The eyes have it

Today's WSJ reports that OgilvyOne and Eyetools have teamed up to find out which specific parts of an e-mail marketing message people look at and read -- and how to improve customer response.

One thing Cisco Systems learned is to have strong imagery at the end of an e-mailed newsletter to draw the reader's eyes through from top to bottom. IBM learned to make customer response fast and easy by putting clickable icons and buttons in its e-mails.

Here's how the Eyetools Eyetracking works:

http://www.eyetools.com/inpage/eyetracking_products.htm

Progress! What an interesting idea whose time has come.