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Email Evolution |
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Email Effectiveness Research
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There's a marketing technique that's helping companies dramatically improve their email marketing effectiveness.
The technique is called "Heatmapping." Though it sounds like a weather term, it isn't.
This technology can tell marketers which part of their emails get the most attention. Heatmapping uses cameras to track eye movements to determine what part of the message is being read.
The results are displayed in a "heat map" of colors showing where consumers' eyes are focused.
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click to enlarge |
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According to an article on Heatmapping in the Wall Street Journal, design changes resulting from this technique have led to major improvements in responses from consumers.
Here are some of the insights from the Heatmapping
study:
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Consumers only read 35% of an email message.
You want your brand and the call-to-action in that
35%.
- Heatmapping
Study
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Messages that use
clickable graphic icons to link to more details drew
60 percent higher responses than links that use the
text of an Internet address.
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Particular words in
an email draw more attention from recipients. For
example, the word "free" doesn't spark much
attention.
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Consumers are only
reading 35% of an email message. You want to have
your brand and the call-to-action in that 35%.
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Consumers spent an
average of 51 seconds with the typical email
newsletter. Users spent an additional 33 seconds on
information found by clicking on links to other
websites.
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Stronger use of
imagery at the end of a newsletter results in the
reader being more likely to scroll to the bottom.
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" The increasing use of email marketing makes the design of individual messages more important."
-Jeanniey Mullen of OgilvyOne |
According to Jeanniey Mullen
of OgilvyOne "The increasing use of email marketing makes the design of individual messages more important. People get so many emails nowadays that when they do open a marketing message, they tend to scan it quickly, research shows." Newsletters must be designed to facilitate scanning.
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For more information on how to increase the effectiveness of your email marketing, email
Tripp Eldredge or call (859) 655-9200, ext. 103.
dmr regularly updates our site with important new ideas and applications for marketing.
Be sure to check back each month to get our latest insights and how they apply to the broadcast industry.
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