Let’s get one thing out of the way.

Yes, I’m biased.

I believe in using every available marketing channel to build an audience — and I happen to like video. A lot. But even allowing for that, the numbers make a compelling case.

Over 90% of businesses now use video as part of their marketing.

That’s not a trend.
That’s a shift.

So if you’re not using video to support your email marketing, it’s worth asking why.

Different Medium, Same Goal

At first glance, email and video couldn’t be more different.

• Email is direct, targeted, transactional
• Video is passive, relaxed, and often entertainment-led

And that difference?

It’s exactly why they work so well together.

People often watch videos when they’re switched off — on the sofa, scrolling, not actively “shopping”.

Which means: lower resistance, higher receptiveness.

You’re not interrupting.
You’re slipping in.

Video Captures Attention Before Email Converts

Think of video as the introduction.

Email is where the conversion happens — but video can:

• Build familiarity
• Demonstrate value
• Create interest

By the time your email lands, you’re no longer a stranger.

And that changes everything.

The Overlooked Advantage: Intent

Not all video consumption is passive.

A huge portion is intent-driven.

People actively search for:

• How-to guides
• Product demos
• Reviews
• Comparisons

If your product/service fits a hobby, interest, or problem to solve, video becomes a direct route to your audience.

Ignoring that? Risky.

Cost: The Usual Objection

Video sounds expensive.

It doesn't have to be.

In fact, most effective marketing videos are:

• Short (under 60 seconds performs well)
• Focused (one idea, one message)
• Simple (clarity beats polish)

And here's the uncomfortable truth: Content matters more than production value.

You Don't Need a Studio

If your video is:

• Stable
• Clear
• Easy to follow

You’re already ahead of a large percentage of what’s out there.

A smartphone, a tripod, and decent lighting will do the job.

What matters more is how you come across:

• Clear
• Helpful
• Human

That’s what builds trust.

The Perfect Use Case: "How-To" Content

If there’s one format that consistently works, it’s this: Show people how to use what you sell.

• It reduces hesitation before purchase
• It reassures after purchase
• It builds authority

And crucially, it gives you content that feeds directly into your email marketing campaigns.

You’re no longer just telling people something is good.

You’re showing them.

How Video Strengthens Email Marketing

Used together, video and email become far more effective:

• Video attracts and warms up leads
• Email converts and nurtures them
• Video supports post-sale engagement

It's not either/or.

It's both — working together.

The Real Risk Isn't Cost, It's Inaction

If over 90% of businesses are using video, the question isn’t: “Can I afford to do this?”

It’s: “Can I afford not to?”

Because while you hesitate, your competitors are:

• Building visibility
• Creating familiarity
• Feeding their email lists

The Takeaway

Video doesn’t replace email marketing.

It strengthens it.

Start simple.
Keep it short.
Focus on value.

And most importantly — start.

Because the longer you wait, the further behind you fall.