Email marketing is an integral part of any marketing strategy. But long gone are the days when a one-size-fits-all ideology was used for roping in new prospects. Email marketers now strategize their marketing approach and like to experiment (A/B test) with different elements to understand what their subscribers love to receive.
Ever since HTML coding was introduced into email coding methods, the race for offering a rich user experience through multimedia began. Plain text emails are a great option for crisis communications and reducing SPAM scores. But email marketers have now migrated from plain text emails to feature-rich emails with Images, GIFs, cinemagraphs, and videos to make emails visually appealing and in turn help increase user engagement.
Fun Fact: Rich media in email effectively evokes emotion, drawing greater engagement. Big brands like American Apparel and Dell, using GIF in their email campaigns have experienced a 103% increase in conversion rate! (Source)
But it is not necessary that including a video or GIF can work for your email marketing right from the first email. Recognizing the pros-cons and compatibility across different email clients is important before making the jump to using Rich media in emails.
In the following Infographic titled “Rich Media in Email Marketing”, our friends at EmailMonks have emphasized on the fact that visuals have effectively told stories for ages and how email marketers can use them to make their emails more visually engaging.
Thankfully, static images are supported in all email clients and GIFs and Cinemagraphs are supported in most widely used email clients. For the non-supporting email clients, we have also listed out the fallback strategies for each rich media. Check it out to understand how a single email looks and conveys a message differently when used with a static image, a GIF, a cinemagraph & a video or when relying only on pure text.
A free eBook that comes with the infographic on ‘How to make the right decision as when to use Images, GIF, Cinemagraph or Video in email’ is a worthwhile collectible.
Kevin George, the Head of Marketing at EmailMonks – one of the fastest growing Email design and coding companies, specializes in crafting beautiful email templates, PSD to HTML email conversion and much more. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers. Feel free to connect with him on Twitter