The Novel Function of Animated GIFs
The animated GIF (pronounced Jif, like the peanut butter) is not a new Internet phenomenon. Originally invented in 1987, the first GIFs had humble beginnings as shining “Welcome” banners and through time we’ve seen them evolve into cheeky, viral memes or pop culture references on our favorite blogs. They are so prevalent, a search engine is dedicated entirely to this image genre. Luxury marketers are beginning to adopt the practice standardly in emails to display their products in a unique way, capture attention quickly and stand out in an overloaded inbox.
Quickly Capture Attention
Using an animated GIF is the perfect cost-effective solution to producing a high-quality video and breathes life into static product shots. The animated GIF is essentially a hybrid of photo and video that loops continuously. Thus, unlike video, an animated GIF’s novelty will catch a readers’ attention in a split-second rather than compete for minutes to deliver a video message.
Create an Emotional Connection
Animated GIFs also have the potential to be as emotive as a video and more interesting than a still photo. Cinemagraphs uses simple scenes are focuses on one element to create a mesmerizing, stylish and glamorous way. This emotional impact and attention to detail captivates users and brings immediate value to your audience.
Display Products in a Novel Way
Using GIFs in email marketing allows brands to showcase collections and specific releases in their entirety quickly. In our work with GIFs, click conversions prove to be 26.97% higher on emails with GIFs compared to those with stand alone images. The rapid pace of animation creates a sense of urgency in readers causing them to click through to the brand’s website.
GIFs In Action
We tested this recently for a Victoria Beckham sunglass email at the beginning of the spring season to highlight each style.
For more information about GIFs and email marketing strategy contact info@nylmedia.com.