Podcast Summary

Do This, NOT That: Marketing Tips with Jay Schwedelson
Episode: SPECIAL SERIES ==> 20% Click-Through Increase! B2B + B2C Animated GIFs are GOLD💡 (Bathroom Break #82)
Release Date: November 17, 2025
Collaborators: Jay Schwedelson (Do This, NOT That), Daniel Murray (The Marketing Millennials)

Episode Overview

In this episode of their special "Bathroom Break" marketing series, Jay Schwedelson and Daniel Murray dive into a simple yet powerful tactic to boost email marketing engagement: using animated GIFs. Both B2B and B2C marketers are encouraged to leverage GIFs in their campaigns, especially during the November-December period, to increase click-through rates and make emails more engaging. The discussion weaves expert tips with the hosts’ signature humor, practical advice, and a touch of personal banter.

Key Discussion Points & Insights

1. The Power of Animated GIFs in Email Marketing

(02:06, 02:40, 03:32, 05:30)

• Why GIFs Work

  • People have limited attention spans; GIFs break up text and immediately grab attention.
  • A GIF can evoke an emotional reaction, making someone pause in their scroll and increasing chances of engagement.
  • Not enough marketers use this tactic; it's underutilized in B2B, B2C, and even nonprofit sectors.

  “Nobody has time to read boring long emails... You need to be able to break up text with GIFs, things to stop the scroll.” — Daniel Murray (02:40)

• Proven Performance

  • Animated GIFs can lift click-through rates by about 20%.

  “In general, it actually lifts click-through rates by about 20% when we use an animated GIF.” — Jay Schwedelson (03:32)

• It’s for Everyone

  • Even "boring" B2B brands shouldn't dismiss the tactic. Humans are “simple minded” and respond to visual movement.

  “For those of you out there in some sort of boring B2B industry like, I can't do this. Yes you can. Listen, we are a simple minded species... The shiny object is where we draw...” — Jay Schwedelson (03:32)

2. Implementing GIFs: What & How

(03:32, 04:45, 07:27, 07:57, 08:26)

• What GIFs Are (and Aren’t):

  • NOT videos (embedding videos in email is unreliable and messy).
  • GIFs are short animations — usually just 2-3 images stitched together.
  • Can include moving CTA buttons, logos, playful animations, or anything theme-relevant.

• AI & Easy Tools for GIFs

  • Most major email platforms (Mailchimp, HubSpot, Klaviyo, etc.) support GIF insertion.
  • AI can be leveraged to guide creation and implementation, making the process accessible even for beginners.

  “AI is your new best friend. All you need to do is go to your favorite AI platform... and say, 'Hey, I want to create a simple animated gif. Can you walk me through the steps on what free tool I could use?'” — Jay Schwedelson (03:32)

  • Suggested Tools:
    • Giphy (upload video clips, crop to needed sections)
    • Canva's GIF Studio (free and beginner-friendly)
    • AI video platforms to create simple animations and convert to GIFs

  “You also could go to Giphy and put a video in... Or you could go to AI... Or... there are tons of AI video platforms that you can make an animated video and then crop it into a gif.” — Daniel Murray (07:57)

• Themed & Relevant GIFs

  • Effectiveness increases when GIFs are themed—holiday, offer-related, or personalized for the recipient.
  • Recency and context (what’s going on now) matter a lot.

  “If you're going to do something fun, theme it to what's happening... Revency is the key to a lot of marketing.” — Daniel Murray (06:12)

3. Overcoming Concerns and Maximizing Impact

(05:30, 06:12)

• No Risk to Deliverability:

  • A GIF is just a few images; it won’t impact email deliverability more than static images.

  “If you have three images in your email to begin with, it's the same idea. They just move around a little bit...” — Jay Schwedelson (05:30)

• Measuring Uplift & Ensuring Relevance:

  • Test GIFs every few months, especially during November-December when engagement is highest.
  • Use GIFs for 'Watch Now' prompts, teasers for case studies, or other dynamic CTAs to direct clicks.

Notable Quotes & Memorable Moments

• Jay’s Unfiltered Highlight:

  “I would help you, but I don't want to.” — Jay Schwedelson on moving (00:46)

• Daniel’s Advice About GIFs:

  “When you open an email, the first thing you will look at is a GIF, and if it can make you smile, give you a reaction, it helps you stop in your place.” (02:40)

• On Making Marketing Fun & Timely:

  “If I was prospecting Jay, I would have, like, a Golden Bachelor or some real... Actually, this is a big, quick pivot. I love that someone made you a Golden Bachelor on LinkedIn.” — Daniel Murray (06:12)

• Jay Encourages Marketers to Experiment:

  “If you haven't tested animated GIFs in a year, in six months, you got to do it. There's no downside. It's easy. And this is the time of year.” (05:30)

• On Using AI As Your Guide:

  “If you've always wanted to try that, but don't know how to do it... Just go to AI and say, 'Hey, I'm a doofus. I don't know how to do this.'” — Jay Schwedelson (07:27)

Important Timestamps

• 01:49 – Personal banter about the moving process and unpacked boxes
• 02:06 – Episode's main pivot to email marketing tactics: animated GIFs
• 02:40 – Daniel explains why GIFs work in emails
• 03:32 – Jay shares stats and demystifies implementing GIFs
• 04:45 – Daniel on GIFs as dynamic call-to-actions for video links, offers, and case studies
• 05:30 – Jay dispels GIF-related email myths, calls for testing
• 06:12 – Importance of theming GIFs to current events or recipient interests
• 07:27 – Using AI and making experimentation easy
• 07:57 – Daniel details tools (Giphy, Canva, AI video platforms)
• 08:26–09:25 – Lighthearted talk about moving, setting up Wi-Fi, and show wrap-up
• 09:44 – Daniel congratulates Jay on podcast ranking

Final Takeaways

• Animated GIFs in email are a quick-win strategy to boost engagement, suitable for every marketing sector.
• Implementation is easy and accessible, even for non-designers or tech novices, thanks to AI and modern free tools.
• The holiday season (Nov–Dec) is especially effective for GIF performance, so marketers should experiment now.
• GIFs should be relevant and themed to the audience and occasion for best results.
• There’s little downside to testing GIFs—they don’t harm deliverability and often raise click-through rates (~20% uplift).

“If you haven't tried animated GIFs in your marketing emails this year—just do it. This is the time. It’s easy, fun, and can make a big difference in your results.” — (Paraphrasing advice from 05:30–07:27)

Hosts' Call to Action:
Follow The Marketing Millennials and Do This, NOT That! podcasts for more quickfire, actionable marketing tips. Let them know on LinkedIn what topics you want to hear next!