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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.
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.
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.
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