What is eye tracking software used for in email marketing?

It’s relatively difficult to accurately predict for yourself which elements will grab your recipients’ attention, encourage them to read the rest of your content, or encourage them to click. When your contacts open your email marketing campaign, where do they look first? How much time do they have left to look at your images, your CTAs, your texts?

This is where artificial intelligence comes into play and, more specifically, eye tracking.

What is eye tracking?

Oculometry, called “Eye Tracking” in English, is a practice that studies, analyzes and tracks the eye movements of individuals. The objective is to examine the eye path traveled, identify what arouses the most interest and take advantage of it.

In fact, the way we use and move our gaze, the way we look at various images and fix our eyes on certain details, all of these little elements are valuable sources of information for understanding what attracts and holds our attention.

To accurately determine the eye movements of people, it is necessary to use sensors. They observe the position of the eyes in front of the given images, then compile their results into reports. Algorithms then analyze these eye-tracking reports and look at recurring attention scenarios against specific contexts and items. Therefore, algorithms can predict which people will watch more carefully, but also what content will not be seen.

In the field of communication and marketing, eye tracking makes it possible, in particular, to understand which content has more impact than others. The goal is to gain efficiency by using only attractive and engaging components. In addition, the use of eye tracking for sending emails is democratic and increasingly common.

The Usefulness of Eye Tracking Software in Email Marketing

When your emailing tool provides you with an eye tracking module, you can predict the behavior of your contacts by reading your campaign even before sending it. You will be able to anticipate his gaze, the areas with which he will interact and that will arouse his attention. In addition, you can identify the journey they will take and their reaction to images, calls to action, content or design.

So, by previewing the behavior of your recipients, you can refine your emails to maximize the results of your campaigns, get better performance and encourage clicks. Be sure to implement components that grab attention and drive conversion. Based on eye tracking, you know what works in your emails and learn how your readers perceive them.

The different analyzes of eye tracking

An email sending eye tracking tool analyzes your campaign design and structure and then makes its predictions in the form of 4 reports. The software simulates human vision and indicates areas for improvement, but also performance elements that draw attention. In fact, people don’t link to all of the content, but instead scan their email until they find a compelling item.

Opacity Ratio

During the first few seconds of opening by recipients, areas that are hovered over, skipped, and obscured are indicated by an opaque filter. On the contrary, the light areas are the ones that are more attractive and capture the attention of the readers.

This report is essential since from the first seconds a contact knows if they want to continue reading an email.

Colorimetric and aesthetic relationship

Eye tracking software analyzes the color palette, clarity but also the balance of your email. Is your campaign colorful or monotonous? Is the content cluttered, messy, cluttered, or plain and neat? Is your whole message harmonious and symmetrical?

All of these elements are analyzed to ensure that your emails are visually relevant and to make your campaign enjoyable and engaging to read.

Heat Zones Report

Color halos, ranging from green to red, indicate the places in your emails that are likely to attract the attention of your recipients. Attractive items are in red, medium attention items are in yellow, and items that are not very attractive are in green. Finally, the areas without colors are those that the cursor is likely to hover over.

With this color gradient you can see at a glance if you need to make changes to make your campaign more effective or if you have managed to optimize it.

Eye movement report

This analysis tracks the likely visual path of your recipients during the first 7 seconds of opening your email. It reveals the order of the observed elements and the duration of fixation. With this analysis, move your important elements to the right place for your readers to highlight and see them.

The patterns of recurrences and important axes that emerge from the analyzes

Some recurring points arise from eye tracking reports.

Eye scan patterns

Two reasons to read stand out clearly when contacts read emails. On the one hand, the F structure, which is closely related to our reading from left to right. Recipients scan this direction, then down, naturally forming an F. On the other hand, the Z structure. Readers scan the page from left to right, then diagonally, only stopping when an detail.

In either case, since the left side is looked at more than the right, you can place critical information on the left so recipients will stumble.

Good practices

Some details more easily attract attention and encourage action.

The inverted pyramid technique, also called funneling, is ideal for subtly indicating the path to be followed by the eye. You guide your readers to one of your call-to-action buttons. Similarly, when a picture of a person is inserted into your email, recipients can’t help but follow where their eyes are. Thus, direct the individual’s gaze towards a product, a CTA, an important paragraph to encourage conversion.

Also, numbers attract more attention than words, they are more visual and eye-catching, so choose “2nd 50% off” instead of “2nd half price”. Short paragraphs are easier to read, especially when placed on top of a photo, and help encourage reading of the entire content.

Finally, place your essential information on the fold line. That is, the section visible to your contacts when they open your mail for the first time. This information is more likely to be seen and should drive action.

things to avoid

Since the attention span of readers is very short, don’t put long paragraphs, or they will be ignored. It is better to divide a long paragraph into two. Also, don’t put your information to the right or bottom of your email, your contacts won’t fall for it.

Also, make sure you write big enough and avoid putting more than 2 columns, as reading on a mobile phone will be affected.

As you may have understood, eye tracking is a formidable tool to improve the performance of your campaigns, boost your results and increase profitability. You see, before sending, the ocular functioning of your recipients, and correct certain elements to improve your emails.

This smart technology is found in the most advanced email solutions like Sarbacane.

Leave a Comment