Apple Mail Changes with iOS 18: Impact on Email Marketing Strategies

Apple released iOS 18 this year, bringing significant changes to Apple Mail that will impact email marketing strategies. Let’s explore the new features, their effects, and steps you can take to adapt.

According to Brian McKenna, vice president of CRM at DMI Partners, two major changes are expected in Apple Mail with iOS 18. The first is the integration of artificial intelligence, introducing features like automatic reply suggestions, email summaries, and message categorization. The second significant change is the addition of tabs to Apple Mail.

iOS 18 will affect all users of Apple Mail on iPhone, iPad, or Mac, regardless of their email domain. With Apple Mail accounting for nearly half of all email opens, these changes will have a wide-reaching impact.

iOS 15 and Mail Privacy Protection

Looking back at iOS 15 in 2021, Mail Privacy Protection disrupted email marketing by pre-downloading email images and obscuring open rate data, causing challenges for email marketers to measure engagement accurately.

McKenna highlighted that mail privacy protection significantly impacted email opens, making open rates less reliable as a metric.

Game changers: AI and inbox tabs

iOS 18 will introduce two AI-driven features in Apple Mail that will impact email marketing strategies. AI will help with automatic reply suggestions, email summaries, and message sorting, changing how marketers craft their emails.

The replacement of preheaders with AI-generated summaries poses a challenge for marketers, as the accuracy of these summaries may vary. Additionally, AI-powered automatic reply suggestions, including unsubscribe options, could lead to subscriber churn if not managed effectively.

New and improved inbox tabs

Another feature in iOS 18 is the introduction of inbox tabs, similar to Gmail. These tabs, including primary, transactions, updates, and promotions, aim to enhance user experience but raise concerns about reduced visibility and engagement for marketers.

McKenna emphasized that emails landing in tabs other than the primary inbox may see negative impacts on open and click rates, affecting email engagement.

What you can do now

While the final shape of iOS 18 is still unknown, McKenna suggests taking proactive steps to prepare for the changes:

• Segmenting your audience: Tailor your email strategies based on subscriber engagement levels to optimize engagement and avoid subscriber churn.
• Optimizing email templates: Focus on text-based content to improve AI understanding and summary accuracy, and ensure templates are well-structured and versatile.
• Rethinking copywriting: Adapt your writing style to accommodate AI-generated summaries, focus on educational content, and measure the effectiveness of your content strategies.

Stay informed about upcoming changes as more details about iOS 18 are revealed.

Frequently Asked Questions

1. How will iOS 18 impact email marketing strategies?

iOS 18 will introduce AI-driven features and inbox tabs that will change how marketers engage with their audience.

2. What should marketers focus on to prepare for iOS 18?

Marketers should prioritize audience segmentation, template optimization, and adapting copywriting strategies to align with the changes in Apple Mail.

3. Will iOS 18 affect email open rates?

Yes, the introduction of AI-generated summaries and inbox tabs may impact email open and click rates, requiring marketers to adjust their email marketing strategies.

4. How can marketers mitigate the impact of inbox tabs on email engagement?

By focusing on building strong relationships with subscribers and delivering valuable content, marketers can improve the chances of their emails appearing in the primary or updates tabs.

5. What steps can marketers take to address subscriber churn due to AI-powered features in Apple Mail?

Marketers should have processes in place to manage unsubscribe requests initiated through automatic replies and focus on nurturing subscriber engagement to reduce churn.