But it is advisable to use this tool with caution and common sense. Incorrect use of these moving images can lead to a drop in subscribers and even damage your brand image . Learn about their virtues and dangers and learn how to correctly configure your GIFs for optimal future campaigns.
TABLE OF CONTENTS
Email, a rising value
Five actions to follow with animations in email marketing
1.- Pay attention to the total weight of the images
2.- The first frame must be correctly optimized
3.- Include Alternative Text (Alt Text) and a link to your website
4.- Avoid introducing many distractions in the email
5.- A serious communication style
Don't forget that it's a passing trend.
Tools to create optimal animations in email marketing
Email, a rising value
Email on the rise
According to a Google Trends study, the concept of “ animated montserrat email list GIFs ” has been growing steadily over the past five years. The rise began with humorous GIFs, but marketing gurus quickly discovered their potential for email campaigns. It has already been proven that they increase feedback levels and email opening rates .
In an A/B test using static images and animated GIFs, apparel company Bluefly saw a 5% increase in click-through rate. They also saw a 12% increase in the amount of dollars spent by customers who saw the GIF in the email.
Another GIF campaign by Dell showed amazing results. Open conversions increased by 103% and revenue grew by 109%. The key to success was selecting the right GIF for the campaign .
Five actions to follow with animations in email marketing
animations in email marketing
The use of animations in email marketing must have a purpose, they should not be used just because they look nice. There is no need to be afraid of them, nor to use them as a source of laughter, just know how to give them a purpose to convey the message.
It is also important to know that not all current email clients can support this format . Outlook versions 2007, 2010 and 2013, for example, cannot display animations. Users who receive an email with this element can only see the first image of the GIF. Therefore, it is advisable to place priority information in this initial image.
To ensure excellent performance of animated GIFs in your marketing campaigns, it is advisable to follow these steps:
1.- Pay attention to the total weight of the images
Kinsta
Loading speed is essential for a newsletter. According to a study by Kinst a , 74% of users abandon a page that does not open within 5 seconds. Many consumers have blocked the downloading of images to avoid possible problems related to the loading of their email.
If the GIF animation is too large, it may take too long to load. Excessive data consumption may cause subscribers with low-capacity plans to drop out. Ideally, keep the size below 50 KB, and never above 200-250 KB .
Some email platforms, such as Gmail, have started to include the “excessive weight or content” label in previews. If you constantly send emails with excessive weight, the risk of ending up in the SPAM folder increases considerably.
A simple idea to reduce the size of animations in email marketing is to adjust the use of colors. With a maximum of 256, it is advisable to be careful not to overly compromise the quality of the image. Similarly, animate only the parts that require movement and remove frames that you think do not contribute anything.
