On the web, the explosion in the use of animated GIFs and videos attests to this. Why should it be any different in email marketing?
There are also things happening in email marketing.
Technology is evolving and email marketing is benefiting from this. Designers now have greater freedom when designing acquisition campaigns. New generation animated emailing offers numerous advantages:
EMERGING
An animated design helps you stand out from the competition. Graphically, of course, but also during periods of high sales pressure. Animation will significantly increase the visibility of your inbox during sales or major promotional periods, such as Black Friday or private sales.
SMILE
An animated format will give your email a more attractive and modern look. It's a great way to build a close relationship with your customers.
LIGHT
Animation also allows you to pack in more information without affecting the length of your emails.
GIF
This format is halfway between a still image and a short video. Lightweight, it is the most widely used format and also the most compatible with email clients.
Be very careful with the 1st image. In case of incompatibility, it is the only one that appears!
The Kiff GIF – simultaneously highlight multiple elements, colors, features, viewing angles, etc.
It cannot be said enough: email does not like to be overweight. So...
Limit GIF size to 1 MB
Above all, never exceed 2Mb.
Limit the number of frames per second to avoid producing choppy animation.
Limit yourself to 256 colors
Never feed them after midnight
example email video darjeeling
THE VIDEO
Wherever you go, video is a hit. It will significantly increase your reactivity rate and quickly capture the attention of your potential customers.
It offers the opportunity to say more: more time, more explanations for more information.
But beware, video is not for everyone, especially when it comes to certain email services. A mirror page on your website is very useful when the video cannot be played directly in Inbox.
Once again, be careful with the length! Choose a fairly short format to avoid falling into SPAM.
At Dataventure, we like to weigh up the pros and cons, but above all, we like your campaigns! While video is a real asset for varying your CRM communications, we don't think it's well suited to acquisition emails... Too many clicks are lost and there's a risk of incompatibility!
If the lure of the video is too strong: use a still image instead, or a Gif with a Play button that links to your site with a pop-up video...
SFR Smartphone Email Carousel Example
THE CARROUSEL
Try it! It's not often used in emails, but it's popular in the fashion, automotive and travel industries.
The carousel invites you to promote product ranges or colors using buttons or automatic transitions. Like videos and GIFs, carousels can also be used to distribute more content without lengthening the email.
The carousel is nice. But... the weight, the weight, the weight! (You can't say we didn't warn you!) The Carousel code is heavy and can slow down loading.
So no more than 5 images, and remember that only one redirect is possible. Don't disappoint your potential customers by presenting too many references.
So we're not encouraging cheating, but as Canada Dry would say: it looks like a carousel, it's pretty like a carousel but it's not a carousel and that's why it works ... The easiest way is to make a Gif that looks like a carousel on autoplay....
Integrated into an acquisition email, you will benefit from all the advantages of the Gif, without the drawbacks seen above. Ok, it's a bit of a cheat, but shhh, it's all between us...
