Still Looks Like Spam To Me
from the flooded-inbox dept
A major marketing company has begun offering clients a way to supposedly make their email marketing messages more effective by tracking test viewers’ eye movements to determine what parts of a message they spend the most time looking at. Newspaper publishers have used similar studies for some time, but this is apparently the first time it’s been used for
spam email marketing. The technology, which is being used by such big brands as IBM and Cisco, comes amid an uptick in interest among legitimate marketers in using email. It’s always been cheap, fast and easily trackable, but the increase in spam — which hasn’t exactly abated — caused many marketers to turn away from it. But legit advertisers are faced with many of the same problems as spammers: trying to raise low clickthrough rates, as well as trying to make sure their messages don’t get caught in spam filters. That’s probably the biggest issue for marketers: distinguishing their messages from all the spam recipients get. Despite what the ad agency is selling them, it’s doubtful that this type of user study can really help them there. The efficacy of legitimate email marketing has undoubtedly been dented by spam, and its problems have less to do with the design of individual messages than with the way many companies implement their email marketing campaigns, bombarding users with too many messages, or ones that are simply irrelevant.