“We look at common objects every day, including our cars, money, and emails. But we don’t pay attention to the details of those objects—with the exception of those details that we need to perform a task. With the abundance of technology—smart phones, tablets, laptops, smart watches, and all manner of new IoT devices—those things clamoring for our attention are only increasing. So, it’s critical that every action we ask of those we are marketing to is clear, concise, and prominent.”
People look at things and don’t really see them. We’re all very busy, and our brain tunes out the details that we don’t need for the task at hand, and chooses—or decides—what we should focus on. So it’s important to understand the main feature of your email—the image, the message, or perhaps the CTA on a button—and make that the most prominent element in your email.