iOS 7 Calendar Update Brings Quirky Feature That Could Affect Marketers Using Numbers in Subject Lines
Chad White, principal of marketing research at e-mail marketing services provider ExactTarget, has identified a glitch in the Apple's new iOS 7 operating system that email marketers should pay attention to. According to White, the update has made his iPhone e-mail app was more sensitive to numbers when they appear in subject lines. For example, when the iPhone detects a date in a subject line, the app turns the date into a link that the user can touch to automatically create a calendar event. Sounds good, but when he tried to save an email from Sears with the subject line, “Rain or shine Saturday 1 Day Sale Is On” the “Saturday 1” placed the link on the wrong day.