Animated Gif in Email

I have recently seen an increase in Animated gifs in email. So I decided to test the following animated gif against a static gif to see if it increased the click through rate.

The animated gif did not make any difference to CTR, both the email with the static gif and the animated gif had an almost identical CTR %. 


So I may use animated gifs in the future, but only really for a design purpose. One thing to bear in mind is that Outlook 2007 onwards does not support animated gifs (not surprising!), instead the first transition shows as a normal static image.