How Human Eyes Really See Email Marketing Campaigns
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“Study data shows email recipients spend 10-20 seconds — at most — reading a typical email campaign or newsletter your marketing department has sent them.
MarketingSherpa’s research team wondered, what do people really look at in those few seconds? How many words do they read? Do they skim words in order or dart around the screen? Will they read more if there’s text-only and no distracting images? Or vice versa?
So, this fall we conducted a series of eyetracking laboratory tests. The goal: to discover rules about the way human eyes “see” email, so email designers and copywriters can get the highest message readership scientifically, which in turn should lead to higher response rates.”
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