After the first beta release of Apple’s newest mobile device operating system, iOS 10, Liveclicker began to document the changes for marketers seeking to use contextual email technology within the Apple email ecosystem. Much like with previous operating system releases, Apple has updated its support of HTML5 video – creating additional work for marketers in the email space looking to embed video in email. Fortunately, Liveclicker has a solution enabling one-tap video playback in the iPhone’s native Quicktime player for all iPhone openers using iOS 10, while seamlessly preserving playback in older versions of iOS.
Previously, Apple’s iOS 7 version enabled full screen video playback in the QuickTime player via a single tap for iPhone users and inline the mail client for iPad users, as documented first by Liveclicker. Since the release of iOS8, however, video playback from the iOS mail client has shifted from inline or full screen in Quicktime to full screen in Safari on both iPhone and iPad. When Apple released iOS 9,the experience was further changed: iOS 9 users needed a second tap to initiate video playback from the inbox.
iOS 10 Update
With iOS 10, Apple has gone full-circle and begun supporting the HTML5 video tag within the inbox again. Email openers using iOS 10, iOS 7 and older versions on iPhone will see full screen video, played in the native Apple QuickTime player, while iPad users will be able to play video inline. iOS 8 and iOS 9 users will continue to soldier on with full screen playback in Safari, with one or two taps required depending on the version of the operating system installed.
The Liveclicker Solution
To optimize the email experience for all openers, Liveclicker automatically renders the appropriate video experience for every iOS version, enhancing our service to clients and reducing video in email hurdles. Each Liveclicker client will gain automated access to the iOS 10 changes immediately, beginning Monday, September 26, 2016.
Current customers with previously configured embedded video campaigns will not need to change campaign configuration settings; however, in order to access the new iOS 10 experience, a new version of the Liveclicker embed tag will need to be deployed on future campaigns. If you are a current Liveclicker client and have additional questions, contact your account manager. If you are considering using embedded video in email as a component of your organization’s contextual marketing strategy, contact firstname.lastname@example.org