Creator video is not only there to bring traffic. It also works afterwards, once the customer has bought and the real question becomes whether they will buy a second time.
Where video works in an email sequence
Welcome
A short video showing how the main product is used gets more clicks than any discount code, because it asks for nothing.
Abandoned cart
Do not add pressure, add an answer. The video explaining size or material removes the doubt that blocked the purchase.
Post purchase, day 3
How to use it well. It reduces returns and support tickets in the same send.
Post purchase, day 20
Another use or a complementary product. This is where the second order comes from.
Review request
A video from another customer raises the chance the recipient replies with their own.
The technical constraint
Email clients do not play video reliably. You use a still frame with a visible play button that leads to a page where the video plays. The thumbnail should show a person, not the product alone: a face lifts click through noticeably.
The Italian detail
In the post purchase sequence, a formal tone lowers results. Italian emails that work in retention speak the way a shopkeeper who knows you would speak, not like a communications department.
What not to do
Do not reuse the ad creative in a post purchase email. The customer has already bought: seeing the offer they just paid full price for is the most effective way to generate a refund request.
Keep reading
- Using UGC in Paid Ads in Italy
- How to Write a UGC Brief That Works in Italy
- What UGC Costs a Brand in Italy
- Usage Rights and Contracts for UGC in Italy
- The complete UGC guide for Italy
Find creators for your flows →
Frequently asked questions
Does the video play inside the email?
No, you use a clickable thumbnail.
What should the thumbnail show?
A person, not only the product.
Which email benefits most?
Post purchase on day 3.
Do I need a new video?
No, recutting the existing one is usually enough.
