What are the Pros and Cons of Using Animation in Your Email Marketing Campaigns?

What are the Pros and Cons of Using Animation in Your Email Marketing Campaigns

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It seems as if the beautiful graphics and hi resolution images that an email marketing software can deliver are no longer enough as email markers continue to search for new and more exciting ways to engage their subscribers. Animation is definitely an option that fits the bill, but is it worth it? Although the answer is both yes and no, we know you want more specific details, so in this article, we will take a look at the pros and cons of using animation in your email marketing campaigns.

The Good

Undeniable Appeal - If HTML email looks good, then email fixed with animation is just flat out sexy. Technologies such as Flash, Flex, and Silverlight incorporate the elements of sight, sound, and motion in ways that even video can't touch. If you want people's attention, this technology can help you get it.

Increased Interactivity - Another huge plus animation has going for it is its interactivity. When incorporated into your email campaign, it allows users to interact with image galleries, games, and more right from the message. This is interaction that simply isn't possible with HTML.

Acceptable Performance - Animation plays nice with other internet technologies, which makes it incredibly efficient in terms of bandwidth usage. With an optimal design, you would be surprised at just how well it is capable of performing in the inbox.

The Bad

Compatibility Issues - The one factor that makes using animation in your email marketing campaigns a risk endeavor is the high potential for compatibility issues. This is something that not only comes into play with mail clients, but web browsers as well. If a given email program or browser doesn't support animation, your message will probably look horrible when the subscriber goes to open it.

Devalued Message - How many animation-based messages have you received in your inbox lately? Probably not many, if any. Though implementation is on the rise, this is still a relatively new practice. Instead of aiding the cause, it could actually serve as a distraction for some of your less savvy subscribers, which means the value of your message takes a hit.

Poor Performance - While animation technologies are designed to consume bandwidth efficiently due to their prevalence on the web, they can still make your email perform slow and sluggish. This obviously isn't a good thing as you want to grab the subscriber's attention immediately. When performance issues arise, it normally has to do with a flawed design.

Design and Testing are Critical

Using animation in your email marketing campaigns is a practice that definitely has its advantages, but the disadvantages stand out a bit more. While the potential for higher clicks and conversions is there, the probability of issues is even higher. If you have decided that animation should be a part of your email marketing strategy, understand that design and testing are absolutely vital to your success. This is what will determine if your message presents and functions as intended.

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