- Mail Wise (Android)
- Cloudmagic (iOS, Android)
- Dispatch (iOS)
- myMail (iOS, Anroid)
What does the future hold?
As I was reading reviews, blogs and company websites to research these apps, I realized that all of them shared a common theme – efficiency. Each and every available email app has the ability to delete, label, move, highlight, or open messages by either swiping left/right or simply touching and holding. It seems that the days of including additional icons and functionalities are a thing of the past. For example, with some of the capabilities of newer generation phones, you don’t even need to ‘open’ a message. You can simply preview it by holding your thumb down. It’s only a matter of time until these apps rely exclusively on swipes and gestures to get their users engaged with email.
Another increasingly available feature in a variety of email apps is the capability to differentiate and filter between types of messages. Gmail first introduced this functionality with the release of Gmail Tabs in 2013. Since then the concept has gotten interest from other major ISPs with Microsoft Outlook releasing the Focused Inbox feature just this past year. I suspect more apps will release a similar feature in upcoming versions.
Marketers should be aware of these changes
We’re all aware, that year after year mobile email engagement continues to outperform desktop engagement. By now, marketers should be well-informed of the evolution of email apps. Advanced filtering technology, in particular, could affect open rates if it becomes more of a standard feature for all email apps. So marketers need to adjust the way they engage with their audience and develop content for audience segments with high mobile email usage. Unfortunately, there’s no magic wand to avoid or bypass advanced filtering systems, such as Outlook’s Focused Inbox or Gmail’s Tabs. However, by providing more personalized content and thus maintaining a more engaged audience, marketers will have a better chance of reaching their mobile subscribers.
Something to keep in mind is that, when it comes to new email app features, consumers’ personal preference will define their success. It’s possible that this type of filtering options will not agree with users and that they would revert to what they know or prefer. Regardless of whether they adopt new email app features or shun them, it's essential to research your audience, understand how often they open and interact with your messages, and whether they prefer mobile or the traditional desktop devices.
Having this information may be essential to understanding a possible decline in open rates, or rethinking your engagement strategies for the increasingly mobile audience.