Images are a powerful tool for storytelling. One of the most useful assets for bringing your brand to life in email is imagery, and the use of simple animations-known as animated GIFs-can take your efforts to the next level. They work really well in email, catching the eye through movement, demonstrating a product's use, or telling a story more easily than a lone static frame.
Here are a few tips for using animated GIFs in email:
Here are a few examples of my favorite animated GIFs used in email-click or tap each image to see the animation.
Support in Email
Good news-animated GIFs are supported quite universally in email on desktop and most mobile devices, with the exception of Outlook 2007, 2010, and 2013. In this case, the first frame will still display, so you still can include it and deliver a good experience to all subscribers. If the animation contains any critical information aside from visually supplementing your message, be sure to include it as HTML text somewhere in the email.
JPGs, GIFs, and PNGs all remain solid choices for image formats supported in email. For more animated GIF inspiration and examples, check out our Email Swipe File on Pinterest.