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Question: With all the focus on image blocking by ISPs, is there any way to use animation in emails? I keep hearing it’s supposed to give me a better pull-through rate and ROI, but is it even something I should consider?
Answer: Depending on your audience and your email-program goals, you might be able to use animation in email campaigns, but only as a small animated GIF. Do not use Flash or movie files, because your subscribers’ email clients might not be able to render them, and because ISPs are more likely to block emails that incorporate these applications. Also, subscribers who view your email on handhelds, such as cell phones or PDAs, might not see the animation even if they are able to see your other images.
Yes, the images might be disabled. Depending on the email client, your subscriber might see only the first frame of your animated GIF. This is true for Outlook 2007, for example. But if your readers are turning on your images or clicking through on your view-online link, then the animated gifs will be displayed, and you can create the effects you desire.
Before you launch a whole campaign using animation in the email message, be sure to test it thoroughly for functionality and audience acceptance. To test function, view the message on different platforms, including desktops, laptops and handhelds – and in different email clients and browsers.
Also run a message with animation on a sample of your audience and see if you notice a difference in response. You might even survey them briefly afterward to get qualitative data on their reactions.
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