It is relatively complex for one to accurately predict which items will capture the attention of recipients, which will encourage them to read the rest of the content or encourage them to click. When your contacts open an email marketing campaign, where do they look first? How much time is left for them to monitor your photos, your CTAs, and your texts?
This is where artificial intelligence, more specifically, eye tracking, comes into play.
What is eye tracking?
Optometry, called “eye tracking” in English, is a practice that studies, analyzes, and tracks the eye movements of individuals. The goal is to examine the path of the eye that has been cut, and to determine what is of greatest interest and benefit from it.
In fact, the way we use and move our eyes, the way we notice many visuals and fix our eyes on certain details, all these little elements are valuable sources of information for understanding what attracts and attracts our attention.
To accurately determine the eye movements of individuals, it is necessary to use sensors. They note the position of the eyes in front of certain visuals, and then compile their results into reports. Next, the algorithms analyze these eye-tracking reports and note repetitive attention scenarios against specific contexts and items. Thus algorithms can predict what people will watch with more interest, but also what content they will not.
In communications and marketing, eye tracking in particular makes it possible to understand which content has more impact than another. The goal is to gain proficiency using only attractive and captivating ingredients. Moreover, the use of eye tracking to send emails is democratizing and becoming more and more popular.
The Benefit of Eye Tracking Software in Email Marketing
When your email tool provides you with an eye tracking module, you can predict the behavior of your contacts when reading your campaign even before it is sent. You can anticipate their looks, which areas they will interact with and which will interest them. In addition, you can specify the trip they will take and their reaction to visuals, calls to action, content or layout.
Thus, by previewing the behavior of the recipients, you can optimize your emails to maximize the results of your campaigns, get better performance and encourage clicks. Make sure to include ingredients that attract attention and stimulate conversion. Based on eye tracking, you know what’s working in your emails and learn how your readers perceive it.
Various analyzes of eye tracking
The email eye tracking tool analyzes your campaign planning and structure and then makes its predictions in the form of 4 reports. The software emulates human vision and points out areas for improvement but also the elements of performance that catch the eye. In fact, people do not link to the entire content, but scan your email until they come across an attractive item.
During the first few seconds of opening by recipients, areas that the mouse is hovered over, skipped, and obscured by an opaque filter are indicated. On the contrary, the bright areas are the most attractive and attract the attention of the readers.
This report is necessary because from the first seconds a contact knows if they want to continue reading an email.
Color and aesthetic ratio
The color palette, clarity and also the balance of your email are analyzed by eye tracking software. Is your campaign colorful or monotonous? Is the content cluttered, cluttered, cluttered, or plain and elegant? Is your entire message coherent and consistent?
All of these elements are checked to ensure that your emails are visually relevant and to make reading your campaign fun and engaging.
Thermal zones report
Color halos, which range from green to red, indicate places in email messages that are most likely to catch the attention of recipients. Attractive items in red, items of medium interest in yellow and unattractive items in green. Finally, the areas with no color are the ones most likely to be hovered over.
With this color scale, you can see at a glance if you need to make changes to make your campaign more effective or if you have been able to improve it.
eye movement report
This analysis tracks the likely path of recipients’ eyes during the first seven seconds of opening your email. It reveals the order of the items considered and the duration of installation. With this analysis, move your important items to the right place so that they are highlighted and seen by your readers.
Frequency patterns and important axes that emerge from the analyzes
Some frequent points emerge from eye tracking reports.
eye scanning patterns
Two reasons to read clearly stand out when contacts read emails. On the other hand, structure F, which is closely related to our left-to-right reading. Recipients scan in that direction, then down, until they naturally form an F. On the other hand, a Z structure. Readers scan the page left to right and then diagonally and only stop when a detail catches their attention.
Either way, because the left side is looked at more than the right, you can put important information to the left for recipients to stumble upon.
Some details attract attention more easily and encourage action.
The inverted pyramid technique, also called the funnel, is ideal for subtly indicating which eye path to follow. You direct readers to one of the call-to-action buttons. Likewise, when an image of a person is inserted into your email, recipients can only follow where they are located. Thus, directing one’s gaze toward a product, the phrase CTA, is an important paragraph to encourage conversion.
In addition, numbers attract more attention than words, they are more clear and visible, so choose “Second at 50% off” instead of “Second at half price”. Short paragraphs are easier to read, especially when they’re above the image, and help encourage reading of the entire content.
Finally, put your basic information above the fold line. That is, the section visible to your contacts when they first open your email. This information is more likely to be seen and should be a call to action.
Things to avoid
Since the readers’ attention span is very short, don’t put long paragraphs, otherwise it will be ignored. It is best to divide a long paragraph into two paragraphs. Also, do not put your information to the right or bottom of your email, your contacts will not fall on it.
In addition, be sure to write large enough and avoid placing more than two columns, as reading on the mobile phone will be affected.
As you understand, eye tracking is a formidable tool for improving the performance of your campaigns, boosting your results and increasing profitability. You see, before sending, the visual performance of the recipients, and correct some elements to improve your emails.
This smart technology is found in more advanced email solutions, such as Sarbacane.