When designing an email marketing piece, one of the keys to making it effective is knowing where your subscribers are looking. To gather this information, we use the technique of eye tracking .
The purpose of this email marketing technique is to tell you what your users are looking at so you can place the elements most focused on achieving your goal there, discover what works, and optimize your campaigns.
Eye tracking uses technology to take advantage of pupil movement analysis and thus answer three fundamental questions: where is the subscriber looking? How long are they looking at a particular element? And in what order are they viewing different parts of the creative?
Many brands have usa mobile database analyzed the potential of this technique to evaluate its usability and optimize results. Among the main studies of this technique in email are those of the Looktracker platform for SXSW , Ten Inbox Secrets and Edisonda .
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Some of the main conclusions of these studies are:
Emails based on pyramid design perform better (SXSW Study).
Regarding images of people in creativity, the SXSW and Edison studies confirm their importance, although because they are such striking elements, they recommend paying special attention to the direction of the gaze.
Emails that combine images, colors, and text are the most attractive to 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 speak of 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.
Content should be distributed so that the most important information is at the beginning of the email. Short paragraphs should be used, spaces should be included, and bold or other text should be used when we want to make the text more readable. (Edisonda Studies).
Design tests should be conducted for different mobile device options, and it's recommended to place the logo in the center or upper right corner. (Edisonda Studios)
Writing numbers in numerical format helps capture their attention. (Edisonda Studies)
Finally, for those who want to start using the eye tracking technique in their creatives, they can check out the use of some tools such as LookTracker , CoolTool , EyeWorks , PyGaze or Tobii .