Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our every day. I'm Jay Schwettleson. Let's do this, not that.

We are back for do this, not that.

We are going to break down right now the one thing that I would be doing if I was any

marketer to make sure that as the world of email completely changes in the next few months that I'm ready,

why is the world of email going to be completely changing in the next few months?

Well, we all already know that Apple in September is releasing their iOS 18, right?

That's the version of their operating system on your phone, your iPad, wherever,

and it's their latest version of that operating system but within that operating system they're updating all

sorts of stuff and one of the things that they're updating big time as we know is the mail app

that little blue icon that we all click on to check our email and to give you some rough numbers in terms of how often we use that mail icon to check our email. And to give you some rough numbers in terms of how often we use

that mail icon to check our email, and then I'm going to get into what exactly it is that we

need to do. Over 46% of all business and consumer email is read via the Apple Mail app. So this applies

to you.

I don't care who you market to.

I don't care what sector you're in,

consumer business, whatever.

This applies to you.

So what do we know and then what do we have to do?

...