We have already talked about an eye tracking study in this sector, and we drew some important conclusions to bear in mind, such as that users show better behaviour in designs that take diagonal reading into account or that colour, font, position, size and copy influence the recognition of the CTA. However , on this occasion we will focus on how users read emails on mobile devices. Due to the great increase in the use of email on mobile devices, marketing professionals spain mobile phone number list have been forced to observe the behaviour of users on these devices.
First of all, it is important to be clear about what we mean by eye tracking. Eye tracking is a technological solution that aims to extract information from the user through the analysis of their eye movements . The use of this technology in this sector is relatively new, so the results and conclusions drawn from this type of study should be used more as inspiration when making the design than as guidelines applicable to all cases.
This study is divided into three sections:
Mobile Eye tracking Email Marketing
1. Email content Content
is a decisive element in emails. The more carefully prepared and carefully prepared it is, the better impact it will have on users. In this section we will discuss the main conclusions of the study regarding email content.
The introduction of the email is the part of the email that is noticed first and the one that holds the user's attention for the longest time . Therefore, the most important information should be concentrated at the beginning of the email so that it has the greatest impact on users.
The longer paragraphs are, the more distracting they are for users. As we always say in our posts, brevity and conciseness are very important elements to take into account when creating the content of our emails.
The more paragraphs, the less distraction . We are talking about the same amount of content, but structured differently. The more spaces between our texts, the easier it is to read the text and the easier it is to remember what has been read.
Highlighted text, such as inside a box, is perceived more quickly by users and receives more attention . However, when the text is placed in a box and is followed by a Call to Action or an image, these receive much less attention than if the text were not in a box, so the objective of our CTA may be compromised.
2. Email Visuals
The visual aspect of an email is another of the basic elements. Images provide us with information that is sometimes difficult to explain in words. In this section we will see how numbers, images and graphics influence the perception that users have of our emails.
Numbers written in numerical format attract more attention than those written in letters (5 vs five).
The human face is a very powerful means of capturing users' attention, as evidenced by the study. However, the study also shows that when a model's face is seen in an email, users' attention is focused more on the model's face than on the message that is being conveyed , so they are less likely to remember the product or service presented in the email. In other words, faces are a very striking element in emails, but they can distract the user from the real objective of the email.
