Is it yet another apple signaling the potential fall of email marketing?
Apple’s iOS 18 update introduces groundbreaking changes that will impact how email marketers operate, particularly when it comes to designing, coding, and deploying email campaigns. Not surprisingly, the email community is set abuzz with confusion and panic — and you, too, might be wondering what’s going on.
Let’s set the record straight: Email marketing is not facing an existential threat. But at the same time, email marketing is evolving. As Monica Hoyer, email expert, says, “With the constant investments in change from industry leaders like Apple and Alphabet (Google), it has moved with the times and continues to be the apex predator in the digital marketing ecosystem.”
Of course, for email to move with the times, email marketers need to adapt. With AI-driven features and improved inbox organization, Apple’s iOS update presents both challenges and opportunities for email marketers.
Let’s close those news tabs already and get down to the heart of the matter, one thing at a time, in the following order:
- What’s the Update All About?
- Key Features of iOS 18 for Email
- The Burden on Email Marketers
- Email Client Compatibility Tests
What’s the Update All About?
In the context of email marketing, Apple’s iOS 18 update gives users new ways to manage their inbox in Mail. Let’s keep it at that for the time being.
The driving force behind it all is, you guessed it, Apple Intelligence. It’s an artificial intelligence designed by Apple.
That’s the update in a nutshell. So far, so fine.
Now, let’s look at the key features of iOS 18 for email marketers.
Key Features of iOS 18 for Email
1. Inbox Sorting & Categorization
Similar to Gmail’s tab system, iOS 18 will automatically categorize emails into tabs such as Primary, Promotions, Transactions, and Updates. The Primary tab will focus on critical emails like those from friends, family, and time-sensitive matters. Marketing emails and newsletters, however, will fall under Promotions and Updates tabs. This new categorization could reduce the visibility of marketing emails, making it crucial to craft highly engaging and personalized messages that stand out.
2. Inbox Summary & AI-driven Content
iOS 18 introduces an AI-generated inbox summary feature. This will offer users a quick overview of email content without them having to open the message. While this could lower open rates, it presents an opportunity for marketers to focus on concise, engaging subject lines and preheader text to catch users’ attention even in summary form.
3. Priority Notifications
Apple’s AI will also rank emails by importance, pushing higher-quality, more relevant content to the top of users’ notifications. This means marketers will need to focus on delivering value in their campaigns to avoid being deprioritized. Delivering value was always key, but now there’s a label.
4. Bulk Unsubscribe Feature
The bulk unsubscribe function will make it easier for users to manage their inboxes by removing unwanted emails from multiple senders at once. For marketers, this means that engaging, relevant content is more important than ever, as users will have more control over cleaning up their inboxes.
5. Enhanced User Control
iOS 18 allows users to recategorize emails into their preferred categories, meaning that campaigns with good targeting and personalization could be moved to the Primary tab, increasing visibility. Conversely, poorly targeted emails might remain in Promotions or even be sent directly to Trash.
6. Digest View for Email Snippets
Another feature is Digest View, which compiles snippets of emails from a single sender into one group, allowing users to quickly scan through messages. This will make it easier for users to keep track of ongoing campaigns but will require marketers to ensure each snippet is compelling enough to drive engagement.
The Burden on Email Marketers
In view of the above developments, how should email marketers adapt?
Here are a few tips on getting started.
1. Prioritize Copy Quality
The AI-driven inbox summary makes it essential to write attention-grabbing subject lines and preheader text.
These are the first things users will see in their inbox summaries, so they must be concise, personalized, and engaging.
“Continue to invest time and energy into writing solid preview text, as that will still be displayed for many of your subscribers,” says Pete Hall, Senior Strategist for Analytic & Strategic Services, Oracle Digital Experience Agency.
“However, be wary of writing subject lines that rely too much on the backing of preview text. For example, it may no longer be wise to write a jokey subject line since you won’t be able to rely on your preview text to tell the punchline,” Hall adds.
2. Optimize Image Use with Alt-Text
Since Apple’s AI may not interpret images in the same way humans do, using alt text is critical. Avoid relying on images to convey your message, and ensure every email is balanced with strong text that complements the visual elements.
3. Prioritize Balanced Design
Avoid sending image-only emails. Instead, create a balanced design where even if images don’t load, the message is still clear and compelling.
This will help ensure the content remains accessible and effective, regardless of device or setting.
4. Embrace Personalization
With inbox sorting and priority notifications based on quality and relevance, personalized content is more crucial than ever.
Leverage customer data to tailor your messaging and ensure you’re sending content that resonates with your audience.
5. Prepare for Lower Open Rates
Similar to when Gmail introduced its Promotions tab, there could be a noticeable dip in open rates due to emails being funneled into secondary categories.
So, focus on optimizing the content to appeal to the audience’s needs and crafting strategies that boost engagement beyond open rates, such as click-through and conversion.
6. Test across Devices
Tools like Litmus or Email on Acid will be essential for testing email designs across various platforms, including iOS 18.
Make sure emails render correctly and that the AI-driven categorization doesn’t negatively affect campaign delivery.
Email Client Compatibility: Our Test Results
In light of the recent as well as previous developments related to Apple iOS 18, we decided test our own emails across the following clients:
- Gmail app
- Outlook app
- Native mail app, and
- iPad Apple Mail
Our emails displayed properly, with no major rendering issues. Images loaded as expected, and the layout maintained its structure. While testing, we also considered situations where Apple Mail’s performance might be affected, such as when a Mac is running slowly. If that happens, it’s important to know what to do to fix the issue and ensure Apple Mail runs smoothly. In terms of responsiveness, the emails displayed correctly across different orientations as shown below:
Gmail App
Outlook App
Native Mail App
iPad Apple Mail
Mac Apple Mail
Mac Outlook
To Sum Up: Email Marketing Is Evolving
iOS 18 brings several innovations to email that will significantly alter how email marketers operate. While these changes present challenges, especially in terms of open rates and visibility, they also provide opportunities for brands to stand out by delivering high-quality, personalized content.
By embracing AI-driven tools, optimizing designs, and focusing on what matters most to users, you should be able to continue running effective and impactful email campaigns for your clients.
Learn how to optimize your emails for Dark Mode in Apple Mail.