Cakebread Cellars, a winery in Napa, CA includes video recipes in their emails. They partner with local chefs to create recipes that pair nicely with their wines. But what is better than simply listing out a recipe in an email? Including a video of their chef demonstrating exactly how to make the dish. To be clear, this email includes a thumbnail image with a link to the actual video. Oh, and that subject line? I don’t know about you, but our mouths water every time we read (and re-read it).

LOWE'S

For Veterans Day, Lowe’s sent out an animated GIF email enticing customers to take advantage of discounted popular items. It’s not easy to show using screenshots, but the product images are actually changing (drills/wrenches to washers/dryers). Using animation creates a dynamic—relevant—experience for your readers. Just note, make sure you test your animated emails on mobile. The screenshots to the right show the animated sequence.

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