Summary
Using multiple GIFs in emails can negatively impact both deliverability and user experience. A key concern is the increased file size, potentially triggering spam filters and leading to slow loading times. Experts recommend optimizing GIF file sizes, using them strategically to enhance the message rather than overwhelm recipients, and ensuring a balanced text-to-image ratio. Accessibility is another significant consideration, requiring alternative text descriptions for visually impaired users and precautions to prevent seizures or disorientation. Overall, GIFs should align with brand voice, meet customer expectations, and contribute to a positive, engaging email experience.
Key findings
- Deliverability Impact: Increased file size from multiple GIFs can trigger spam filters and decrease deliverability.
- User Experience Concerns: Excessive or poorly designed GIFs can distract users, leading to email fatigue and reduced engagement.
- Accessibility Challenges: Multiple animated GIFs can pose accessibility issues for users with visual impairments or cognitive disabilities.
- Image-to-Text Ratio Matters: A high image-to-text ratio can be problematic, as email clients struggle to 'read' images.
Key considerations
- Optimize File Sizes: Reduce GIF file sizes by minimizing colors, frame rates, and overall dimensions. Consider using compression techniques.
- Strategic GIF Usage: Use GIFs strategically to highlight key messages and offers, ensuring they serve a clear purpose.
- Maintain Text Balance: Maintain a reasonable balance between text and images to avoid triggering spam filters and improve accessibility.
- Accessibility Features: Provide descriptive alternative text for all GIFs to ensure accessibility for users with visual impairments.
- Remote Hosting: If possible, link to remotely hosted GIFs rather than embedding them directly in the email.
- Monitor Performance: Regularly monitor email deliverability metrics to identify and address any issues related to GIF usage.
What email marketers say
8 marketer opinions
Using multiple GIFs in emails can negatively affect deliverability and user experience. Key issues include increased file size, which can trigger spam filters and slow loading times, and potential distraction or email fatigue for recipients. Accessibility concerns for visually impaired users also arise. Experts recommend optimizing GIF file sizes, using them strategically for clear purposes, and aligning their use with brand voice and customer expectations.
Key opinions
- File Size: Multiple GIFs increase email file size, potentially impacting deliverability due to spam filters and slower loading times.
- User Experience: Excessive GIF usage can be distracting, leading to email fatigue and reduced click-through rates.
- Accessibility: Multiple GIFs can cause accessibility issues for visually impaired users if not accompanied by descriptive alt text.
- Brand Perception: Misaligned GIF usage can be perceived as unprofessional and diminish brand image.
Key considerations
- Optimization: Optimize GIF file sizes to minimize impact on email size and loading times.
- Strategic Use: Use GIFs strategically to highlight key messages and offers, rather than overwhelming recipients.
- Brand Alignment: Ensure GIF usage aligns with brand voice and customer expectations.
- Accessibility: Provide descriptive alt text for GIFs to ensure accessibility for visually impaired users.
- Monitoring: Monitor email deliverability metrics to assess if GIF usage is affecting performance.
Marketer view
Email marketer from ActiveCampaign shares that using multiple GIFs can cause accessibility issues for visually impaired users. They should be used sparingly or accompanied by descriptive alt text.
16 Oct 2022 - ActiveCampaign
Marketer view
Email marketer from Reddit shares that ISPs often flag emails with large file sizes, which multiple GIFs can exacerbate. Monitoring email deliverability metrics can help determine if GIF usage is affecting performance.
5 May 2024 - Reddit
What the experts say
4 expert opinions
Using multiple GIFs in emails can negatively affect deliverability due to increased file size, potentially triggering spam filters. Recipient distaste and a high image-to-text ratio can also be problematic. Experts suggest optimization and keeping the overall email size small, especially if GIFs are attached rather than linked remotely.
Key opinions
- File Size: Multiple GIFs can increase email file size, triggering spam filters.
- Spam Triggers: Large images, including GIFs, are often red flags for spam filters.
- Image-to-Text Ratio: High image-to-text ratios can be problematic, as email clients can't 'read' images.
- Recipient Distaste: Too many animated GIFs may cause recipient distaste.
Key considerations
- Optimization: Optimize GIF file sizes to minimize impact on email size.
- File Location: If possible, link to remote GIFs rather than attaching them.
- Balance Text & Images: Maintain a balance between text and images to avoid spam filters.
- Keep it Concise: Keep the overall email size small for better deliverability.
Expert view
Expert from SpamResource explains that embedding multiple large images, including GIFs, can significantly increase the overall size of an email, potentially triggering spam filters and reducing deliverability. Optimization is key.
2 Mar 2023 - SpamResource
Expert view
Expert from SpamResource responds that large images are often a red flag for spam filters because spammers commonly use images to hide text. Keep the overall email size small.
2 Oct 2022 - SpamResource
What the documentation says
4 technical articles
Using multiple GIFs in emails requires careful optimization to mitigate negative effects on deliverability and user experience. Documentation emphasizes reducing file size through methods like color reduction and compression, as well as addressing accessibility concerns by providing alternative text descriptions and preventing seizures or disorientation. Efficient optimization is crucial for fast loading times and positive user engagement.
Key findings
- File Size Impact: Large GIF file sizes negatively affect email loading times and user engagement.
- Optimization Crucial: Efficient GIF optimization ensures fast loading times and a positive user experience.
- Accessibility Issues: Multiple animated GIFs can create accessibility issues for users with visual impairments or cognitive disabilities.
- Seizure Risk: GIFs can cause seizures or disorientation if not properly designed.
Key considerations
- Reduce File Size: Reduce the number of colors, frame rate, and overall dimensions to minimize GIF file size.
- Compression: Compress images and use appropriate file formats for optimal performance.
- Alternative Text: Provide alternative text descriptions for screen readers.
- Prevent Seizures: Ensure GIFs do not cause seizures or disorientation.
Technical article
Documentation from MDN Web Docs explains that optimizing animated GIFs involves reducing the number of colors, frame rate, and overall dimensions to minimize file size. Efficient optimization is crucial for ensuring fast loading times and a positive user experience.
5 Oct 2024 - MDN Web Docs
Technical article
Documentation from Campaign Monitor explains that using multiple animated GIFs can create accessibility issues for users with visual impairments or cognitive disabilities. They recommend providing alternative text descriptions and ensuring GIFs do not cause seizures or disorientation.
12 Oct 2023 - Campaign Monitor
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