforms static images in click-through rate.

Videos are a powerful medium

91 percent of businesses now use video as a marketing tool, according to Wyzowl's 2025 State of Video Marketing report. And the performance advantage of video in email is significant: emails with video thumbnails see a 34 percent higher click-through rate than emails without, and including the word "video" in the subject line lifts open rates by an average of 19 percent.

74 percent of marketers say including video in emails increases overall campaign performance. Among users who opened a video email, 49 percent interacted with the video, while only 21 percent engaged with the surrounding text. And users are 2.6 times more likely to forward an email with video content to a colleague.

With that momentum behind video, it makes sense to get the most out of every video your business creates, not only sharing it on social media but through one of the most direct online marketing channels available: email.

But it is easy to stumble when adding video to email. The way most people expect video to work in email (a playable player embedded directly in the message) does not work for the majority of recipients. Here is what you need to know.

Understand the limits of video embedding in email

The most important thing to understand before adding video to any email is that true in-email video playback is not universally supported. Gmail and most Outlook environments, which together account for roughly 34 percent of email opens globally according to Litmus 2026 data, do not support embedded HTML5 video at all. YouTube videos require JavaScript, which is blocked by every email client. And attaching a video file directly to an email is never recommended: the file will be too large, trigger spam filters, and cannot be played inside the email anyway.

The practical consequence: if you embed an HTML5 video directly and a recipient opens your email in Gmail or Outlook, they will see either a broken image or a static fallback, not a video. Given that Apple Mail leads email opens at approximately 51 percent globally, with Gmail at 27 percent and Outlook at 7 percent, your strategy has to account for all three.

There are two workable options: embed using HTML5 with a fallback (limited but possible), or use a linked click-to-play image (recommended and universally supported). Both are covered below.

Option 1: Embedding the video with HTML5

HTML5 video embedding in email is possible, but only works in a small subset of email clients. The code uses the <video> tag with a poster attribute that displays a fallback image for clients that cannot play the video. When it works, the video plays inline. When it does not, the recipient sees the fallback image instead.

Sample HTML5 code

You can use the following example HTML5 code:

The poster attribute defines the fallback image shown before playback and in clients that do not support the video tag. This code must be edited and tested thoroughly before any deployment. Use MP4 with H.264 encoding, which provides the best compatibility among clients that do support HTML5 video.

Here is a working example of HTML5 coding to embed a video in an email on CodePen.

Email clients that support HTML5 video in 2026

Support for HTML5 video in email remains limited and inconsistent. The clients that currently offer some level of HTML5 video playback include:

• Apple Mail (macOS) on versions prior to 2025 updates
• Outlook for Mac (some versions)
• Thunderbird (desktop)
• Samsung Mail (native client)

Email clients that do not support HTML5 video

These clients will show your fallback image instead of playing the video:

• Gmail (webmail, Android app, iOS app)
• Outlook (Windows versions 2016 and later, Outlook.com, Android, iOS)
• Yahoo Mail (webmail, Android, iOS)
• AOL Mail
• Windows Mail / New Outlook app

Gmail and Outlook (Windows) alone account for the majority of B2B email opens. For most senders, HTML5 video embedding means delivering the fallback image to the large majority of your list while only the minority sees the actual video. That tradeoff, combined with the spam flagging risk from large MIME attachments and the inconsistent rendering in clients that nominally support it, is why the linked image approach below is the recommended method for almost every use case.

Option 2: Linking to the video with a click-to-play image (recommended)

The universally recommended approach is to embed a static or animated image with a play button superimposed on it. The image looks like a video player. When the recipient clicks it, their browser opens and the video plays at the hosted URL. This works identically in every email client without exception.

Emails featuring a play button overlay see 14.5 percent higher click-throughs than those without one. The visual cue of a play button is immediately understood and creates a stronger pull toward clicking than a static image or text link. You can see real-world examples of this approach at ReallyGoodEmails.com.

Steps to create a click-to-play image

1. Create a video thumbnail image. Take a high-quality screenshot from the video itself, or design a branded graphic. The thumbnail should clearly communicate what the video is about and make the viewer want to watch it. Avoid misleading imagery or clickbait framing. Include the play button overlay directly in the image.
2. Publicly host the video. Upload the video to a hosting platform such as YouTube, Vimeo, Loom, Vidyard, or your own website. Avoid hosting on platforms that require login to view, as this creates friction.
3. Embed the thumbnail image in your email and link it directly to the hosted video URL. Use a direct link to the video itself, not to a profile page or channel page where the recipient would need to hunt for it.

Download the DailyStory click-to-play overlay

You can download the Adobe Photoshop click-to-play overlay that DailyStory uses. Place this layer over any video thumbnail to create a professional, consistent play button graphic that works across all email clients.

Consider animating the thumbnail

The click-to-play image does not have to be static. Using an animated GIF as the thumbnail, showing a short clip of the video in motion, gives recipients a preview of what they will see when they click. This increases engagement further: emails with autoplay GIF previews averaged a CTR of 9.7 percent, compared to 4.3 percent for plain-text video links.

Animated thumbnails work well in Apple Mail, Gmail, and most modern clients. Keep GIF files under 500KB, and ideally under 200KB, to avoid slow loading times on mobile connections. Some older Outlook versions will only display the first frame of a GIF, so make sure that first frame contains the play button and a recognizable image.

Use image formats supported by all clients

Keep in mind that while a majority of email clients support embedded GIFs, some older Outlook versions (2007, 2010, 2013) do not animate them and will only show the first frame. If your list contains significant Outlook usage, ensure the first frame contains your key message and call to action. For static PNG or JPEG thumbnails, the target file size is 100KB or less. Animated GIFs should stay under 500KB.

Link directly to the video

Always link to the video itself, not to a landing page, channel page, or website where the video is buried. The click-to-play image creates an expectation: the user clicked to watch something. If they arrive on a page where they need to find and start the video themselves, many will leave before watching. Direct links deliver on that expectation immediately.

If you are hosting the video on your own website, this is an excellent opportunity to bring email recipients into your full web experience and build video SEO value through properly indexed, hosted content. For broader guidance on email design best practices that maximize click-through, see our complete guide.

Optimize your subject line

Including the word "video" in your email subject line is one of the easiest wins available. Research consistently shows this single word increases open rates by 19 percent on average. Pair it with your preheader text to reinforce the video content before the email is even opened. For full subject line guidance, see our article on A/B testing email subject lines.

DailyStory email includes automated video embeds

DailyStory offers easy, plug-and-play video email embeds for YouTube, Vimeo, Loom, and Vidyard videos.

Simply drag and drop a video widget onto your email and enter the video URL. DailyStory automatically creates an image with a play button that is linked to your video, following the click-to-play best practice without requiring any manual image creation or HTML work. The resulting email renders correctly in every email client.

No matter what method you use, incorporating video into your email campaigns is one of the highest-impact improvements available. The engagement data is compelling and the implementation, especially with DailyStory, is straightforward. Do not leave that click-through rate lift on the table.

Frequently asked questions