• by Ray Schultz , Columnist, Yesterday

Marketers are facing yet another challenge: iOS 26 is giving consumers added capability for sorting messages into “known sender” versus “unknown sender” folders, potentially reducing their response. 

Indeed, Attentive, an omnichannel marketing platform focused on mobile and 1:1 personalization, says it is seeing 30%–40% drops in click rates since these changes started rolling out. 

To fight these shifts, Attentive has added a desktop shopping feature for mobile subscribers to its Two-Tap mobile platform.The goal is to increase “the surface area for list growth” and strengthen the long-term value of brands’ owned audiences, says Nakul Narayan, chief product officer at Attentive.

Brands need help in capturing subscribers across mobile devices and protecting message visibility against operating system adjustments, the company says in its announcement. 

According to Attentive, marketers can use the new function to convert previously missed web traffic into subscribers.  

In addition, a QR-based flow enables shoppers to initiate mobile opt-in.

Also being offered are new tools to help marketers with iOS 26 inbox visibility, SMS compliance, and AI-driven, omnichannel workflows: 

• Barcode generation for email to connect online and in-store shopping experiences with no custom HTML required.
• Audience size controls to improve targeting efficiency within budget.
• Automated state quiet hours and improved location detection to help with compliance.
• AI-powered campaign and journey enhancements.
• The ability to extend first-party data into SMS, email,push ads, and loyalty channels.  

“Attentive's two-tap fundamentally changes how easy it is for customers to subscribe, in our case, driving roughly 2x higher opt-in rates, which is critical as inbox filtering and sender trust continue to evolve,” says Sam Nam, CMO of marketplaces at TeePublic and Redbubble.  

“Platform changes and shifting consumer habits are forcing marketing into a new era that favors mobile-first identity,” adds Eric Miao, chief strategy officer at Attentive.  

From its start, Attentive has been mobile-focused “because that’s where consumers are,” Miao continues.