Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
Cases, Inspiration!

With animated images towards conversion in five steps

Using animated images in an email message can be bit risky. It can be over the top and adds few surplus value to the story. There is an example from our own mailbox we definitely would like to share with you. It is an adjustment to an animated gif image which we have not come across with yet, animated prices…

mamashelter meMama Shelter is a unique chain of hotels that has started their first hotel in Paris some time back, nearby the famous cemetery Père Lachaise. From day one the hotel chain targeted a young and fashionable audience with whom the thought of a loft is never far away and new media are key. As well as in the offered rooms as in their marketing. So with email marketing, they try to seduce their audience to other cities where they have established new hotels by now. Even outside France, such as this one in Istanbul.

1 A simple logo without any addition, apart from the lookalike of a menu of a website. Note the subtle detail. Istanbul is in bold, just as the menu item on a website that has been clicked on and active.

2 We start with the bold letters and a baseline. It is the offset of the storytelling in which two elements come back: Mama as a reference to the brand, Big as a reference to the product. The big rooms where the loft feeling is never far away.

3 Here you can see a clothesline with pictures. The pictures have been selected carefully. Two of the four show the product, namely the room. The two others show the preconditions. Number two exhibits the happy people who will also be delighted in the room, or you as a customer in the large room. The fourth shows pictures of the city where the hotel is set up. With a few snapshots it becomes quickly clear that Istanbul is the destination.

This clothesline tells the complete story, about the rooms, the citizens that seduce you to visit the city. The second photo with the products are static. You can view them well. And you instantly see the core business of Mama Shelter. The wink occurs in two and three. And that is where the animation appears. You can figure for yourself. Two winking photos is quite a risky area. Four would have been over the top.

4 Another spot where animation is used. The original price comes first, crossed out with a thick line. The new price is in the same colour as the baseline at the top and the badge at the bottom right. And not only larger, but also to discover. The animation that drives the images determines the rhythm of the revelation of the price.

5 The call-to-action is highlighted by two simple actions. With the first, another colour is used in contrast to the colour range of the rest of the message. That way the button saying book now pops up. The second reason is that there has been chosen not to add movement. There is a peaceful area that really draws the attention. We know the destination, the price and now we can book.

Of course it ends on a footer with common elements. The address is similar to the address of the hotel in Istanbul. Very consistent to the header. Istanbul in bold in the opening menu. The address in Paris would not be relevant.

Nov 13, 2015Michelle Dassen
Previous storyPhilosophical remark about email marketing and communicationNext storyRecipient triggers email marketing
Home With animated images towards conversion in five steps
7 years ago Cases, Inspiration!563
Michelle Dassen
Twitter
Comments: 1
  1. Cristiane Vendrame
    6 years ago

    How can I insert an animated GIF into a Flexmail message? I´m trying but only appears the first frame (static).

The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  
Strategy

Are you using animated images in your emails?

An email that moves? You can accomplish that by implementing a good old-fashioned animated gif in your email messages. Oct 25, 2013Michelle Dassen

Afleverbaarheid, Content, Email marketing

Litmus and Microsoft are cooperating

The message and spam check is a service that Flexmail offers her clients a long time already. Via the message check the users get the chance to test the display of their email message in all well-known email clients to verify whether their email message comes across the most common spam filters. For this service, […]

Is your contact a mobile reader?

Is it getting time for your company to implement an email template for mobile readers? Don’t let the callouts of international trend watchers guide you. You can answer that question yourself. Dec 17, 2012Michelle Dassen

Content, Email marketing, How to start with email marketing, Personalization, Strategy, Targeting, Trends

The transformation of email marketing to marketing automation

A modern marketer knows only too well that his customers are not identical. Why then send out a campaign that is not tailored to each individual? Sending the same message to all your contacts is not always the best approach. Don’t we all want to create campaigns that increase the open rate and maximize conversions? […]

Cases, Content, E-commerce, Email marketing, Inspiration!, Personalization, Strategy, Surveys, Targeting, Tips

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

No one contradicts me when I say that collecting new subscriptions (read: potential buyers) is key for a fortunate email marketing campaign. But where a lot of marketers go over rather quickly, this brand stands still a little longer: how do I make sure that my customers come back? This example not only has a […]

Events, Strategy, Tips, Trends

Advanced Email Conference Recap: AI, smart personalisation and email geeks

On 16 November, I headed off to the Advanced Email Conference in the heart of London. My expectations? Discovering new speakers, finding inspiration and checking what topics kept the UK e-mail landscape buzzing! Interested? Critical comments, self-reflection and new learning moments coming your way! Email geeks My first impressions of the audience? Positively-minded marketeers, determined […]

Strategy

Five changes to follow closely

E-mail marketing is a domain that is constantly in motion. Technology grows and changes. Providers sharpen their insights and users come up with new ideas. We’d like to present you another five of those changes. Jan 18, 2013Ann Flipkens

Cases, Content, context, E-commerce, Inspiration!

The food industry: Ready to eat emails

The food industry is a sector that celebrates creativity. New dishes, new combinations, exotic products and so on. Why can’t the communication have that same level of creativity? In this blog I’ll take a look at the email marketing within the food industry. A part from that I’ll share some tips and tricks to make […]

Most Viewed
1,937

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

1,426

An integrated offline and online communication at Nespresso

1,357

10 tips to integrate a promo code in your email marketing

1,275

Bloopers you can avoid

1,143

Was this useful?

1,094

11 ideas to improve your opt-in form

1,063

10 elements of a great welcome message

1,012

Give your automation a new dimension

2018 © Flexmail