How to create eye-catching emails

Data say email marketing strategies—and budgets—are expanding. Consider these tips to ensure your next round of emails avoids instant deletion.

Ragan Insider Content

For many communicators, there’s an ongoing debate over the effectiveness of email marketing.

Although social media has assisted marketing managers with consumer engagement, email outreach is still prevalent.

In their efforts to deliver consumers attention-grabbing emails, many execs spend too much, only to see far too little when it comes to results and analytics.

According to data from a 2016 Email on Acid survey, nearly three out of four companies (roughly 72 percent) said they planned to spend more time on email production this year, and more than four out of five (87 percent) planned to increase their email marketing budgets.

An analysis from Easy SMTP and computational neuroscience firm EyeQuant suggests the key to a successful email strategy comes from understanding what your audience finds engaging and then designing your emails accordingly.

Using heat map technology, data were collected from a variety of reactions to email campaigns, which were rated based on clarity, excitement and attention.

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