I listened in on a MITX lunch teleconference today called “Email Campaign Metrics & Tactics: 2006 Research Results” moderated by Anne Holland and Stefan Tornquist of MarketingSherpa. They did a good job presenting some highlights of their email research.
One particularly interesting point they made was about the results of an eyetracking study which compared two emails about housing deals in San Francisco -- one lead with a photograph of houses and the other lead with a block of text. The email with the photograph, i.e. the *visual* email, was twice as effective at the three metrics they were tracking: open rate, click-thru and conversion. Bottom line -- relevance is established in a fraction of a second. And these findings are consistent with the results of the eyetracking studies we did at Palm when I worked there, of two different versions of proposed homepages. Those that provided more visual cues were easier to grasp, were more scannable, and were ultimately more successful.
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