Limited Time Offer: Save 30% on PRO with code WOOHOO »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Eye-Tracking Study: Email-Signature Banner Effectiveness

by Ayaz Nanji  |  
April 16, 2018
  |  2,620 views

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.


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

Comments

  • by nettie Tue Apr 17, 2018 via web

    Hi, Ayaz. Can you clarify the statement made in this article:
    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.

    Can you explain what you mean by where the entire email signature unit was treated as a promo opp?

  • by Ayaz Tue Apr 17, 2018 via web

    Hi Nettie,

    My understanding is that when the entire unit is a promotional opportunity there is no set action button. So there can still be call-to-action text but it is incorporated into the full banner, rather than relegated to a button.

    There's some more detail in the full report:

    http://info.sigstr.com/the-state-of-email-signature-marketing

    Hope that helps!

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!