It’s important to highlight that email marketing is one of the most powerful ways to get to your customers. The potential return on investment can only happen if your email campaign is engaging and interesting. Therefore, you must consider using memes and GIFs in an email campaign to get the party started.

Nonetheless, this doesn’t mean that you should go overboard, in fact, you will do more damage than good if you don’t know how to do it properly.

So, here’s what you shall do to effectly use memes and gifs in an email campaign


There’s no point of including Graphics Interchange Format (GIFs) in the campaign if they don’t work. Thus, it’s essential that you test and preview the email itself before you send it to the customers. After all, your reputation will be at stake. Everyone knows that numerous companies all over the world copy and paste GIFs. However, not many people realize that it doesn’t work properly all the time. Therefore, you should never risk it.

The best thing for your campaign would be to embed it into the email manually so you have the assurance that the customers will be able to view it with ease. Here are some tips that you must keep in mind:

  • Keep it short and snappy – A GIF should never be longer than 10 seconds.
  • Lifespan – Generally, memes have a short lifespan, make sure that when you choose a meme, it’s well-known.
  • Copyright issues – Some GIFs are protected under copyright laws. Hence, you should do research on the one that you’re using.

You should never forget that using memes and gifs in an email campaign is merely for decoration. The customers still want well-written content. If you add too much of everything, it would be difficult to follow the content. Limit yourself so you get your point across with ease.


Stay Relevant

When you decide to incorporate such accessories into the campaign, it should reflect your brand and help what you’re trying to put across. As you may know, different memes are preferred by different demographics. Thus, if you believe that your customers are from a certain age group, you should choose the ones that are most relevant to them.

You also have to consider generations when choosing the right accessory. You will have customers from the following generations:

  • 2000 to present: Generation Z
  • 1980 to 2000: Millennials
  • 1965 to 1979: Generation X
  • 1946 to 1964: Baby Boomers

It’s important to stay relevant and engage the audience as much as you can. If you have the wrong type of memes and gifs, it will have a negative impact on the open rate of the next campaign.

When it comes to this, the best tip that we can give is to use an email list tool. This tool will upgrade the list so you will know exactly what type of customers and audience you have. It would be very difficult to be relevant if you don’t know the age group of those that are reading your campaign.

Guide To CTA

You can use such tools to guide the customers towards a specific call to action. Sometimes, it’s difficult to guide people towards the next steps through content. Memes and gifs express emotion much better than words can. After all, all eyes are attracted to something funny or something that is moving. Therefore, you will find that in the campaigns where these tools have been used, the business earn conversions are improved.

Once a customer sees how to proceed next, they will most likely do it. Thus, if you want your business page to be shared with others, we advise you that you use these tools. Above all, when doing a call to action, you should:

  • Be specific and use words such as “Buy Now”, “Share”, and “Sign Up”
  • Use conversational words such as “you”
  • Keep it short and simple
  • Use rewarding language

In order for the CTA and such tools to work in harmony, you must ensure that you know how to properly incorporate CTA. The best advice that we can give you is to always remember that keep it simple. As well as, if you want to incorporate colors, orange is the best choice for a call to action. You should never use harsh and dominating colors.

Less Is More

If you don’t keep it simple and add large files, you will be risking a low conversion. Large files take much longer to download. We live in a fast-moving world, so everything must move at a fast pace. You will be risking the patience of the customers by adding a large file and you will find yourself in the spam folder.

So, why risk it when you can avoid it? You should follow these tips:

  • Each one should be a maximum of 480 pixels wide
  • Never add more than 8 frames
  • The files should be a maximum of 400 KB

It’s essential that you keep in mind accessibility. Some people may be sensitive to fast-moving pictures or bright colors as it can give them seizures. This is why you should never add such files in your campaign as you will be left in the spam folder forever. No discount or reward will ever save you.

Technical Limitations - or why you should think twice before using memes and gifs in an email campaign

Not every platform is advanced enough to support memes and gifs in an email campaign. Therefore, you should keep that in mind at all times - and adjust accordingly. For example, Outlook is the Gandalf of Gifs.


Your dreams of an effective email marketing will be crushed if all people in your email list use:

  • Outlook 2007
  • Outlook 2010
  • Outlook 2013

Nonetheless, not all hope is lost. This platform will show the frame after the image has been loaded. Thus, there are options to choose from especially with memes. When it comes to this, if the majority of people in your email list use this platform, you can:

  • Move the call to action somewhere else in the campaign
  • The last frame should be the main call to action
  • Use memes only

Again, it’s essential that you must use sufficient content as well. There’s no point of sending somthing if you haven’t put the main idea across - and no memes and gifs in an email campaign can save you.


Emoticons are used literally everywhere, even elders feel comfortable to use these. If you don’t want to use them in the same campaign that you’ve used gifs and memes, you can create an email that has a majority of emoji. Nonetheless, you should never complicate things or go overboard.

The message should be conveyed properly and easy to understand at all times. As well as, too many emoji will be distracting and will move the attention somewhere else. There’s no doubt that if you don’t use it strategically, many customers will find it annoying and move you to the spam folder.

Play It Cool

Sometimes you will misjudge the situation and make a mess of things, especially if you don’t use the right ones. Therefore, if you make a mistake you should play it cool. Thus, we advise you to not find any excuses as you can dig yourself another hole. You don’t want to go viral for the wrong reasons so you must consider using a friend that is knowledgeable in gifs, memes, and emoji. Now that you know everything that you should know, may the force be with you.

Examples of Successfully Used GIFs

As you have seen from above, there are many points to take into consideration. When it comes to this type of strategy, it seems easy, but it's the opposite. Check out the examples below to inspire yourself from. After all, GIFs don't have to be just about amusement. You can also use them to help your branding.


As mentioned above, Converse has achieved a successful use of GIF. The images are colorful, and it gathers the attention of the recipient. It also helps the brand to advertise its new Monochromatic Collection. Take a look for yourself:


You can see that it demands attention. Even though the colors are bright, it isn't painful on the eye. Hence, it makes you enthusiastic to see what is next.

Furthermore, the GIF is the highlight of the email, but the campaign also has content. The words explain the meaning of the CTA.


Do you want to promote a new feature, product, app, or the website's revamp? You should take a look at this example:


The company has introduced a new feature in its app. The animation shows what the feature is about and how it can help the user. As you can imagine, the information has been portrayed much easier.

Animated GIFs will make the job of making the announcement much easier. Additionally, it can also be your helping hand to showcase boring information.

Rather than displaying information that isn't attractive to the reader, you can use animation to bring your work to life. Since you're announcing something new, you can also help explain how to use it properly.


Without a doubt, the email marketing team at Nest is going above and beyond. This is an excellent strategy as interactive emails are much more successful at engaging the subscribers.

The email below has used the help of carousels and interactive buttons. These buttons will showcase a new product, and not many brands have done before.


The GIF is the orange thermostat. It shows how the thermostat is operating when the heating is on.


However, once the recipient clicks on the "At a distance" button, the thermostat will change accordingly. The transition is smooth, so even though there is a lot of action going on, it doesn't look chaotic.

Nonetheless, there is also writing at the bottom of the email. The content explains the benefits of the new product and how easy it is to use it. Furthermore, there's also a link at the bottom of the page to explain the new product in detail.

Conclusion on how to use Memes and Gifs in an Email Campaign

In summary, it's essential to use GIFs to promote your brand to the best of your abilities. You should always remember that less is more before using memes and gifs in an email campaign. This means that one GIF per email should be enough. Additionally, you can also use a few words with the GIFs and memes to ensure that the information is perceived according to your vision.

Also, the essential piece of information is to stay relevant. Otherwise, you will risk getting reported as spam and unsubscribed from.

Subscribe to TheChecker's Blog

Get the latest posts delivered right to your inbox