6 brands that have won the email marketing game with GIFs

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What makes an email great? Is it the witty copy? The stunning design? Or maybe just how awesome it looks overall? Whichever it is, it all boils down to one thing: the level of engagement. And that’s where GIFs really shine.

We’ve all heard the old saying: a picture’s worth a thousand words. Well, if that’s the case, a GIF’s worth a whole lot more. I mean, what else would you expect from an animated picture that has the capacity to engage, delight and, most importantly, convert. A study by MarketingSherpa discovered that GIFs in marketing emails increase click rates by 42%, conversion rates by 103% and total revenue by 109%. Pretty damn impressive, huh.

Given their success, it’s little wonder that marketers are scurrying to include GIFs in their marketing emails. But as with everything else, there are always some who do better than others. So here’s a shout out to the 6 brands with the coolest GIF action.


As if holding the title of being everyone’s favourite mobile streaming service and having a viral catchphrase (Netflix and chill) wasn’t enough, Netflix took the Internet by storm yet again with the use of an awesome GIF in its release of the new season of House of Cards. The chilling text, the black-and-white imagery, coupled with Frank Underwood’s ice-cold stare, just screams intrigue. It’s clear why this one’s a winner.

GIFs in marketing emails


Another incredible example of a GIF, major motion picture Looper launched this cool GIF poster as part of its film premier. The clock GIF in the ‘O’ perfectly illustrates the basis of the movie (time travel) while the animated dust effect provides a glimpse of events to come as the story unfolds. Absolutely brilliant!


Ridesharing company Lyft used this fun and engaging GIF to introduce the launch of its new interface and demonstrate the simplicity of ordering a ride through its app. The animation takes the reader through the entire process from setting a pickup location to booking a Lyft. Sweet!

Sprout Social

Sprout Social also used a GIF to showcase and launch the cool new features of its redesigned iPhone app. Besides creating awareness, the GIF served as a mini walkthrough on how easy it is to use the updated functions.

American Apparel

What better way to display an entire range of colourful ‘power-washed’ T-shirts than a washing machine animation. This eye-catching GIF would be hard to miss in your inbox!


Gramovox launched its new Floating Record with a well-placed GIF and, boy, was it cool. Using an animated image of a rotating vinyl record, the brand created a hypnotic, eye-catching effect that perfectly showcased the selling point of its new product. We’re sold!

Now that you’ve seen some of the best GIFs online, you know how fun they can be when used right. So start including GIFs in your marketing emails. Who knows, you just might win over the Internet.

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Art Director. Expert in visual storytelling, responsive and interactive design.

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