Animated GIFs pervade my RSS reader and make up at least 98.7% of every BuzzFeed list; they have even become currency in many company chat rooms and email messages.

Thoughtful, eye-catching animation in email has the ability to complement a marketing message rather than distract from it.

At Emma (where I work), we compiled content on how to effectively use GIFs in email marketing, including three customer examples. So here are three ways Emma customers have used animated GIFs to make their email campaigns pop.

1. Tell a story

When Los Angeles designer Paul Marra moved his showroom to a new location, he used Emma to get the word out to his clients. The animated GIF tells the whole story, from the trail on the map to the "We've moved!" banner to the new address listing. It's lighthearted, stylish, and inviting.

See the GIF in action:


2. Draw attention to the most important thing

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ABOUT THE AUTHOR
image of Emily Konouchi

Emily Konouchi is director of content and communications at Emma, an email marketing software and services provider that helps organizations of all sizes get more from their marketing. She is also the director Emma’s communal dishwasher-emptying efforts, but only when she has writer’s block.

Twitter: @emikonouchi

Google+: Emily Konouchi