2024 has already been a year of anxiety for email marketing.
What with the Gmail changes to enforce tighter checks for senders of bulk email.
Now on the horizon, there’s Apple’s iOS 18 email client changes.
From September, the email app in iOS will start sorting emails into different folders (much like Gmail does already).
I predict a lot of tears over this.
Reason being…
Over 50% of emails are opened on Apple devices.
And the obvious promotional emails are going to get shunted out of the inbox to a “promotions” tab. Where they’re less likely to be read.
One idea for helping keep emails showing up in the primary inbox is…
Sending email from a single person rather than from a brand.
We’re talking, emailing from…
“Dave Lister, JMC <dave@jmc.deep.space>”
Rather than…
“JMC <info@jmc.deep.space>”
But reality is…
Apple hasn’t let us peek inside the black box. They probably won’t ever let us.
So we really have no idea how it’s going to enforce its rules. And what it will take to keep an email showing up in the primary inbox.
I reckon writing person-to-person emails is going to go a long way.
Right from the email “from” line. Through to the email content itself.
I’ll be keeping an eye out for any clues about what it will take to stay in the primary inbox on iOS 18.
In the meantime, I’m not too worried.
Because I’m writing person-to-person emails already.
And they don’t typically show up in the “Promotions” tab in Gmail (although, once or twice they have š¢).
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Chris Milham