How to use eye-tracking to maximise the effectiveness of direct mail

The eyes have it! The fairly new science known as eye-tracking has becoming increasingly important to marketers over time. It’s a form of research that monitors eye movement ¬ where people look when they receive a piece of mail, or look at a website, and why.

In August 2010, Eyetracker conducted the ‘Through the Letterbox’ eye-tracking study for Royal Mail. The research aimed to find out what’s attention-grabbing in terms of design, which key elements make people open an envelope - and keeps them reading on - and what can drive them to respond. It found that first impressions definitely count.

It also found that second impressions, the back of the envelope, can play a part. Marketing messages can be reinforced here – just to keep them fresh in the recipient’s mind.

And what’s on the inside counts too – marketers still need to work hard to keep their audience entertained even after they’ve opened the envelope.

Experts from Eyetracker and Royal Mail explain how you can use this information to create direct mail which gets noticed.

To read on, download the full article by clicking the link below.