The age of wearable smart devices has well and truly arrived. While the smartwatch has been available for a while now, the arrival of the Apple Watch has launched wearable communication devices further into the mainstream.
Although currently it’s a small section of the market, it’s still worth considering how people interact with wearable devices and what it means for your email marketing. Here’s a couple of tips to help you navigate this evolving landscape.
Conveniently, these tips pretty much apply to good email practices in general, which means they work well for your email marketing even if your customers aren’t using wearable devices.
Sender details become even more important for wearable devices. These details form part of the notification on their watch that someone receives when they have an unread email.
Tip: You should aim to use recognisable sender details – either your own name (or that of your company CEO), or the name of your business. You can run an A/B test to determine whether using a personal name or company name returns better results.
With such a small screen size and minimal amount of information displayed, it’s important to consider the length of your subject lines. It’s also essential your subject lines are engaging because you have even less space to capture your customer’s attention.
Tip: You should aim to keep your subject lines as short as possible – think about 3-6 words. The more area your subject line takes up, the less screen space there is for the rest of your email text.
As wearable smart devices gain popularity, getting crafty with the text at the beginning of your emails will become essential.
When looking at a notification people see at most the first line of your email and in most cases this is your preheader text.
Tip: The aim is to get readers interested enough by the first sentence to read more. You want them to either flag the email to read later or act on your action point straight from their watch.
Calls to action
Keep in mind that links are disabled on the Apple Watch (except for addresses and phone numbers). So if you’re targeting wearable devices consider crafting your call to action in text rather than via a link.
Bricks and mortar businesses can really get the most out of action points by making them focused on calling the business or popping in for a visit. As addresses and phone numbers are linked in the Apple Watch, wearers can act on those action points immediately. They can call up straight away or open the address in maps to make a visit.
Tip: Keep your call to action early in your email and make it obvious – tell your reader exactly what to do.
It’s important to ensure that your email has a plain text component. If there’s no plain text component detected then the email may not render on smart watches and a warning message will be displayed.
Tip: The Apple Watch defers to plain text most of the time. So you might like to treat your plain text version of your email as your wearable device section. You can then take advantage of having a nicely designed HTML version as well as having your bases covered when it comes to wearable devices.
Where to from here?
While this might seem like a lot to consider, one thing’s for certain – wearable devices will give marketers power to engage with their audience in new and fun ways.
As the technology grows, so too will the use cases we see from marketers getting clever with how they engage subscribers via wearable devices.
Have you seen an interesting case of email marketing working well on wearable devices? Do you have any tips or tricks for designing emails for these devices? I’d love to hear about them in the comments below.
Posted by: Brynnin Halliday Senior Support Consultant
End of financial year provides a wealth of opportunities for businesses to engage their customers.
I know my inbox is full of EOFY sales and promotions, not to mention tax time reminders.
But this year provides an even greater opportunity for email marketing because of recent tax changes impacting small businesses.
Basically, businesses with an annual turnover under $2 million can claim immediate tax deductions for purchases below $20,000. Previously they had to claim these purchases as deductions spread over several years.
This is a big change and with it comes good news. It’s likely to lead to significant EOFY spending in order for these small businesses to bring forward tax savings into this financial year.
What does this mean for you?
Well it’s the perfect time to create a campaign to target small business customers with offers which encourage them to take advantage of these changes.
We know that the key to sending engaging emails is to ensure that they’re relevant and timely.
So the recent tax announcement makes now the perfect time to reach out to your customers with an EOFY promotion.
Here’s a simple example from Cameras Direct who are really taking advantage of the recent announcement.
Ready to create an email and boost sales in the lead up to EOFY? Login to your account and check out our newly released EOFY templates – you’ll find them in the seasonal template folder. Don’t have an account? Start free today.
Posted by: Paul Trappett General Manager ASCPA, MBA