Apple is anticipated to release iOS 18 later this year, which is set to introduce transformative features to Apple Mail that could significantly alter email marketing strategies. The upcoming changes will not only affect users of Apple Mail on devices like iPhones, iPads, and Macs, but will also have implications for individuals using various email domains, including Gmail and Yahoo. With Apple Mail accounting for approximately half of all email opens, the ramifications of these modifications will extend across diverse sectors and user demographics.
According to Brian McKenna, vice president of CRM at digital marketing agency DMI Partners, two major developments are on the horizon for Apple Mail users. He noted, “I think there are two big changes coming for folks using Apple Mail. The first is that artificial intelligence is coming to the inbox in terms of automatic reply suggestions, email summaries, and message categorization. And the biggest change is that Apple Mail is going to get tabs.”
The impact of these features cannot be overstated, especially when compared to the upheaval caused by the introduction of Mail Privacy Protection in iOS 15, which resulted in inflated open rates due to its effect on tracking pixels. McKenna remarked on this disruption during a panel discussion at The MarTech Conference, stating, “When iOS 15 was released, the big introduction there was mail privacy protection...open rates became less reliable in terms of metrics.”
The forthcoming iOS 18 will introduce AI-driven functionalities with the potential to alter how users interact with their emails. Key features include automatic reply suggestions and AI-generated email summaries, which could replace traditional preheader text. This presents new challenges for marketers, as the AI-generated summaries may not always accurately represent the content of the emails, leading to potential miscommunications with recipients.
Furthermore, an introduction of inbox tabs similar to those seen in Gmail will create additional considerations for marketers. The expected tab categories—primary, transactions, updates, and promotions—may enhance user experience but also introduce concerns regarding visibility and engagement. “One thing we can say for certain is that engagement rates will be negatively impacted for any emails that appear in any folder other than the primary inbox,” McKenna stated. He went on to draw parallels with Gmail, where the introduction of tabs initially reduced click-through rates, but later saw an increase in click-to-conversion rates among users navigating to specific tabs such as Promotions.
For businesses, adapting to these changes means developing strategies that acknowledge potential shifts in subscriber engagement. McKenna recommends several preparatory steps to help marketers adapt to the upcoming changes. Segmentation of audiences based on engagement levels is crucial. High-engagement subscribers might warrant an increase in email frequency, whereas those with lower engagement could benefit from different messaging strategies aimed at rekindling interest.
Moreover, optimising email templates is essential, with an emphasis on prioritising live text to enhance AI's understanding and summarisation capabilities. Streamlining the code within email templates ensures clarity and effective organisation. As part of this preparation, marketers should also reconsider their copywriting approach by creating subject lines that do not depend heavily on pre-header text for context, emphasising concise and value-driven messaging instead.
The unknowns associated with the release of iOS 18 include whether all Apple devices will support the new features uniformly and whether users will have options to opt in or out of certain functionalities. The full impact of AI-generated email summaries remains to be seen as well. As marketers await the release of iOS 18, they are encouraged to remain vigilant and adaptable in the face of evolving technological dynamics that may shape the landscape of email marketing.
Source: Noah Wire Services