BAD NEWS: The new 3D touch feature for the iPhone 6s means your emails could get significantly lower open rates.
GOOD NEWS: We know what to do.
Thanks to the swanky new technology that inhabits the new iPhone model, you can ‘peek’ at a message just by pressing it lightly.
By doing this, the content of the email will appear at the top of your inbox. If it’s a short message and a peek is all you need, you can stop pressing to get back to your inbox.
Use the force… touch.
The 3D touch AKA ‘force touch’, AKA ‘right click for smartphones’ ensures that the screen recognises different levels of force being applied by your finger, then shows you a ‘pop up’ preview or a full view of the email accordingly.
What this actually means for emails
As force touch lets users preview emails without fully opening them, it makes it loads faster to sort through emails. Pressing harder when an email catches your attention will then open it, while swiping will banish it to the archive.
This is great news for users, but a bit rubbish for email marketing. Potentially, it’ll reduce open rates considerably.
However, because of the new iPhone’s ginormous screen, the preview is not entirely without a silver lining; it means you also have more space to play around with attention-grabbing intros.
Perfect your email previews to maintain a good clickthrough rate
It doesn’t have to be an entirely bad thing, it just means that you will have to put more time and effort into optimising the very first part of your emails to catch the reader’s attention.
Here are 3 ways to help your emails adapt to the new changes:
1. Put the call to action at the top
Making your CTAs available to see first not only lets the reader know what the purpose of the email is, but also gives the reader the chance to view your offer immediately.This gives the email a better chance at persuading readers to click your CTA.
2. Reduce the size of your branded header, if you have one.
A huge header will take up all the space of the preview, or it won’t leave enough room to show the reader the purpose of your email.
3. Make the first sentence enticing as hell.
Just like you would for your meta descriptions on web pages to entice people to click your link on Google searches. The more enticing and original the first line, the more likely people are to be interested in reading more.
Ensure you do at least these three things, and there’s a better chance that the new software won’t damage your email open rates quite as much.
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