iOS 18.2 Redesign Mail App
With apple new update on categorizing, and enhancement to their email app in iOS 18.2 releasing in December. The new Mail comes with smart categories. The app will use on-device processing to sort the user’s emails into Primary, Transactions, Updates, and Promotions. Things like receipts and order confirmations will be sorted into Transactions, newsletters and social media notifications will get sorted into Updates, whereas ads and marketing will get sorted into Promotions. There’ll also be a tab with All Mail, where you can see everything in chronological order. What are some approaches and strategies we can take on as marketers for this iOS update?
one-click unsubscribe header impact on unique CTR?
Hi! How are y'all calculating meaningful CTR (unique clicks minus unsub) in Braze now that a click on the one-click unsubscribe header counts in the unsub count, but not as a unique click? Basically it's making our meaningful unique clicks look softer YoY given one-click unsub was implemented in early 2024. Appreciate any thoughts/guidance. TY!New Braze YouTube Resource!!
Hey everyone! I'm excited to share that my team at Covalent Marketing (a trusted Braze consulting and services company), has just launched a series of new YouTube videos... Braze Bites. These resources cover essential topics and practical use cases for Braze users at all levels, in quick digestible videos. Check them out, and let us know if you find any of the videos helpful—or if there are other topics you’d like to see us cover! https://www.youtube.com/@CovalentMarketingBFCM Deliverability
What has two legs, a buttery sheen, and is stuffed? That's right, it's ME! We went out for a fancy dinner last night to celebrate our 11th wedding anniversary and I'm still full, please send help. 😫 If you were thinking more along the lines of a delectable turkey as pictured here, you're also right. There are no losers here (certainly not until January anyway, when the diet/gym emails go hard)! You know what else gets stuffed at the holidays, besides me, and turkeys? Inboxes! With gift-giving reaching its annual climax and retailers closing out Q4, inventory is moving fast. Consumers want deals, businesses want dollars, and mailbox providers want safe, secure inboxes for all. So, how can you satisfy everyone when you're not a tasty, tender turkey?! 🦃 Make a plan! Just like your feast needs a menu, your holiday sends need a schedule. Who will you be sending to? How often? Are you confident in the data and content, or should you test first? How much mail are you going to send, and can your reputation support it? You may need to gradually warm up to higher volumes, so build that buffer into your calendar. 🍠 Exercise caution when experimenting. One Thanksgiving, my dad debuted a new cranberry recipe. More relish than sauce, it leaned hard into savory territory, even containing horseradish. Guests were appalled, Dad was sad, and we were basically cranberryless. Don't follow in my dear ol' dad's footsteps! Your subscribers have more mail and less time these days; make it easy for them to recognize you, interact with your messaging, and move on. If you want to take a crack at new content, switch up subject lines, or get sassy with segments, do so sparingly. A misstep now could be costly, and take weeks to recover from. We forgave Dad, but we didn't forget. Even now, decades on we still ask if he needs any horseradish for his cranberries. 🫛 Give 'em the good stuff (and nothing else). Subscribers expect a lot from their emails, especially now! Send your biggest discounts, break out your brand's best jokes, and use those unique images! If you don't have anything new or exciting to say, then keep it short and sweet. Do you really need to send every day? Let alone multiple times per day? Email is asynchronous--if people don't see your message immediately after you send it, it's still there waiting for them to interact with! The more you send, the more opportunities people have to engage with or ignore you. Inbox placement is based heavily on prior recipient reaction, so if your mail is regularly discarded or disregarded, you could harm your reputation more than you've helped your sales goals. 🥧 Reconcile with your results. What did you try, and how did it work? Did increasing your volume hamper your open rates, or increase your sales? Both?! Did customers complain about receiving more mail, or did they contentedly click regardless of the increased contact? What does this teach you for the immediate future, or next year? _________ Want to talk turkey about holiday sends? See you tomorrow at our AMA!
Braze email templates
We have quetions about email templating. 1. Is it possible to validate email templates, for example - check whether certain elements such as Buttons and images have URLs? We are creating content blocks and we want to make sure they contain expected value types. 2. How to prevent changing the styles of an element? For example, we create a content block and the editor should not be able to change the typography styles of the content block when he/she imports and uses it. 3. How to disable automatic color inversion for dark mode on Email clients? Our main theme is light and we don't want to customize our email for dark mode. 4. How to achieve "View in Browser" feature? I read a response in FAQ. I would like to understand how we can automate creating web pages from emails. Is there an event we can listen to and make a webpage that can pull Email for us to process and host? 5. How can we pass variables from template to content blocks when content blocks are added via Liquid code? Let's say there is a button block that should render text inside dynamically. We want this text to be passed from its consumer template. 6. How to remove elements such as Button, Text, Image if they don't have data before sending email?Help with darkmode
hi all! I have an image that's a black icon with a transparent background that overlays an off-white background. in dark mode (specifically on gmail ios), the off-white background becomes a darker blue, so it makes the black icon inaccessible. does anybody have any good workarounds? like ways to display a white version of the image only in dark mode? thanks!Determining Engagement Recency
The older I get, the more my definition of "recent" expands. When I talk about something that "just" happened I might mean 2 days ago, or maybe 2 years. I remember being about 10 years old, and laughing when my Nana described an event from 30 years ago as something that occurred "the other day", but now I get how that much time can pass in the blink of an eye (especially because THAT convo feels like it just happened and was now 30 years ago itself. 🥲) As someone who often succumbs to bouts of nostalgia, I understand the inclination to embrace the past. And while it's fun to reminisce, the unfortunate truth is that when it comes to deliverability, we have to face the passage of time and the toll it takes on both people and their email addresses. Since inbox placement is rewarded based on positive engagement, it's important to send to users who interact with your emails, and eventually stop contacting those who don't. When determining who to sunset and who to stay in touch with, weigh what impacts engagement recency for your brand and customers: 🕰️ How & why do subscribers sign up for your emails? Are people opting in because they want your newsletters, or are they being enticed with a special offer? If they want email updates, their interest is likely to last longer than if they initially subscribed because they wanted a quick coupon. Do users go through a confirmed opt-in process (aka double opt-in)? If email addresses are eligible for mailing immediately after signup without verification, pay close attention to their early engagement. Users who do not engage may not be valid or valuable contacts over the longer term, so proceed with caution. ⏰ How often do people receive mail from you? How often do they purchase? The more you send, the more opportunities there are for recipients to engage (or not!). This means that a daily mailer will need a more aggressive sunset policy than a monthly mailer. If you sell cars, you'll want to send less often than a brand selling car insurance or accessories. ⏱️ How varied is the content? Conventional wisdom says that history will repeat itself, buuuut your content probably shouldn't. If your messaging seldom changes, it would be wise to send less often to avoid fatiguing your users. They need a compelling reason to open, click, and convert, and email has come a long way from the full-page ads of the past. Today's subscribers expect unique offers, compelling updates, and valuable product info. As users become familiar with monotonous messages, their engagement will become a thing of the past. ⌚ What about alternate channel engagement? SMS, push, and in-app messaging can work well in tandem with, or as an alternative to email, but engagement isn't universal. Mailbox providers can't see how users engage with your brand outside of email, meaning that someone who actively visits your site and logs into your app can still negatively impact your sender reputation if they're not interacting with your emails.
