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iPhone 6: What email marketers and designers need to know

While the iPhone 6 and iPhone 6 Plus offer a range of new features, email marketers and designers are wondering how this will affect the messages received on these new devices. Let's have a look at the possibilities we can take advantage of and the challenges we need to tackle.

Bigger screen Size
The biggest news about the latest Apple smartphones is their increased screen size. The introduction of the iPhone 6 and 6 Plus marks the first time that iPhones can have different screen widths.

Email designers will now need to account for the diversity in iPhone screen sizes when creating responsive and mobile-friendly emails. In many cases, adjustments to media queries and breakpoints for responsive or adaptive emails will be necessary.

While the Android marketplace has dozens of different screen sizes and widths, the variety of iPhone screen sizes has been minimal up until now. Due to the popularity of the iPhone and consistency of its screen size, 320px became the standard for breakpoints in media queries and other mobile optimization tactics. This has the potential to cause a variety of issues as there is no longer a “one media query to rule them all” for iPhones.

This range of new media queries shows that responsive design is now the best way to build emails for all users. Relying on adaptive design, which targets specific device sizes and adapts the design accordingly, won't work as mobile devices are increasingly fragmented.

The inbox experience
The first noticeable difference between the iPhones 6 and its older counterparts is that the increased screen sizes allow for more space for Mail to breathe. This means that, when looking at the inbox, more emails are visible on-screen.

More importantly, Mail on the new iPhones displays more characters in the from name, subject line, and preheader text. This could be interesting for email marketers since they will be able to provide more information for subscribers right in the inbox view.

Preheader text is essential to help inform subscribers and draw them into an email. Now, with the iPhone 6 Plus display, marketers have a whopping three lines of preheader text available to them. Unseen up until now…


The new display sizes will force us to think about our responsive breakpoints. It's likely that email designers will need to adjust their media queries to account for these larger iPhones. Once you've updated your email campaigns, be sure to test them thoroughly. Our integrated Litmus service will be launching both the iPhone 6 and iPhone 6 Plus testing soon.

Posted on
Sep 25, 2014