The new iPhones are officially out, and Apple is planning some changes to its native Mail app over the coming months. The two key changes that bulk senders need to be aware of are replacing pre-headers with AI-generated summaries and introducing Gmail-like categorization tabs for smart content filtering. These changes could come as soon as October with iOS 18.1, but Apple hasn't announced a timeline quite yet. Here's what you need to know to be ready:
- Subject lines will matter more than ever: With AI-generated summaries eventually replacing pre-headers, your subject line becomes the primary driver of opens for people using the Mail app. Testing various subject lines to different audience segments will be crucial to finding out what resonates best with your supporters.
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Tab placement is still a win: While the new tab system might seem like it’s adding some complexity, remember that it also means that your emails are still reaching the inbox. Focus on creating subject lines and emails that your supporters will want to open regardless of where exactly they land.
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A/B testing is your best friend: Use the A/B testing feature in Targeted Email to experiment with different subject lines, hooks, and email structures. We're not yet sure if different parts of the email (for example, the first paragraph) will carry more weight, but testing will help you directly compare engagement levels and inform your strategy moving forward. (Read more about A/B testing)
We're here to help you navigate these changes and make your email campaigns as impactful as possible ahead of the election. Apple Intelligence is coming soon, and we'll be sure to share any additional insights we have after we all have our hands on the release. |
