Eyetracking in e-mail

Satisfactory results of marketing e-mail campaigns are not possible without optimising the message content. A key aspect determining the success of our campaign is attracting the recipient’s attention. The first moment after the message is opened determines whether it will be read or rejected. Have you been wondering whether there is a perfect, universal e-mail template that will be attractive to the recipient at every stage? It would be hard to find, but there are a few principles that are worth implementing when constructing an e-mail message.

1. Something to start with – introduction

The first couple of seconds after the message is opened determines whether it will be read or deleted. The introduction should inform about the purpose of our message and be located at a place that draws the most attention. If we are considering a graphic design, but it is not our main message, it is better to post an image under the introductory text. Then, the recipient will pay more attention to reading the content than looking at the image.

2. Size matters!

The first couple of seconds after the message is opened determines whether it will be read or deleted. The introduction should inform about the purpose of our message and be located at a place that draws the most attention. If we are considering a graphic design, but it is not our main message, it is better to post an image under the introductory text. Then, the recipient will pay more attention to reading the content than looking at the image.

3. Message length

The longer the message, the less likely is that the recipient will focus on all of its elements. A small number of elements separating its individual parts make the message harder to read. Do not overwhelm the recipient with too much text and too long paragraphs. Remember that the shorter the message, the more recipients will notice the Call To Action button.

4. Text arrangement

Not with coffee, not with tea! With water! Dehydrated bodOur recipients are most likely flooded with heaps of e-mail message of different nature. They automatically reject some of the messages, while only few can enjoy their attention. In order not to be classified to the first category, you just need to avoid basic errors. Go a step further and try to make it easier for the recipient to read the message. One of the ways is aligning the text to the left. Eye-tracking studies show that a message constructed in such a way is easier to read and it is more likely that it will be read entirely.

5. Headings with numbers

Headings with numbers written with digits attract more attention than with numbers spelled out. They convey much information in a fast and easy manner, which makes the user more willing to pay attention to them.

6. Banner blindness

Banner blindness is when people automatically ignore the content shown on banners, which they associate with advertisements. Before we decide to use a banner, it is worth making sure that the recipient will not find it too pushy.

7. Human face

A picture of a human face in an e-mail message is a perfect way to convey much information at the same time, which is comprehensible for everyone, regardless of their culture or country. However, before you decide to use it, remember that it will draw the entire attention of the recipient at the cost of the remaining elements.

17.12.2021

Kreatik

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