| Eye candy is a reference to something that is easy to | | | | text. This could include graphics where the images of |
| look at. Email marketing experts frequently create eye | | | | the text has a special design element, or you could |
| candy through the use of a tool called the heat map. | | | | place the content inside a border (boxed outline). You |
| This tool tracks eye movement when someone is | | | | can also bold the text. However, if you use bold text, |
| looking at an email, landing page, or website. | | | | keep in mind that heat map analysis reveals reader will |
| A heat map is a thermographic representation in | | | | often skip the content for several lines above the bold |
| various colors that shows you which parts of the | | | | text. |
| email...or other document... is getting the most attention. | | | | - Use text links. You can embed text links in a large |
| Designs and layouts can be adjusted based on heat | | | | body of content, and they will draw attention, along |
| map results so the content you want focus on, gets | | | | with the surrounding text. You can also use |
| eye attention. | | | | stand-alone text links much link bullet points to draw |
| It may well be worth the money to have a | | | | attention. |
| professional organization do a heat map analysis of | | | | - Use borders to draw attention. Borders draw |
| your email layouts. Eyetools advertises: "We've helped | | | | attention not only to the content above, or left or right |
| Sprint double sales, IBM increase email conversions by | | | | of the border. Use in conjunction with visual anchors to |
| 60%, and small companies increase sales by 80%. " I | | | | strengthen the visual impact. |
| have no affiliation whatever with Eyetools, but those | | | | - Use quadrant analysis. Most readers scan emails by |
| numbers are not only intriguing, they're compelling for | | | | beginning in the upper left. Then, how their eye will scan |
| any organization who wants to increasing their online | | | | is based on the strength of the visual anchors -- either |
| ROI. Heat map analysis of the full email campaign, | | | | moving down on the left, and then back to the top |
| which includes your organization's landing page, and | | | | right,and down the right side or from left to right top, |
| webpage will tie everything together and ensure your | | | | and then bottom left to bottom right. The upper left |
| dollars are well spent...and give you the results you pay | | | | gets the most attention, so this is where your visual |
| for. | | | | anchors will have the most impact. Your brand, your |
| There are a number of companies that specialize in | | | | main headline, and your primary call to action, if there is |
| analyzing emails, websites and landing pages using | | | | one, will have the most impact somewhere in the |
| heat maps. If you're looking for a reference to see | | | | upper left quadrant. Strong visual anchors in the upper |
| what a heat map is, and how they work, check out | | | | left quadrant, including bullets and graphics, will focus |
| Listrak.com, Clickdensity.com, and They are all | | | | your reader's attention on your most important content. |
| companies that specialize in this area, along with a | | | | For important links in other quadrants, use navigation |
| number of others. | | | | links and directions in the upper left as well. Maybe you |
| If this seems more than your budget can handle | | | | never considered needing eye candy to be successful. |
| presently, or you just want to see what you can do | | | | If you're not getting the sales, or email conversions |
| creatively on your own, here are four tips: | | | | you're looking for, though, remember we're all attracted |
| - Use visual anchors to draw attention to email content. | | | | to sweets...including eye candy. And making eye candy |
| Differentiate headlines from the content immediately | | | | is not only fun...it's good for your health (non-caloric) and |
| below it by using different fonts, colors and styles of | | | | your pocketbook. |