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Why and How of animation in an email marketing campaign – Lyris Blog
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Why and How of animation in an email marketing campaign – Lyris Blog


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Reasons on why animation is good for email marketing campaigns along with insights in to animated GIFs in email. Visit to accelerate your digital & email marketing campaigns.

Reasons on why animation is good for email marketing campaigns along with insights in to animated GIFs in email. Visit to accelerate your digital & email marketing campaigns.

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  • 1. 1 Lyris Connections Blog Excerpts From Our Most Popular Posts Animation in Email is Alive By Lyris Staff Writer Who said emails have to be static? I have always been surprised that email marketers agree to serve animated banners from third-party advertisers but still don’t think about using animation to improve click-through rates in their own email campaigns. Why use animation ? Look at these emails from two of our customers (click on the images to see the animation). Pretty obvious, don’t you think?
  • 2. 2 Lyris Connections Blog Excerpts From Our Most Popular Posts If you are still not convinced, let me point out three main reasons why animation could be a good option for your email marketing campaigns: Animation draws your reader’s eye to important parts of your message and accentuates your offer or promotion while allowing for a more creative message. Animation can help pack a large message into a small space. Some email marketers even use animation to highlight multiple products. Anthropologie used it to show off the different colors their new shirtdress came in. Click here to see the animated part of their email. Animation works! The online fashion retailer BlueFly found an animated email pulling in 12% more revenue than the non-animated equivalent. Dressed Up!, the largest eveningwear store in Los Angeles, tested two different versions of their email: • Email Version A featured a static screenshot of the video • Email Version B featured an animated GIF 1. 2. 3.
  • 3. 3 Lyris Connections Blog Excerpts From Our Most Popular Posts Version B generated a 26% increase in the click-through rate (CTR), in comparison to the non-animated version of the email. And finally, as an email marketer or designer you want (well, you need) your email to stand out of the flow, and 95% of your peers are still not using animated gifs. Animated what? An animated GIF is an image encoded in Graphics Interchange Format (GIF), which contains a number of images or frames in a single file. The frames are presented in a specific order in order to convey animation. An animated GIF can loop endlessly or stop after a few sequences. And given the poor video and Flash support by the major email clients, animated gifs are definitely the only reliable solution to give life to your emails. Support for animated GIFs in email As shown in the table below, animated GIF support is pretty much universal across the major email clients. The only exception is Outlook 2007 and 2010 (surprised?), and only the first frame displays. You will just have to make sure your most important information in the animation will feature on the first frame. As much as I love great examples, I also like to point out good bad examples as they allow us to understand why this is not the way to go: This is how an email from Fendi presenting their new Chameleon purse collection rendered in Outlook 2007 and 2010 and Windows Mobile 7. This is how the same email rendered on any other email clients. Desktop email clients Animated GIF support Web-based email clients Animated GIF support Animated GIF support Mobile email clients Windows Live Mail 2011 AOL Web Android (default) Apple Mail Android (Gmail) Gmail Lotus Notes 6, 7 & 8.5 BlackberryHotmailOutlook 2003 HotmailOutlook Express Blackberry iPhoneYahoo! mailOutlook 2007 First frame Yahoo! maildisplaysOutlook 2010 iPhone Windows 7 Mobile Outlook for Mac 2011 First frame displays
  • 4. lyris.comCopyright © 2014 Lyris, Inc. All rights reserved. About Lyris Inc: Lyris (@Lyris ) is a leading global provider of digital marketing solutions that help companies engage with customers in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize data- driven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile channels. Learn more at Beside support, an important factor to consider is file weight (kilobytes). Animated GIFs can get larger than a static image. Just keep in mind the more colors you use, the larger the animated gif is. The “Flash Sale” animated image in Aqua’s email is pretty light (less than 25KB) compared to its size. One last thing: Before using animation in your email, think about what you are trying to achieve with the animation. If the animation is gratuitous, you will just waste your subscribers’ time and will most likely annoy them. A new generation of Web designers like Paul Boag sees in the revival of the animated gif a new universal and effective approach to draw visitors’ and readers’ attention. Take a look at Paul’s blog and especially at the three animations at the bottom. The next generation of emails will be animated for sure. And what if we could add sound to them? Keep up with the latest industry trends, developments and best practices for continuously optimizing your digital marketing campaigns. Visit Lyris Connections Blog