It is essential to highlight that email marketing is one of the most powerful ways to communicate with your customers. The potential return on investment can only be achieved if your email campaign is engaging and entertaining. Therefore, you should consider using memes and GIFs in an email campaign to add an element of fun.
Nonetheless, this does not mean that you should go overboard. You will do more damage than good if you do not know how to do it properly.
Here is what you should do to use memes and GIFs in an Email Campaign effectively
There is no point in including Graphics Interchange Format (GIFs) in the campaign if they do not work. Thus, you must test and preview the email before you send it to customers. After all, your reputation is at stake. Everyone knows that numerous companies all over the world copy and paste GIFs. However, not many people realize that it does not work all the time properly. 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 – 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 is well-known.
- Copyright issues – Some GIFs are protected under copyright laws. Hence, you should do your research on the GIF that you will use.
You should never forget that using memes and GIFs in an email campaign is merely for decoration. The customers still want well-written content to accompany it. If you add too much of everything, it would be difficult to follow it. Limit yourself so that you get your point across with ease.
When you decide to incorporate such accessories into the campaign, it should reflect your brand appropriately and help what you are 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 particular 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 is crucial to stay relevant and engage the audience as much as you can. If you have the wrong type of memes and GIFs, it will negatively impact 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 the type of customers and the audience you have. It would be very difficult to be relevant if you do not 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 is 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, 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 designing 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
For the CTA and other tools to work in harmony, you must ensure that you know how to incorporate a CTA properly. The best advice that we can give you is always to remember to keep it simple. Also, 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 do not keep it simple and add large files, you will be risking a low conversion rate. Large files take much longer to load. We live in a fast-moving world, so everything must move at a fast pace. If slow, the customers might lose patience 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
You must 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, you must have sufficient content as well. There is no point of sending somthing if you have not put the main idea across - and no memes and GIFs in an email campaign can save you.
Emoticons are used everywhere; even older generations feel comfortable using them. If you do not want to use them in the same campaign in which you have used GIFs and memes, you can create another email campaign that has emojis. Nonetheless, you should never complicate things or go overboard.
The message should be conveyed accurately and should be easy to understand at all times. Moreover, too many emojis can be distracting and might attract attention to an unimportant element. There is no doubt that if you do not use them strategically, many customers will find it annoying and move your email to the spam folder.
Play it Cool
Sometimes you will misjudge the situation and make a mess of things, especially if you do not use the right memes or GIFs. Therefore, if you make a mistake, you should play it cool. Thus, we advise you not to find any excuses as you can dig yourself another hole. You do not want to go viral for the wrong reasons so you must consider using a friend that is knowledgeable in GIFs, memes, and emojis. Now that you know everything that you should know, may the force be with you.
Examples of Successfully used GIFs
As you have seen, there are many points to take into consideration. When it comes to this type of strategy, it seems easy, but it is in fact the opposite. Check out some examples below to inspire yourself. After all, GIFs do not have to be just about amusement. You can also use them to help your branding.
Converse uses a GIF successfully below. The images are colorful, and it is attention-seeking, which means someone is more likely to remember it. It also helps the brand to advertise its new Monochromatic Collection.
You can see that it demands attention. Even though the colors are bright, it is not painful to 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 appropriate content.
Do you want to promote a new feature, product, app, or the website's revamp? You should take a look at this example:
In the above 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 in an interesting and simple manner.
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 is not attractive to the reader, you can use animation to bring your work to life. Since you are announcing something new, you can also help explain how to use it properly.
Conclusion on how to use Memes and GIFs in an Email Campaign
In summary, it is 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 your list unsubscribed from.
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