Example of a super easy, and subtle, animated GIF
I’ve noticed in my recent email marketing research that a small trend has begun to trickle through e-newsletters: animation. Moving images have already populated the internet in those obnoxious ads on the side of a website just begging for your attention, but they have yet to take over email. Not that I want emails to become mini-movies, however it’s a great way to spice up an otherwise dull message.
I’ve had a little experience in Flash and understand how animated .gifs work, but how do they translate to email?* With just a quick tutorial online (http://creativetechs.com/tipsblog/build-animated-gifs-in-photoshop/), I was able to build a small file moving image:
The great thing about animating emails is that “Overall, animated GIFs are not used very heavily in email marketing — so a certain amount of novelty remains. Novelty can be an asset when trying to get your audience’s attention.” – Tom Buchok, co-founder of Bannerflow (www.bannerflow.com). Most often the images have been small additions to a logo, or create an eye-catching mouse chaser so you follow the email to the bottom, and they really work. In the few that I’ve received I spent considerably more time just watching it, therefore taking in the message. Don’t go overboard or people will immediately close the email and mark it SPAM, but have fun and get creative and your audience will appreciate the time well spent.
* Not every email provider will render GIF images the same: Outlook 07 is one of these, and will only display the first frame of the GIF – so design assuming the first frame is the only one and make sure the message (if there is one) is clear.
You’re exactly right—don’t go overboard and give the audience something subtle, or engaging, they can appreciate.
The GIF you put together at the top of the page is a perfect example. The moving clouds really bring the scene to life in an elegant manner.
Keep up the good work.