The iOS 18 Impact: What Email Marketers Need to Know About Apple’s Latest Release

Every year, Apple’s latest iOS release feels like Groundhog Day for email marketers—another update, another round of unpredictable shockwaves through the industry. 

Remember: Staying informed and proactive is key to staying ahead.

In this episode of Email After Hours, we dig into iOS 18 and its ripple effects on email marketing strategies. 

Our expert guest is Jay Schwedelson, President and CEO of Outcome Media, and the founder of SubjectLine.com. He joins Guy and Danielle to break down what’s new, what it means for your campaigns, and how to get ahead of the curve—before the inbox alarm goes off all over again.

Topics include: AI-driven inbox categorization, monitoring KPIs, and adapting to dwindling open rates.

SOME EPISODE HIGHLIGHTS:

• (02:21) Apple’s four new email categories and the impact on marketers
• (06:14) Digest view: The new roll-up for brand emails
• (14:37) Can AI discern between critical and marketing emails?
• (18:32) Gmail and Yahoo’s automated extractions
• (23:34) Are ESPs ready for the next wave of email interaction?
• (26:03) Jay’s advice: Do nothing (for now…)
• (33:06) Declining open rates: Why it’s happening and what to do