What is Eye Tracking and how is it applied in Email Marketing?
Posted: Sat Dec 07, 2024 10:36 am
When we are faced with the design of an email marketing piece, one of the keys to making it effective is knowing where our subscribers look. To obtain this information, we use the “ eye tracking ” technique .
The function of this technique in email marketing is to tell you what your users are paying attention to so that you can place the elements that are most focused on achieving your objective in those spots, discover what works and optimize your campaigns.
Eye tracking relies on technology to take advantage of pupil movement analysis afghanistan consumer mobile number list and thus answers three fundamental questions: where does the subscriber look? How long does he/she look at a certain element? And in what order does he/she look at the different parts of the creative?
Many brands have analyzed the potential of this technique to evaluate its usability and optimize results. Among the main studies of this email technique are those of the Looktracker platform for SXSW , Ten Inbox Secrets and Edisonda .
Do you want to train in Email Marketing? Yes I want
Some of the main conclusions of these studies are:
Emails based on the pyramid design get better results (SXSW Study).
Regarding images of people in creativity, the SXSW and Edisonda studies confirm their importance, although because they are such striking elements they recommend that special care be taken with the direction of the gaze.
Emails that combine images, colors and text are the ones that attract the most attention from users (Ten Inbox Secrets Study).
Combining commercial messages with informative content helps keep users' attention (Ten Inbox Secrets Study).
Regarding the importance of using a call to action button, the studies from “Ten Inbox Secrets” and “SXSW” even talk about the possibility of using several, while the latest study from Edisonda recommends using calls to action with plain text and no background rather than using classic CTA buttons.
The content should be distributed so that the most important information is at the beginning of the email, short paragraphs should be used, making it easier for the user to read by including spaces and using bold or cautionary text when we want a text to be perceived better. (Edisonda Studios).
Design tests should be done for the different mobile device options and it is recommended to place the logo in the center or upper right area. (Edisonda Studios).
Writing numbers in numerical format helps to capture their attention more. (Edisonda Studies).
The function of this technique in email marketing is to tell you what your users are paying attention to so that you can place the elements that are most focused on achieving your objective in those spots, discover what works and optimize your campaigns.
Eye tracking relies on technology to take advantage of pupil movement analysis afghanistan consumer mobile number list and thus answers three fundamental questions: where does the subscriber look? How long does he/she look at a certain element? And in what order does he/she look at the different parts of the creative?
Many brands have analyzed the potential of this technique to evaluate its usability and optimize results. Among the main studies of this email technique are those of the Looktracker platform for SXSW , Ten Inbox Secrets and Edisonda .
Do you want to train in Email Marketing? Yes I want
Some of the main conclusions of these studies are:
Emails based on the pyramid design get better results (SXSW Study).
Regarding images of people in creativity, the SXSW and Edisonda studies confirm their importance, although because they are such striking elements they recommend that special care be taken with the direction of the gaze.
Emails that combine images, colors and text are the ones that attract the most attention from users (Ten Inbox Secrets Study).
Combining commercial messages with informative content helps keep users' attention (Ten Inbox Secrets Study).
Regarding the importance of using a call to action button, the studies from “Ten Inbox Secrets” and “SXSW” even talk about the possibility of using several, while the latest study from Edisonda recommends using calls to action with plain text and no background rather than using classic CTA buttons.
The content should be distributed so that the most important information is at the beginning of the email, short paragraphs should be used, making it easier for the user to read by including spaces and using bold or cautionary text when we want a text to be perceived better. (Edisonda Studios).
Design tests should be done for the different mobile device options and it is recommended to place the logo in the center or upper right area. (Edisonda Studios).
Writing numbers in numerical format helps to capture their attention more. (Edisonda Studies).