Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

Epsilon uses ‘heat mapping’ to show how emails are read

October 28, 2010

Global marketing firm Epsilon International, is marrying digital design with neuroscience, using new heat mapping technology to analyse how emails and newsletters are viewed.

The new service is among the first of its kind globally and offers insight into how to best structure the visual components of an individual communication, which the company claims delivers 90% of an eye tracking study’s accuracy at less than 1% of the cost.
Different graphic elements are evaluated in real time, and illustrated using bespoke heat maps to show where users are most likely to search for specific information.
In the similar way to an energy audit, red and yellow areas identify which elements generate a particularly high level of attention, while bluish and transparent areas are those that tend to be viewed less.
Each map features ‘hotspots’ which reveal reader fixation points.
Other features include perception maps; which identify areas a user is most likely to view in the first few seconds, and regions of interest – the role of logos, call-to-action, and bullet points in the visual display.
Until now, analyses like these have only been feasible with considerable time and cost investments. However, Epsilon said the company is able to draw from a decade of neuroscientific research and over 400 eye-tracking studies.
Results can be applied in a number of ways: to test and optimise different campaigns; develop new design templates; analyse prototypes; and carry out quality control during the design phase. Another useful feature is the ability to test campaign-related landing pages or micro sites before they go live.
Jane Finch, Epsilon International’s Solution Consulting Director said: “Marketers have only a few seconds to capture a customer’s attention – White Matter’s technology allows us to optimize digital creative quickly and cost-effectively, providing us with another way to maximize offer take up”
The new service was developed in association with White Matter Labs – a spin-off venture from University of Osnabruck’s neurobiopsychology department in Germany who have been developing the technology for a number of years.
http://www.epsilon.com/uk

Search, Uncategorized Germany, global, Maps, marketing

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2025 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT