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Moving image in Email for Luxury brands

Wayne McMaster

30 January 2017

Including video in email campaigns can help your high-end interior brand deepen connections with your most loyal customers, and build excitement with your prospects around product launches.

While emails used to be more of a broadcast medium, today consumers expect to participate in the conversation. By providing appealing, exclusive content for your loyalists to react to and share, you facilitate their involvement in your brand. Employing video in emails can even help increase your Facebook ‘likes’.  

Did you know that including video in an email can lead to open rate increases of 19% and  click-through rate increases upwards of 50 percent!

It’s a common misconception that when you use video in email, that the video will simply play, right from inside the email. I'm sure we'd love it to do that, but as we know, email clients like Gmail, Outlook, Thunderbird, and others often don’t support the technical requirements needed to play video right inside the email.

In spite of that, 76% of marketers plan to increase their use of YouTube and video marketing. Because as we know, video has an undeniable impact on email KPIs including:

• Boost open rates by 19%.
• Boost click-through rates by 65%.
• Reduce unsubscribes by 26%.

Alternatively -and where the image will 'move' right inside the email is with GIFs. These are easy to make, lightweight and are supported by most email clients.

GIF support is pretty much universal across the major email clients… except, Outlook 2007, 2010 & 2013, because theses versions use Microsoft Word to render HTML email, GIFs and animated content don't display well.

Compatibility issues cause only the first frame of the GIF to display. Using a GIF is an easy way to give the illusion of video in email.

When you're designing emails that contain animated content, always plan for how to minimize the impact on the overall campaign if the animated content fails.

If you don’t have Adobe Photoshop there are other alternatives to creating your own animated GIFs for your campaigns:

1. GIF animator – Windows
2. Instagiffer – Mac & Windows
3. GIF Brewery – Mac

gif

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