Adding a bit of Spice by Animating your Emails

Adding a bit of Spice by
Animating your Emails
Kath Pay
Plan to Engage

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

About Plan to Engage
• Email Marketing Strategy
• Email Design & Coding
• Deliverability Support
• Email Vendor Selection
• Conversion Optimization
• Workshops & Training
Courses

www.PlanToEngage.com


Animated GIF


Cinemagraph AnnStreetStudio


Video-Animated Gif


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

Animated gifs can breath some much
needed life into the imagery on your
website. They grab the users attention
and act as design delighters, making
your site stand out from that of the
competition.
Paul Boag

Storytelling – create a narrative


Increase conversion


• 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


Holland America conducted an
A/B test an animated .GIF video in
email versus a static image
Results? 100% higher clickthrough
rate on the video segment.
Liveclicker

Be helpful & instructional


Drive attention to the Call To
Action


Stand out from your competitors


Informational


Surprise & Delight


Personalised & Animated

Marketing Sherpa


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"


Results?
The personalised animated email
achieved:
• 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 Helzberg's
average for promotional emails

"At the end of the day, we are still trying to sell
products and promote our offers.
Personalization and animation are just the extra
attention grabbers that we use to really set
ourselves apart from the competition and just
'wow' our customers,”

Helzberg Diamonds

Some sites to help you on your
way
• 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#!


Let someone do it for you
• http://www.StyleCampaign.com
• http://www.skeletonproductions.com/
email-marketing
• http://annstreetstudio.com/

• Just to name a few…..


Ensure CTA is on the first frame

Style Campaign


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)

You can view the on-demand recording here:

https://www.brighttalk.com/webcast/8461/63107

Kath Pay
@kathpay
Kath@PlanToEngage.com
www.linked.com/in/kathpay

Adding a bit of Spice by Animating your Emails

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Adding a bit of Spice by Animating your Emails