{"id":8518,"date":"2024-08-22T14:28:31","date_gmt":"2024-08-22T14:28:31","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/brace-yourself-for-the-new-apple-mail-inbox\/"},"modified":"2024-08-22T14:28:31","modified_gmt":"2024-08-22T14:28:31","slug":"brace-yourself-for-the-new-apple-mail-inbox","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/brace-yourself-for-the-new-apple-mail-inbox\/","title":{"rendered":"Brace yourself for the new Apple Mail inbox"},"content":{"rendered":"


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It\u2019s iOS update season again, and email marketers need to get ready. The good news is that while iOS 18 is expected to be released in mid to late September, similar to previous years, the changes affecting Apple Mail aren\u2019t available in beta yet. This likely means they won\u2019t be part of the initial update.<\/p>\n

(Don\u2019t take my word for it. Apple\u2019s preview mentioned that the changes are \u201ccoming later this year<\/a>,\u201d which, to me, makes it more likely they\u2019ll be released separately and at a later date.)\u00a0<\/p>\n

Why is that good news? Because the changes it\u2019s about to wreak on Apple Mail inboxes (which, according to a recent Litmus study, account for nearly half of email client volume worldwide<\/a>) are significant. It will take time for email marketers to fully understand how to prepare.<\/p>\n

How iOS 18 will change Apple Mail<\/h2>\n

Let\u2019s ease into the changes with the smaller of the two categories of change: AI. If you were wondering when AI would be more prominent in Apple Mail (which includes a range of major email domains, including Gmail and Yahoo), you can stop wondering. iOS 18 will bring a few new AI-generated features, including automatic reply suggestions and email summaries.\u00a0<\/p>\n

The one area of concern to monitor is whether these automatic replies suggest language asking to be unsubscribed. A more immediate concern is that AI-produced email summaries will replace preheaders, which marketers use to provide clarity on the message and entice subscribers to open.\u00a0<\/p>\n

This might not be a big deal if your emails already follow best practices (which I\u2019ll get to in a minute), but if they don\u2019t, AI might not properly read your email content, which could produce suboptimal summaries.<\/p>\n

The most disruptive piece of the iOS 18 email updates is the introduction of tabs. Desktop email users are already familiar with them (which means we can anticipate their impact on mobile). Instead of including all emails in one view, Apple Mail will categorize emails into:\u00a0<\/p>\n