Email marketers are always trying to improve their campaigns—through the use of copy, design, and images. They are always on the lookout for something to set them apart from the rest of the inbox and draw attention to their emails—enticing readers to click through and care about their message. Many marketers are finding that adding animation is just the thing to increase subscriber engagement, and are increasingly turning to animated GIFs in email to provide that bit of extra interest. In , Due to wide support across browsers and email clients, GIFs have been a popular image format since the early days of the internet. Similar to how a flipbook works, GIFs rapidly display a series of images to produce the illusion of motion. A lot has changed since the 90s.