GIFs work well to showcase a product, sharing more details and features than you can in a single image.Įnhance a promotion. Here, Suiteness added animated doors to underscore their CTA, but you could also make the CTA button itself animated!įeature a product. When you want to persuade your customers to take action, a GIF can help. Let’s start with GIFs:Īdd impact to a CTA. We’ve rounded up some examples to illustrate how they can punch up your emails. That depends on your audience, brand, and the purpose of your email. If GIFs and videos both improve engagement, which one should you use in your emails? And always test your email using Device Preview to see how your email will look in every email client. That means you should plan fallbacks or alternate templates for customers using other email clients.
Only Apple Mail, Outlook on Mac, iOS Mail and Samsung Mail can play video. Pre-2016 versions of Outlook, for example, won’t play GIFs. But you may want to use existing video assets across your marketing channels- including in your emails.Īnother consideration is that not all email clients can display dynamic media. As a result, you probably wouldn’t make a video just for email marketing. Videos are more of an investment: concept, production and editing all take significant time and skill. You can also find GIFs for almost any occasion in a directory like GIPHY. GIFs are easier to make: you can whip them up in minutes using a design tool like Adobe Photoshop or Canva. When deciding between GIFs and videos, consider how much you’re willing to invest in creating them. Considerations for using videos and GIFs in email Among Millennial customers, two-thirds feel like GIFs express emotions better than words. There’s less data on GIFs, but one case study from Marketing Sherpa found they can increase conversion rates by 103%. And including videos in your emails reduces subscriber opt-outs by 75%. Sending customers an initial email with a video increases click-throughs by 96%. Just including the word “video” in your subject line actually increases your open rates. Including videos or GIFs pay off in higher engagement among email audiences.Īdding video can increase engagement by 300%. How GIFs and videos improve email engagement Length varies, but shorter is better for videos in email. Unlike GIFs, videos aren’t usually intended to loop. The frame rate is typically far higher than a GIF, which translates to smoother motion and higher quality.
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Like GIFs, videos encode a series of moving images, but can also include audio.
If you’ve spent even five minutes on social media, you’ve probably encountered Kermit sipping tea or Rihanna rolling up her window. Because they’re usually short and funny, GIFs are frequently turned into memes or cultural shorthand. Typically, GIFs are just a few seconds in length, though they can be much longer. Since they’re just a series of static images, there is no audio component. They’re essentially digital versions of those flipbooks you had as a kid. GIFs are graphic file formats that combine multiple images to make a looping animation. So which one is right for your email engagement strategy? In fact, interactive elements like videos and GIFs can increase engagement by as much as 73%*.īoth of these formats are increasingly popular among marketers. Īnd dynamic visuals can help you create even more engaging emails. High-quality visual content makes your emails more memorable and appealing, as most people prefer visuals to text. That’s not much! But you can convey so much more if you include interactive visual content. If you want to embed locally stored files, go to your Project Settings, and in the Files tab, you can upload your videos/GIFs/Lottie files from your computer and Anima will create a direct URL you can paste on the features’ modal.According to one investigation, the optimal length for an email is only 50 to 125 words. For more control over your videos/GIFs, We recommend to use a direct.YouTube and Vimeo do not allow to hide controls.To see it, click Preview in Browser in the Anima Panel. Choose the Playback Settings you want: Auto Play, Loop, No Controls, Cover.Under the Smart Layers section, select Video/GIF.Select the layer that will become the video, GIF, Lottie animation.The embedded files can have the following playback settings: Videos can be in the form of a video player or simply a cover/hero video without any control buttons. With Anima, you can embed Videos, GIFs, and Lottie files in your website right from Adobe XD.
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