After months of rumors and announcements and waiting, it's finally here. The Apple Watch is starting to roll out to those who pre-ordered one, and is potentially ushering us into the full-on age of wearables. While the jury is still out in terms of its full potential to the marketing crowd, thanks to a quick test by the folks at Litmus, it appears email marketers already have some adjustments to make.
As we reported back in March, email will of course be coming to the highly anticipated new device, but with a limited number of characters available. However, trying to open some email on your shiny new Apple Watch may reveal a message saying "This message contains elements Apple Watch can't display. You can read a text version below," according to Litmus. No images, for you, email marketers—plain text is the rule of the day.
And if your email doesn't have plain text? Prepare for this one: "The full version of this message isn't available on Apple Watch. But you can read it on your iPhone." With the very name of the Apple Watch game being convenience, don't expect users to go pull out their iPhones for any old message they get—you'll most likely get trashed.
While keeping a plain text version of your email marketing messages has that's been debated on and off again over the past few years, if you want to continue to reliably reach the ever-growing number of wearable devices, it looks more and more like a necessity.