Client:
Ogilvy / SAP
Objective:
Optimise effectiveness of SAP’s email marketing
Method:
15 IT professionals tested with eye tracking & in depth interviews
Total project duration:
5 days
Service:
THiNK Email bespoke email testing
Location:
Hong Kong
Methodology:
Respondents were presented with an email inbox, either unprompted or prompted they opened the SAP email and were able to click through to the associated landing pages.
Implicit measures:
Eye tracking
Explicit measures:
In depth interviews
Findings:
Key areas of effectiveness, high visual saliency, engagement and read-through were identified. A deeper understanding of people’s engagement and likes and dislikes was gained.