Know thy subscribers’ eyesight – Eye tracking for email now turns POSSIBLE!

With the growing email overload, subscribers are now seeking more new & relevant information in their emails. That said; before stuffing your emails with plenty irrelevant information, it is essential to understand the behavior of your subscribers’ to send them relevant, customized, and sensible emails.

However, it’s a little tricky to understand what catches your consumers’ attention. With an eye tracker device, you can now actually measure your subscribers eyeball movements.

What exactly is an eye tracker device?

An eye tracker is a device, which is especially designed to track and measure the gaze (eye movement and eye position). For emails, an eye tracker device identifies the most viewed areas of an email. Such a tracking can help marketers show more relevant information at the most sought after / gazed areas.

We already know

1. An average user only spends 3 seconds of his time over an email
2. Email opens are based on the subject line
3. Time plays a crucial role
4. Testing is effectual

Through a recent report, we came to know

1. Long paragraphs get skipped
2. Information provided above the break grabs more attention
3. Larger fonts used in a summary can distract readers
4. The subscribers’ scroll email quickly if the content is too much to grasp
5. Centered text is harder to focus on
6. The text above the picture fetches more attention than the text provided below the picture

Valuable Information for Email Marketers

• Don’t go too long

Subscribers read the information in as less as 15 seconds. According to the survey conducted by the Researchers from EDISONDA, 77% of the subscribers view the CTA provided in a short email and the same decreases to 53% in the lengthy email. So, the length of an email is also important.

• Logos are important and so are their places

If you have placed a larger logo in the middle of an email than it will be noticed more quickly than a smaller one placed in the upper part. Also, if your logo is placed in the left corner, then it is supposed to grab instant attention. This again depends on the brand guidelines and aesthetics.

• CTAs can be more than just CTAs

Placing the CTA right below the image can attract more viewers than you think, on the other hand, if you place a CTA with a plain text it will appear less appealing your subscribers.

• Fonts shouldn’t be avoided

Another thing that drew attention is the font size. Bigger fonts are better. They help in perceiving the information for a longer time. Georgia 14 px for an example is easily readable and easy to comprehend. However, do check the safe fonts and their compatibility.

• Numbers are Important

It has been observed that viewers are more likely to click on the CTA if it says 50% off than “Half Price”. It is because people are more attracted towards the numbers in comparison of words. So, next time when you offer something to your subscriber, make sure to attach some numbers.

Takeaway

• The bigger the logo the more the attention
• CTA below the image draws more attention
• People like to see numbers instead of words
• Subscribers skip lengthy emails
• Overusing large fonts can ruin the impression and distract the readers