A complete guide to successfully using GIFs in emails
Learn how to use GIFs to add movement and personalization to your emails, making them stand out in the inbox.
GIFs have become mainstream in our everyday online interactions, and truthfully, has made it a lot easier for us to be funny. The charm of GIFs lies in their ability to evoke emotion, personality, and a human-touch to previously mundane online interactions.
Are GIFs good in emails?
Absolutely! GIFs are attention-grabbing, easy to digest, and can be incredibly effective in emails when used correctly. In fact, one of the advantages of using GIFs in emails is their ability to boost engagement.
Studies show that emails with GIFs can see a significant increase in click-through rates, up to 26%, compared to those with static images or text alone. A Dell case study on using GIFS in email showed:
- 103% increase in email conversion rates
- 42% increase in click-through rate
- 109% increase in revenue
Incorporating GIFs into your emails introduces a dynamic element that breaks up the monotony of text-heavy content. Unlike words alone, GIFs can engage your audience instantly and emotionally, making your message more impactful and memorable. However, it's essential to use them wisely to avoid overwhelming your recipients.
Best practices for using GIFs in emails
1. Relevance
When incorporating GIFs into your emails, be sure that they serve a clear purpose. A well-chosen GIF can enhance your message and engage your audience, but a poorly selected one can distract or confuse.
Always ask yourself if the GIF adds value to your email content. Is it highlighting a key feature, simplifying a complex idea, or enhancing visual appeal?
If the answer is yes, then it's likely a good fit for your email!
Keep file size under 1MB
To ensure your emails load quickly and smoothly, aim for a GIF file size under 1MB. Large files can significantly slow down load times, frustrating recipients and potentially leading to higher bounce rates. Tools like Photoshop and online compressors can help with this.
At the same time, make sure that compression your file doesn’t impact it’s quality. Blurry or pixelated GIFs can detract from your email's overall impact and may lead recipients to view your content as unprofessional.
Smooth animation speed and looping
The animation speed and looping of your GIFs should be smooth and natural. Overly fast or slow animations, not only can give you headaches (not a scientific fact), but they can be jarring or tedious for viewers.
A moderate speed that allows the viewer to easily follow the action is usually best. Another thing to consider is whether your GIF should loop continuously or stop after a certain number of iterations.
Continuous looping can be distracting, so in many cases, it's best to set your GIF to play a few times and then stop.
Consider accessibility and leverage alt text
Keep inclusivity top of mind by adding descriptive alt text to your GIFs. This text should clearly convey the content and purpose of the GIF, allowing visually impaired recipients using screen readers to understand its context.
Additionally, when analyzing your GIFs speed consider the impact of rapid animations on individuals with photosensitivity. Our suggestion is to avoid using GIFs with intense flashing or strobing effects.
Placement and timing
Use GIFs sparingly to avoid overwhelming the reader. One or two well-placed GIFs can enhance your email, but too many can create a cluttered and distracting experience. Balance dynamic elements with static content to maintain a cohesive and engaging email layout.
How to successfully use GIFs for emails
Creating effective GIFs for emails doesn't require a professional design background—many tools and software make the process straightforward.
Photoshop is a powerful option for creating high-quality, custom GIFs, offering a range of features to control every aspect of your animation.
There are also numerous online GIF makers that cater make it accessible for everyone to create animations. GIPHY is an example of an easy-to-use platform to create and edit GIFs from video clips or images.
Additionally, your email marketing platform or email builder may have built-in GIF support. Beefree, Mailchimp, and Constant Contact offer features that integrate GIF creation and allow you to embed GIFs directly within their applications.
Common mistakes to avoid with GIFs in emails
- Using too many GIFs: This can overwhelm and distract your audience, diluting the impact of your message. Limit the number of GIFs to one or two per email to maintain a clean and focused design.
- Large file size: As mentioned earlier, large GIF files can slow down email load times causing friction. Always compress your GIFs to reduce their file size without sacrificing quality.
- Not considering spam filters: Emails with GIFs do not inherently go to spam. However, the likelihood of an email being marked as spam depends factors such as using misleading subject lines or overly promotional language.
- Ignoring email responsiveness: Not testing your emails across multiple screen sizes can result in your GIFs not being displayed properly.
- Ignoring email client limitations: Some email clients, like Outlook, may not support GIF animations and will only display the first frame. Make sure that the first frame of your GIF is meaningful and can stand on its own if necessary.
