Where Do They Click Most Often in a Newsletter?

We all know that most people click on the links first. Despite knowing this, the place of these links or pictures in order to increase awareness is not clearly known. However, there is a method to find out where people most often look and focus in a newsletter.

And that is the heatmap examination. Examination of the heatmap indicates where and what people look in a website or in a newsletter.

Most people sadly just eye-track the shorter newsletters, and letters with longer content don’t even get scanned, it revealed by many international surveys based on heatmaps.

According to our reading habit, we eye-track the newsletters from left to right (obviously the opposite of this true for the Arabic countries) in F- shaped pattern, according to a survey by Kissmetrics.

It also turned out from this study that the average time allocated to a newsletter after opening was only 51 seconds. It may seem a long time, but it is surely not enough to read one content block, however, it is for scanning banners and pictures.

In addition, if we look at the heat map below, it is interesting to note the emphasis on reading the first two words of the headlines.

Making headlines and pictures interesting and awareness raised is so important in order to get the subscribers to click on the offers.

And their place in the newsletters is also not negligible at all. As you will see in the following examples, the pictures, for instance, worth to be placed on the left side. In addition, you should also keep in mind to not distract your readers from the actual product with empathic pictures such as a cute baby.

Here is some example of where and what they look most in a newsletter:


Daily newsletter from Adage: the first two letters were read the most.



Daily newsletter from Power Tool: pictures received the most clicks



babyTM newsletter: The baby is cute, isn’t it? But you also see the nappy, right?


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