You've Got High Tech Mail

You've Got High Tech Email to be more precise. This was the starting sentence of a Wall Street Journal article I read today saying that email marketing is getting another look from the heavy hitting marketers like IBM and Cisco Systems. These are the two of the many companies who shyed away from email marketing after the spamming wars of the late nineties. Their is a new company that is giving these fortune five hundred marketers a reason to send email again. Eyetools, a San Francisco software company has developed a technology called "heatmapping." This technology can tell marketers what parts of the their emails get the most attention. Heatmapping uses cameras attached to a computer that track a person's eye movements to figure out what part of the screen is being viewed. The results are displayed in vivid colors on what is called a "heatmap" that makes clear where on the screen people's eyes focus.

Eyetools has two email services. The first one discovers whether your key message is getting through and is tested in an email client. The second one is for email campaign optimization of landing pages. That way you can see how your offer performs from email open to landing page. Their pricing ranges by a per person cost to a ten person group study cost. Most of their clients want data collected as a group of people open their email and see what they click on as well as see what they are drawn to once the do reach their landing page. What say you. Would you use or encourage your company to use such a services before you sent out your next email marketing campaign? Let me know your thoughts.