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Let’s talk about how iOS might be affecting your email marketing.
- Preheader text is now replaced by AI summaries of your email content. So, make sure your subject lines can stand alone and that your email content is clear, concise, and optimized for AI interpretation to mitigate errors in summaries. This means prioritizing text over images.
- AI-powered automatic reply suggestions now have the potential to increase subscriber churn. Ensure you have processes in place to manage unsubscribe requests initiated through automatic replies.
- Messages are now sorted into Primary, Transactions, Updates, and Promotions tabs, similar to Gmail. Emails that land in Promotions may see reduced visibility but—as we saw with Gmail—potentially higher click-to-conversion rates.
- Tab placement now depends on content and the subscriber’s past engagement with the sender. Your best bet is to focus on creating consistent, engaging, and relevant content to build healthy relationships with recipients.
As ever, segment, test, and evaluate how new features affect your campaigns using segmented approaches.
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