Ten inbox secrets: What eye tracking reveals about designing better emails

Abstract

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.

Eye Tracking in Neuromarketing: A Research Agenda for Marketing Studies

“…One study examined 50 emails in eight different categories, including fashion, holidays, daily sales, and Christmas gifts. The researchers discovered the benefits of elaborating on the structure of marketing emails using digital signalling, consumer clicks, key contents, a combination of text and pictures, digital sales techniques, graphic elements, decreased spacing between elements, and the importance of peripheral vision, all of which influence the direction of eye movement (Rowe & Burridge, 2012 Vol. 7, No.…”

Vizuális észlelés az e-mail marketingben: A szöveg terjedelmének és az e-mail elrendezésének vizsgálata szemkamerás megfigyeléssel

“…Az elrendezés vagy másnéven struktúra is kulcsfontosságú szerepet játszik az e-mail marketing hatékonyságában (ROWE -BURRIDGE, 2012). A figyelemterelés és a görgetésre vagy kattintásra való ösztönzés egyik kiváló eszköze a megfelelő struktúra kialakítása (ROWE -BURRIDGE, 2012), melyhez számos ajánlás megjelenik a szakirodalomban (HERNANDEZ -RESNICK, 2013).…”

Técnicas neurocientíficas aplicadas a estímulos audiovisuales: análisis cognitivo-emocional de anuncios de Heineken durante la COVID-19

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