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Philip Storey is the founder of the email marketing agency, Enchant. He is an email marketing guru with over 20 years of experience designing effective campaigns for some of the biggest companies in the UK.
With the help of EyeQuant’s eye-tracking analysis tools, Philip has been using eye-tracking to inform his strategies and designs for over 10 years. Here, we look at some of the benefits of eye-tracking data and top tips from the man himself!
Eye-tracking analysis provides a much deeper level of understanding of an email design than the basic analytics that we too often rely on to assess the success of a campaign.
“As email marketers, we rarely get to meet our customers, so this helps us get closer to people and enables us to really put the customer first,” says Philip.
For many design teams, there’s an all-too-familiar process for designing email marketing campaigns. Whether using content blocks from the company website or creating a template from scratch, most design processes end when the campaign is sent out – apart from some basic tinkering with a CTA or the copy length, there is usually little testing or experimentation performed, and no iteration.
While email marketing is generally a very effective medium with high conversion rates, it lags behind other digital media in terms of the attention that is placed on the user experience. It may be an effective medium, but if we apply some of the UX design techniques used for web design, it could become even better.
For a start, we should create a living design system that constantly evolves, much like we would for a website. We should put the customer first, avoid out-of-the-box templates, and think about the relationship that we want to have with our subscribers and how our designs support that.
With EyeQuant Experience, you can now take your user analysis to the next level by looking at users’ focus and attention during a multi-channel journey – for example, from an email to a website, video, etc.
Watch our full webinar with Philip Storey, which includes tips for improving click-through rates and optimising emails, and several case studies of effective email campaigns.