Creator video works particularly well in email in Germany, because the list here is hard won. Double opt in means anyone on your list actively chose it twice. That attention should not be spent on discount codes.
Where video works in a flow
Welcome
A short usage video instead of a voucher. It asks for nothing and gets opened.
Abandoned cart
No pressure, just the answer to the doubt: size, material, assembly.
Post purchase, day 3
Correct use. Reduces returns and support tickets in the same send.
Post purchase, day 20
A second use or a complementary product. This is where the follow up order comes from.
Review request
A short video from another customer noticeably raises the response rate.
The technical rule
Email clients do not play video. Use a still frame with a play symbol leading to a page. The thumbnail shows a person, not the product alone.
The German special case
Tone. The formal address is expected in many sectors, but in the post purchase flow excessive formality lowers click through. Keep the usual formal form and still write like a human, not like a legal department.
What not to do
Reusing the ad creative in a post purchase email. Someone who just paid full price and then sees the ad with a discount cancels.
Keep reading
- Using UGC in Paid Ads in Germany
- How to Test Creator Video Properly in Germany
- How to Write a UGC Brief That Works in Germany
- How to Build a UGC Portfolio in Germany
- The complete UGC guide for Germany
Find creators for your email flows →
Frequently asked questions
Does video play inside email?
No, a clickable still leads to a page.
What does the thumbnail show?
A person, not only the product.
Which email benefits most?
Post purchase on day 3.
Formal or informal address?
Keep the usual form, but write like a human.
