How to Put a GIF in an Email: The Quick and Easy Guide
GIF images have taken over our phones and the internet — they’re on social media, online forums, discussion boards, news articles, and chat apps. They’re less common in email, though.
Below, we show you how to put a GIF in an email, share the best sources for the finest GIFs, and list the pros and cons of using them in marketing emails.
What is a GIF Image?
Created in 1987, GIF (Graphics Interchange Format) is a bitmap image format that is widely popular on the internet due to its support for animation and transparency.
It supports up to 256 colors, and it allows multiple images (frames) to be displayed in sequence, creating an animation.
It is used extensively by visual designers for:
- Graphics,
- Icons,
- Animations,
- Apps,
- Websites.
Its alternatives include:
| GIF’s competitors | Description |
|---|---|
| WebP (Web Picture Format) | Offers both lossy and lossless compression, with support for animations and transparency. |
| PNG (Portable Network Graphics) | Supports millions of colors and transparency, but no native animation. |
| APNG (Animated PNG) | Extends PNG to support animations while maintaining full color + transparency. |
| SVG (Scalable Vector Graphics) | A vector format that scales without a dip in quality and supports interactivity and animation through scripting. |
GIF Usage on the Internet
GIFs are popular on social media, where users can create and share short, looping animations that convey emotions or reactions. Due to their small size and ability to catch the eye, they’re also used by PPC (Pay-Per-Click) marketers for web ads. GIF images are equally common on chat and messaging apps.
They are not without limitations, though:
- They do not support audio, limiting their use for multimedia applications.
- Another issue is file size; even when compressed, GIF files can still be relatively large.
Despite these problems, GIF images remain a popular format due to their simplicity and compatibility.
Though PNG and WebP are giving GIF stiff competition, it retains popularity thanks to its uses in simple, looped animations and internet memes.
How to Put a GIF in an Email
Adding a GIF to an email is different for users of mail platforms like Gmail/Outlook and email marketers. This section explains how you can add a GIF to an email with a regular user account, and further down, we explain how it’s done in email marketing.
Adding a GIF to an Email in Gmail
If you want to send a GIF to a contact, here’s how to get the job done on Gmail:
- Open Gmail on a browser and log in.
- Click on the “Compose” button in the upper left corner to start a new email.
- Click inside the body of the email where you want to insert the GIF.
- To add the GIF image, upload it from your computer or insert it from the web.
- To upload it, click on the “Insert photo” icon at the bottom of the compose window.
- Now click on the Upload tab and then click on “Choose photos to upload.”
- To insert from the web, first visit the site where the GIF is located.
- Now right-click on the GIF and select “Copy image address.”
- To add this to your email, click on the “Insert photo” icon at the bottom of the Compose window.
- Select the “Web Address (URL)” tab.
- Next, paste the copied GIF URL into the provided field and click “Insert”.
- Ensure the GIF appears correctly in the body of your email. Finish typing your message and click on “Send.”
How to Add a GIF to an Email in Outlook
Follow these steps to add a GIF image to your Outlook email:
- Find the GIF image online and save it to a location on your computer.
- Launch the Outlook app.
- Click on the “New Email” button in the upper left corner to start a new email.
- To upload a GIF, click on the “Insert picture” icon in the menu bar, then click “Picture from file.”
- Now navigate to the GIF file location, and add it.
- It will now appear in your email editor. Finish writing your email and click on “Send.”
If you need instructions on adding GIFs to your email campaign, the next section has you covered.
How to Add a GIF to Marketing Emails
Adding GIFs to messages in email marketing is different because it depends on what email platform you’re using. Email editors vary a lot in functionality so you’ll have to find a way to add a GIF in the email builder of your particular ESP (email service provider).
As in the case of regular mail, the email composer on an email platform will offer you the ability to add GIF images. Above, you can see the Campaign Refinery email editor. By clicking on the “insert image” icon, you can navigate to a location on your computer and upload a GIF.
Some ESPs may need you to upload images to the image library before you can add them. At any point, if you feel confused, reach out to your email platform’s customer care team.
Top 5 Sources for GIF Images
These sites host GIF images you can search through:
| GIF hosting websites | Description |
|---|---|
| GIPHY | A massive database with search functions and categories, great for all your needs. |
| Tenor | Another popular option with a wide variety, good for memes and general use. |
| Imgflip | Leans more towards meme creation with templates and editing tools. |
| Ezgif | A user-friendly online toolset for editing and creating GIFs. Great for customizing existing GIFs or making your own from videos. |
| Imgur | While not solely focused on GIFs, Imgur has a strong meme culture, with many of them being animated. |
You can also create your own GIFs for use in emails. Let’s examine scenarios where GIF usage would be perfect.
When to Use GIFs in Email Campaigns
We’ve covered how to add GIFs to emails — but when is the best time to add a GIF to an email?
Here are 7 use cases that demonstrate the above point:
- Product demo: GIFs are great at showcasing how a product works or highlighting its features.
- Tutorials: GIFs are useful for step-by-step instructions.
- Highlighting sales/promotions: Draw attention to sales or limited-time offers using GIF images. For example, you could use a countdown GIF to create FOMO (fear of missing out).
- Enhance CTAs: A GIF can make CTAs (calls-to-action) more eye-catching and engaging.
- Holiday campaign designs: Add festive flair to holiday email campaigns and seasonal messages using GIFs.
- Visualize information: You can make data and statistics more engaging in an email by using GIFs creatively.
- Gamification: Gamified emails can make emails exciting for readers as they’re engaging and goal-centric. GIFs can help with game mechanics.
- Share email memes: Done tastefully, you could share memes with your subscriber base by using popular GIFs.
Below, you can find examples of tasteful GIF usage in emails.
Email Campaigns with GIFs: Examples
If you’re thinking of ways to add GIFs to aesthetically enhance your emails, these campaigns can get your creative juices flowing.
ModCloth
This email campaign from ModCloth shows different combinations of clothes; the GIF works really well in this example and does not distract readers from the products.
Kate Spade
This email is classy and consistent with the aesthetics of fashion giant Kate Spade. The GIF displays a range of bags in different colors. It’s a good way to show off a range of styles.
Bed Bath & Beyond
Bed Bath and Beyond uses a GIF in this email to demonstrate how their Ziploc bags make it easy to save space and store things.
Mr. Porter
In this email, the GIF usage aims to create ambiance. The warm fire sets the tone for the “Loungewear” range which targets men looking for cozy, comfortable clothes.
Ann Taylor Loft
The GIF image of the wrapped gift plays a tiny but critical role in this email. The purpose is to compel the reader to click on the wrapped gift to find out what it is — a perfect example of a gamified email.
Sending GIFs in Emails: Best Practices for Email Marketers
The 11 points below will ensure your GIF game in marketing emails is on point:
- Keep it small: Aim for a file size under 1MB to ensure quick loading times.
- Align GIFs with content: Use GIFs that are directly relevant to the email’s message and purpose.
- Be clear and professional: Use high-resolution GIFs to maintain a professional appearance.
- Test across devices/platforms: Test your emails with GIFs in various email providers (Gmail, Outlook, Apple Mail, etc.) and on different devices (desktop, mobile) to ensure they display correctly.
- Add a backup image: Provide a static image as a fallback for email clients that do not support GIFs fully.
- Alt text: Add descriptive alt text to your GIFs to ensure screen readers can describe the content to visually impaired users.
- Make it responsive: Ensure your GIFs are optimized for mobile devices. They should load quickly and be easily viewable on smaller screens.
- Don’t overuse them: Limit the number of GIFs per email to avoid overwhelming the recipient and slowing down the load time.
- Place GIFs strategically: Place GIFs strategically where they add the most value, such as highlighting a key product feature or drawing attention to a CTA.
- Privacy considerations: Be mindful of privacy and data security when using GIFs hosted on external servers.
- Make it on-brand: Ensure the design and tone of the GIF align with your overall brand image and messaging.
GIFs are useful and make emails fun, but there are cons to using them, too. The next section lists all the problems you may face using GIFs in emails.
Using GIFs in Email Marketing: Potential Issues
Using GIFs may seem like a great idea but it has its share of pitfalls; consider these 10 factors before you add a GIF to your email campaigns.
1. Not All Email Clients Support GIFs
One significant issue with using GIFs in email marketing is that not all email clients support them equally. While most modern email clients, such as Gmail and Apple Mail, handle GIFs well, older versions of some clients, like Microsoft Outlook, may only display the first frame of the GIF.
Many email clients block email images. This lack of GIF support can lead to miscommunication or an incomplete message, diminishing the impact of your email campaign. Your readers may end up confused by such emails.
2. File Size is an Issue
The use of GIFs can significantly increase the overall file size of your emails.
Since GIFs are composed of multiple frames, they can be much larger than static images. Large file sizes can result in longer load times, particularly for recipients with slower internet connections or those using mobile devices.
This delay can frustrate users; a lag in loading will eventually result in a higher bounce rate and lower engagement metrics.
3. It Can Affect Brand Image
While GIFs can enhance the visual appeal of your emails, their misuse can negatively impact your brand image. Overuse or inappropriate use of GIFs can make your emails appear unprofessional or gimmicky.
Maintaining consistency in design practices and email branding can be more challenging when using GIFs. Creating high-quality, on-brand GIFs requires time and effort, and any deviation can lead to a damaged brand image.
It’s essential to ensure any GIFs you use align with your brand’s tone and message. If they don’t, recipients might perceive your brand as lacking seriousness or credibility, which can harm your reputation and customer trust.
4. It’s Bad for Email Accessibility
GIFs can pose challenges to email accessibility, particularly for recipients with visual impairments or those using screen readers. Screen readers may not properly interpret the content of a GIF, leading to important information being missed.
Additionally, rapidly flashing or blinking GIFs can be problematic for people who are photosensitive. Ensuring your emails are accessible to all recipients is crucial, and the inclusion of GIFs can complicate this effort.
5. Text-Only Emails Perform Better Deliverability-Wise
Your email deliverability rate is the number of emails that make it to the inbox versus going into spam folders. Emails with beautiful designs and GIFs may look better, but there’s a chance you may miss out on the inbox.
Emails that rely heavily on text rather than multimedia content, like GIFs, generally have better deliverability rates.
Between HTML and text-only emails, the latter is less likely to trigger spam filters, which often flag emails containing large attachments or complex elements as potential spam. By keeping your emails simple and text-focused, you ensure messages are delivered effectively.
6. Limitations in Metrics and Tracking
Tracking the effectiveness of GIFs in emails can be challenging. While you can measure basic engagement metrics like open rates and click-through rates, understanding how recipients interact with GIFs specifically is more difficult.
Unlike videos, which can offer detailed analytics, GIFs don’t provide insights into whether recipients viewed the entire animation or how they engaged with it. This lack of detailed metrics can make it hard to assess the true impact of your GIFs.
7. Distraction from Core Message
GIFs can sometimes distract from the core message of your email. If a GIF is too eye-catching or doesn’t align perfectly with the email content, it can draw attention away from the main points or CTAs.
8. Technical Issues May Arise
Technical issues can arise when embedding GIFs into emails, such as formatting problems or incorrect display. These issues can stem from how different email clients render HTML and CSS, potentially leading to a broken or distorted appearance.
9. Doesn’t Work for All Industries
In certain industries, using GIFs in email marketing may not be appropriate or effective. For example, in highly professional or serious sectors like legal services or financial consulting, the use of GIFs might be seen as too casual or unprofessional.
Understanding the audience and industry standards is crucial to determining whether GIFs are a suitable addition to your email campaigns.
10. Privacy and Security Concerns
Using GIFs can raise privacy and security concerns, particularly if the GIFs are hosted on external servers.
Hosting GIFs externally can expose recipients to potential privacy risks, as third-party servers could track their interactions with the GIFs. This can lead to concerns about data security and privacy, which are increasingly important to consumers.
So before you send your email subscribers a funny meme you saw on Twitter, contemplate the issues above. Using GIFs in your email marketing campaigns needs to be a well-calculated and intentional decision.
Campaign Refinery: Focused on Email Deliverability
At Campaign Refinery, we aim to give our email campaigns the highest chance of reaching the inbox. Our focus has resulted in us being the #1 deliverability solution in the industry for email marketers.
And how do we make this possible? By fine-tuning every single aspect of our platform, of course.
Here are the steps we’ve taken to ensure the best inbox placement:
- Automatic list-cleaning: Our tool removes harmful emails before you send them, ensuring safe and deliverable contacts.
- Implementing authentication protocols: It’s mandatory for all senders on our platform to implement protocols such as SPF, DKIM, and DMARC to appear legitimate to mail platforms.
- Gamification: This Campaign Refinery feature dramatically improves open and click rates.
- Segmentation and tagging: We provide all the tools users would need to send emails to more engaged segments of their email list.
- Analytics dashboard: With our real-time analytics, you can accurately track the performance of your campaign, and nip any issues in the bud.
At Campaign Refinery, you can experience the joy of your emails consistently reaching customers. Apply to become a Campaign Refinery customer today!
