If Email's Broken, Why Aren't You Fixing It?
Red C recommends combining irregular shapes, graphics and text elements to sustain attention, and also offer recipients 'pathways' down the email via text or graphic devices. They suggest you AVOID the temptation to use a press ad structure and design in 'screenfuls' which are viewed too quickly and don't provide enough visual encouragement to scroll down further.
I encourage anyone responsible for email marketing to study this report in detail. Eye-tracking studies don't lie—they provide helpful insights to understand how readers actually consume emails.
Then don't be afraid to challenge your creative team to re-think your current email design so you can increase message engagement and, ultimately, click through rates.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.