The arrival of Apple Watch
Apple has revealed the long awaited Apple Watch. Of course this is not the first smartwatch on the market, but it may be the most significant. Like the iPad before it, the Apple Watch has a lot of people asking why. Is this something that users will adapt to? Is it something that will change how we interact with our customers? Lets not forget that Apple has sold 21.4 million iPads in Q1 2015 alone. When others believed that there was no market there, they forced it. The Apple Watch could seemingly go the same way, and with the functionality it is offering, I believe it will.
Email on Apple Watch
Tim Cook (CEO at Apple) has said that the Watch is designed for short functions, 10 seconds max. This is important to a marketer, as this is the difference between being seen and being deleted. Apple Watch is not about reading email, it’s about scanning. There are no clickable links and there is no web browser. The email sender name, subject line and timing of your email will become even more important as these could lead to a customer opening or deleting your mail.
So what about design or watch specific content?
The Apple Watch will not pose any issues to email designers, as the mail delivered to the watch will be a text version. As I said, the watch has been developed for short interactions so a preview is all that is possible. Leading to the user either marking the mail as unread, flagging the mail, deleting the mail or opening the mail on their iPhone. As for watch specific content, this will not be possible again as it is only the text version shown.
And other systems for marketing?
Systems like Whatsapp and WeChat have been used for marketing, and they have their own Apple Watch app. Will these be a better channel than email? Unfortunately, no. These will have a little bit more interactivity, but again the user will have to use their mobile to see the content properly. Make the content easy-to-scan.
Make it love at first sight
So, Is it a phase, or will it change how we initiate contact with our customers forever? I do not believe that it is a phase, but the smartwatch will not have the impact on email marketing that the smartphones has had. The most important aspect of the smartwatch is how it will allow us to initiate contact with the client, because that is what it will allow us to do. Make sure your customer loves your content so they don’t delete it right away. The wearable technology user will not spend 20 minutes on their watch reading your email when they have their mobile phone in their pocket.