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Have you ever come across an email where something subtle caught your eye—a moving sky, rippling water, or gently swaying trees? That subtle, looping animation is called a cinemagraph, and it’s one of the best-kept secrets in email design. A cinemagraph combines the stillness of a photograph with the motion of a video, resulting in a mesmerizing effect that captures attention without overwhelming the viewer.

Lately, we’ve seen cinemagraphs popping up more frequently in email campaigns, and for good reason—they’re a fantastic way to enhance the visual appeal of your emails. Whether you’re showcasing a product or setting the mood for a campaign, cinemagraphs can elevate the experience.

Traditionally, creating cinemagraphs involved using Photoshop or other complex tools, which can be daunting and time-consuming. But the good news? I’ve discovered a quick and easy way to make cinemagraphs using a tool called Zappy, and in this post, I’m going to walk you through the process. No Photoshop expertise is required—just a few simple steps to create a beautiful, eye-catching cinemagraph for your next email campaign.

Why Use Cinemagraphs in Email Campaigns?

Cinemagraphs are not just visually captivating—they’re a smart tool for increasing engagement in email campaigns. Think of them as the middle ground between a still image and a full-blown video. The movement is subtle, like a gently flickering candle or a rippling pool, which grabs the reader’s attention without feeling too busy or distracting.

So, why should you consider using cinemagraphs in your emails?

They’re Eye-Catching: In a sea of static images, the subtle motion of a cinemagraph draws the eye. Whether it’s a moving sky or flowing water, these animations immediately make your email stand out in the inbox.

Adds a Layer of Engagement: By introducing motion, cinemagraphs create a more dynamic experience for the reader. They subtly guide attention to important areas of your email, like a product or key feature, without feeling pushy.

Versatility: Cinemagraphs can be used across a wide range of email types, from product launches to seasonal campaigns. They add a professional touch, but they don’t overwhelm the message—making them perfect for brands across different industries.

A great example of this is the cinemagraph used by Wanda, where the sky and trees gently move while the rest of the image remains still. This subtle movement gives the email life, encouraging readers to pause and take a closer look. It’s a great example of how small animations can enhance your message, making it more engaging and memorable.

Traditional Cinemagraph Creation: Complicated and Time-Consuming

If you’ve ever Googled “how to create a cinemagraph,” chances are you’ve encountered a sea of long tutorials and blog posts filled with detailed, technical steps—most of which involve using Photoshop. Don’t get me wrong—Photoshop is a powerful tool, but for many of us, it’s not exactly user-friendly, especially when it comes to creating cinemagraphs. The process can be overwhelming, requiring layers, masking, and precise editing to get that perfect, subtle movement.

Many tutorials walk you through exporting frames, adjusting each layer, and fine-tuning the motion, but this approach can quickly become time-consuming. And if you’re not a Photoshop pro, the process can feel more like a headache than a creative project.

That’s why I’m excited to share a much easier method—one that skips all the heavy lifting of traditional tools like Photoshop. By using a screen recording tool called Zappy, you can create a cinemagraph in just a few steps without needing any special editing skills.

The Easy Way: Using Zappy to Create a Cinemagraph

Now that we’ve discussed the more complex methods let’s dive into the quick and easy way to create a cinemagraph—using Zappy, a screen recording tool from Zapier. Zappy simplifies the process by allowing you to record any part of your screen and turn it into a GIF, eliminating the need for time-consuming Photoshop steps. Here’s how you can do it in just a few minutes.

Step 1: Choose Your Video
The first step is to pick a video with subtle motion that you want to turn into a cinemagraph. The key here is to find something with gentle movement that won’t distract from the main message of your email. For example, I chose a video of a candle flickering—just enough movement to catch the eye, but not so much that it overpowers the rest of the content.

Step 2: Open Zappy and Record Your Screen
Once you’ve found your video, open Zappy and select the GIF option. With Zappy, you can record a specific section of your screen rather than the entire display, which is perfect for isolating the subtle movement you want to capture. Adjust the recording window over the area of the video you want to use.

Step 3: Keep It Short
One important tip is to keep your cinemagraph short—no more than a few seconds. Email clients can struggle with large file sizes, and a longer GIF can slow down load times. With Zappy, just hit record for 3-5 seconds to capture the perfect loop, and you’ll avoid any performance issues in your email.

Step 4: Preview and Save Your Cinemagraph
Once you’ve recorded your cinemagraph, you can preview it by opening the file in your web browser. This will give you a quick way to see the cinemagraph in action, looping just as it will in your email. Make sure the loop is smooth and the movement is subtle enough to enhance the email without overshadowing other content.

Tips for Using Cinemagraphs in Emails

Cinemagraphs can be a game-changer for your email campaigns, but like any tool, they work best when used thoughtfully. Here are a few tips to help you make the most of your cinemagraphs and ensure they enhance, rather than distract from, your emails:

1. Keep It Short and Subtle
The key to a great cinemagraph is subtlety. The movement should be noticeable but not overwhelming. A flickering candle, moving water, or swaying trees are perfect examples of motion that draws attention without being too busy. Keep the cinemagraph under 5 seconds to ensure smooth looping and avoid bloating your email with large file sizes.

2. Use Cinemagraphs to Highlight Key Elements
Cinemagraphs work best when they focus on specific areas of your email that you want to emphasize, like a product feature or a hero image. By incorporating motion into just one part of the email, you can guide the reader’s eye toward the most important sections without overwhelming the overall design.

3. Ensure Quick Load Times
One of the risks with GIFs and cinemagraphs is that larger file sizes can slow down email load times, especially for recipients with slower internet connections. To avoid this, keep your cinemagraph file size small. A few seconds of looping animation is usually enough to create an impact, while maintaining fast email performance.

4. Don’t Overuse Them
While cinemagraphs are a powerful tool, they can lose their impact if overused. Stick to using them strategically—whether to elevate a key product launch, draw attention to a seasonal campaign, or add a bit of flair to your welcome emails. Less is often more when it comes to motion in email.

5. Test Before Sending
Before sending out your email, test the cinemagraph to ensure it displays correctly across various email clients. Different platforms may handle GIFs slightly differently, so make sure the animation plays smoothly and looks great on both desktop and mobile devices.

By following these tips, you’ll be able to create cinemagraphs that not only look stunning but also enhance the overall performance of your email campaign.

Conclusion

Cinemagraphs are a great way to add dynamic visual elements to your emails, and with tools like Zappy, you can create them quickly and easily—no need for complicated software or time-consuming editing. Whether you’re promoting a product or adding a creative touch to a campaign, cinemagraphs can make your emails more engaging and memorable.

So, the next time you’re planning an email campaign, give cinemagraphs a try. They’re a subtle yet powerful way to capture attention and elevate your email marketing game.

Much love,
Andy

Email: [email protected]
Twitter: @emaillove