Jack Patrick, Senior Email Developer
With the headaches caused by iOS 15 still in recent memory, email marketers are rightly concerned about iOS 16 and what it might mean for the state of email.
The good news is that it doesn’t mean much – at least nothing as drastic as the addition of Apple’s Mail Privacy Protection (MPP) in iOS 15.
There are a raft of new email related features included in Apple’s latest update. Most of them have no bearing on how we, as email marketers, will interact with our subscribers – but they are interesting nonetheless. These include:
– Improvements to the mailbox search
– 10 Second ‘Undo Send’ feature
– Ability to schedule sends
– Mail reminders
– Follow ups
– Notifications for missing recipients and attachments
– ‘Rich Links’ in email – links will display as descriptive images, rather than text
– Focus Filters, for those with multiple mail accounts on the same device
So far, so meh.
However, the main attraction for email marketers will be the new support for BIMI.
What is BIMI?
BIMI (Brand Indicators for Message Identification) is essentially a way to reassure your recipients that you are who you say you are. By supporting BIMI, Apple Mail’s inbox will display the logo next to the sender name (as long as your sender information is verified) adding a little extra brand recognition to your emails.
As an added bonus, having BIMI on your emails can help improve their deliverability – it just another layer of authentication after all.
Previously BIMI has been supported by the Google suite, Yahoo! Aol, and a few other small players. Apple’s decision to natively support BIMI brings it up to a much larger share of your potential audience.
So if you haven’t considered implementing BIMI on your emails, now may be the time.