Design Inspiration: Gap – Using a Countdown in Email

At the e-Dialog Aspire conference this week I talked about using dynamic imagery to update images in campaigns at the time the user opens. This technique means that we can update the content in an email in real time, increasing relevance and ensuring the user doesn’t receive inaccurate information.

This campaign by Gap shows a great opportunity for this type of technology – using dynamic imagery the image could display the correct countdown time, tailored to the second that the user opens their email.

By Elliot Ross

Elliot Ross is Managing Director of Action Rocket, an email marketing creative agency based in London. You can find him on Twitter at @iamelliot

  • Marco

    well, this article is from 2011, so just for confirmation…Now this is impossible because Gmail save in his cache the email image so every time you open the email you not re-load all the images… is it correct?