Marketers at International Business Machines (IBM) and Cisco Systems have been tapping into "heatmapping" technology to tell what parts of their emails get the most attention, The Wall Street Journal reported.

Eyetools, the company behind the heatmapping technology, uses cameras attached to computers to track a person's eye movements to find out what part of the screen is being viewed. The results are displayed in colors on a heat map that makes clear where people's eyes focus.

IBM reported that after using the heatmapping in their email tests last year, the company has made some email design changes, which according to IBM, has led to improvements in customer response.

JupiterResearch says that email marketing is expected to rise in 2006 to $950 million from $885 million in 2005.