Video email is the best of three worlds, bringing together the immediacy of the internet, the precise control and metrics of direct mail, along with the visual appeal of television and YouTube. At its best it has the potential to double or triple the overall efficiency of your marketing program, but employed in the wrong way and it can turn off existing customers. This paper describes specific best practices and advice for getting the most out of video email, without the need for a large upfront production cost, or even a large marketing budget.