Eyetracking: maximising the effectiveness of door drops

There are ways to measure the performance of mailings after they’ve been sent, but how much easier would it be if you knew in advance exactly which elements of your marketing communication were a consumer turn-on – or a turn-off – so you could create a design that’s sure to deliver?

Research firm Eyetracker’s 2010  'Through the Letterbox' study for MMC focused on just that. It used a device that monitors people’s eye movements to reveal how they scan and process their mail, to provide insights into the creative techniques you can use to grab their attention, whet their appetites and make your brand or product stand out.

This report focuses on some of the study’s key findings about the ways in which people interact with door drops, from understanding how the new digital reading eye is used to jumping around for relevant information, to how consumers enjoy buying but not a hard sell.

With pointers on how to use colour and type, where to position key visuals and the importance of including samples and coupons to encourage brand trial, it offers a blueprint to door drop design.