What we know so far

We are more than a month in iOS 18.2, published on December 11, 2024. And we know a few things about the effect on email marketing. Although the image is a little complicated by the slow introduction and measuring the blurred past editions of IOS.

And now, with the iOS 18.3 officially published, it is clear that Apple is building on changes in E -Star introduced in 18.2. This fundamental update, including cards for an AI drive, a form, a form As traders approach the Ecosystem of the Apple Mail. Understanding these changes is crucial, as they are likely to inform about constant development in the ios experience of E -State.

iOS 18.2: Fast examination

IOS 18.2 features are changes that will affect E -staple subscribers – including those on ESPs like Gmail and Yahoo – who use the Apple Mail on their iPhone, IPad or Mac device. The Apple Mail subscribers are 49.6% of the E -Estom market for our agency clients. For the world in general, that number jumps to 55.4%, How did he calculate Lakmus in December.

You are deeper: How to Prepare Your Marketing E -The Stage for iOS 18

Changes E -Ast from iOS 18.2

Changes introduced by iOS 18.2 falls into two main categories:

• Expansion ai ue -sting.
• The introduction of cards.

New AI features include:

• Automatic response suggestions.
• Abstracts E -State (Example below).
• The heads are gradually abolished from “all mail”.
• Message categorization.

Cards, which should be known to many users from the experience of the E experience on the desktop include:

• Primarily.
• Transactions.
• Updates.
• Promotions.

Before I jump in why it is difficult to evaluate the exact impact of these changes, here’s what we see anecdotal at our client base:

• Most brands see non-transaction messages go to the promotion card instead of on the primary card.
• On the promotions tab, the recent sending are included in bullets and then the subject line of each E -Stage.
• Clicking on one E -Kost allows the user to look at all the recent E -the sender from the sender.
• Subscribers have to click “see more” to see the whole E -Ap – and this click cannot be monitored.
• AI summers replace the text for review on the “All Mail” tab (example below). These abstracts have different quality, but they make it much more effectively from an email with a live text than an email based on the pictures.

You are deeper: Traders E -ste talk about the role of Ai, ios -ai states of their channel

Complications for measuring influence

How much significant influence should you expect from the update E -Ap IOS 18? It’s hard to say for several reasons:

• Adoption is relatively slow; Statcounter estimates that iOS 18.2 adoption below 6% one month after the exit.
• Open prices are not reliable because most of the beneficiaries have already opted for the protection of post -IOS privacy protection in iOS 15.
• Although we have seen muffled influences on the speed of clicks, real effects are difficult to isolate with respect to external conditions, including the content of E -State, holiday messages and behavior and seasonal variant.

We expect to reduce the click rates to see how the adoption is increasing, but this data is still coming.

Recommendations

Here’s what the dealers of e -even can do to alleviate the influence of iOS 18:

• Continue focusing on triggering an increased engagement is -mildes through Personalization.
• Audience segmentation.
• Construction of travel and automation.
• Using promo codes in the line lines.
• Quoting availability/duration of promotion in the subject line.
• Use transaction email to start engagement and please send this email from the same sending environment as non-pristine email.
• Continue to focus on the involvement of the live text within the E -State and avoid using the text in the pictures.
• Update your content calendar to consider how E -hasty can appear consecutively when they are grouped into the mail arrived.

You do not need to wait for a wider introduction to include these recommendations. There are good practices E -ate that should help raise your engagement, no matter where you are in the IOOS 18 adoption phase. Follow this space for more details of the introduction while they appear.

You are deeper: Marketing Strategy E -Stand: Marketing Guide