New Video Embed Tag for iOS 9

iPhone 6 running iOS 9 in the native mail client

Animated .GIF is presented, and when clicked on, the video opens fullscreen in Safari “pseudo-page.” Subscriber has to click once more to play video on “pseudo-page.” When the subscriber is done watching the video, a new “back to email” link is provided to go back to email and take action there.

iPhone 6 running iOS 8 in the native mail client

Video opens fullscreen in Safari “pseudo-page.” Then when the subscriber clicks the “back” button after the video is done playing, they are taken to the creator’s chosen clickthrough link.