Our declining attention spans are well documented.
The average human now has an attention span of 8 seconds so that’s roughly how long you have to engage your email subscriber when they open your campaign.
Obviously content is key. It needs to be relevant for the subscriber, and it also needs to be easy to read both in terms of simple language and a readable font.
Eye catching branding and colours will help too but what about also using animated GIFs?
What is a GIF?
GIFs (short for Graphic Interchange Format) are animated images, and while they’ve been around for about 30 years (since 1987), they’ve experienced a massive boost in popularity with many of us using them amongst friends, family and colleagues.
GIFs are a little bit of fun. They grab your attention, are easy and enjoyable to consume and can convey your message in a way that really connects with your audience.
Giphy is just one example of a company that has responded to the trend for GIFs – they create GIFs which are dropped into a searchable database with integrations to platforms such as Facebook and Twitter. According to Alex Chung, CEO and co-founder of Giphy, the average GIF is capable of conveying 60,000 words.
So what are the pros and cons of adding them to your email marketing toolkit?
- Add a level of interaction to an email campaign that a static image/text can’t – makes your email more fun
- Can increase click-throughs and revenue
- Can be used to show or explain how something works
- Can act as a replacement for embedded video which isn’t supported by most email clients
- Are not supported in all email clients (supported by most but not by Outlook)
- Can slow email download time
- Used too often could result in overkill
- Can distract from other important content
How to send gifs in MatchDayMail Cloud
It’s really easy to include a gif in MatchDayMail Cloud.
Just include the GIF as if it were a regular image in your campaign (and make sure you’re sending the test copy to a hotmail or gmail account so you can see it in action).
Given the popularity of GIFs it’s definitely worth including them from time to time in your email marketing campaigns.
But, only include the GIF if it will add something. Will it prompt a click? Or has it no real purpose?
You can create your own GIFs using Adobe tools or platforms such as Cloud App GIF Creator, or you can use GIFs from libraries like Giphy*.
Give it a try and monitor your results. Consider running an A/B test to see how a campaign with a gif compares to one with a static image.
*If you are using GIFs created by someone else, be aware of the legal issues around copyright. I’m not a lawyer so will point you in the direction of this article from Forbes as a starting point.
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