Simple tips for using GIFs in your emails and newsletters so they open, load, and get people to click.
Emails with GIFs often get more opens and clicks than those without. The movement catches the eye in a crowded inbox, and a short loop can say more than a block of text. But emails are tricky. Not every client shows animations the same way, and big files can slow things down or get blocked.
Here’s how to use GIFs in your emails and newsletters so they work well for you and your readers.
Most email tools cap how big an image can be, and large GIFs slow down loading. Emails that take too long to load get skimmed or skipped, especially on phones. A heavy GIF can also trigger spam filters or fail to render in some clients.
Aim for under 200KB, ideally closer to 100KB. If your GIF is too heavy, compress it before sending. Tools like our GIF compressor can shrink the file without making it look rough. Smaller files load faster, especially for people on slower connections or phones.
Make it short. A GIF that runs for two or three seconds is usually enough. The first loop is what most people notice—after that, attention drifts. You don’t need a long story. A quick reveal, a simple “new” badge, or a short product demo does the job.
You want it to loop a couple of times and make your point, not drag on. People skim emails—they’ll notice a quick, clear motion more than a long animation. If you’re turning a video into a GIF, trim it to the best few seconds.
Our video to GIF tool lets you choose the exact part you need. For more on settings that work well, see our video to GIF best settings guide.
The GIF should support your message, not distract from it. If you’re promoting a sale, a gentle pulse on the “Shop Now” button works. If you’re showing a before-and-after, a short loop makes it clear. Every movement should point the reader toward what you want them to do.
A subtle highlight on a button, a before-and-after, or a simple “new” or “sale” badge works well. Avoid too many things moving at once. If everything wiggles, nothing stands out. For more on how colour and design affect your GIFs, check out our guide on color psychology in GIF design.
Know your audience. Some people read email on desktop, others on phones. Some clients play GIFs automatically, others need a tap. And a small number of people turn off images entirely.
That’s why it helps to treat the GIF as an enhancement, not the whole message. Put the key info in plain text as well, so the email still makes sense if the GIF doesn’t load.
Learn more about how GIFs fit into marketing across different channels.
A GIF near the top can grab attention and encourage scrolling. One around your main call-to-action can draw the eye to the button. Another in the middle of a long newsletter can give readers a visual break and keep them going.
If you’re not sure where to start, look at where you want the reader to focus first—that’s often the best place for a GIF. One around your main call-to-action can draw the eye to the button.
Another in the middle of a long newsletter can give readers a visual break. Don’t stuff every section with animation—one or two well-placed GIFs usually work better than many.
Optimize before you send. Before exporting your GIF, reduce its width if needed. For most emails, 600 pixels wide is plenty. Smaller dimensions mean smaller file size. You can also trim duplicate frames or adjust frame rate. For deeper tips, see our GIF optimization techniques. These tweaks help your email load faster and feel smoother.
Test before you hit send. Send a test to yourself and open it on a few devices and email apps. Gmail, Outlook, Apple Mail, and others handle GIFs differently. Some play them right away; others show a still and start on click. Knowing what your readers see helps you design around it. If something looks off, simplify the animation or swap it for a static image with a “click to view” note.
Stay on brand. The GIF should feel like the rest of your emails. If your newsletter uses a certain font and colour scheme, your GIF should match. A wild, off-brand animation can feel out of place and break trust. A GIF that fits your style reinforces who you are and what you stand for. Use your usual colours, tone, and style. If your brand is playful, a fun loop fits. If it’s more serious, go for something subtle. Consistency builds trust. Over time, people start to recognise your style before they even read the sender name.
The goal is simple: use GIFs to make your emails easier to scan and more inviting to read. When you add motion without slowing things down or overwhelming the reader, GIFs become one of the most effective tools in your inbox. Emails with well-placed GIFs tend to see higher open rates and more clicks because they stand out and feel more personal. Keep them light, short, and purposeful. Compress when needed, test on different clients, and always keep the main message in text too. When you get that balance right, GIFs become a strong tool for standing out in the inbox without slowing things down.
Try our free online video to GIF converter with optimized settings and advanced compression options.
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