Do you think of GIFs as a format designed to show cats and minions high-fiving to a pseudo-witty caption?
Well, they’re emerging as genuine mode of brand communications.
New guidance from MailChimp aims to help marketers effectively use GIFs in eDM campaigns.
Three good reasons
Three good reasons to use a GIF in your email comms include.
- As simple, visual explainers.
- To highlight key information.
- As an alternative to video.
The importance of the third relates to what shows up in email clients. Support for video is very poor. Support for GIFs is much better.
Three rules to GIF by
MailChimp has also has three best-practice rules for GIFs in emails. Roughly, these translate as.
- Limit your file size.
- Pick an apt first frame.
- Use sparingly.
If your GIFs are too big, your emails will take longer to load. This is a serious issue, especially on mobile.
Support for GIFs is much better than support for video, but it’s still not universal. Some versions of Outlook will only display the first frame of the GIF, so make sure that initial image is fit for purpose.
Yes, they’re now accepted in the mainstream, still, overuse can make your comms seem gimmicky.
Do GIFs in email work for you? Let us know your thoughts on the benefits and pitfalls.
Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.
RECOMMENDED FOR YOU
[NEW STUDY] Google Organic & Paid Traffic Falls
The search landscape is shifting fast, and marketers can…
The search landscape is shifting fast, and marketers can…
[NEW STUDY] Instagram Brand Engagement Down 28%
Social media engagement is becoming more challenging as competition…
Social media engagement is becoming more challenging as competition…
Meta Ads Come To Instagram Threads
Meta has officially started testing ads on Threads, marking…
Meta has officially started testing ads on Threads, marking…