How does Apple Watch affect Email Marketing campaigns?
As we discussed in the previous post, One of the most notable innovations of 2015, in terms of its influence on email marketing, is the launch of Apple Watch. This device presents a unique opportunity for marketers as a way for consumers to anticipate their first interactions, even before they access mobile devices.
The openings of the emails on mobile devices have increased by more than 180% in the last few years.So it is clear that email is a great communication channel for both marketers and consumers. These interactions become even more personal and closer with this new device. A device that forces email marketers to adjust digital communications to a new way of accessing users.
The main goal of Apple Watch is not to offer a lot of textual information, but to offer more colour, simplicity, graphics or even animations. The focus is on user comfort. Provide relevant information in the quickest and most concise way. For this very reason, email marketers will need to devise an email strategy that has these characteristics in mind.
When it comes to notifications, there are several options for displaying a richer amount of information to the user. Apple Watch includes both short-look and long-look interfaces - what makes the two different? The short-look interface is a non-scrolling screen that displays all information at once. On the other hand, the long-look interface is a scrolling display that allows you to scroll through the screen.
Marketers can provide a rewarding user experience by combining email in sync with Apple Watch and creative notifications. For this device to be effective, it will need to be creative and eye-catching so that text alone has a positive impact on the consumer.
However, there are some Apple Watch limitations that directly affect email marketing campaigns:
- Apple Watch has a plain text format, i.e. text without images, styling or hyperlinks (the opposite of HTLM)
- Links do not work in plain text messages, which means that Apple Watch does not give you the option of interacting with emailexcept for addresses and phone numbers (Addresses open in the Maps app and the phone number allows you to call from your iPhone).
- With such a small display (38mm) there is less room for text, so the copy of the email has to be simple
- The monitoring user behaviour mail received on these devices will make it more difficult to
On Apple Watch... Less is more.
You should remember that subscribers who use Apple Watch receive less information in their emails than mobile users do. So keep the most important points of your message at the top of your email. Users will not be able to reply or interact with the links, but they will be able to archive it to open it later on their iPhone.
Some email ideas for Apple Watch:
- Email notifications or updates for users who sign up for events
- Flash sales: limited-time offers that create a sense of urgency
- Appointment reminders (doctor, seminar, travel...)
- Short, eye-catching announcements of new products
- Daily tip, quote or lesson to stay connected with your users
