Sikó Beáta – Huszár Sándor (2023): Vizuális észlelés az e-mail marketingben: A szöveg terjedelmének és az e-mail elrendezésének vizsgálata szemkamerás megfigyeléssel. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 pp. 289–298. DOI:10.62561/EMOK-2023-23

DOI

https://doi.org/10.62561/EMOK-2023-23

Authors

• Beáta, Sikó. Szegedi Tudományegyetem.
• Sándor, Huszár. Szegedi Tudományegyetem.

Abstract

Visual attention in email marketing: Examining the influence of text length and email layout through eye-tracking

It has been 50 years since the first email was sent, during which countless marketing-related emails have been created. However, many of these emails have become increasingly annoying to consumers. This, among other factors, has contributed to the negative perception of email marketing among consumers and has prompted the urgent need to improve counterproductive practices. The effectiveness of emails can be enhanced not only through content optimization but also by optimizing design elements related to appearance. The aim of this study is to examine the impact of two prominent design elements in email marketing, namely text length and email layout, on visual attention. To examine the hypotheses, eye-tracking observation supplemented with RTA interviews was applied. Following the presentation of the primary research findings, future research directions were also identified.

email marketing eye-tracking visual attention

Language

hungarian

Details of publishing collection

Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023

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