Email Creative Insights: Gifts call for GIFs!

We hate to be the bearer of bad news but sadly, Summer has slipped away. It’s time to put away your flip flops and get ready for foliage Instagrams, the smell of crisp fall air, pumpkin spiced coffee, and football. 

In the back of your mind, we know what you’re thinking… holiday season is approaching! And what does that mean? GIFTS! Or should we say, GIF’s!!

No, we’re not stuck in the 90’s (most of us here, anyways). Top brands are ramping up their use of GIFs in email like it’s 1999  in effort to grab readers’ attention and drive home the point of their messaging. 

Why? It’s simple, GIFs are fun to look at. They can be as captivating as the digital billboards in Times Square. Still images in email, by comparison, often get overlooked like billboards on the side of the highway as consumers speed on by. 

Let’s take a look at how some of our favorite brands are using GIFs to spice up their email creative:

1.) Urban Outfitters

In 2014, Urban Outfitters decided to go with a simple, yet bold aesthetic. The use of black and white text surrounded by small icons make the email scream about their 50% off sale. 

Urban 2014 email

One year later, Urban decided to up to ante a bit and ditch the icons. They kept the bold font aesthetic and added a GIF with a crumpling sheet of paper revealing more details about the sale. The use of a GIF here is great because it keeps the reader laser-focused on what’s most important: the sale! An extra 20% off never hurt, either.

Urban 2015

 2.) Kate Spade

It’s as if Kate Spade’s 2014 “Work. Play. Sale!” email was a rough draft of the final copy to come a year later. 

Kate Spade 2


In 2015, the typography and graphic elements from the old email are pretty much the same. The real game-changer here is the addition of a GIF that creates a more appealing and striking look.  The added elements of the stand, the shadows and the swinging signs gives the GIF a finished touch.

Kate Spade 2015

It all boils down to dollars and cents. We interacted with the 2015 version and not the previous year’s. Enough said?

3.) David Yurman

David Yurman is known for their iconic look.  This translates well into the brand’s advertisements and email creative. Check out this email from 2014:

David Yurman 2014

In 2015 Yurman dropped the black and white timeless aesthetic of his emails in favor of eye catching color and memorable motion.

Yurman 2015 Gif

In the GIF above, the bright pink background is strategically placed behind the green bracelets.  The use of complimentary colors really works here.  The shaking of the hand in the GIF emphasizes the already color-popping image, making it even more engaging. David Yurman hasn’t completely thrown out it’s aesthetic of elegance and timelessness, but they have definitely succeeded at adding a new, fun element to their emails. 

Have you seen any cool GIFs in emails from your favorite brands lately? Share them with us @FreshAddress on Twitter or email us at

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