This week we welcome Emilyann Key, our Digital Marketing Coordinator, to talk through 3D touch and what it means for marketers.
As digital marketers, we strive to create excellent online experiences by speaking customers’ language. Just as slang changes over time, so does the technology we use to engage customers. If we fail to evolve our digital marketing strategies with technology, we’re analogous to the “cool mom” using outdated slang – in other words, we may as well go fly a kite!
3D touch is a newer feature of the iPhone 6s and all subsequent iPhone models, enhancing users’ functionality based on the pressure of their touch.
In digital marketing, we aim to reduce conversion resistance by streamlining each users’ journey. We minimize the number of clicks required to check out or reduce the fields in webforms, so it’s simple and pleasant for customers to complete actions.
3D touch strives to do the same for iPhone users – offering more navigation options, based on the degree of pressure placed on the screen, instead of forcing the user to navigate to separate screens or click additional home buttons.
While this is exciting news for iPhone users, it tilts the playing field for digital marketers. Today, we’ll talk through how 3D touch impacts users’ email and website experiences, and ideas for how marketers can adapt.
Users Can Write an Email from the Home Screen
Before: Users entered their inbox to start a new email. This subtly forced users to check inboxes at their leisure and every time they wanted to send a new email.
With 3D touch: Applying fingertip pressure on the iPhone mail app opens a menu where users can start a new email, view all inboxes, view VIP, and search their inbox.
Potential Impact on Marketers: Customers no longer have to open their inbox, and might miss many of the new emails in their inbox. While this will do wonders for user productivity (at least mine), it will likely affect email open frequency and overall email performance, especially for time-sensitive campaigns.
Users Can Sneak a Peek
Before: Only from-name, subject line, and pre-header text (for Pete’s sake, use pre-header text!) was visible in the mobile inbox prior to opening.
With 3D touch: With a press and hold, users see a truncated view of the top half of an email or webpage without officially opening.
Potential Impact on Marketers: Peeks provide all the excitement of opening an email or visiting a webpage, without the extensive time commitment and physical exertion of actually opening or visiting.
This function affects marketer analysis and design. Peeks will count as opens for email and visits for webpages. Most ESPs and web-tracking platforms do not yet have a unique metric to separate peeks from opens, which makes it trickier to accurately analyze email and web performance.
Before 3D touch, we’d conclude that an A/B tested email design that received 100 opens and only 2 CTA clicks probably suffered from an ineffective CTA. Now, we must recalibrate our reporting, and consider the fact that a portion of “opens” or “visits” might have only experienced the top half of the email/page.
Marketers should consider consolidating the intended user journey. Don’t panic – this isn’t a drastic change requiring a copywriting overhaul. After all, even before peeks, we front-loaded emails and webpages to entice users to scroll down the page.
If a large portion of your customers open/visit on 3D-enabled devices, consider shaking up your designs. Maybe put your navigation bar beneath the hero image or place your value proposition in plain, peek-able sight. Measure how these changes influence email performance and adjust from there.
Get Contact-Cozy with Customers
Before: To view an email sender’s contact information, users had to open the email and press from-name/email address, to open the contact’s record in the Contacts app.
With 3D touch: By pressing the from-name in an opened email, you can view a contact’s profile, save the contact, etc.
Potential Impact on Marketers: For most companies, asking customers to “save as contacts” seems somewhat outdated. Due to 3D touch, this may become a resurging trend, particularly for email campaigns sent from individual sales-reps.
By encouraging customers to save their sales-rep’s contact information, companies can make it easier for users to call or text (and of course, reply via email) from within the opened-email interface.
We’d love to see companies utilize the contact photo space for further branding. Go on – put yourself out there and encourage customers to save your promotional email address as a contact. Make it even easier by providing a link to automatically save all your promotional contact information and create a branded logo designed for the contact photo size!
Over time, marketers will test and develop clever ways to deliver unique engagements using 3D touch. Today, we’re in that exciting stage before 3D touch’s status quo is established in the marketing space. So, go forth and be adventurous!
Explore new ideas of using 3D touch to give your customers the very best marketing experience. Don’t stop there, press on – but remember, not too hard, or you might save us as a contact!