ADVERTISING EMAILS OPTIMISATION BY EYTRACKING TECHNOLOGY
ADVERTISING EMAILS OPTIMISATION BY EYTRACKING TECHNOLOGY

Summary/Abstract: Today’s marketing image is more dynamic and many times more interesting design-wise than it was in the past. Internet and new information-communication technologies have radically changed the original marketing image. We encounter implementation of marketing activities on a daily basis in various forms, e.g. when browsing webpages and opening own email inbox. Scientific studies in the field of neuromarketing show that the consumer doesn’t perceive exactly the same values the vendors are offering them and they sell using marketing activities. The human brain evaluates how the offer and communication corresponds with their existing expectations. Neuroscience offers an ever improving idea on how the human brain works during the buying process. By mapping active areas of the brain it is possible to discover what will convince the buyer to buy. This article deals with using the neuromarketing method of eye tracking for optimization of ad e-mails. Based on experimental testing the article characterizes the drives of the recipients for opening ad emails and subsequently identifies partial segments of the ad email as well as proposals for their optimisation.

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