In September Apple released a new version of its operating system, iOS 10, and with it came many major enhancements to the way we develop email campaigns. In addition, it sent marketers into a panic because one of the biggest features of iOS 10 was a new ‘easy unsubscribe’ functionality.
Since the launch of Apple’s iOS 10, we’ve been collecting and analyzing subscription data across all of Yesmail’s clients in order to understand the true impact of this ‘easy unsubscribe’ feature on marketers. In this blog post, we’ve compiled the results and key takeaways.
But first, here are a few quick details on the iOS 10 release and the ‘easy unsubscribe’ functionality:
1. iOS 10 was released on 9/13 along with the ‘easy unsubscribe’ feature
2. Subscription management should be handled by your ESP automatically via the list-unsubscribe (to be extra safe though you should double confirm)
3. The ‘easy unsubscribe’ is a two-step process: first, a user clicks on the ‘Unsubscribe’ text that appears underneath a campaign’s subject line in the Inbox view and second, the user confirms the unsubscribe in the pop-up window