Animated GIFs in Email = 12% more sales

This email from Bluefly containing an animated GIF generated 12% more sales than the non-animated version in A/B tests.

{Subject line- Exclusive Private Sale: EXTRA 20% OFF - March 01, 2008}

Click here to view the animated email

Animated GIF's in email

“Bluefly used web analytics to parse the data from the test and found a 5% increase in the click-through rate for recipients of the animated version of “Shhhhh” over recipients of the non-animated version. But more important: Animated shoppers who clicked through generated a 12% increase in dollars spent compared with non-animated shoppers who clicked through.” - Internet Retailer

Fun sells

Bluefly felt taking a “light-hearted” approach was the key to higher sales. They carried this over in their subject lines.

“We had a debate about being more creative and fun in subject lines. In one case we tested ‘Gotta Have Gucci’ versus ‘Gucci Now Up to 40% Off.’ We saw up to 20% more opens with the fun subject line. And now we try to add more of that fun voice to our subject lines.”- Joellen Nicholson, director of marketing at Bluefly  Read the full article here.

Marketing Sherpa puts the figure higher, “ Olympus and other marketers are testing adding animated gifs into their emails, despite so many email providers blocking images by default. We have lessons learned from a real-life mailer who knew the risks but tested it anyway. They’re happy they did: conversions are up 49%”

To get some inspiration view my top 10 animated emails.


4 Responses to “Animated GIFs in Email = 12% more sales”

  • James Spada
    May 27th, 2008 20:29

    If you guys are serious about this, check out and make some seriously high quality gifs.

  • Chad White
    May 30th, 2008 12:24

    I’m definitely seeing animated gifs used more frequently…and used smarter. Check out this post to see my favorite use of animation in an email from Lands’ End:

    Last year I also put out a whole report on retailers’ use of animated gifs. If you want to take a deeper dive, check it out:

  • Anna Yeaman
    June 1st, 2008 13:11

    Thanks for sending me the invite to James. I was just logged on and created a couple of animated gif’s. For those interested wegif allows you to upload a finished gif, use your webcam to create a gif or create an animated gif from photo’s. Then you can share them with others. You currently need an invite to join but you can just email James from the wegif homepage…

  • Anna Yeaman
    June 1st, 2008 13:36

    Hi Chad,

    Lands End has created a whole series of great animated emails. Some practical and other’s just for fun. A favorite of mine is this Halloween email they sent me with the subject line, {Boo! A $10 Gift For You.}

    If you haven’t already, check out Chad’s RetailEmail blog. It’s one of the few blogs I follow regularly. Chad tracks the email campaigns of the top 100 retailers and posts daily to reveal best practices and trends.


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