When it comes to email marketing on the iPad, “knowing your audience” requires you have a good idea of when it might be reading, watching TV or browsing the web, because that's when your message will have the best shot of being read.
3. Take advantage of its strengths.
The iPad’s screen is nearly 10 inches and can play videos in all of their high-def glory. Embedding videos in email, however, has been like traversing a minefield for some marketers as they contend with things like platform incompatibility. But if you know your audience is opening your emails on an iPad, why not take advantage of the big screen and high resolution to convey your message?
I know some of you might be thinking that videos fall into the same category as some of the gimmicks that I mentioned above, but I disagree. Rather, videos fulfill a very different role than text or pictures. If you're marketing your new brand of skis, for example, would you rather read a block of text accompanied by a photo of the skis, or would you rather watch a high-definition video of a downhill skier who used your skis during the Olympics? Taking advantage of the iPad’s “cool factor” is very different than exploiting its every tech bit just because you can.
The success of the iPad still hangs in the air, and with it hangs marketers’ hopes for another channel of communication. Nevertheless, you can bet that marketers will be racing to stake their claim as the undisputed masters of iPad email. What will be important for marketers is that they don't become so enamored with the device that the basics of email marketing fall by the wayside. Technology is quick to change, but the factors that govern consumers’ awareness, attitudes and behaviors will always remain fundamentally the same.