The return of the animated GIF

Forget fancy filters and bold borders, the animated GIF is making a comeback.  Animated Graphics Interchange Format, or animated GIF for short, is a file format comprised of a series of images strung together and looped to create the appearance of animation – or as I like to say, the old school version / inspiration behind Vine and Instagram video.

Animated GIFs provide quick ways to tell an effective story, show off multiple products, or highlight a specific area of your email without having to deal with bulky videos or Flash.

Here are some of our favourite examples:

American Apparel

Sprout Social

Netflix

PINK Nation

Birds Barbershop


Email Client Support
While animated GIFs don’t work everywhere, support across most email clients is exceptional. Animated GIFs work in all webmail clients and most desktop and mobile clients. The main exceptions are newer versions of Microsoft Outlook (2007+), which refuses to animate the GIF and instead displays the first frame of the animation. The same goes for Windows Phone 7. So if you're planning on using an animated GIF, make sure your first frame looks good on it's own and gets your message across. 

Jack Spade

How to create an animated GIF
While there are many tools available for creating GIFs, the go-to application for most designers is Adobe Photoshop. However, if you don’t have Photoshop, I would recommend using an online programme like GIFMaker.me which is free and super easy to use, even for beginners. 

And finally, please DO NOT DO THIS (unless you want to give your subscribers a seizure):

Kenzo