Many marketers have anointed 2016 as “the year of email marketing.”

Yep, email marketing isn’t just alive and kicking…it’s thriving.

You might think that since we have all these new social media like Periscope, Snapchat, and Instagram that email might be falling by the wayside.

But it’s not. And one of the main reasons for that is you can be so personal and specific in email. Plus, it’s something quick you can check when you’re on the go during the day.

And of course, Apple’s right on top of everything in the market. Here’s what iOS 10 does that email marketers should care about:

1. Makes It Easier to Unsubscribe

Popular email apps like Outlook and Gmail have long had an unsubscribe button that allows their app to unsubscribe you from a list.

Apple just added that button, and it’s at the top of an email.

Previously, you had to sift through to the bottom of the email and find the sender’s unsubscribe link.

With “unsubscribe” being that much easier to find and use, email marketers have to be at the top of their game delivering the most value possible so iOS users have no reason to leave their list.

2. iOS 10 Users Now Instantly Know Which Messages are From a Mailing List

At first, you might be sent for a panic with this one. If iOS users know which emails come from a list or a personal contact, won’t they be faster to unsubscribe?

Probably not. They’re already familiar with you and your company. They gave you their email for a good reason – because they liked what you offered.

So why would they suddenly become so anxious to press “unsubscribe?”

If you continue to deliver exceptional value in your emails, you’ve got nothing to worry about. And besides, it’s better to have someone unsubscribe from your email list who doesn’t want to be on it anyway. Better to know they won’t make a good customer now than it is to find that out later on.

3. Emails Now Have a Threaded View

Previously, iOS required users to press the next and previous buttons to browse through a multi-message email conversation. Now, multiple emails in the same conversation can be expanded and collapsed without any scrolling.

4. New Filter Button is Now Available

A filter button now appears on iOS 10’s email list page. This filter button allows users to:

• Show only unread emails
• Display messages from certain inboxes
• Show flagged messages
• Find attachments
• Show only messages from VIP contacts

Are any of these changes anything to be overly alarmed about?

No.

Because as you learned, Outlook and Gmail have had them for some time already.

And if you keep delivering amazing value, you’ve got nothing to worry about.

Spend your time learning what makes your list subscribers open your emails, read them, and take the action you want.