Every couple of days in this industry, you come across a headline and think, “What? No way. How could that be?” Sometimes it’s linkbait, sometimes it’s tongue-in-cheekâ€”but this time it’s for real. Animated GIFs help email marketing campaigns.
I know, I know, it’s so 1999 (and that’s being generous). But the ever-venerable MarketingSherpa has the data (beautiful data!) to back it up.
Why in the world could this be working? There are a few key clues in the article (open access until April 18):
- They (Lake Champlain Chocolates) tested the campaign to make sure that the GIF displayed properly in a variety of mail clients.
- They made the file small enough for reasonably fast downloads over high speed (and recognized that their minority of dial up customers wouldn’t be able to see the file).