Article

Hark Thandi
Hark Thandi 14 September 2015
Categories Email & eCRM

How To Use Animated GIFs In Your Email Campaigns

Done correctly, animated GIFs can be a simple but effective way to make a standard email template come to life.

As all good email marketers know, catching the eye of your customers is the secret to success. But there’s a fine line between attention-grabbing and annoying, and it’s one that the animated GIF (Graphics Interchange Format) – essentially an image that moves – can easily cross.


Nonetheless, whether it’s a moving banner or a jazzed-up button, GIFs are a great way to stand out and encourage interaction from your customers, generating more clicks as a result.

Here are five things to consider when weaving a GIF into your email campaigns.

1. Check Email Client Compatibility


While most desktop, web and mobile email clients support animated GIFs, not all of them do (we’re looking at you, Outlook…). Check which clients are most popular among your subscribers before you get started, just to be sure.

2. Think About Your First Frame


For subscribers using Outlook 2007-13 (and any other email clients that are anti-fun), the first frame is all they’re going to get – so design it wisely. It should work just as a static banner would, requiring no context to make complete sense – like this example we did for one of our pub company clients:

ebanner-MALE-v3


3. Run A/B Split Tests


Not sure whether the excitement of animation in their inbox is too much for your audience? There’s a reason split-testing is an email marketer’s best friend. First, test a static image against an animated GIF to see how they perform. But don’t stop there – if you get good results, why not dig deeper and test animated banners vs. buttons, or subtle animations vs. something a bit brasher? You can use the insights to better plan future campaigns.

html-BaconMyHeart_images_book-your-table


An eye-catching CTA from Bella Italia

4. Don’t Replace Text With Images


That said, don’t feel tempted to turn your entire email into one hot flashing mess just because your split-testing showed your customers liked GIFs. You’re still going to need text and a call to action – if there’s a problem loading images, or they’re blocked by the email client, you’ll still want the message to get through. And it’s an obvious one, but remember your alt text, otherwise you might end up in the dreaded spam folder…

GIF_UK


While it’s a great GIF, it won’t tell you much if it fails to load

5. Quick Loading Is Key


When planning your epic animations, don’t forget that bigger files mean longer load times – and longer load times mean your customer has already moved on to their next unread email, making your moving masterpiece entirely redundant. Your load time should be two seconds, max – otherwise you risk losing your subscribers’ interest.

Virgin_8_Ball_v4_Desktop


‘Listen to the ball, Hark’ – from Virgin Trains


With Facebook embracing the mighty GIF, moving images are becoming a normal part of many brands’ social strategies – but when done right, they can do wonders for email engagement, too.

Download our free eguide on Local visibility on a national scale

 

Original Article

 

Read More About Direct Marketing on Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
18 Effective Ways to Grow Your Business with Facebook

18 Effective Ways to Grow Your Business with Facebook

With over 2.13 billion active monthly users worldwide, Facebook remains the most popular social media platform year after year. And while the beginning of 2018 has seen the network’s trust put into question amid a large-scale data breach, projections still see Facebook’s user base increasing well into 2019. In short, Facebook remains an unbeatable force in the digital (and social) sphere.

Courtney Baird-Lew
Courtney Baird-Lew 13 April 2018
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more