Once again, Apple is shaking things up with their latest iOS update, set to roll out this fall, and it will likely have a significant impact on email marketing. In an already competitive landscape where grabbing the attention of your audience across devices and platforms is a constant battle, the iOS 18 update adds yet another layer of complexity.
The value of email marketing as a touchpoint remains crucial and it’s better to lean in than cut out this channel.
However, we have to face the reality: email marketing is not getting any easier.
This update will affect nearly half of the email volume, incorporating AI in a way that potentially changes how emails are received and interacted with.
Similar to how SEO requires writing that appeals to both users and search engines, email content will now need to be crafted to engage both the reader and the algorithms powering AI-generated summaries and content tab filters. Apple’s new approach introduces four tabs where emails will be filtered, with the primary tab reserved for direct communication rather than mass emails.
This means we could see lower open rates and clicks unless we adapt.
To avoid being relegated to a less visible tab, the key will be to create *really* engaging emails. Every click will count, teaching the algorithm that your content belongs in the primary tab, where it can reach its intended audience.
This means you may also need to leverage AI to combat AI—using tools to ensure the content creation process is both efficient and of consistent quality, at least for generating initial drafts that keep these new rules of the medium in mind.
As we move closer to the release of the Apple iOS 18 update, we’ll keep you informed on what steps you can take to navigate these changes effectively. The email landscape is evolving, and it’s crucial that we evolve with it to continue driving meaningful engagement.