Usability: THiNK Email - Kodak
Client:
Ogilvy / Kodak
Objective:
Optimise effectiveness of Kodak’s email marketing
Method:
99 consumers tested with eye tracking & in depth interviews
Total project duration:
10 days
Service:
THiNK Email bespoke email testing
Location:
New York City, USA
Methodology:
Respondents were presented with an email inbox, either unprompted or prompted they opened the Kodak emails and were able to click through to the associated landing pages.
Implicit measures:
Eye tracking
Explicit measures:
In depth interviews
Findings:
Strategic placement of key elements was identified through an understanding of the visual saliency and flow of content. Discovery of user’s navigation preferences.
Result:
Overall click to open rate increased by 80%