Be Careful About Using Animated GIFs

Most of the time, it’s best to avoid using animated GIFs in your email. Although they look cool — and can sometimes help your email get noticed more by subscribers — they also have a downside.

If you rely on an animated GIF to carry your email’s core message, you may be disappointed. Any user who doesn’t automatically load images will simply see a blank email from you. Or a mostly blank email with an unsubscribe link.

This makes the email look quite a bit like spam so you’re likely to see both your unsubscribe and spam complaint rates rise.