This paper synthesizes the fi ndings of a research project using eye tracking technology to study the eff ecti veness of email designs across a variety of market sectors and demographics, with the objecti ve of identi fying common techniques that could be applied to improve engagement and performance. The study covered 50 emails across eight diff erent sectors, from fashion and holidays to daily deals and Christmas gift s. Eye movement data was collected and analysed from over 100 subjects, all of whom were pre-qualifi ed to ensure data validity. A fuller version of the document, with many more examples of email heatmaps and gazeplots, can be downloaded from the Red C website. The paper is writt en to be of prime interest to email practi ti oners and designers.
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