Insights from eye-tracking analyses and perception psychology
Advertising and marketing have a lot to do with psychology, and email marketing is no exception. Have you ever wondered why one newsletter is so well received and another isn't? With the help of eye tracking, you can now determine this.
This doesn't necessarily have to be due to the content, but the structure of the newsletter itself can also be a reason for it. There are now many eye-tracking studies that show which direction the viewer is looking and where their gaze lingers. In this way, general findings for email marketing can be derived from the findings of the eye-tracking analyses to date. We would like to present some of these important findings to you today.
The right direction
In principle, the eye is drawn from top left to bottom right in our culture. Therefore, you should always place important content such as your logo at the top left.
Less is often more
inverted pyramid methodThis principle applies in cambodia number dataset many areas, and email design is no exception. The focus should be on the most important message and the eye should be guided there. A very helpful method for this is the inverted pyramid. The eye is captured and directed centrally from the top to the button further down. The recipient is thus directed specifically to the call to action.
Brevity is the soul of wit
This is especially true for the length of text in emails. Short mailings are perceived more quickly and easily. The reader does not get lost in them and quickly finds the call to action.
Everything in the box?
The use of text boxes should be carefully considered. They attract attention very strongly. If the box contains the main content, that's fine. However, if you want to direct the reader to images and the call to action, they may get stuck on the box and not read any further.
Every 5th wins or every fifth wins?
Even though we have all learned that numbers up to 12 should be written out, this should be avoided for the sake of perception. Numbers that are presented as numbers get more attention. So it is better to say "50 percent off" than "half price".
Push the Button
The call to action should be designed so that it can be recognized quickly. Therefore, a colored button in the newsletter is recommended, while calls to action in text are less attractive. Buttons that are placed near the main image receive more attention.