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What marketing email heat maps can teach us about creating eye catching emails [Infographic]

Author's avatar By Robert Allen 15 Aug, 2016
Essential Essential topic

Simple messaging, clean design and the use of white space to steer the eye are key to effective email designs.

While many companies do email marketing effectively, the ones that don’t often are slow to learn from their mistakes. Companies will spend big marketing budgets only to be disappointed with their results, and are often left unaware of what went wrong with the campaign. One key to getting your email marketing campaign right, is to have a full understanding of what exactly people find or do not find engaging with your emails.

Easy SMTP and EyeQuant teamed up together to evaluate a number of different email marketing campaigns using their heat map software. They used the results of their evaluations and created an infographic which you can see below.

The heat map analysis allowed them to understand how customers are engaging or not engaging with their emails. As you can see in the examples in the infographic, there’s some really interesting information about where people are looking most at different email marketing emails. One interesting takeaway is that white space is preferred over large blacks of information because it signals to the eyes that rest people will be provided as information is consumed. Marketers should use eye space to help steer the eye. To see more of the takeaways from their analysis, check out the infographic:


Thanks to EasySMTP for publishing this infographic.

Author's avatar

By Robert Allen

Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.

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