iOS 10 updates that impact email marketers

By Aaron Pearson, Listrak product manager

Apple is currently beta testing the iOS 10 software update that will be rolling out soon to iPhone and iPad, and a few changes have been noted that will have an impact on email marketers and subscribers.

One-Click Unsubscribe

The most noticeable change is an unsubscribe banner that will now appear at the top of marketing emails.

Years ago, Gmail added an unsubscribe link in webmail and people freaked out. It's somewhat of a positive thing, because it provides users the ability to unsub rather than mark as spam, which can happen often. If someone wants to unsub, at least they won't mark it as spam and harm your reputation. This could also help to organically clean your list of non-engaged subscribers.

It's also a bummer because it's placed in the best real estate of the email - the top - which will take away from the available space for the content of your message. The first impression of your email will be important to get your readers' attention. Make sure your subject line and preheader text are engaging and relevant with the content of your message. Remove unnecessary content from the top of your email such as navigation, social, contact information, etc., and get right to the point. Your main message and main call-to-action paired with a relevant subject line and preheader text will provide the best experience for an opener.

Video is back

I didn't add an exclamation point after the title, because while it's cool that video is back, it's still rather unsupported across all inboxes and difficult to set up. The <video> tag used to be available in iOS, but Apple removed it for the past few versions. Now it's back. What do you think? Is this something you'd like to know more about? Let us know.

Remove Apple apps

On the last page of apps on my iPhone you'll find a folder called Junk. I plan on removing Maps, Weather, Tips, Watch, Health and Contacts (because why does this exist in two places!?). Point is, Apple will let you remove unwanted preinstalled Apple apps. It will be possible for users to remove the native Mail app, which may attract users to seek out other mail apps. The Apple Mail app has been known to have good support for responsive design, so it's important that your emails be optimized for mobile to account for the varying support of other third-party mail apps.

Make sure to take a look at the device usage of your subscribers to find out who will be impacted by these changes. iPhone remains the most popular device for opening emails, so consider optimizing your emails for the best experience.

Unique Page Browse Abandonment Email Boosts Conversions for Mobile Accessories Brand

By Donna Fulmer, Listrak market research and communications manager 

A well-known mobile accessories brand client deploys several Abandonment campaigns, including a three-message Shopping Cart Abandonment campaign and two-message Product Detail Page Browse Abandonment campaign. In addition, being familiar with its target customers’ buying habits, the client takes its abandonment remarketing one step further with a unique Page Browse Abandonment message. 

Knowing that many of its subscribers visit the website because they have recently purchased or plan to purchase a new device, the client uses a clever Page Browse Abandonment email as an opportunity to educate them about its number one selling screen protection product.  

Visitors who land on any page of the client's website and then abandon receive an email a few hours later (if they have not received it within the past few months), which focuses on compelling statistics about screen damage. The email then drives the recipient to the product detail page for the company's industry-leading product. 

The Page Browse Abandonment email accounts for more than 10% of the company's total abandonment campaign revenue, and together the Page and Product Browse Abandonment campaigns generate slightly more revenue than the company's Shopping Cart Abandonment campaign.

The key to the success of the Page Browse Abandonment email is in the sheer number of visitors who receive it. It goes to nearly four times as many subscribers as the Product Browse Abandonment campaign and 40 times as many as the Cart Abandonment campaign.

Learn more about Browse Abandonment Campaigns in our previous blog post from our Learning and Development department.

Gmail is going responsive!

By Aaron Pearson, Listrak product manager

Gmail just announced that it will be adding support for responsive email by the end of the month. Email geeks world-wide go nuts! It’s pretty incredible. One minute you’re struggling to get your hybrid fluid email hacks to render, and out of nowhere, Gmail releases this update like no biggie:

“Starting later this month, Gmail and Inbox by Gmail will support emails created with responsive design, meaning their content adapts to fit screens of all sizes.”

There is a ton of buzz about this update. It will certainly be a game changer. So what does it mean?

Media query support
Of course, the huge news is that Gmail will be supporting media query styles in the head stylesheet. Media queries allow you to add styles specific to a device width or screen size, giving you control over the desktop and mobile experience. Having this extra control is crucial in delivering the best experience to readers on any screen.

Inline no more
In the past, Gmail would strip out the css styles found in the head of your email, forcing email developers to add styles inline. Every table, table cell, and image would have redundant styles added inline throughout the email to ensure that it rendered correctly in Gmail. All other major inboxes already support head stylesheets, and with Gmail being the last remaining holdout, inline no more. This will drastically reduce the time to code and edit emails as well as the file size of the email, by reducing redundant code.

CSS support
Gmail has also provided a great resource (the first of it’s kind for an inbox), which gives support and guidelines for development of email. By the looks of it, their hope for the future is to allow a web-based approach to coding emails, free from table layouts. However, tables are still required for Outlook to render correctly, so we can only hope this means email standards will continue to make progress towards a brighter future of email development.

Keep an eye out for more updates about Gmail and training to help make the transition to responsive and non-inlined email development.