The Power of The GIFs
Written by Franco Varriano.
If 2015 was the year of emoji, GIFs are well on their way to take the throne in 2016. GIFs, Graphics Interchange Format, are a bitmap image format introduced in 1987 and have since come into widespread usage in the web due to its wide support and portability. Digital marketers are always trying to optimize engagement. As we know, we live in the age of information overload and we must find ways to stand out from the crowd because…
According to the latest attention span statistics, the average attention span was 8.25 seconds in 2015, in other words, we have now a shorter attention span than…
…who has an attention span of 9 seconds. GIFs enable you to catch people’s attention in less than 3 second and still convey a strong message with very few characters. Email marketing is a victim of this short attention span. Many people open emails but get discouraged by the length of it, as soon as they have scroll more than 3 times their mind yells…
…and move on to the next new thing to do. Are you using GIFs in your emails to fight this short attention span?
In case you answered yes,…
…you rock. In case you answered no, no worries you’re not too late, Albert still hasn’t made it through the door.
He made it so let’s explore how we can leverage GIFs to improve our email marketing results. Using GIFs to display products within emails is a powerful way to get consumers attention without damaging your brand with boring emails.
The main reasons why GIFs are effective in email marketing are because:
They are easy to consume
We talked about the the short attention span. In the attention economy, you need to find the medium that gets your message across in the fastest way possible. GIFs does it.
They can serve as call-to-action
Animated GIFs have this unique ability of guiding viewer’s eye to a specific path without disturbance. Which is exactly what a call-to-action is supposed to accomplish. GIF does it.
They have an emotional appeal
Animated GIF’s ability to connect with people emotionally is a great opportunity for marketers to engage customers. Positive emotional engagement is always good for your brand and your bottom line.
The one rule to never forget:
Don’t offend people. That’s why picking or creating GIFs congruent with your brand is a must if you want to reach the desired results.
A Real Life example
Harry & David is a company that took advantage of GIF in their campaign. It used this format to show the movement of snowflakes in one of its Christmas email campaigns.
2. How To Create GIFs
I highly recommend Giphy and Flixel as GIF maker. They offer two different options. In short, Flixel enables you to freeze some component of the frame like the example above. While Giphy enables you to manipulate the full image to create something amazing. They’re both awesome and don’t require any skills whatsoever. You just need a series of pictures or videos. They help you create the rest.
Rare.io does support GIFs, you just need to toggle our setting to automatically convert the image into a jpeg. Follow that guide to easily convert your gif to its original format.
Say yes, it’s Leonardo DiCaprio 🙈🙉 🙊.
If you’re an ecommerce merchant and don’t have automated email marketing campaigns setup for your store, you’re losing money. Right now.
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And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.