What can eye tracking tell us about email design?

Client Login What can eye tracking tell us about email design? Email marketing software provider Campaign Monitor have shared some insights after they teamed up with Look Tracker to conduct eye tracking analysis on some email examples, giving us some useful pointers for when putting our campaigns together. Eye tracking studies use software and cameras to follow the eye movement of a subscriber as they look at a screen, and in this case, an email, and they can be really useful in helping us understand what captures attention and where we, as email marketers and designers, should place certain elements, such CTAs and text. We’ve summed up the takeaways below, but the full blog is worth a read so click here to see it. 1. Design emails using an inverted pyramid layout The eye tracking study shows the effectiveness of an inverted pyramid design which grabs attention and then builds anticipation as you deliver your message leading to a call to action. The blog has its own example but I checked my inbox and found this example from Pizza Express, sent yesterday, which uses an inverted pyramid layout. This email also uses some animation which is a nice touch but use GIFs with caution, they are not supported by all email clients (looking at you Outlook) and make sure you consider the file size – in an increasingly mobile world, large GIFs both cut into subscribers’ data and can be slow to load and play. 2. The value proposition – what’s in it for the subscriber? Always keep in mind what your subscriber might expect for handing over their...

Facebook announces changes to News Feed

Client Login Facebook announces changes to News Feed Last week Facebook announced that it is changing its News Feed algorithm so that content posted by your friends and family will appear more prominently in your feed. Since Facebook launched News Feed back in 2006 there have been over a billion new users to the channel. We’re spending longer and longer on social media each day, checking out content not just from family and friends but also our favourite sports teams, retailers and brands, which means that every day there is far more posted on our News Feed than we can ever consume. Time Magazine has described it as ‘the most valuable billboard on earth’ and getting it spot on for everyone is an ongoing process for Facebook as they try to give us the right mix of updates from friends and public figures, publishers, businesses and community organisations we are connected to. (If you are interested in how Facebook actually do this, check out this article from Time Magazine) In an article last week, referring to its guiding News Feed values, Facebook explains that first and foremost, it wants you to see what you care about – your friends and family. They also want users to be both informed and entertained by the content they see and brands in particular should be mindful of this when creating content for Facebook. So, in what many are seeing as a blow to publishers (who have spent years building their audiences to in turn build traffic and revenue) expect to see more posts of babies, weddings, pets and less news. This update...

Insights: Irish Rugby, a weekend of firsts

Client Login Insights: Irish Rugby – a weekend of firsts Last Saturday was an historic day for Sotic client Irish Rugby. Their U20s recorded a first ever victory over their New Zealand counterparts while the senior Ireland team defeated the Springboks on their own patch for the first time. Both victories help the IRFU’s Digital Marketing & Customer Relationship Manager, Barry Cunningham, keep his sport front and centre in a month dominated by football. Barry is currently on tour in South Africa with the senior squad but as the man that co-ordinates all things digital and social he is keeping close tabs on all teams and channels. Here is his summary of the weekend on digital (originally published on Linkedin). “Last Saturday was an historic one for Irish Rugby – our U20s beat New Zealand for the first time and Ireland beat the Springboks in South Africa for the first time. In addition we had three 7s squads on the go – Men’s & Women’s and Men’s Development. All told it was a busy weekend on social media. Twitter, as always, was great for live updates and Facebook proved a big hit for us. On the tweet machine we have had over 20,000 link clicks in June so far and we’ve had 4.9 million impressions. On facebook we reached over 3.1 million people and had over 1 million video views with an engaged audience of over 850,000 people. Recognising that not everyone is social is key to amplifying our reach so we have been updating our website with a Tour Diary featuring highlights of the day. The latest installment is...

Cycling: Countdown to the 2016 Aviva Women’s Tour (15-19th June)

Client Login Cycling: Countdown to the 2016 Aviva Women’s Tour (15-19th June) The Aviva Women’s Tour gets underway this week from Southwold in Suffolk on Wednesday 15th June. The eyes of the women’s cycling world will be firmly on the UK’s first ever round of the new UCI Women’s WorldTour. Many of the world’s leading riders and teams will be participating in the five stage race which starts on the Suffolk coast and finishes in Northamptonshire. The race will visit seven counties in the heart of England, and there will be a first visit to the Peak District National Park on Stage Three, while Stage Two will head into the Cotswolds Area of Outstanding Natural Beauty in south Warwickshire. For full route details, click here This is the third edition of the Tour and Sotic have been supporting race organisers from the beginning with provision of the digital platform, www.womenstour.co.uk and support throughout the event. The race will feature some top riders including Team GB’s Lizzie Armistead, Marianne Vos and  double World Champion Giorgia Bronzini,. The  rider list  includes five World Road Race Champions and four World Time Trial Champions, plus 14 different reigning National Road Race Champions. Seven of the riders are also World Track Champions. 22 different countries are represented with Dutch riders the most dominant, totalling 18 of the 95 riders. You can follow all the action online at www.womenstour.co.uk     More from the Latest Season’s Greetings from Sotic Your club Your Lions Project Unveiled From Rio to Loughborough – Sotic supporting elite sport We’re recruiting! New site launch: Singha Premiership Rugby 7s Blog Tagsaccreditation advertising branding British & Irish...

Motorsport: 2016 Wales Rally GB route announced

Client Login Route announced for 2016 Wales Rally GB  The route for the 2016 Dayinsure Wales Rally GB has been announced. Part of the FIA World Rally Championship, the Wales Rally will take place from 27-30th October. Few events will showcase Wales’ 2016 ‘Year of Adventure’ better than Britain’s annual round of the high-octane, FIA World Rally Championship. Last year’s race attracted 87,000 visitors, an over-subscribed 160-car entry, international crews from 25 different countries, and delivered almost £10m of economic benefit to the Welsh economy as well as extensive global TV and media coverage. The 22 Special Stages offer a total of 336 competitive kilometres (208 miles) and include many of the established classic tests plus some exciting new additions and revisions. Sotic will be supporting the race organisers on all things digital in the lead up to the event and throughout the three days of racing with on-site support. This year’s extended three-day competitive schedule is certain to be a big hit with both competitors and fans, not least as the earlier date at the end of October promises better autumnal weather and also coincides with schools’ half-term break. Tickets for the 2016 Dayinsure Wales Rally GB went on sale today (Wednesday) and any spectators purchasing tickets before the end of June will be entered into an exclusive prize draw for a chance to win a pair of tickets to the pre-event media day in September where they will enjoy a money-can’t-buy passenger ride with a top driver. Full details on the route and tickets available can be found on the official www.walesrallygb.com website. More from the Latest...