Wear Your Marketing on Your Sleeve


As if we weren’t connected enough, the latest generation of wearables has given people the ability to check their emails right on their wrists. Wearable technology (i.e; smartwatches) gives us yet another way to stay connected 24/7, which means more opportunities for companies to communicate with their customers.

With this being said, don’t let your strategy go out of style. Rather, make sure it’s trending thanks to these quick tips!

Smartwatches are you guessed it…smart

Smartwatches have made reading emails as simple as checking the time. Yet, with a 38mm-sized screen, it’s going to take a different approach to be sure your consumer is really seeing the message.

In most cases, adding images to your emails is important; however, with smartwatches the opposite holds true. Instead of image-heavy content, plain text alternatives should be utilized to ensure your message is getting across to your intended audience. Additionally, many email clients will automatically block images by default which means even more importance on “Alt Text” for your images.

The small screen also means added importance for clear and concise calls to action. Don’t focus on graphics or links as much as you would in your standard campaigns. Use short, impactful sentences to catch the user’s attention, and quickly spur them to your single call to action.

Moreover, new spam and blocking options make it easy for a smartwatch user to apply filters and ultimately unsubscribe from your notifications. With no keyboard accessibility, be careful about what action you’re asking a user to complete. Don’t request large amounts of information or the completion of a submission form. Ensure your message is relevant, and most importantly, be sure your “unsubscribe” option is readily available to avoid a negative user experience.

Don’t confuse customers with illegible links

An iOS device automatically deciphers certain information like phone numbers, locations, and dates. This information is then seen as a blue link, which, when clicked, can trigger events such as launching your map app or creating a calendar event.

When crafting your message, consider the placement of these event triggers. For example, listing a date too close to a location could cause a customer to accidentally click on the wrong link and open the wrong app. Not a huge error, but one that could create an unsatisfied subscriber. It’s important to test your message to ensure that links are legible and not placed together.

Place a larger emphasis on the “From Name”

When being read from a smartwatch, some of the more widely used email applications automatically format their inbox to place large emphasis on the “From Name”. The “From Name” is the largest and boldest part of the message, as well as the first text shown. Make sure a familiar name is being used that lets your customer know who you are right away so your message doesn’t get tossed in the trash.

Create new ways to measure your campaign’s success.

Since most emails on Smartwatches default to plain text, open tracking are not displayed and loaded. In addition, clicks cannot be tracked because there is no web browser. Creativity will be needed to figure out new ways to measure metrics. For example, one idea could be to start measuring the number of phone calls received from a campaign!

With the ability of many smartwatches to track footsteps and heartbeats, creative ways to engage your consumers is essential. For example, offer a discount if someone walks 1,000 steps in one day (Congratulations on a healthy day! Get 10% off a large salad!). Find new offers that show your customer not only that you’re on top of the latest technologies, but that you understand how to communicate with them. An added bonus for you: Create customer tracking links, and you’ll know who is opening what offer on what device, so you can constantly measure and tailor your strategy accordingly.

The Clock is ticking!

There’s no time better than the present to tailor your marketing efforts to wearable technology. Not sure where to start? Flying Cork’s team of email specialists can help you craft the right message for your audience- no matter where they’ll be reading it!