There is a lot of controversies regarding the use of heat map analysis on websites. However there is relatively little about using it to analyse marketing emails.
Many companies spend a good chunk of their marketing budget on email marketing only to be underwhelmed by the results. There is often little to none actionable data that gives insights into what went wrong with the email marketing campaign. One way to get around this problem is by using heat map software to understand what people find engaging. Using this information you can then design your emails according to that knowledge to create more effective emails.
The following infographic took a number of different campaigns and rated them based on three different factors. It also offered a series of takeaways based on what they learned from their heat map analysis. Some of the more interesting takeaways:
- Using white space is important to steer the eye toward your desired target.
- By narrowing the options available to the user, you are able to focus your message.
- Use a simple design with contrasting call to actions.
- If you have technical content, focus on a clean display.
- It is important to be mindful of colors and secondary elements in images.
Infographic credit: Easy SMTP and EyeQuant