Reality TV Decline and Candy Controversies

Most marketers never think about the iPhone’s built-in Mail app, but Jay Schwedelson explains why it just became a secret weapon for boosting open rates. Apple’s new “priority” placement is quietly reshaping how emails surface on lock screens, and the right subject line tweaks can get your promotions treated like high-value confirmations. It’s a rare, low-effort hack that could give you a serious edge before Apple inevitably shuts the door.

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Best Moments:

(00:35) Nearly half of all email is read in Apple’s Mail app

(01:17) Apple pushing “priority” emails straight to lock screens

(02:30) Priority placement boosting open rates by 28%

(03:17) Subject line hack with “Access approved”

(04:17) Words like confirmation, activated, update, renewal trigger Apple’s AI

(06:00) Why this low-cost tweak is worth A/B testing now

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