MarketingSherpa’s research team has just completed an all-new round of eyetracking tests - this time on email design. They went into the eyetracking lab with some real-life emails they had received. In all cases, small-seeming design changes wound up causing significant changes in the ways that consumers’ eyes looked at the email - including how many words they read, how far they scrolled down and whether or not they clicked on anything.
New Eyetracking Test Results: Email Campaign Click Patterns Surprise for Designers
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