How often do you get love letters in response to email campaigns>? The first experiment was in a holiday greeting: Their very talented in-house designer comes up with incredibly fun and playful animations that we add into their Pardot email campaigns. One of Sercante’s clients, Cirrus Insight, brings their A-game when it comes to GIFs. How Cirrus Insight Uses GIFs to Surprise & Delight But rather than wax on about do’s and don’ts… let’s take a look at an example. There’s definitely a right and a wrong way to leverage GIFs in emails. So what animations could you add to get readers to do a double take and engage with your message? Dell observed a 42% increase in click through rate and a 109% increase in revenue over quarterly email marketing benchmarks (which is not a super meaningful way to test something, but hey, it’s a data point.).BlueFly saw a 12% increase in revenue from emails that included an animated GIF. ![]() Dressed Up! saw a 26% higher CTR when A/B testing a GIF against a static video screenshot.Hard data on how GIFs impact performance is really limited, but here’s what brands have seen with their experiments: Adding animation could be just the thing you need to infuse some “surprise and delight” and catch someone’s eye. ![]() It’s harder than ever to stand out in a person’s inbox. So if animation works in these channels… should you consider incorporating these into your email marketing programs? The Case for Using GIFs In Email Marketing GIFs are a staple of Twitter and Slack, and sometimes they convey your message JUST RIGHT in a way that no words or static image can.
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