Thursday, 09 November 2017 00:00

How does Apple's iOS 11 affect email marketing?

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In September Apple released their new iOS11, and this has brought a few changes to the Apple Mail app.  Here's what you need to know.

Almost 50% of mobile users are now iPhone users, so all marketers must ensure they understand the new operating system.

There have been some design changes, such as bolder fonts, redesign of the apps and a new look lock screen, but the main features which email marketers need to be aware of are these;


  • The width has actually remained the same, this is obviously not a change, but is important information, meaning that designers do not need to edit the CSS to compensate.
  • The length of the screen has increased on the iPhone 8 plus, although the iPhone 8 is fairly similar.  This means that we no longer have to keep the CTA towards the very top of the screen to keep it above the fold.
  • The new iPhones have a better display resolution, marketers should be taking advantage of these better looking images to engage with viewers.

The iOS11 still supports video in Apple Mail, meaning users are not having to click a link to view the video on a separate site.  Apple had toyed with disabling this feature, and so we are pleased to see it still available.  Embedding video directly into the email is great for iPhone users, however we do need to be careful with other providers, some email clients will see the video and spam the email immediately.  Careful segmentation of your readers is key, and sending slightly different versions of the email to different email platforms will increase engagement.

Most importantly, whilst the updates to Apple's IOS are vital information to online marketers, we must not ignore other users, CSS must be created to ensure that the message renders correctly across all devices, from desktops to iPhones to tablets.  Key personalisation and triggered campaigning still remain the focus of email marketing.