Apple's iOS18 New Promotions Tab: It's About Time!
Have you noticed the changes in Apple Mail since the iOS 18 update? How there is a Promotions tab?
Well, if you're feeling a bit worried about your marketing emails being tucked away in that new "Promotions tab," we're here with some good news, it's actually a positive change for you and your customers.
What's changed in Apple Mail?
In January 2025, Apple rolled out iOS 18 to everyone after testing it in November 2024. The update introduced four categories in the Apple Mail app:
Primary tab: For personal messages and time-sensitive updates
Promotions tab: A dedicated space for marketing emails
Transactions tab: For order confirmations and balance updates
Updates tab: For news, subscriptions and social alerts
Sound familiar? It should, as Gmail has been doing this since 2013. And email marketing has been thriving just fine.
Why this is actually brilliant for marketers
Let's be honest, nobody wants to see a promotional email when they're looking for an urgent message from their boss. The new system puts your marketing emails exactly where customers expect to find them.
"Don't fight consumer desire to organise their inbox. Meet them where they are and where they shop," says Michael Pattison from Klaviyo. And we couldn't agree more.
Here's why this update is a win for everyone:
Your emails land in the right context. When customers are browsing the Promotions tab, they're in a shopping mindset, perfect for your marketing messages.
All your messages stay grouped together. Apple now bundles your previous emails based on your sender identity, making it easier for customers to find all your communications in one place.
Less pressure to send frequent emails. With your messages neatly grouped, you can focus on quality over quantity.
Better deliverability outcomes. When emails appear where customers expect them, they're less likely to mark them as spam. This is a win for your sender reputation.
What does this mean for your email strategy?
This update affects more than just iCloud email addresses. It impacts any email account connected to the Apple Mail app. With so many people using iPhones, this change will affect a huge portion of your email list.
Here's how to make the most of it:
Pay attention to your preview text. Apple now shows multiple email previews together, so make sure yours stands out and maintains consistency across campaigns.
Set up Apple Branded Mail. This adds your logo and brand name to your emails, helping customers spot your messages instantly.
Focus on engagement. As Shane McElroy from Klaviyo points out, "The true measure of your email performance is how much your recipients are engaging with your content."
Keep following best practices. Strong opt-in processes and good sender reputation matter more than ever.
It’s changed because it works.
Remember when Gmail introduced tabs in 2013? Many marketers panicked, but email marketing survived, and has actually performed better! This Apple update is simply validating what works well for users.
What should you do now?
Here are four things you can do to ensure your email is suitable for the Apple tabs:
Check how your emails appear in the new Apple Mail categories
Review your preview text strategy
Set up Apple Branded Mail if you haven't already
Focus on creating engaging content that delivers real value
The Promotions tab isn't a digital exile, it's a dedicated showcase for your marketing messages. By embracing this change rather than fighting it, you'll connect with customers who are actively looking for promotional content.
Remember, meeting your customers where they are is always better than trying to force them to find you somewhere else.
Have you noticed any changes in your email performance since the iOS 18 update? We'd love to hear your experiences.