Email marketing glossary

GIF

A GIF, short for graphics interchange format, is a digital file format that’s often displayed as an animated image. It promotes user engagement by catching their attention and encouraging them to take action. But too many animated objects may be distracting for recipients, which is why the best practice is to limit the number of GIFs used in one email to keep consumers focused on the path to purchase. This helps brands boost their overall metrics, like click-through rates and conversion rates.