What Really Makes Consumers Click
Mar 11th, 2008 • Category: Consumer InsightConsumers are click-happy when it comes to email newsletters and email product alerts– often clicking on many areas that normally do not have links. According to a new eye-tracking test by MarketingSherpa, when people read a marketing email, they look for links in the copy, not just the underlined text or buttons. Although most marketing emails include images that do not have links, email readers tend to click multiple times on such images, particularly product photos, logos and photos of people. In all of the email creative tested, incorporating more photos and logos caused significant changes in the ways that consumers’ eyes looked at the e-mail and resulted in longer interaction with the copy
Bob Kochan is the President of St. Louis-based Kochan & Company. Prior to founding Kochan & Company, Bob spent 16 years in marketing with [...]
