Source: marketingland.com --- Tuesday, October 10, 2017
Apple released iOS 11 last month , bringing quite a few changes to Apple Mail. Because there are currently more iPhone users in the US than ever before — representing 46% of US smartphone subscribers, according to comScore stats from earlier this year — it’s important for email marketers to understand how the new operating system might impact their ability to reach subscribers. As with any release, marketers need to monitor all of their metrics to truly understand the repercussions of new or changing features. With the release of iOS 10 last year, unsubscribe rate became an easy-to-pinpoint metric with the addition of the baked-in unsubscribe button. The iOS 11 release will be a bit trickier, and marketers need to be sure they are watching their KPIs closely. iOS 11 brings some notable changes that marketers should be aware of, as many of these are likely to have an impact on engagement and conversion rate metrics among iPhone users. So, what changes are we seeing this time around, and what do they mean for marketers? ‘Small’ changes with big implications Among many subtle design changes, like bolder fonts, app redesigns and a new look and feel for the lock screen, iOS 11 and the new iPhones bring interesting features that will enable email marketers and creative teams to enhance their iPhone users’ experience, including: • iPhone width remains the same: OK, so this first one isn’t exactly a “change,” but you may see designers j ...
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