Using the Animated GIF

From: Crate and Barrel
Subject Line: Custom Color Outdoor Collections
Date: Tuesday, April 25, 2006

From: Lands' End
Subject Line: Family Summer Fun Starts Here
Date: Tuesday, May 9, 2006

While the rotating GIF image image can be a fun, dynamic addition to any EDM, it is rare that the animation ultimately edifies the actual message. Here we have two examples in which the rotating GIF is used efficaciously.

Like Pottery Barn's April 17 Chesapeake Collection ourdoor furniture message, Crate and Barrel's "Custom Outdoor Collections" campaign engages shoppers in the furniture customization process using color swatches. Here, going one step further, Crate and Barrel applies the color options to the product using the rotating GIF. Unfortunately, we run into some image dithering here, a common scenario when saving photography in the GIF file format, however, the sacrifice is well worth it in this instance. On an unrelated note, I applaud the inclusion of four lower pricepoint "Coordinating Items" in addition to the furniture product, as full-price furniture is often a difficult sell via the EDM vehicle.
View the animation here >

Let's move on to the Land's End message. For the purpose of this discussion, let's ignore the jumbled lower half of the message and focus on the animated GIF. I truly admire the way they've synchronized their category names with correlating imagery. This could be a great way to do a New Season Intro message (for instance, What's New for Summer for "Boys", "Girls", etc.) or a Gift Finder campaign (Great Gifts for "Men", "Women", "Coworkers", "Kids", etc.)
View the animation here >

As internet bandwidth increases and email inbox capacity skyrockets, consider the animated GIF as a way to add another dimension to your next campaign.