Emails are becoming increasingly active, with the use of animation, scrolling, and video more than doubling from 2012 to 2013, according to a recent report from Experian Marketing Services.

The use of animated GIFs, in particular, has spiked significantly, with 74% of marketers saying they have experimented with including them in emails. Other popular active features include responsive mobile design (33% have used), movable ink (27%), video (26%), and horizontal or multi-directional scroll (26%).

Below, additional insights from the 2014 Digital Marketer: Benchmark and Trend Report, which summarizes key findings from previous Experian studies.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji