About 14 years after tabs appeared in Gmail, Apple is now adding tabs to Apple Mail with the launch of IOS18 in September 2024. What does this mean for marketeers?
Table of Contents
At an Apple developer event in 2021, the email industry was horrified to learn that Apple, the champion of privacy, decided to dress up email marketing, and on iOS 15 it introduced its privacy change Apple MPP (Mail Privacy Protection). The Privacy Change claimed that in Apple’s opinion, an email opening indication constitutes an infringement of its users’ privacy, and so in September 2021, Apple completely disrupted the email opening uniforms that email systems receive. Apple is actually blinding the mailing systems and inflating the opening figures.
Two years later, at the launch of IOS17, there was concern that Apple would disrupt click-through data, but the change did not affect email but clicks on advertising links.
At the Apple Developer Event (WWDC) on June 10, 2024, Apple announced another major change that will take effect in September 2024 with the launch of IOS18 and will introduce tabs and filtering by content in its popular email app Apple Mail.
Apple WWDC Video Source 2024 1/06/2024. Watch the full announcement on Youtube
Tab division is performed on processing on the device itself
A new Apple Mail feature that will be introduced in the iOS 18 update is called on-device categorization.
In 2013, the Gmail inbox transformed and divided the main email inbox into seven selectable categories, five of which are tabs (main, social, promotions, updates, and forums). The Promotions tab has become the horror ofmarketeers.
Automatic tab distribution helps Gmail users organize their inboxes by automatically sorting emails by content and sender.
The sorting feature on the device presented at Apple’s developer event looks very similar to the Gmail mailbox and at first sight the sorting in Apple’s new email app looks like it was inspired by the familiar Gmail mailbox .
Apple will divide the main box into the following categories:
Primary – which will show the emails that are important to the user at this moment, such as emails from people the user knows or emails that need to be handled now.
Transaction – for invoices, receipts and orders.
Updates – for newsletters and updates from social networks.
Promotion – for marketing and sales emails.
Apple cites the benefits of the new interface as a way for users to stay in control and manage their mailbox.
What does adding tabs to Apple Mail mean in terms of email marketing?
Unlike what Google does in Gmail, Apple’s processing and categorization should be done on the device itself, which may preserve user privacy but can create inconsistency if the user has multiple Apple devices.
As far as is currently known, the change will only be on iOS and not on Mac computers.
When Gmail introduced tabs in 2013, marketers felt the sky had fallen. 11 years later, the power of email continues to grow and email marketing has not become a thing of the past. Vice versa.
Listen to the podcast
According to Chad S. White, due to the huge amount of emails people receive, the promotional tab has created a positive effect. People expect their main tab to be attended by urgent emails, emails from friends and people – not branded. The goal is not necessarily for the emails to open, but for people to be engaged with them. Wandering around the promotional tab is like wandering through stores in a mall. People are in Kenya mode and will be more available. Arriving at the main tab is like a salesperson knocking on doors and it can actually be intrusive and disruptive.
Podcast interviews with international email marketing experts
Listen to EmailGeeks.Show Podcasts
A podcast featuring the leading email marketing and email deliverability experts and email geeks.
I am Sella Yoffe, an email deliverability consultant from Israel. I work with global email senders, startups, and email service providers to improve their email deliverability and strategy.
Join us in this podcast, where top email marketing and deliverability professionals share their tips and advice.
—
Opening music from #Uppbeat (free for Creators!): https://uppbeat.io/t/reakt-music/deep-stone. License code: TPPQ0BDS5ZP1NWZL
Introduction:
Welcome back to another insightful episode of EmailGeeks.Show, the podcast that brings together email marketing experts from around the globe.
I’m thrilled to host the legendary Joe Pulizzi, the “godfather of content marketing,” in this episode.
Joe is an entrepreneur, marketer, best-selling author, podcaster, and speaker and has influenced my journey as a content creator.
Joe shares his insights into content creation and strategies for standing out in a crowded digital landscape.
Key Discussion Points:
1. Breaking Through the Noise (00:00:01)
Joe discusses the importance of finding a unique area of differentiation to stand out amidst the content clutter.
Emphasizes the need to understand your target audience and leverage your unique skills and knowledge.
2. Joe’s Journey (00:01:30)
Joe shares his background in the publishing industry and the evolution of content marketing from custom media to a strategic marketing approach.
3. Content Creator vs. Content Entrepreneur (00:06:45)
Differentiates between content creators and content entrepreneurs, highlighting the importance of a “content tilt” for differentiation.
4. Building an Audience (00:12:30)
Joe advises focusing on one platform and being consistent in building a loyal audience over time, likening content creation to a marathon rather than a sprint.
5. Niche Focus (00:17:00)
Discusses the benefits of targeting a niche audience to become a leading informational expert in that area.
6. Email First Approach (00:23:45)
Joe explains the importance of not building content solely on rented platforms like social media. He emphasizes the value of controlling distribution through email.
7. Newsletters Referral Programs for (00:30:00)
Insights into successful referral programs used by newsletters like Morning Brew and The Hustle, and how they drive subscriber growth.
8. Content Marketing’s Role in Email (00:36:15)
Joe discusses how content marketing can enhance email programs by providing value beyond sales pitches.
9. Partnerships and Joint Ventures (00:43:00)
Encourages collaborations between non-competing companies to share content creation efforts and reach wider audiences.
10. Rising Above the Content Clutter (00:50:30)
Offers tips for content creators to differentiate themselves and maintain a long-term commitment to their audience.
Notable Quotes:
“You have to figure out your sweet spot and differentiate in a way that most creators don’t think about.” (00:00:45)
“Think of your email newsletter as a product, just like any other product you create.” (00:36:45)
“If you’re thinking short-term, don’t do content marketing. This is a marathon, not a sprint.” (00:14:15)
Conclusion:
Joe Pulizzi provides valuable insights into the world of content marketing and email strategy. His emphasis on differentiation, audience focus, and long-term commitment provides a roadmap for aspiring content entrepreneurs.
Follow Joe Pulizzi:
– Subscribe to The Tilt newsletter at thetilt.com
– Follow Joe on social media: @JoePulizzi
– Explore Joe’s books and content at joepulizzi.com
EmailGeeks.Show Season. 1 Episode: 10
Copywrite: DATAMEDIA | Sella Yoffe
Podcast Page: Email Geeks Show website
Episode Page: https://emailgeeks.show/joe-pulizzi/
———————
opening music: https://uppbeat.io/t/reakt-music/deep-stone
License code: TPPQ0BDS5ZP1NWZL
Book a 1/2 email deliverability discovery call.
Sella Yoffe
Email Deliverability & Email Marketing Expert
working with global email senders, startups, and ESPs to improve their deliverability and email authentication
Podcast host & Blogger @ CRM.BUZZ & EmailGeeks.Show
