By creating a sense of urgency you can persuade your audience to act now before they miss out. In testing done by Klaviyo, they found that in some cases countdown timers can double ROI.
On opening your email, an animated image is dynamically loaded into the campaign, seamlessly providing a countdown timer that’s correct down to the second. This displays no matter which email platform it’s opened in, except for Outlook which instead displays a still image.
Using an animated image for your countdown timer allows for functionality within email that was previously not possible, and subscribers love it.
Apple introduced a privacy feature in iOS15 (that will be carried across the future updates) that can cause images to be pre-loaded before the user has actually opened the email. This can affect the accuracy of countdown timers although, in most cases, it won’t be wildly incorrect. The level of inaccuracy is unpredictable and depends on many elements.
With this in mind, we give all of our clients the option to display a fallback image for Apple users, preventing any incorrect information being shown to the subscriber.
Although Countdown Timers are functionally a simple GIF, support isn’t 100% and will differ depending on the email platform your audience is using.
Although Countdown Timers are functionally a simple GIF, support isn’t 100% and will differ depending on the email platform your audience is using. As Outlook (Windows) does not support playback for animated GIFs, we opt instead to display a fallback still image to those users. The percentage of your audience using Outlook will likely depend on whether you are B2C or B2B, but it’s often a small minority.
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