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

We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode.

We also keep it short, like this intro. Let's check it out.

We are back for Do This Not That podcast presented by Marigold. And I want to share a tactic related to email marketing that can significantly increase your

open rates kind of immediately.

And it couldn't be easier.

And basically, everybody's sleeping on it.

And it's going to give you an advantage.

So here's the annoying topic.

The annoying topic we're talking about is Apple's iPhone, the mail app on our iPhones, that blue icon with that thing that looks like an envelope on our phones. Now, some of you, many of you may not use that blue icon on your phone to check your email. But 47% of all email, according to litmus,

is read using that Apple Mail app.

Now, why are we talking about this now?

Because Apple is now doing an even bigger push

just in the last week, and this is going to radically change

email marketing performance.

And I think in a good way, if you take advantage of it.

And what's going on is, you know when your phone is on lock screen? Okay, your phone's on

lock screen. And sometimes you get these like alerts. Oh, you got a text message. There's a news

item, whatever. But Apple now is also pushing aggressively those emails that are a priority.

Okay, so for example, if you book a Southwest plane ticket, you'll see the Southwest

confirmation of that plane ticket, that email you got from Southwest, it will show up in

your lock screen.

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