How to quickly learn which e-mail copy and creative points may be suppressing response.
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You aren't looking at a local weather map or an old-fashion sonogram. It's an eyetracking heatmap for an email. With this one image, I can tell what copy and creative people are looking at and reading. More important, I can quickly understand which copy and creative points could be suppressing response. According to my latest findings, about 60 percent of people who read an email only see or read 50 percent of the message.
It's vital, then, to ensure the part of the message that is read is clear, action-oriented, and powerful and drives response.
What Is Heatmapping?
Heatmapping isn't the newest whiz-bang email technology. It's inexpensive and quick to do. And works on more than email.
A few months ago, I was introduced to heatmapping by Eyetools. As a director of email marketing practice, I constantly search for new technologies, innovative email applications, and ways to optimize our email marketing process. Like you, I'm always challenged and restricted by email realities. Things like the wait for IT resources, lack of ability to integrate with homegrown systems, and funding challenges. I get really excited when I find something that can be implemented in a virtually barrier-free manner and can drive return on investment (ROI). This time, it's heatmapping.
Heatmapping records where people look at a specific document, how much time they spend looking at a particular element, and the order in which they look at the items. Eye tracking (how Eyetools generates its signature heatmaps) is a simple, effective process.
Six Reasons Why I Like Heatmapping
I've used heatmapping for a number of clients, both business-to-business (B2B) and business-to-consumer (B2C). Each time, the findings drive increased response. Here are the top reasons I remain a fan:
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Though heatmapping doesn't displace the fundamentals of effective email marketing, it is a phenomenal way to glean insights and validate best practices. In many cases, when our clients and account teams see the heatmaps, they see clearly how "common sense" the corrective actions can be. Without heatmaps, we often overlook common sense. Such failures can result in suboptimal response.
Some exciting learnings identified from recent heatmapping tests:
If you have questions about heatmapping or learnings for a specific scenario, send them to me. If there's interest, I'll share answers in the next column.
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Jeanniey Mullen, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.
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An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
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