The increase over its average click-through rate came for a campaign promoting a remote control helicopter called the Parrot quadricopter AR Drone. The campaign was run by Experian CheetahMail.
Kevin Hurst, eCRM manager at HMV, said: "This campaign has been one of the most successful email marketing projects we have had at HMV, significantly increasing click through rates and driving sales.
"Experian CheetahMail's integration of video into email campaigns will help us more effectively communicate our latest products and offers direct to consumers in a more interactive way."