• by Brian Raymond McKenna , September 16, 2024

Apple’s iOS 18 update, which was announced this month, is expected to introduce significant changes for email marketers by the end of the year, potentially affecting engagement strategies. With Apple Mail's substantial market share, adapting to these updates is crucial.

Key Features of iOS 18 for Email Marketers

One significant change is the introduction of AI-powered automated reply suggestions. This feature may offer quick responses and even prompt users to unsubscribe, challenging marketers striving to retain their audience. Another change involves AI-generated email summaries, which will replace traditional preheaders. This reduces marketers’ control over the initial presentation of their emails.

A significant shift is the introduction of inbox tabs. Apple Mail will categorize emails into Primary, Transactions, Updates, and Promotions, similar to Gmail’s system. Emails that fall into non-primary tabs, especially Promotions, are less likely to be opened. This could lead to a decline in engagement, compounded by iOS 15’s Mail Privacy Protection, which already affects tracking open rates.

Preparing for iOS 18

To mitigate these effects, marketers should adjust their email design and coding practices. With AI-generated summaries replacing preheaders, relying solely on image-based emails is insufficient. Instead, emails should feature dynamic live text to ensure key content is captured by Apple’s AI. Quality assurance should prioritize error-free code for main copy blocks to maximize accurate summary representation.

Moreover, reinforcing key messages within the email body is crucial, as the AI summary may not highlight the most critical content. Structuring emails to emphasize important points can help.

Handling the Impact of Tabs

The new inbox tabs could reduce immediate visibility for emails in the Promotions tab. To address this, marketers should focus on enhancing engagement, as emails from senders with high engagement rates are more likely to remain in the Primary tab.

Audience segmentation is also important. By categorizing audiences into loyal engagers, moderate engagers, and at-risk or non-engagers, marketers can tailor their messaging and send content at appropriate frequencies. Personalizing emails for loyal and moderate engagers can help maintain interaction and improve the chances of staying in the Primary tab.

Creating non-promotional, value-driven email templates that align with iOS 18’s user experience focus can prevent emails from being categorized under Promotions. Providing meaningful content can boost engagement and foster brand loyalty.

Final Thoughts

iOS 18 presents challenges but also opportunities for email marketers who plan ahead. By adapting email design, focusing on engagement, and implementing best practices, marketers can navigate these changes effectively. Staying flexible and ready to adjust strategies as iOS 18 rolls out will be key to maintaining email marketing success.