Do you remember those moving portraits and images in Harry Potter?
They are so magical and elevate Hogwart's charm to another level. It is tiny aspects like this that help build the character of Hogwarts that makes us all wish we could live there.
Imagine having such magical moving images inside your email. Accio moving images! Boom! GIFs.
GIFs are just like these moving images that help show your brand's personality and make people want to know more about the brand.
So, if you use email marketing and want to know how to incorporate email GIFs, just keep reading. We'll tell you everything you need to know to start using GIFs in your email.
What are GIFs?
GIF (Graphics Interchange Format) is a bitmap image format (like PNG or JPEG) created by CompuServe in 1987. They are short voiceless animations created from video clips or images played in a sequence repeatedly every few seconds.
There are mainly three types of GIFs:
- Video-based: Video-based GIFs are short, looping clips extracted from movies, TV shows, soap operas or other video content, capturing memorable moments or reactions.
Animation-based: Animation-based GIFs feature original, animated illustrations crafted by artists, offering creative and visually engaging designs.
Stickers: Stickers are animated GIFs with transparent backgrounds, allowing them to be easily overlaid on other content to enhance messages with playful or expressive visuals.
What are the benefits of using GIFs in emails?
GIFs can be a fun way to express your thoughts and feelings, but that's not all they can do. There are several ways in which GIFs, when used in emails, can benefit your email campaign. Here they are:
1. They help grab the reader's attention and make the email engaging
GIFs are eye-catching and mesmerizing, which can capture your subscriber's attention and make them want to read through the email rather than get distracted by something else.
They can also help guide the viewer's eyes towards the CTA placed below or near it, which helps increase the click-through rate.
2. They can be a replacement for embedded videos
Most different email clients support GIFs compared to embedded videos. They are also much smaller in file size than video, making them load faster and providing a good customer experience.
3. They help reduce the amount of text
They help you explain or showcase a concept without using a lot of words. In addition, it can help paint a picture in their mind about the idea, which might be challenging to do using just text.
How to use GIFs in email marketing?
When used in email marketing, GIFs have the potential to increase revenue by 100%, as they did for Dell. But this can be achieved only when it is done right, which is tricky. So here, we'll show you a few ways you can use GIFs in your email marketing strategy the right way.
1. Use GIFs to display your product in action
Sometimes, when we get emails about a new product in the market, and we only see a picture of it, we can't get an idea of how it is unique or different.
So, if you are launching a product that is a new type of product that has not been seen before, then you can use a GIF to show what it is.
Ensure that you show how it works and what makes it different from other products in the market.
2. Use GIFs to simplify a complex idea
If you are launching a new update or showcasing a new feature that is a bit complex, then you can use a GIF to explain and show how it works. The key is to make the idea look simple and easy to use so that your readers will want to implement it.
Here, Dropbox explains an interactive feature that allows people to go back in date and enables to get their documents using rewind feature.
3. Use GIFs to instil curiosity or build anticipation
If you are about to release new products or offers, you can use GIFs to create a GIF that provides a sneak peek into the upcoming release, as Tinker has done here.
They have used the GIF to tease about an upcoming sale and limited edition launch, all within the same email. The GIFs also provide virtually little to no information about the product, leaving customers on a cliffhanger. They are anticipating the following email to get more details on the release.
4. Use GIFs to add some humour to the email
If it suits your email, you can use meme GIFs to add an element of humour. You can also use wordplay, like in the example below, to add humour to your promotional emails.
5. Use GIFs as a moving background
If you feel you can't add GIFs to the email copy, you can add GIFs in the background. By putting them in the background, you can ensure that you grab your reader's attention while not affecting the copy.
6. Use GIFs to showcase your brand's style and personality
You can only express so much with just words, so use GIFs and images in creative ways to express your brand's personality.
Here, Headspace has sent out an email and has cleverly used a GIF to showcase their brand's offering in a better way.
Understanding GIF Compatibility
GIFs are a popular choice for adding dynamic content to emails, but their compatibility varies across different email clients. Knowing where and how your GIFs will display can help you avoid issues and ensure a seamless experience for your recipients. Here’s a breakdown of GIF support across various email platforms:
Here is a table showing which desktop clients do or don't support GIFs in emails:
| Desktop clients | Supported or not |
|---|---|
| Outlook 2000-2003 | ✅ |
| Outlook 2007-2019 | ❌ |
| Outlook for Mac | ✅ |
| Apple Mail | ✅ |
| Windows 10 Mail | ✅ |
| Office365 | ✅ |
Here is a table showing which webmail clients do or don't support GIFs in emails:
| Webmail clients | Supported or not |
|---|---|
| Gmail | ✅ |
| G Suite | ✅ |
| Yahoo! Mail | ✅ |
| AOL | ✅ |
| Outlook.com | ✅ |
| Office365 | ✅ |
| Comcast | ✅ |
| Orange.fr | ✅ |
| SFR.fr | ✅ |
| GMX.de | ✅ |
| Web.de | ✅ |
| T-Online.de | ✅ |
| Freenet.de | ✅ |
| Mail.ru | ✅ |
Here is a table showing which mobile clients support GIFs in emails:
| Mobile clients | Supported or not |
|---|---|
| iOS Mail | ✅ |
| Gmail | ✅ |
| Gmail IMAP | ✅ |
| Samsung Mail | ✅ |
| Outlook | ✅ |
| Yahoo | ✅ |
| AOL | ✅ |
How to insert a GIF in an email
Now that you know the different ways of including GIFs in your email. Let’s walk through the steps for adding one.
As GIF is just another type of image format, you can add GIF to your emails by simply uploading or inserting it as an image. Most of the email clients support this method.
One of the easiest ways to add a GIF to your email is by copying and pasting it directly into the email body. However, if you prefer a more structured approach or need to use specific email clients, follow these steps:
1. Inline GIF Method
Copying and Pasting an Inline GIF:
Step 1: Locate the GIF you want to use.
Step 2: Right-click on the GIF and select "Copy image" (or use the keyboard shortcut, usually Ctrl+C or Cmd+C).
Step 3: Launch your email client or email editor.
Step 4: Paste the GIF directly into the email body where you want it to appear (usually with Ctrl+V or Cmd+V). This method embeds the GIF inline, making it part of the email content.
2. Adding a GIF in Outlook
Step 1: Start a new email message in Outlook.
Step 2: Click on the "Insert" tab in the ribbon.
Step 3: Choose "Pictures" from the options.
Step 4: Browse to find your GIF file, select it, and click "Insert." The GIF will be embedded inline within your email.
Step 5: Resize or reposition the GIF within your email.
3. How to Add GIFs in Gmail
Step 1: Launch Gmail and sign in to your account if you’re not already logged in.
Step 2: Click on the "Compose" button to start a new email message.
Step 3: In the email composition window, click on the "Insert photo" icon (a small picture icon) located at the bottom of the email toolbar.
Step 4: A pop-up window will appear. Select the “Upload” tab to upload a GIF from your computer.
Step 5: After inserting, you can click on the GIF to resize or adjust its position within the email. You can also drag the GIF to move it around if needed.
Step 6: Complete your email content and click “Send” to dispatch your email.
4. Adding a GIF in Mailmodo
Step 1: Access your Mailmodo account.
Step 2: Navigate to the section to create a new email campaign.
Step 3: In the campaign editor, click on the “Add Images” section.
Step 4: Choose the GIF file you’ve prepared and click “Upload” to add it to your email.
Step 5: Insert GIF into the Email.
- Place the GIF: Drag and drop the GIF into your desired location within the email. It will be embedded inline.
- Adjust Settings: Resize or reposition as needed to fit your email design.
Step 6: Preview once and proceed to send or schedule your email campaign.
Now that you know how easy it is to add GIFs, level up your email game with Mailmodo. We also provide tools to help you create template campaigns and track email metrics all in the same place.
Best practices for using GIFs in email
1. Group the GIFs you use with a CTA
Use GIFs in such a way that they encourage people to click on the CTA button in the email. Make sure the GIF you use is related to the call to action.
2. Create custom GIFs for your brand
You can create your own GIFs using animation to keep all aspects of the email on-brand and create cohesiveness. In addition, it means you can personalize GIFs to fit your needs, and you won't have to resort to using generic GIFs.
3. Only animate part of the GIF
You can keep it exciting without going overboard by animating only a portion of your GIF. It also helps keep the file size smaller and easy to load because it contains fewer frames.
4. Include alt text for the GIF
By including alt text for the images or GIFs in your email, you are making sure that the email is still readable and accessible to users who use screen readers. And it can also be helpful for the readers to make sense of the email if the image fails to load.
5. Keep your emails accessible
Flashing images in GIFs can cause harm to readers who have photosensitive epilepsy. So, make sure your GIFs have smooth transitions and have a lower rate of frames per second to create a pleasant experience for all your readers.
6. Test across different devices and clients
Test your GIFs across various email clients and devices to ensure consistent display and performance. Different platforms may render GIFs differently, so thorough testing helps catch and resolve any issues.
While GIFs are supported by most email clients, some limitations still exist.
7. Optimize your GIF’s performance
- Limit GIFs to under 1MB to ensure they load quickly and don’t slow down email performance. Smaller file sizes improve user experience and email deliverability.
- Choose a resolution that maintains clarity while keeping the file size manageable. Avoid high resolutions that can bloat the file without adding significant visual benefits.
- Configure GIFs to loop a few times or just once. Endless looping can become annoying or distracting for recipients, so it’s best to keep it concise.
- Use a minimal number of frames to create smooth animations without unnecessary complexity. This reduces file size and loading times, ensuring a faster and more engaging experience.
8. Use GIFs sparingly
Avoid overusing GIFs in your emails. Use them strategically to enhance your message rather than distract from it. Too many GIFs can dilute their impact and potentially overwhelm readers.
So, don't just add a GIF in your emails because you can, but rather think about storytelling and what you're trying to convey. Then figure out if you should use images GIFs to make them more attractive or understandable.
9. Improve with user feedback
It's essential to create and design emails with your audience in mind. Sometimes, they don't respond well to using GIFs and might even think they are unprofessional and view them as poor quality.
In such cases, it is up to you to decide if you want to continue, experiment, and A/B test with different GIFs or scrap the idea and cut out GIFs entirely from your campaign.
You can get feedback from your audience and see if they like the use of GIFs in the emails or not. You can do this by adding a feedback form at the end of your emails. And, if you use interactive emails, readers can fill out the form within the email itself.
Final takeaway
In conclusion, incorporating GIFs into email communications can be a powerful tool for engagement and creativity. They offer a dynamic way to capture attention and convey messages.
However, it's essential to use them judiciously and consider the recipient's preferences and the context of the communication. By following the best practices mentioned in this guide, Email GIFs can enhance your email strategy, making your messages more impactful.
