Experian Marketing Services has released a new email market study exploring brands’ acquisition and engagement tactics. One section takes a look at emerging creative trends, finding that 52% of respondents report having used an animated GIF (named the Oxford Dictionaries USA Word of the Year in 2012) in their email creatives. Far fewer have used horizontal or multidirectional scroll (16%), video (through LiveClicker, etc.), or cinemagraphs (5%), with 45% having used none of these features. The report notes that 72% of Experian clients who have utilized animated GIFs or cinemagraphs see higher transaction-to-click rates.
Turning to testing practices, the study finds that virtually all respondents (97%) have performed subject line tests, while 81% have tested creative. Other popular testing types include time of day (50%), call-to-action (43%), and frequency (39%). Read the rest at MarketingCharts.