How and when to use GIFs in email marketing to boost CTR

GIFs started as a resource mainly used in personal and leisure contexts, visible on instant messaging platforms like WhatsApp, blogs, and social media. However, their use has evolved, and more and more brands are incorporating them into their marketing strategies, especially in emails. These animated elements, which loop continuously, can add a touch of humor and dynamism to your emails. Have you considered including GIFs in your email marketing strategy but aren’t sure how to do it? Here we explain how to make the most of them.

How to integrate GIFs into your emails

Most brands using GIFs in their emails rely on platforms that host a wide variety of them. Platforms like Tenor and GIPHY are popular for their vast GIF libraries and provide search tools to facilitate selection.

1. Embed the GIF: All GIF platforms offer an “Embed” option, allowing you to copy the GIF code and insert it into your message using your email marketing platform’s code integration option.

2. Insert as an image: GIFs can also be downloaded and added to your email like any other image.

3. Direct integration: Some email marketing platforms allow direct integration with GIF services, making insertion possible with a single click.

If you want to be even more original, you can create your own GIFs. Tools like GIF Maker, Animated GIF Maker, and Canva allow you to design custom GIFs, adding a unique touch to your emails.

Aspects to consider when using GIFs in email marketing

Although adding a GIF to an email is simple, there are certain aspects to consider to ensure all recipients can view it correctly:

1. Size: Make sure the GIF does not exceed 1 MB to avoid loading issues. You can compress them using free tools like FreeConvert or iloveIMG.
2. Quantity: Do not overload your email with too many GIFs. Use common sense and limit usage to one per email section, or only when it truly adds value to the content.
3. Alignment with brand image: Humor should align with your brand image and resonate with your target audience. Ensure the context is appropriate and the message does not clash.
4. Complement content: GIFs should complement the main email content, not distract from it. Their purpose is to enhance the message and encourage users to take the desired action.

Benefits of using GIFs in email marketing

Incorporating GIFs into your emails can significantly improve your email marketing performance. Here’s why:

1. Greater attention: They capture more attention than an email with only text or static images due to their attractive movement.
2. Concise messages: GIFs allow you to convey more information in less space, making emails more direct and less overwhelming for recipients.
3. Increased engagement: Using humor and dynamism makes users feel more connected to the brand, improving perception and loyalty.
4. Emotion transmission: GIFs are effective for conveying emotions, which can increase brand awareness and keep it present in consumers’ minds.

When to use and when to avoid GIFs in email marketing

Although GIFs can be very beneficial, they are not always suitable for all brands or types of content.

When to use them:

– In promotional emails and newsletters where the tone is more relaxed.

– To highlight special offers or events.

When to avoid them:

– In communications on sensitive topics such as health, finance, or legal matters.

– In emails requiring a more serious and professional tone.

If you decide to integrate GIFs, use them in less sensitive transactional emails, such as purchase confirmations or appointment reminders.

How to measure impact

The impact of GIFs in your email strategy can be measured using the same metrics you already use for other email elements:

1. Open Rate: Compare the open rate of emails with and without GIFs.
2. Click-Through Rate (CTR): Analyze which types of emails generate more clicks.
3. Conversion Rate: Check if emails with GIFs result in more conversions.
4. Bounce Rate: Ensure GIFs are not causing emails to be rejected.
5. Database growth: Evaluate if emails with GIFs attract more subscribers.

If results show that GIFs are benefiting your strategy, continue using them. Otherwise, consider adjusting or removing them.

How to create your own GIFs

To further customize your strategy, you can create your own GIFs using tools like GIF Maker, Animated GIF Maker, or Canva. These allow for unique designs from your own images or existing content, perfectly adapting them to your brand context.

Creating custom GIFs not only impresses your audience but also ensures they are relevant and unique, incorporating distinctive elements of your company.

Integrating GIFs into your email marketing strategy can be highly effective for capturing attention, conveying emotions, and improving audience engagement. However, it is crucial to use them prudently and ensure they align with your brand image and communication goals. Measure their impact and adjust your strategy based on results to maximize the benefits of this dynamic resource.