Adding a bit of Spice by Animating your Emails
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Need to get your subscribers attention? Need to drive conversions? Attend this webinar with Kath Pay of Plan to Engage and find out the latest trends in using animated gifs, cinemagraphs and video animated gifs, which will enable you to get your subscribers attention and drive those all important CTR's.
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Adding a bit of Spice by Animating your Emails
- 1. Adding a bit of Spice by Animating your Emails Kath Pay Plan to Engage
- 2. Your presenter – Kath Pay • 12+ years of experience in email marketing • Email Marketing Consultant, Trainer & Speaker • Lead trainer for Email Marketing for Econsultancy & the IDM in the UK @kathpay ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 3. About Plan to Engage • Email Marketing Strategy • Email Design & Coding • Deliverability Support • Email Vendor Selection • Conversion Optimization • Workshops & Training Courses www.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 4. What animations can be used?
- 5. Animated GIF ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 6. Cinemagraph AnnStreetStudio ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 7. Video-Animated Gif ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 9. Why? • Adds movement and grabs attention to a generally static channel • Perfect for Email where poor support is given to video • Drives engagement • Increases conversions • Surprise & Delight • Stand out from the competition ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 10. Animated gifs can breath some much needed life into the imagery on your website. They grab the users attention and act as design delighters, making your site stand out from that of the competition. Paul Boag
- 11. Storytelling – create a narrative ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 12. Increase conversion ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 13. • Subject line: VIDEO: Susan Boyle Makeover :: Fall Tadashi Gowns Modelled • Measured: Total clicks • Results: Animated gif version resulted in an increase of 26% of total click-through’s Source: Campaign Monitor/Style Campaign ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 14. Holland America conducted an A/B test an animated .GIF video in email versus a static image Results? 100% higher clickthrough rate on the video segment. Liveclicker
- 15. Be helpful & instructional ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 16. Drive attention to the Call To Action ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 17. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 18. Stand out from your competitors ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 19. Informational ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 20. Surprise & Delight ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 21. Personalised & Animated Marketing Sherpa ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 22. Goal – to purchase a necklace • Subject line: "This free bracelet has your name on it." • Personalised charms animation • Offer: "Buy five beads, choose your free bracelet" • Call-to-action button: "Shop Now" ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 23. Results? The personalised animated email achieved: • 288% increase in sales compared to an email sent the previous week promoting the same • collection to the same audience • 55% higher open rate than Helzberg's average for promotional emails ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 24. "At the end of the day, we are still trying to sell products and promote our offers. Personalization and animation are just the extra attention grabbers that we use to really set ourselves apart from the competition and just 'wow' our customers,” Helzberg Diamonds
- 25. How can I create them?
- 26. Some sites to help you on your way • Animated GIF Tutorial • http://creativetechs.com/tipsblog/build-animated-gifs- in-photoshop/ • Cinemagraph Tutorial • http://www.labnol.org/software/cinemagraph- tutorial/19453/ • Plus lots of Smartphone Apps • Video Animated Gif • Microsoft Cliplet: http://www.youtube.com/watch?feature=player_embed ded&v=3BmO3TILucQ#! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 27. Let someone do it for you • http://www.StyleCampaign.com • http://www.skeletonproductions.com/ email-marketing • http://annstreetstudio.com/ • Just to name a few….. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 28. Remember…..
- 29. Ensure CTA is on the first frame Style Campaign ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 30. Also….. • Know your campaign objective and ensure the animation supports it • No sound • Be careful not to overuse them • Keep animated .GIF length to no more than 30 seconds and 75kb • Design for images blocked and use Alt Text • Test thoroughly against your conversion metric (not opens) ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 31. You can view the on-demand recording here: https://www.brighttalk.com/webcast/8461/63107 Kath Pay @kathpay Kath@PlanToEngage.com www.linked.com/in/kathpay