Adapting Your Email Campaigns To Apple Mail On iOS 18
If you kept up with the news in 2024, you might know that Apple Mail on iOS 18 is going to be one of the biggest changes for email marketers in 2025.
That’s because Apple announced various changes coming to the Mail app on iOS 18.
Since Apple Mail currently holds the largest audience share of any email client (48.33%), email marketers need to know how their campaigns will look different for subscribers in 2025 and beyond.
Aspects that will be changing include:
On device categorisation
Digest view for commercial emails
User ability to re-categorise mail
Apple intelligence features
Let’s also not forget the Apple Vision Pro which offers your emails in spatial form.
As all these new technologies come to the forefront, how your emails appear to your subscribers will inevitably change. Marketers will need to ensure their campaigns remain fully responsive whatever the device, or risk lower ROIs.
Digest Format Email Templates
It’s no coincidence that the likes of YouTube Shorts or TikTok are some of the most consumed forms of media on the internet these days. Our attention spans or lack thereof are to blame.
Researchers have found the average attention span is now just 47 seconds, which is down from 2.5 minutes back in 2004.
Short form videos might make sense for keeping your video marketing snappy, but how do you keep people interested in your email campaigns?
Take a leaf out of the Really Good Emails book by opting for digest formats within your email templates.
A digest format features short snippets of content so that users can quickly jump to what they are interested in without having to wade through endless amounts of text.
Not only does this email trend help boost engagement, but it also doesn’t require hours of effort to do making it a win-win for your wider marketing team.
Relationship Building Email Strategies
Look beyond relying solely on promotional emails in 2025 if you want to engage your customers and ultimately build brand loyalty.
That’s because straight-up sales emails often feel one-sided, especially when that’s the only type of email you send to your customers.
Instead, try relationship emails which as the name suggests work on building a relationship with your subscribers.
Examples of relationship emails can include:
Advice emails
Apology emails
Birthday emails
Feedback emails
Milestone emails
Rewards emails
Thank you emails
Welcome emails
By sending relationship building emails you tap into the wants and needs of your subscribers. But more than that, you treat your subscribers like the humans they are, instead of only thinking of them as sales prospects.
