🍎 Apple Mail Update: Big Changes for Email Marketers

Hey, it’s Ray again.

Apple just dropped some major updates in iOS 18’s Mail app, and if you send marketing emails, you need to know what’s changing.

Every time Apple tweaks its email features, marketers feel the impact. 

Whether it’s Mail Privacy Protection (MPP), Hide My Email, or now, smarter inbox organization. 

These updates can affect how your emails are seen, sorted, and engaged with.

But here’s the thing: Every change is an opportunity.

I’ve helped brands navigate Apple’s updates for years, from iOS 15’s tracking restrictions to MPP’s impact on open rates. 

And guess what? The brands that adapt always come out ahead.

So, let’s break down what’s new in Apple Mail.

How it could impact your email strategy. Most importantly, how to make sure your emails still land, get read, and drive revenue.

Apple's New Mail Categories Are Sorting Emails Like a Pro

You know how Gmail has those tabs like "Primary," "Social," and "Promotions"? 

Well, Apple Mail is joining the party with its own version called Mail Categories. 

This means your emails might land in different sections of the inbox, depending on their content.

But don't sweat it; being in the "Promotions" category isn't a bad thing. 

In fact, it can help your subscribers find your marketing emails more easily, without them getting lost among personal messages. 

The key here is to continue delivering valuable content that your audience wants to engage with.

Branded Mail: Put Your Logo in the Spotlight; Because Every Email Should Scream You!

Apple's rolling out a feature called Branded Mail, similar to BIMI (Brand Indicators for Message Identification). 

This allows businesses to display their logos directly in the email header, making your messages instantly recognizable.

Having your logo visible can boost open rates and reinforce brand trust. 

But here’s the deal, if you want that shiny Apple Branded Mail badge, you’ll need to jump through a few hoops. 

But don’t worry, I’ve got you! 

Here’s what you need to do:

1️⃣ Set up an account on Apple Business Connect, it’s your starting point.
2️⃣ Add your brand details and upload your logo so Apple knows you’re legit.
3️⃣ Verify your domain or email (this is key!) to prove you’re the real deal.
4️⃣ Make sure you’re DMARC compliant; Apple wants to see that your emails are secure.

Once you check these off, your emails will look way more official and trustworthy. 

It's an investment worth considering to make your emails stand out in a crowded inbox.

Digest View Tidies up Your Inbox by Grouping Emails Together, Less Clutter, More Clarity

Apple's new Digest View automatically groups emails from the same sender into a bundle.

For subscribers, this means a tidier inbox. 

For us marketers, it means we need to be strategic to ensure our emails don't get overlooked within these bundles.

Here’s my personal tip to stay effective:

• Craft compelling subject lines that grab attention.

• Ensure each email provides unique value to encourage engagement.

• Monitor your sending frequency to match your subscribers' preferences.

By focusing on relevance and timing, we can maintain strong engagement even with these changes.

AI Overviews: Turning Long Emails Into Quick, Easy Reads

Apple's introducing AI Overviews, which generate summaries of your emails, highlighting key information like the sender, subject, and date. 

This feature is still in beta, but it's a sign of where things are headed.

To make the most of this:

• Write clear and informative subject lines.

• Place essential information at the beginning of your emails.

• Keep your content concise and to the point.

This way, even if your email is summarized, the main message still gets across effectively.

Putting Yourself in Your Subscribers' Shoes

At the end of the day, our goal is to serve our subscribers better. 

These updates remind us to:

• Send relevant, engaging, and timely content.

• Respect privacy and build trust.

• Adapt our strategies to align with changing technologies.

I’ve been in the email marketing game long enough to know one thing, change is constant. 

But here’s the good news: when we focus on what our subscribers actually want and need, we don’t just adapt, we thrive.

I’ve seen updates like this before, and I know how frustrating they can feel. 

But I also know that with the right strategy, they don’t have to hurt your results. 

If you’re unsure how to adjust or just want to talk through a game plan, I’m here. 

Shoot me a message, and let’s figure it out together.

Cheers,

Raymond Chen 

Founder & CEO, 11 Agency

Let’s Make This Work for You

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

More Resources to Help You Win at Email Marketing

If you’re up about boosting your email game, I’ve got a few more gems for you:

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📝 Stay Ahead with 2025’s Email Marketing Trends

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