Please accept all cookies to ensure proper website functionality. Set my cookie preferences

What types of email-signature banners draw the most interest? Does it help to include a call to action? Which are more effective: horizontally or vertically aligned units?

Sigstr examined the performance of 1,000 email-signature banner campaigns and conducted more than 50 eye-tracking tests.

Email signature banners are visual elements that are used by brands in a range of  ways, including to promote products/services/deals to external audiences and to communicate information to internal staff.

Signature banners typically appear at the bottom of messages, as in this example:

  

The researchers found that eye-tracking study participants tended to focus quite a bit of attention on call-to-action (CTA) buttons in email signature units.

However, though well-defined CTA buttons drew attention, email signatures in which the entire unit was treated as a promotional opportunity (and no button was included) garnered equal or slightly higher engagement rates.

The eye-tracking study participants paid significantly more attention to horizontally aligned email signature units than to vertically aligned email signature units.

The researchers found a width range of 300 to 450 pixels and a height range of 60 to 120 pixels to be most engaging.

About the research: The report was based on data from 1,000 email-signature banner campaigns as well as data from 50+ eye-tracking tests.

Sign up for free to read the full article. Continue reading "Eye-Tracking Study: Email-Signature Banner Effectiveness" ... Read the full article

Subscribe today...it's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Loading...

ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji