An iDevice and iOS update never fails to dazzle the consumer with joy and awe. In iOS 10, two new features widely affected the email designed for Apple devices.
Unsubscribe bumped to top
For an email sent to an emailing list, Apple mail automatically featured a ribbon at the top, which contained sender details along with an option to unsubscribe. This meant that email marketers need to make the email lucrative so that the subscribers interact with the email instead of immediately clicking the unsubscribe link.
From design point of view, this means in 2017 email shall feature improved pre-header text and subject lines. Once the email is opened, a layout that dispenses information in a flow that guides the subscribers’ eye path away
(from the unsubscribe ribbon) shall be crucial.
iOS re-playing videos
People love to visualize more than reading. With different companies adopting video marketing channel, videos in email is a path forward. Embedded video in email was introduced in 2009 and was a rage amongst supporting devices. But suddenly iOS 9 dropped support for playing any embedded video in the email and gradually other email clients followed the suit. Thankfully answering the prayers of innumerable email marketers, iOS 10 again started supporting embedded video playback in emails.