Email Manual

On the day before the launch of the Apple iPad in the UK, Email Manual shares a couple of thoughts on what impact it may have on email marketing in the future.

Target audience

Lets think for a moment about the iPad’s target audience, business or home user?

Without a doubt the iPad’s target market is predominately the home user. Likewise their mac’s, mac books and iPhones are aimed at home users. Yes sure there are business users, but predominantly the target market and where Apple excel most is the home user.

What does this mean for email marketers?

The iPad is designed to be mobile, this allows home users to use it sitting comfortably on the sofa browsing or whilst commuting and enables them to email and use apps whilst relaxed. It is not designed to be used at a desk, for answering email after email and therefore the user is likely to be more relaxed and have more time to absorb your brand message. If a user opens their email they are less likely to be short of time and more likely to engage with the content provided its relevant and targeted to them. Arguably mobile devices offer the same and for sure mobile use of email is increasing month on month but the iPad offers an unparaelled experience where the web is not compromised by smaller screens, incompatible webpages and emails and consequently we expect to see higher engagement on the iPad than the current mobile devices.

HTML 5 Standards Support including video in email

The iPad uses the standard apple webkit to render emails, this means that if you currently test your emails on Apple Mac’s or iPhones your email is likely to display identically in the iPad as it uses the same rendering engine.

In addition to supporting modern web standards the iPad offers images on be default as soon as an email is opened, and even in the preview pane. For email marketers this means opens are tracked from the moment the email is displayed within the large preview screen without having to have the user click or enable images for your email.

The apple webkit also has HTML 5 support, which along with being able to render images on the fly has native video support. Yes, this means video in email without using third party products such as goodmail certified video or having to use a streaming server and relaying on third party components being installed remotely on the device displaying the webpage or email.

Size of the market

Within 12 months of the iPhone launch the market penetration grew to be over 4% of people using email. Most of these people combine their use with another device but if your email didnt look interesting to start with on the iPhone the chances are it got deleted and never reached the PC/Mac which traditionally you may well have been designing for.

If iPad usage grows in a similar fashion we may well find that close to 10% of all emails we send will either be opened by an iPad or other mobile device users. The Email Manual advise is that you start testing your emails on mobile devices as this is becoming a huge proportion of your potential customer base and if your emails don’t work properly on these sorts of clients you are likely to find the subscriber emotionally unsubscribing from your emails. Emotional unsubscribes result in more spam complaints, less converted prospects and ultimately less revenue from your email marketing campaigns.

Do you have an Apple iPad already? Would love to hear your feedback specifically around how it handles email.