Choose speciality channel:   Choose sector channel:     Search the site

Press Release

 

Eye tracking reveals blueprint for perfect door drop campaign

Eye tracking reveals blueprint for perfect door drop campaign

Eye tracking research released today by Royal Mail provides unique insight into how consumers interact with door drops and a blueprint for the perfect unaddressed mail campaign.

The study highlights the importance of using bright colours and strong visuals to generate impact and stand out among consumers. Providing a compelling reason to interact with the door drop also came out of the study, with samples and vouchers proving popular.

The research, carried out on behalf of Royal Mail by eyetracker, used screen based eye tracker technology and special tracking glasses for participants to measure how a mail piece was read and which areas attracted most attention. It also involved qualitative interviews with consumers.

The study also revealed that when consumers start looking at a door drop, their eyes usually focus on the front centre top for portrait and front centre left for landscape mailings, making those locations the place to position the key visual or offering. If the recipient is interested in the mailing after studying the key visual, the eye movement tracks up the communication, then down and to the right.

As a result, advertisers should place clear branding at the top for reassurance and further information on offers to the right.The research also revealed that the backs of the door drops should reinforce the messages and visuals on the front.

When including a letter with the door drop the study revealed that advertisers should think twice about addressing the recipients as ‘Dear homeowner’ as it attracted a higher rejection rate. Many prefer no salutation to an impersonal one.

It also concluded that the letter should be well spaced out, easy to read, and provide information to help buy, rather than to hard sell. With envelopes, the brand logo should be placed on the top left and the main offer centre right.

Phil Ricketts, Head of Strategy, Sales and Marketing for Door to Door, Royal Mail, said, “This eye tracking research provides unique insight on how consumers interact with unaddressed mail in their homes, from picking it off the doormat to taking action.

“By combining conventional qualitative research techniques with state of the art eye tracking technology, these findings really provide a blueprint to help advertisers hone their unaddressed mail activities to deliver highly impactful campaigns that will deliver greater return on investment.”

AJR
coupons viagra go coupons for prescription medications
after abortion abortion article abortions clinics
cialis discounts coupons link pet prescription discount card
discount grocery coupons saiftec.com abortion clinics in richmond va
lisinopril side effects and warnings lisinopril side effects and warnings lisinopril side effects and warnings
new prescription coupons free coupon for cialis coupons prescriptions
cialis price store lipseysguns.com generic cialis source
manufacturer coupons for prescription drugs lilly cialis coupons coupons for cialis 2016
buscopan plus preis buscopan plus buscopan dragees
duphaston tablete za odgodu menstruacije duphaston tablete kako se piju duphaston
price of abortion pill alessiariflesso.com buy abortion pill
thyrax bijsluiter thyrax bijsluiter thyrax fk
priligy hinta community.vitechcorp.com priligy 60 mg
medication abortion pill cicg-iccg.com pro abortion
priligy 30 mg femchoice.org priligy
home abortion pill methods facts about abortion pill abortion pill side effects
lamisil para que sirve avonotakaronetwork.co.nz lamisil
abortion ethics abortion cons abortion clinic locations
naltraxone saveapanda.com revia reviews
naltrexone abuse click naltrexone how long does it take to work
will naltrexone show on a drug test avonotakaronetwork.co.nz naltrexone reviews alcoholism
what is naltrexone made of naltrexone and heroin what does naltrexone feel like

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.