Cinemagraphs are replacing GIFs as the preferred format for animated images — they're more aesthetically pleasing, the quality is better and viewers don't get caught up in that "endless loop" effect. Ben Beck explains how to use Cinemagraphs in your email marketing.
If you grew up in the ’80s and ’90s like I did, you remember when VHS tapes overtook Betamax as the preferred video recording format. While the video quality and recording time of VHS offered slight improvements, there wasn’t a stark contrast between the two formats. When DVDs were introduced, however, the difference was enormous, and DVDs became the prevailing video format far faster than VHS overtook Betamax.
Such quality differences between Cinemagraphs and animated gifs are leading to a pronounced migration among email marketers over to Cinemagraphs.
It seems like just a few years ago that animated gifs started to make their way into emails. Static emails were overtaken by animated gifs as email marketers saw higher click-thru rates when leveraging animation. In fact, Experian CheetahMail research on the topic found that 72 percent of email marketers who leverage animated gifs or Cinemagraphs experience higher click-thru rates.
Flixel, the company behind the MacOS Cinemagraph Pro software that helps you create visually stunning Cinemagraphs, worked with DoubleClick to find that Cinemagraphs generate 5.6 times higher click-thru rates, compared to still images.