GIF animation explores new territory – email-messages – and demonstrates space conversion rates.

Return to its popularity is obliged GIF social networks. It is much easier to Express their thoughts through concise and often funny GIF clips than to write a detailed review. Indeed, sometimes gifs look much more appropriate and user friendly words. However, the use of gifs is not limited to social networks. Now with the same success they explore new territory: email messages.

A letter with a surprise
Marketers looking for new ways to attract the attention of customers could not pass by and try animated pictures in email messages. It is known that when viewing the page the person first draws attention to illustrations, and moving before a static. In letters GIF animation has found wide application. It can
– demonstrate a range of products or a unique feature;
– entertain subscribers.
– reinforce the main idea of the message or call to action.
Further examples we will see how skillfully used the GIF involves users in dialogue, evokes emotions, stimulates the activity – everything you need for a good communication.

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The catalyst for the unprecedented conversion

Despite the popularity of the GIF–technology, email marketing, animation, new practice, and cases using is not enough. But the results are impressive.

Example 1

Agency Style Campaign conducted A/B testing for clothing store Dressed Up! In the first embodiment, the letter included a screenshot of the video, the second a few successive screenshots. In both cases, the authors expected transitions the link to the video. Result: the version with GIF animation surpassed static “competitor” on the number of video views by 26%.

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Example 2

Shop designer clothing Bluefly added a bit of humor and animation in the text of the letter on the closed sale for the elite subscribers. The letter appeared the line “Shhhhh”, alluding to the confidentiality of information about discounts. Marketers have compared the results of this distribution with the previous and found that animated mystery helped to increase profits by 12%.

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Example 3
Jewelry store Helzberg Diamonds used animation to personalize to present in a new light the familiar and to some extent bored to subscribers gold pendants. Marketers have come up with an original move: the name of the subscriber consists of swaying pendants with letters, illustrating the headline “we Have jewelry with your name on it“. In the end the newsletter with GIF helped to increase sales by 288% compared to other promotional mailings from the same collection.

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Example 4
Dell used a GIF to demonstrate the unique properties of a new product — laptop, the design of which makes it easy to turn it into a tablet. Such devices are hybrids only come on the market and new buyers so a Dell it was important to show the process of transformation. Using GIF animation, the company was able to hold a 4-second presentation device. The result impressed with marketers: letter received 42% more clicks compared to the previous promotional mailings, and when calculating the financial results it became clear that the animation helped to raise revenue by 109%.

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As can be seen from the examples, the creative use of GIF animation has a positive effect on the conversion, and it is an occasion to strengthen the position of gifs in the Arsenal of marketers. However, any bright technology, it is important to use a sense of proportion and caution.

Five rules of using gifs in emails

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