Animated GIFS in Email Marketing


As you know many email marketers are always trying to improve their email campaigns – through use of copy, design and eye catching images. They are always on the lookout for something unique to set them apart from the rest of the drab emails in their recipient inboxes.

Many of them are finding that adding that extra touch of interactivity and personalisation is just the thing to increase engagement in their email campaigns. And to help them achieve that interactivity and personalisation is animated GIFS!

In this blog we are going to talk you through the strengths and weaknesses of using GIFS in your next email campaign:-

First of all, what actually is a GIF if you don’t know already?

A GIF which stands for Graphics Interchange Format, is an image format that rapidly displays a series of images to produce the illusion of motion. Like a little video image!

So what are the strengths to using GIFS in your email campaigns?

  • Using a GIF adds an element of delight to a campaign that isn’t normally possible with static email designs with lumps of copy.
  • GIFS can showcase new products and entice readers to click through with relevant call to actions. Such as a gift that is shaking to be opened with “Unwrap me” which will then entice readers to click through.
  • You can create helpful tutorial GIFS that will effectively work as a miniature ‘explainer’ video, rather than longwinded wordy explanations that could confuse your customers.
  • But even if you don’t provide full GIF tutorials, animated GIFS can help explain and illustrate many complex concepts that may not be as understandable in text form.

But there are always drawbacks to such fantastic inventions:-

  • The main definitive drawback is not every email provider supports animated GIFS L we’ve found newer versions of Outlook will not show the animation GIFS. Instead it will only show the first frame of the animation GIF…which may not be the strongest or most relevant frame in your GIF which could consequently ruin your email campaign.
  • GIFS are also known to have excessive file sizes which could affect your spam rating on email broadcast systems and effect loading times on your GIFS – especially on mobile devices. They may even get blocked for being too large… which could make your hard worked GIF totally useless.
  • Customers will get bored of seeing the same things, so use your GIFS sparingly. As mentioned above GIFS add an element of delight to your emails and if they are receiving them every week the delight will soon fizzle away… and your unsubscribe data will shoot through the roof!

The next step is deciding on whether you want to include GIFS in your next email campaign, so watch this space as we are going to talk you through how to create these exciting GIFS in our next blog post!

But in the meantime if you need any help with revamping the effectiveness of your email marketing… give us a call on 01635 48844, we don’t bite! Or alternatively email us at