E-Mail Marketing For Dummies by John Arnold

Author:John Arnold
Language: eng
Format: epub
Publisher: For Dummies
Published: 2011-03-08T16:00:00+00:00

Courtesy of Constant Contact

The ABCs of E-Mail Layout

Consumers tend to focus their attention on your e-mail content by using the layout in the e-mail as a guide for their eyes. E-mail marketing experts often use e-mail heat maps to determine which areas of an e-mail are likely to draw the most attention. An e-mail heat map is an image generated by a special device that tracks eye movement when someone looks at an e-mail. You can see some examples of heat maps at www.squidoo.com/heat-map or by searching for heat map examples on your favorite search engine.

Heat maps use different colors and shading to illustrate which parts of an e-mail draw the most attention. Data gathered by using heat maps and testing various e-mail designs helps to shed light on the e-mail designs and layouts that are most likely to get your content noticed.

The following sections show how to position your e-mail content to draw attention while keeping your audience focused on your main message.

Adding visual anchors

Visual anchors are design elements or text elements that draw attention to your content. Visual anchor designs are limited only by your creativity and the layout of your e-mail template. Figure 7-6 shows an e-mail with visual anchors throughout the body of the e-mail.

Figure 7-6:

Use visual anchors to draw attention to e-mail content.

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