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The Lost Art of the Email Follow-Up

Both retail and B2B businesses are necromancing the lost art of the email, using it as a follow-up tactic in their multichannel campaigns. Let’s explore 4 examples of this highly effective email tactic.

 

I’m a big fan of GIFs in pretty much any context, including email. I’m not alone in my preference for animated content: 1 in 2 marketers are using GIFs in their email campaigns.

 

For B2B brands, who often struggle with engagement, GIFs can be a great way to capture and retain your audience’s attention. Here’s a really nice example from visual content platform Visage.

 

The header image in this email is a simple animated GIF that says “Here we go!” and ends with a graphic of their platform. It’s cute, interesting, and conveys excitement without being overly flashy. It also contains all the information I’ll need for my account going forward so I don’t have to dig for it in separate messages.

 

Email marketing may not be the newest or most glamorous marketing channel, but it’s proven to be a solid long-term investment. These stats are pretty hard to argue with:

 

 

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