Eye tracking: How to know where your eyes look when reading an email

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Article updated 8 months ago by NewsMDirector

Do you know where your subscribers look when they encounter one of your messages? The job of eye tracking in emails is to tell you exactly where users are looking so that you know where to place the most important elements. And to discover what is working and what can be improved in your email marketing campaigns.

Eye tracking is defined, according to its Wikipedia entry , as “ the process of assessing either the point of gaze fixation (where one is looking), or the movement of the eye relative to the head. This process is used in visual systems research, psychology, cognitive linguistics, and product design .”

Eye tracking is a technology-based technique that takes full advantage of bahamas whatsapp phone numbers non-intrusive analysis of eye pupil movement. This provides data that helps define the effectiveness of a specific design.

Thus, eye tracking in emails or any other element of an online marketing campaign provides 3 essential pieces of data:

Where exactly does the subscriber who receives your email look?
How long you look at a message element.
What is the order in which the user sees the different elements of the email, that is, their visual path .
TABLE OF CONTENTS
The value of eye tracking in emails
1.-SXSW
2.- Have Inbox Secrets
3.- Mobile eye tracking of emails
5 tools for eye tracking
1.- LookTracker
2.- CoolTool
3.- EyeWorks
4.- PyGaze
5.- Tobii
The value of eye tracking in emails

Improving the user experience when they encounter your email messages is one of the reasons why eye tracking tools are becoming the norm before making decisions. The data you obtain will help you achieve more conversions.

Several brands have tried to analyze the potential of eye tracking to analyze usability and improve the results of their campaigns. These are the results of some of the main studies on eye tracking in emails :

1.-SXSW
Eye tracking in emails: SXSW

This year, the Looktracker platform has conducted one of the latest studies on eye tracking in emails. It was conducted on SXSW, an annual technology event. Some of the results of the heat map shown in the image above are:

Most users focus their attention on the call to action (CTA) button.
The email has an inverted pyramid design that focuses the subscriber's eye on the middle of the message.
If there is a picture of a person in the message, subscribers will follow their gaze .
The 4 lessons learned from this email eye-tracking study, according to its creators, are:

It is important to create emails based on the inverted pyramid design .
Write a value proposition .
Use a call to action button .
The power of A/B testing in emails.
2.- Have Inbox Secrets
In 2012, the Red C agency published the study “ Ten Inbox Secrets ” with the following conclusions from an email eye tracking experiment:

Diagonally readable email designs work best
Emails that attract users' attention are those that combine images, colors and text .
Placing multiple call-to-action buttons in your message will get you more clicks.
Relevant content is the main factor in reducing bounce rates.
To keep users' attention, it is necessary to combine commercial messages with informative content .
3.- Mobile eye tracking of emails
Mobile eye tracking in emails