Animated Gif = 26% increase in click-through rate
This animated email from Dressed Up!, generated a 26% increase in click-throughs than the non-animated version in A/B tests.
{view animated email}
{Subject line - VIDEO: Susan Boyle Makeover :: Fall Tadashi Gowns Modelled }
Using animation to simulate video draws the eye, it also acts as a visual cue, shouting, "Yes I'm a video link!".
The animated gif consists of six frames, with a 2 sec delay between each frame. I overlaid a play icon, added a video player graphic and an HTML text link underneath.
Animated Gifs play in the majority of email clients. Outlook 2007 is the main holdout, displaying the first frame only.American apparel {view AA email}
The only retailer I've seen use animated gifs this way, is American Apparel in this August 09 email.
This technique is halfway between a static screenshot and a video gif. It's simple to implement, yielding a decent lift in performance.