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Newsletters are an excellent method to strengthen the relationship with your readers so that they can stay abreast of your new articles, company news and service offerings. Many email programs offer the ability to track newsletter opens and content item clicks, however there is a way to enhance the performance of your newsletters before they are even emailed out. You may have heard of eye tracking for websites but you should know that eye tracking is also a useful tool to leverage for newsletters.
The image on the left is a newsletter overlaid with a heat-map (aggregation of multiple eye tracking sessions). The heat-map makes it very simple to see which areas of the newsletter readers found most enticing. The image also plots little red x’s where users have clicked. Now imaging the potential performance increases you can see when your newsletter is fully optimized to engage your readers.
Eye Tracking can tell you what is and what isn’t working on your email newsletter. Here are a few questions Eye Tracking research can answer for you:
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How do people process their inbox and read their newsletters?
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Where do people look on websites as they subscribe or unsubscribe to email newsletters
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How do people look at their in-boxes and how do they read their email newsletters?
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Which areas of your newsletter are people clicking through on?
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Where are your ‘Dead Content’ Areas of newsletters
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What do readers’ scanning patterns look like on headlines and content snippets
