Stay up to date
Get the latest news, resources, and guides on email and lifecycle marketing—straight to your inbox.
Exciting changes are coming to Apple Mail!
Apple has recently introduced a range of innovative features designed to transform the email experience.
These updates promise to redefine how emails are delivered, viewed, and interacted with, presenting both challenges and opportunities in the email marketing landscape.
Let’s break down the key points:
Apple Mail is finally introducing inbox tabs, similar to what Gmail has been using for years.
Emails will now be sorted into categories like Primary, Promotions, Updates, and Transactional.
For example, if you send a newsletter, it might land in the Promotions tab instead of the Primary tab.
While this may initially affect how promotional content is delivered, it’s worth noting that many users are already familiar with tabbed inboxes.
So, the overall impact should be minimal.
As we move forward, focus on creating engaging content that drives clicks and conversions rather than trying to manipulate where your emails land.
Your primary goal should still be to connect with your audience in a meaningful way.
In a bid to enhance the user experience further, Apple’s AI will now generate summaries of email content.
This feature can be a great help for users who want to quickly scan through their emails.
However, there’s a catch: it may undermine the effectiveness of your custom preview text, especially for emails that are heavy on images or contain multiple content blocks, as the AI might struggle to capture the full context or key messaging.
While you should continue crafting strong subject lines and compelling preview text, don’t rely too heavily on them!
Instead, focus on enhancing your emails with HTML formatting and descriptive alt text.
For example, instead of using an image with a text overlay, try using HTML to create a visually appealing heading and paragraph. And always make sure to add alt text that accurately describes the image’s content.
This will not only help ensure that the AI can generate accurate summaries but also improve the overall accessibility of your emails.
As these features will be introduced gradually from late 2024 into 2025, you’ll have the time to adapt your email strategies effectively and leverage the new tools as they become available.