E-mail Applied: Effective E-mails That Sell

4. Experiment with animation.

Many marketers try this technique. One small but defined area of the e-mail contains animation, which is an excellent way to capture attention and engage readers. Usability studies have shown that the eye naturally is attracted to movement.

In the Coldwater Creek example, it might animate the word “everything” below “50% off” and intersperse it with “until Thursday.”