If you are sending out HTML e-mails that you have designed, you may be able to improve your ROI and CTR by changing the placement of your content.
In print media, people's eyes move in a fairly predictable pattern. If you design an ad with that in mind, the product is easier to read and comprehend. While there are some differences, electronic media operates on the same basic principles.
Studies have been done on the relationship between eye movement and placement of ads and content in newsletters. They have shown most newsletters are set up in one of three ways:
The analysis determined that most people's eyes move in a "U" pattern starting at the upper left corner. Two design options for setting up the e-mails are compared below.
Using the "U" pattern findings:
So which format had more clicks, better conversions and higher ROI?
If your newsletter is a type "A," changing the design may improve results.
These results are based on one study. As always, they may or may not hold true with your newsletter. If you do some testing and determine you fit this example, a simple format change could make a big difference in profitability.