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An updated Mail app

We started playing around with iOS 7 to look for new features that might affect email marketers. The updated Mail app introduces several look-and-feel and usability changes, including a better and faster search feature that by default searches all folders.

One thing that jumped out during our tests is that moving a message to the Junk folder has become easier and faster in iOS 7. Here’s how:

List View

A left-swipe on a message in List View (it used to be a right-swipe) now gives access to two buttons: “More” and “Trash” (it used to be just “Trash”). Tap “More” and you can perform a number of actions that in iOS 6 were only available when viewing a message. This includes moving a message to the Junk folder.

iOS 7 Move to Trash or More

Message View

When viewing a message, a tap on the Flag icon gives access to an actions menu that now includes “Move To Junk” as one of the actions. In iOS 6 this what not available on that menu.

iOS 7 Move to Junk folder

 

Free pass on the first junk?

In this second scenario, the Move to Junk menu item is next to the Cancel one, which could lead to some instances of unintentional junking of the message.

That said… senders don’t freak out!

  • According to our tests, it takes at least 2 “move to junk” for future messages from the same sender to be delivered to the junk folder (more tests needed here to understand exactly how things work). If the junking was by mistake, it appears that there’s no immediate impact.
  • Undoing actions in the Mail app is easier in iOS 7, so if the junking was accidental, it can be easily undone by the recipient.

Quality and mobile

With mobile accounting for a bigger and bigger portion of email opens, we know that mobile email clients are becoming more and more important. The fact that iOS 7 makes moving our messages to the junk folder easier and faster simply reinforces the need to focus on best practices. Apart from the (always valid) golden rule of sending our recipients things they care about, iOS 7 brings even more focus on the need to optimize for mobile email clients (including paying attention to the preheader).

More testing and more insights to come in the upcoming weeks. Stay tuned!

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