Email Marketing Examples: Dell increases revenue by 109% with GIF in email campaign
In the previous post we talked about the power of GIFs in email marketingToday we illustrate this with a case study.
Last year, the technology brand Dell was faced with the challenge of communicating the launch of a new product: the Dell XPS 12 Convertible Ultrabook.
The challengeConveying to the user what a "Convertible" is without cluttering the email with text or producing complex copy.
From Dell, they understood that we users like to "learn visually"But a product whose appeal lies in its transformability could not be communicated through static images. This is why they saw a great opportunity in the GIF formatwhich allowed, by means of a simple animation, to show the operation of the device. Alongside the image, which spoke for itself (and saved the description copy), they added an incentive to buy.
So far, Dell had used GIFs in its emails in a more trivial and "playful" way (e.g. falling snow), but this was the first time it had used this format as a basis for product description, as a strategic decision.
The GIF in the email, as you can see in the image, served as a "product demonstration", The new system is quick, simple, attractive and does not raise technical incompatibilities.
The results of the campaign, in comparison with other campaigns carried out by the brand in the same four-month period, showed the following results:
+ 42% In the click rate
+ 103% In conversion rate
+ 109% In revenue generated
Do you know of any other success stories or interesting applications of GIFs in email marketing?
