desktop. mobile. smartwatch?
TRANSCRIPT
Smartwatch Specs for Marketers
Samsung Gear S Asus ZenWatch Motorola Moto 360 Pebble LG G Watch R Omate TrueSmart Sony Smartwatch 3 Alcatel OneTouch.
Average display size: 1.57” Operating system: Android Wear (if not Apple Watch) Color displays Aside from the Pebble, allow to
read actual emails but many of them truncate longer messages.
Apple Watch
Subject Line Characters: 12-20 (1 line of text)
Message Body Characters: 25-35 (above the fold in the inbox view)
Email Actions: Read, Flag, Mark as Read/Unread, Delete
Apple Watch
OPEN & CLICK TRACKING IS NOT POSSIBLE
FIND ALTERNATIVE SUCCESS METRICSTally the number of calls that come from an email
LINKS ARE DISABLED(displayed with grayed out text)
SEND YOURSELF A WATCH-OPTIMIZED EMAIL: PutsMail: https://putsmail.com/INCLUDE AN ADDITIONAL HTML PART IN YOUR MESSAGE text/watch-html
OPTIMIZE YOUR PLAIN TEXT EMAIL (send in multi-part MIME)
Samsung Gear S
Subject Line Characters: 30-45
(2 lines of text in notification screen, up to 5 lines of text of approximately 18-24 characters each when notification is expanded) Message Body Characters: 55-80
Email Actions: Read, Forward, Reply, Delete, Show on Device (open on mobile)
Motorola Moto 360
Subject Line Characters: 26-40
(2 lines of text in notification, up to 5 lines of text of approximately 13-20 characters each when notification is expanded) Message Body: 50-75
(length available depends on subject line length) Email Actions: Read, Reply, Open
in Phone, Archive
Pebble Steel
Subject Line Characters: 12-18 (assuming 1 line of text)
Message Characters: 35-50
Email Actions: Only able to read email notifications. Demo notification screen appears to show the email message body instead of the subject line.
Responsive Design for Smartwatches?
Should you start stressing about responsive versions for desktop, mobile AND smartwatches?
Well, at least not yet.
Technology roadblocks + low market penetration + the ability for users to create rules for notifications = don`t worth the extra effort for brands…yet.
Responsive Design For Smartwatches?
Once smartwatch brands are able to fine-tune the purpose and use cases of these devices and users get used to managing email on smartwatches (remember how crazy it seemed to check marketing emails on your phone not too long ago?), things may change in a hurry.
For Overachievers: What You Can Do NOW To
Optimize For Smartwatches
Can not only read emails, but delete them
Make quick decisions based on very few
characters
Create content that your subscribers want to
receiveMake sure that it requires very little effort to see the value of
your content
Customers We
Don’t appear to offer the ability to mark messages as spam (at least not yet)
Focus on first few characters of the subject line. Put the most important information at the beginning Include a pre-header summary & put it above all other
text in the email Ensure that your pre-header summary is different from
your subject line, builds interest & uses different keywords.
Think about how the first few characters of the subject line and pre-header summary will work together
Avoid wasting precious characters repeating your brand name.
What You Can Do NOW To Optimize For Smartwatches
How smartwatches will change the way digital marketers think about their email campaigns.
Short content will rulePlain text will make a surprising comebackOpen rates may decline, but don't panic!
"Visit website | view on your phone" is a start...
Provide immediate value and a clear indication of what's nextSo what's the
answer?
S
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