GIF vs HTML clocks
There are two ways you can insert a timer into an email: a GIF or an HTML script. One big difference between the two tools is how they count time. In addition, HTML may be a bit of a challenge to use in comparison to GIFs.
An HTML script shows only real time. Say, you set a timer at 01:00:00 and place it into an email. If you re-open it in five minutes, it will display 00:55:00. An HTML script is programmed to a certain end date and it won’t stop until it reaches it.
A GIF, however, will always re-start. It’ll always display 01:00:00 every time you re-open an email or update the page.
This, however, doesn’t mean GIFs are useless tools in email marketing. Given that an average inbox is flooded by many emails, it’s fair to assume customers only open an email once so the countdown will only be seen once.
GIFs are also slightly simpler to use and, in general, more people are familiar with GIFs than scripts. Our recommendation is unless you’re sure you know what you’re doing, HTML may not be worth all the fuss.