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How The iPad 3 Might Change Email Marketing

Apple doesn’t waste any time capitalizing on the success of its products. Case in point – the iPad 2 is still a hot seller, but that didn’t stop the computer giant from introducing a third generation of the insanely popular tablet device approximately one year later. Apple’s latest multimedia powerhouse is expected to be on the public shelves any day now, so let’s take a look at how the iPad 3 could potentially change email marketing.

More Opens

The iPad 3 is said to be loaded with tons of exciting features – some basic, others more advanced than what was offered in previous generations. One iPad feature that has always been of great interest to email marketers is support for email.

  • Users of this tablet device love to use it to read electronic mail, and according to statistics, that number is on the rise.
  • A study conducted by Return Path showed that from March 2011, which is when the iPad 2 debuted, to September 2011, the number of email opens on the iPad increased by 73%.

With the device growing more popular with each generation, it wouldn’t be surprising to see the percentage rise with the third edition.

Related post: 10 Reasons Your Business Should Use Email Marketing

Higher Engagement

Desktop and laptop computers are perfect for multitasking. And while the iPad shares many of their conventional qualities, it generally is not intended to serve as a workhorse for the user. So although a user may be reading an article and shopping for web hosting while simultaneously having their inbox open on a PC, they are much more likely to be viewing email and email only on their tablet. This is potentially great news for the email marketer because it means subscribers could be free of distractions and more engaged when viewing their message. The more engaged they are, the more likely they are to actually respond with positive action.

Tablet-Friendly Designs

Some email marketers are still thinking past tense with their designs. In other words, they are designing their campaigns as if subscribers will surely be reading their message in a standard desktop or webmail client, not taking into account all the people who now consume email on smartphones and tablet devices. The tablet frenzy grows bigger with each year and converts more subscribers over to a new medium with its growth. With the iPad 3 leading the charge, its popularity may convince email marketers to see that tablet-friendly designs are the way to go.

Related post: iPad For Productivity


The tablet has arrived, and judging from worldwide sales, it is here to stay. Amazon Kindles are hot sellers, and Android powered devices are on the rise, but the iPad is still reigning over the tablet market with an iron fist. If anything, the introduction of the third generation will only increase its dominance. Email marketers who like to stay on the cusp of technology may want to consider optimizing their strategy for the iPad 3.


Aidan Hijleh is a freelance copywriter and serves as the Non-Profit Partnership Liaison for Benchmark Email. Aidan advocates free email marketing services to assist with the flourishing of grassroots organizations.

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  • Hi Aidan,
    Good point about not being able to multi-task on iPad. I find I am easily distracted with all the windows on my PC, so the iPad should lead to higher engagement in email marketing. I’m off to do an email  newsletter this evening – fingers crossed my customers are iPad users!
    ~ Helen

  • Hi Aidan, I wasn’t aware of the stats regarding the iPad 2 and the number of email opens. I also think your observation on designing tablet friendly campaigns is a smart one, I hadn’t thought of that so thanks for sharing. 

  • A timely post, and great little reminder about marketing our mails for mobile devices. Not only is the iPad here to stay (as opposed to many other tables) Apple has just peaked as a trillion dollar company. There is no other in the world at that level that can boast such premium and gorgeous products (yes I am biased).

    And since I wrote the related article (iPad for Productivity) Safari now can open multiple tabs on the iPad, blowing the benefit of only using one App at a time, so can be a little distracting. It begs the question of multi-tasking on tables in the future, perhaps in the next few upgrades, will we be able to multi-task and be forever distracted again?

    I love the simplicity of using a tablet and lack of distraction, and for now it will not replace the desktop/iMac for efficiency and speed (for me personally)

  • Asking help from outside is not a bad idea at all. As long as you know who to trust, you can actually benefit from the extra help and expertise.

  • Janine Gilmour

    Hi Bob, thanks for declaring your perspective and the reasons for it. Consultants can earn a poor reputation – in my opinion – if their approach fails to include a solid plan to help the client become self sustaining.

    Having said that I find myself looking at a couple of your points from a different perspective. One significant advantage that I bring my clients is a fresh view of their “stuff”, and the ability to understand both current state and and create and informed view on how to influence change. I’d posit that the pair of hands role you describe isn’t about consulting at all, but describes contract resources that may be necessary to execute a plan after it’s been validated.

    Ironic that you’re a consultant now too – no?

  • Hi Bob
    I agree with you about consultants, and I say that as a consultant myself. I only accept assignments where I can round out a team or add value in some way. A job well done is when I am obsolete at the end of an assignment, having transferred any necessary skills into the in-house team and ensured resources are in place to continue the process if appropriate I work on clearly defined projects and price for a specific deliverable, not on time. Pricing by time is really giving a consultant a blank cheque. Hours don’t add value, but relevant knowledge, skills and experience do. I wrote a post on that here a few years ago,
    Fresh perspective, sounding board and maybe even skills that you don’t yet have in-house are some of the positives to be gained from hiring a consultant. The latter is relevant, where in fast growing new companies, finance is often the last function to be resourced in-house.
    ~ Helen

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