Such quality differences between Cinemagraphs and animated gifs are leading to a pronounced migration among email marketers over to Cinemagraphs.
It seems like just a few years ago that animated gifs started to make their way into emails. Static emails were overtaken by animated gifs as email marketers saw higher click-thru rates when leveraging animation. In fact, Experian CheetahMail research on the topic found that 72 percent of email marketers who leverage animated gifs or Cinemagraphs experience higher click-thru rates.
Flixel, the company behind the MacOS Cinemagraph Pro software that helps you create visually stunning Cinemagraphs, worked with DoubleClick to find that Cinemagraphs generate 5.6 times higher click-thru rates, compared to still images.