In today’s episode we’re talking about changes from Apple in iOS 18 that impact how your marketing emails land in your audience’s inbox.
On-Device Categorization
With the rollout of iOS 18 Apple Mail will now sort incoming emails into four distinct tabs: Primary, Transactions, Updates, and Promotions. It sounds a lot like Gmail’s tabbed inbox, doesn’t it?
This is a big deal as about 50% of global users use Apple Mail as their email client. What does it mean for email marketers as it changes how your emails might be organized in users’ inboxes? Well, for years, Gmail’s tabs have helped reduce clutter and organize emails, making it easier for users to find what’s important. Now, Apple’s bringing a similar approach to iOS devices.
Email Marketing Impacts with iOS 18
If you’re worried that your marketing emails are going to end up hidden in the Promotions tab, you’re not alone. Many marketers had the same concern when Gmail introduced this feature back in 2013. But here’s the good news: over time, data has shown that emails in the Promotions tab don’t suffer as much as marketers feared.
Data shows emails in the Promotions tab don’t suffer as much as marketers feared.
In fact, some email benchmarks have even shown increased open rates and click-through rates for promotional emails because they’re now part of a more organized and user-friendly experience. So, while your emails might not land in the Primary tab, they’re still more likely to be noticed by a user who’s actively checking their Promotions tab.
Even if your emails don’t land in the Primary tab, they are still more likely to be noticed by a user who is actively checking their Promotions tab.
Keep Your Emails Effective
The key to making sure your emails aren’t overlooked in the inbox is to make sure they’re effective.
Maintain Your Reputation
First, make sure you’re maintaining a good sender reputation. Follow best practices like permission-based marketing and avoiding spam triggers. This will help your emails get categorized correctly and reach the intended audience.
Ensure Proper Authentication
Second, ensure proper authentication of your emails. Using SPF, DKIM, and DMARC protocols helps prevent your emails from landing in the spam folder. This is generally a one time setup process, and if this sounds like gibberish to you, here’s a link that explains how DKIM and DMARC work.
Focus on Quality Content
Lastly, focus on the quality of your content. If you’re sending valuable and relevant information to your subscribers, your emails will remain engaging regardless of the tab they land in. Apple’s new system is all about enhancing user experience, and good content is key to making sure your emails get read.
So, what’s the bottom line here? While Apple’s new on-device categorization in iOS 18 might seem like a challenge, it’s really an opportunity to improve engagement. When emails are more organized, users are more likely to find the content they’re interested in and act on it.
Do you prefer to listen in? Here’s our podcast:
Links in this episode: Apple Mail’s new tabs in iOS 18: better late than never?
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