Apple continues to push the boundaries of technology and privacy and with the launch of iOS 18 we see yet another series of impressive innovations. The key focus of this new update? AI. But what does this mean for email marketers? In this blog, we’ll explore the impact of iOS 18 on email marketing and how you can adjust your strategy to capitalize on these developments.
Smarter inboxes with AI: more relevance, less noise
iOS 18 sets a new standard for inbox management. The advanced AI algorithms in this update learn from user behavior to sort emails by relevance. This means that less relevant emails fade into the background, while important messages get more attention.
What does this mean for you as a marketer? Your emails need to be more relevant than ever. AI analyzes user behavior – from the time they spend reading an email to the actions they take. This makes it crucial not only to focus on content but also on timing, frequency, and personalization. Use segmentation and dynamic content to ensure your emails are always relevant to the recipient.
Personalisation at a new level
Personalisation has been a key element in email marketing for a long time, but with the arrival of AI in iOS 18, this is taken to a new level. AI can now automatically make personalised recommendations based on previous interactions and behavior. This means you can leverage hyper-personalised content that truly resonates with your audience’s needs.
The power of AI in iOS 18 allows you to go beyond the standard “Hello [Naam]”. Think of product recommendations based on what the customer has previously viewed or even actions taken within an app. By using the right tools and data, you can harness AI to build a more engaged and loyal customer base.
Privacy enhancements: time for a new approach
Apple once again makes significant strides in privacy with iOS 18, and this has direct implications for email marketing. Features like the new advanced mail protection make it harder to track opens, making open rates less reliable as a success metric.
For marketers, this is a wake-up call to reassess their strategies. Instead of relying on opens, it’s now essential to focus on metrics like clicks, conversions, and overall engagement. This calls for an approach more centered on creating value for the customer. Provide content that inspires, informs, and drives real engagement.
Interactivity within Emails: a new opportunity for engagement
iOS 18 now allows for direct interaction within emails. Users can fill out forms, watch videos, or make purchases without leaving their inbox. This opens the door to more creative and engaging campaigns.
This interactivity can be a game-changer for your email strategy. Consider adding dynamic elements like surveys, polls, or product galleries to your emails. By enabling users to take action directly within the email, you not only increase the chances of conversion but also create a more seamless and enjoyable experience.
Accessibility: AI makes Emails more inclusive
Apple has also made a big step in accessibility with iOS 18. AI helps make emails more readable and accessible to all users, including those with disabilities. This means you need to ensure your emails are well-optimised for different devices and accessibility technologies.
By paying attention to the accessibility of your emails, such as using clear text, sufficient contrast, and descriptions for images, you can reach a broader audience and ensure your message is received by everyone.
Conclusion
The introduction of iOS 18 with its advanced AI features and privacy updates calls for a fresh approach to email marketing. Marketers must now think more strategically about how they build their campaigns, taking into account personalisation, privacy, and accessibility. By embracing AI and focusing on valuable, engaging content, marketers can not only enhance the effectiveness of their campaigns but also build stronger relationships with their audience in an ever-changing digital landscape.
Make sure you’re prepared for this new wave of innovation and that your strategy is up-to-date with the latest trends. The future of email marketing is here, and it’s smarter, more personalised, and more customer-centric than ever before.
