The subject line of this David Jones newsletter is “What’s in your bag Montana Cox? Win 10 bags in 10 days and more.” Indeed, the main feature of the newsletter is David Jones’ “young women’s fashion ambassador” Montana Cox sharing some of her handbag essentials from the USA. This leads in nicely to a sweepstakes called “Win 10 bags in 10 days”.
Although not the main feature of the newsletter, the sweepstakes is still an important element of it (important enough to mention in the subject line too), so despite its location further down in the newsletter, it was important that readers don’t miss out on it.
The animated GIF therefore works really well here, because the motion in the sweepstakes promotion draws the reader’s attention to it without taking away from the prominence of the main feature.