The Psychology Behind Videos in Email: Why People Click Play

Video in email can increase engagement rates by up to 300%, yet few brands actually use it well. The key is not the video itself but the psychology behind why someone chooses to watch it and what that signals about intent.

Here’s the idea: Leverage video to build more empathy with subscribers - and move them to action.

People respond to motion before they process language. Eye-tracking studies show that motion captures visual attention within 250 milliseconds. That means the simple presence of a play button can trigger curiosity and anticipation before a viewer even reads the subject line or headline. From a lifecycle perspective, video works because it humanizes the message and triggers parasocial interaction - the illusion of a real relationship. When someone sees a face, hears a tone, and senses authenticity, their brain releases oxytocin, the bonding hormone. That trust transfers to your brand.

What Works:

Embedding a thumbnail image that looks like a playable video (with a play icon overlay) in the email, linking it to a hosted page or landing environment, consistently drives higher click-through rates. It also acts as a strong signal for engagement intent.

What Fails:

Auto-playing video within the email body. Most inboxes block embedded video playback. Heavy files and broken rendering kill deliverability. Plus, auto-playing doesn’t give the reader any power over processing the content. And forget all about playing on a loop.

Why:

Subscribers expect control. When motion starts without consent, it feels intrusive rather than engaging. The psychology of agency matters more than the feature of the video.

Things to Consider:

Decision Path:

Trade-Offs:

Video drives engagement but reduces scannability. Text builds clarity but lacks emotional pull. The balance point is usually a static preview image paired with a strong one-line context.

Human: The subscriber feels connection, trust, and understanding - an emotional bridge that written copy rarely achieves in one single email.
Business: Video viewers often have higher purchase intent. Studies from Wistia and HubSpot show that users who watch a full brand video are up to 85% more likely to convert.

Metrics:

Transparency matters. Disclose if a video contains AI-generated voices or visuals. Avoid manipulative editing (e.g., fake reactions or stitched testimonials). Consent-based storytelling builds long-term trust, not short-term clicks.

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