We are a month more in iOS 18.2, published on December 11, 2024, and we know some things about the impact on marketing by e-mail. Although the image is a little complicated by a slow deployment and measure made cloudy by past iOS.
And now, with iOS 18.3 officially released, it is clear that Apple is based on email changes introduced in 18.2. These fundamental updates, including the reception box tabs and the features fueled by the AI, the form How marketing specialists approach the Apple Mail ecosystem. Understanding these changes is crucial because they will likely shed light on the developments in progress in the e-mail experience of iOS.
iOS 18.2: A quick overview
Changes in iOS 18.2 features that will have an impact on email subscribers – including those of ESPs like Gmail and Yahoo – which use Apple Mail on their iPhone, iPad or Mac device. Apple Mail subscribers represent 49.6% of the emails market for our agency customers. For the world as a whole, this number increases to 55.4%, as calculated by the pie in December.
Dig more deeply: How to prepare your marketing by email for iOS 18
Changes by e-mail among iOS 18.2
The modifications brought by iOS 18.2 are divided into two main categories:
The expansion of AI in email. The introduction of tabs.
The new AI features include:
Automatic response suggestions. Summary of emails (example below). The samples are being executed from the “All Mail”. Categorization of messages.
The tabs, which should be familiar to many users of experiences by office e-mail, include:
Primary. Transactions. Updates. Promotions.
Before jumping why it is difficult to assess the exact impact of these changes, here is what we see anecdotally in our customers:
Most brands see non -transaction messages going to the promotions tab instead of the primary tab. In the promotions tab, recent shipments are included with bullets and then the object line of each email. By clicking on an email, the user displays all the recent e-mails of the sender. Subscribers must click on “See more” to see the full email – and this click is not followed. The summaries AI replace the preview text in the “All Mail” tab (example below). These summaries have a variable quality, but they make much more effectively from emails with live texts than image-based emails.
Dig more deeply: E-mail marketing specialists discuss the role of AI, iOS and the state of their channel
Complications to measure the impact
How much an impact should you expect updates by e-mail from iOS 18? It is difficult to say for several reasons:
Adoption is relatively slow; Statcounter believes that adoption iOS 18.2 is less than 6% A month after the release. The opening rates are not reliable because most of the affected users have already opted in the protection of mail confidentiality in iOS 15. Although we have seen mute impacts on clicks, the real effects are difficult To isolate external conditions, including the content of emails, vacation messaging and behavior and seasonal variance.
We expect to see a decrease in click rates as adoption increases, but this data is still to come.
Recommendations
Here is what messaging marketing specialists can do to mitigate the impact of iOS 18:
Continue to focus on driving increased commitment with emails via Personalization.
Travel and automation construction. Use of promotional codes in object lines. Quote from availability / duration of promotion in object lines. Use transactional emails to stimulate commitment-and send these emails from the same sending environment as non-transactional emails. Continue to focus on the integration of live text in emails and avoid using text in the images. Update your content calendar to examine how emails can appear successively when grouped in the reception boxes for your subscribers.
You don’t need to wait for a wider deployment to integrate these recommendations. It is good e-mail practices that should help increase your engagement base, it doesn’t matter where you are in the iOS 18 adoption stage. Keep an eye on this space for more details on the deployment when ‘They emerge.
Dig more deeply: E-mail marketing strategy: marketing guide
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