An increasing volume of letters is delivered to recipients in digital format, but printed letters continue to be popular due to the fact that the receivers spend more time reading physical than electronic letters.

An eye-tracking survey has recently been conducted on our Swedish market, where we wanted to know more about what recipients notice and read. OpusCapita used Friends&Tactics to conduct the analysis and test two different letters, an invoice and an information letter. The test group received the assignment to look at the invoices and letters as if they were sent to them personally. Thereafter, the Friends&Tactics analyst conducted open interviews with each test person.

Perhaps you can all guess the result? Color and personalized messages result in an increased time spent reading each letter with a higher level of clarity. View the conducted study on the following link: Communicate Effectively.



Eye tracking survey