Eyetracking Circuit City's email template

         

This is the first installment of several that focuses on:

1. Many companies’ email templates aren’t working and they don’t know it.
2. Companies can know before they launch a campaign that there is a problem.
3. Once companies know there is a problem, they can start to fix it.

So, we’re starting today with a Circuit City email, and I’ll making these assumptions for today’s discussion:

1. People can’t click on what they don’t see, so…
2. It’s better to have more products seen than less.
3. It’s better to have your lead promo and branding seen than not.
4. Circuit City is a good store (I shop there!), so we’re talking about their email, not them.

So, let’s begin!

What if you knew before you launched that…

“What most people see” eyemaps (eyetracking heatmaps) visualize what more than 60% of people focused on. It’s important that most people see your main message.

> The majority of products listed will NOT be seen by most people
> Branding will be missed by over half of the readers
> Tagline won’t be read by 80% of people
> Value Proposition will be missed by 80% of people
> Call To Action will be missed by 90%
> “Free shipping” offer (which is highlighted in red) will be missed by half

...would this be an “effective” email you would want to launch? (or would you want to fix it before you launch?)

Circuit City’s email template suffers from low viewing due to template design flaws. The viewing percentages will vary somewhat month to month as they promote different products, but without a design change their overall viewing will be pretty consistently like this.

So the question is, given the low viewing of their products, how much money is this company wasting each month in lost sales opportunity?

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