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. 1. Adding a bit of Spice byAnimating your EmailsKath PayPlan to Engage
  2. 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. 3. About Plan to Engage• Email Marketing Strategy• Email Design & Coding• Deliverability Support• Email Vendor Selection• Conversion Optimization• Workshops & Training Courseswww.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  4. 4. What animations can be used?
  5. 5. Animated GIF ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  6. 6. Cinemagraph AnnStreetStudio ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  7. 7. Video-Animated Gif ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  8. 8. Why use animation?
  9. 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. 10. Animated gifs can breath some muchneeded life into the imagery on yourwebsite. They grab the users attentionand act as design delighters, makingyour site stand out from that of thecompetition. Paul Boag
  11. 11. Storytelling – create a narrative ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  12. 12. Increase conversion ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  13. 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. 14. Holland America conducted anA/B test an animated .GIF video inemail versus a static imageResults? 100% higher clickthroughrate on the video segment. Liveclicker
  15. 15. Be helpful & instructional ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  16. 16. Drive attention to the Call ToAction ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  17. 17. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  18. 18. Stand out from your competitors ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  19. 19. Informational ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  20. 20. Surprise & Delight ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  21. 21. Personalised & AnimatedMarketing Sherpa ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  22. 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. 23. Results?The personalised animated emailachieved:• 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 Helzbergs average for promotional emails ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  24. 24. "At the end of the day, we are still trying to sellproducts and promote our offers.Personalization and animation are just the extraattention grabbers that we use to really setourselves apart from the competition and justwow our customers,” Helzberg Diamonds
  25. 25. How can I create them?
  26. 26. Some sites to help you on yourway• 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. 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. 28. Remember…..
  29. 29. Ensure CTA is on the first frameStyle Campaign ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  30. 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. 31. You can view the on-demand recording here:https://www.brighttalk.com/webcast/8461/63107Kath Pay@kathpayKath@PlanToEngage.comwww.linked.com/in/kathpay

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