Instructions, advantages and disadvantages: why and how to boost messages in order to increase openings and conversions. According to a recent report by Cisco System, in the United States, videos will represent 84% of Internet traffic by 2018. It's an impressive figure that reveals how much a dynamic element on a digital medium can catalyze the attention of users better than anything. other. That's not to say that interesting content will only come through video – it would be like admitting that the billions of hours watched on YouTube every day are entirely made up of relevant videos. However, when it comes to attracting and captivating the user, formats with a kinetic element help web pages become more dynamic by acquiring movement in a sequence of images and frames.
We are seeing a significant shift in user behaviors, with a growing preference for dynamic elements . Just think of Instagram's Timelapse and Boomerang, or Facebook's Live and 360° features: social media content also slides into videos and images with a dynamic edge. It's a trend that affects all communication channels, including email . The pool of animated content that can be included in emails consists of four main elements: Animated GIFs Videos Countdowns Dynamic images In today's article, we'll cover each of these types of content, covering best practices , mistakes to avoid, and guidelines for properly integrating them into emails, optimizing for viewing. Your guide to email design Animated GIF: the ace up the marketer's sleeve You might not know how to pronounce it, but you definitely know what a "
GIF " is. This format has many advantages, especially in terms of relative ease of creation and use. Indeed, thanks to the movement they generate in e-mails: They grab attention and catch the eye more effectively than a static image. As a result, email performance improves , especially when it comes to click-through rate. They allow stories to be told that create an emotional connection with the user, which is perfect from a visual storytelling perspective. They entertain and encourage sharing They support transparency (so they can be superimposed on a colored background) They are ideal for images with overlaid text On the other hand, there are certain disadvantages (we can however tell you how to remedy them): They only support up to 256 colors They are heavy , which means they can increase the overall weight of the email and slow load times The quality is not suitable for photographs How to create an animated GIF While including them in emails is easy and intuitive, creating animated GIFs requires extra effort compared to normal static images. Here are the options: