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Apple's New Operating System Revolutionizes Email Interaction and Accessibility
Apple released iOS 18 to the public in 2024, bringing significant changes to Apple Mail on iPhones, iPads, and Macs, which affects users across various email domains, including Gmail and Yahoo. The update introduces artificial intelligence-driven features such as automatic reply suggestions and email summaries, along with new inbox tabs that could reshape email marketing strategies by impacting visibility and engagement.
What We Will Cover:
Apple’s New OS Changes the Game—Marketers Must Focus on Educational, Conversational Copy
Background
iOS 18 brings major changes to Apple Mail that will impact email marketing. New AI features, like automatic reply suggestions and AI-generated email summaries, replace traditional preheaders and could affect open rates. Apple Mail now also includes tabs (primary, transactions, updates, and promotions), which may reduce visibility for marketing emails. With Apple Mail accounting for nearly half of all email opens these updates require marketers to adjust their content and engagement strategies.
Why It Matters
The changes in iOS 18 matter because they directly affect how marketing emails are delivered and interacted with. With nearly half of all email opens coming from Apple Mail users, the introduction of AI-generated email summaries and the new tabbed inbox system could significantly impact open rates and engagement. Emails that end up in tabs like Promotions may experience reduced visibility, while AI-powered features like automatic reply suggestions could lead to more unsubscribes. As these updates influence both email content and user behavior, marketers must adapt their strategies to maintain effective communication with subscribers and ensure continued success.
Changes in Email Marketing
The release of iOS 18 brings significant changes to email marketing, primarily through the introduction of AI-driven features in Apple Mail. One of the most impactful changes is the replacement of preheaders with AI-generated email summaries, which could alter how emails are perceived and engaged by users. Additionally, the new tabbed inbox system, similar to Gmail’s, categorizes emails into primary, transactions, updates, and promotions, potentially reducing the visibility of marketing emails if they land in less prioritized tabs. These changes challenge marketers to rethink their strategies, shifting towards more educational, value-driven content and refining email segmentation to ensure their messages reach the right audience.
How to Adapt to Changes
To adapt to the changes brought by iOS 18, marketers should take proactive steps to optimize their email strategies. First, segmenting audiences based on engagement levels will help target subscribers more effectively—sending more frequent emails to highly engaged users while reducing frequency for at-risk or non-engaged subscribers. Optimizing email templates by prioritizing live text over images will improve AI understanding and accuracy of email summaries. Additionally, adjusting copywriting to focus on clear, concise, and educational content rather than overly promotional messaging will align with the new AI-driven features. Marketers should also track and analyze data regularly to adjust strategies based on insights, ensuring they stay ahead of evolving trends and continue engaging their audience effectively.
Are You Ready for the Apple iOS Update?
With AI-driven features and a new tabbed inbox, now is the time to refine your content, optimize templates, and focus on value-driven messaging. Stay ahead by segmenting audiences and tracking engagement.
Talk to DMI today and learn how our CRM system can help you with your email marketing strategies.
