Is it appropriate to use animated GIFs in emails? The number of marketers using animation in emails has declined in recent years but has recently experienced a resurgence. For good reason. Many recent split tests have shown that emails containing animated GIFs give better results, in terms of engagement and conversions, compared to the same emails without animation. And this is a good reason to rethink the idea of using animation in email marketing.
The Benefits of Using Animation in Your Email Marketing
One advantage of using animated GIFs is the attention factor. Animation engages readers visually and draws their eye to the page. With so many people skimming emails before deciding whether to read, anything you can do to distinguish your correspondence from the bulk of emails works in your favor. Animation grabs attention and makes your email correspondence stand out.
Strategically-placed GIFs can be used to draw your reader’s eye to points you want to emphasize or highlight your call to action and encourage readers to scroll down the page. They can also be used to demonstrate benefits and features of products. Unlike video, GIFs have a small file size that makes them practical to use in emails. Animation can give your email more personality and eye appeal and can be used to spread cheer around the holidays and put your customers in a buying mood.
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