3 added
6 removed
Original
2026-01-01
Modified
2026-03-10
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<p>What would autumn be without<a>an update</a>from<a>Apple</a>?</p>
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<p>What would autumn be without<a>an update</a>from<a>Apple</a>?</p>
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<p>Right when you’re in the thick of finalizing your<a>Black Friday Cyber Monday</a>plans, the tech giant announces changes that can shift the ground under your feet.</p>
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<p>Right when you’re in the thick of finalizing your<a>Black Friday Cyber Monday</a>plans, the tech giant announces changes that can shift the ground under your feet.But don’t worry too much yet-this year’s announcement isn’t likely to throw a wrench into any well-laid plans, and the changes you’ll make will bring you one step closer to a symbiotic relationship with your subscribers across<a>email</a>,<a>SMS</a>, and<a>push notifications</a>.</p>
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<p>But don’t worry too much yet-this year’s announcement isn’t likely to throw a wrench into any well-laid plans, and the changes you’ll make will bring you one step closer to a symbiotic relationship with your subscribers across<a>email</a>,<a>SMS</a>, and<a>push notifications</a>.</p>
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<p>Let’s dig into the changes.</p>
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<p>Let’s dig into the changes.</p>
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<h2>New inbox categorization will prioritize known senders and time-sensitive messages</h2>
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<h2>New inbox categorization will prioritize known senders and time-sensitive messages</h2>
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<p>The most significant change to how subscribers-those who use Apple Mail-will see your emails is Apple’s new inbox categorization.</p>
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<p>The most significant change to how subscribers-those who use Apple Mail-will see your emails is Apple’s new inbox categorization.</p>
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<p>The<strong>primary</strong>tab will prioritize messages from friends, family, and colleagues as well as time-sensitive messages. (This may evolve over time, so it’s worth keeping an eye on it.)</p>
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<p>The<strong>primary</strong>tab will prioritize messages from friends, family, and colleagues as well as time-sensitive messages. (This may evolve over time, so it’s worth keeping an eye on it.)</p>
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<p>Apple hasn’t made it clear whether they’ll differentiate a marketing email trying to prompt subscribers to visit a brand’s site before a promotion ends from, say, a reminder to check in for an upcoming flight.</p>
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<p>Apple hasn’t made it clear whether they’ll differentiate a marketing email trying to prompt subscribers to visit a brand’s site before a promotion ends from, say, a reminder to check in for an upcoming flight.</p>
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<p>So, it’s worth keeping an eye on your marketing messages that include<a>countdown timers</a>, as well as<a>subject lines</a>,<a>preview text</a>, or header language that specifies a timeline. Set up a dummy email address-if you haven’t already-and see where your marketing messages with urgent language land.</p>
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<p>So, it’s worth keeping an eye on your marketing messages that include<a>countdown timers</a>, as well as<a>subject lines</a>,<a>preview text</a>, or header language that specifies a timeline. Set up a dummy email address-if you haven’t already-and see where your marketing messages with urgent language land.</p>
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<p>Image source: Apple</p>
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<p>Image source: Apple</p>
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<p>Apple will organize emails that aren’t time-sensitive or from friends, family, or colleagues into new categories, based on how people interact with your emails:</p>
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<p>Apple will organize emails that aren’t time-sensitive or from friends, family, or colleagues into new categories, based on how people interact with your emails:</p>
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<p>Transactions</p>
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<p>Transactions</p>
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<p>For receipts and order confirmations</p>
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<p>For receipts and order confirmations</p>
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<p>Promotions</p>
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<p>Promotions</p>
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<p>For marketing and sales messages</p>
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<p>For marketing and sales messages</p>
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<p>Updates</p>
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<p>Updates</p>
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<p>For newsletters and everything else</p>
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<p>For newsletters and everything else</p>
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<p>Shane McElroy, product manager at Klaviyo, recommends focusing on 2 areas to keep your emails in the most visible category.</p>
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<p>Shane McElroy, product manager at Klaviyo, recommends focusing on 2 areas to keep your emails in the most visible category.</p>
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<h3>1. Develop a segmentation strategy that prioritizes your most engaged audience</h3>
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<h3>1. Develop a segmentation strategy that prioritizes your most engaged audience</h3>
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<p>A batch-and-blast strategy could put your sender reputation at risk, and is a poor overall<a>B2C CRM strategy</a>.</p>
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<p>A batch-and-blast strategy could put your sender reputation at risk, and is a poor overall<a>B2C CRM strategy</a>.</p>
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<p>But a thoughtful<a>segmentation strategy</a>-sending more regularly to your most engaged subscribers, and sending less frequently to those who engage less-will help you get relevant messaging to the people most likely to open and click.</p>
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<p>But a thoughtful<a>segmentation strategy</a>-sending more regularly to your most engaged subscribers, and sending less frequently to those who engage less-will help you get relevant messaging to the people most likely to open and click.</p>
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<h3>2. Make sure your content is engaging and relevant to your audience</h3>
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<h3>2. Make sure your content is engaging and relevant to your audience</h3>
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<p>A string of endless emails promoting sales bores subscribers and risks losing their attention.</p>
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<p>A string of endless emails promoting sales bores subscribers and risks losing their attention.“Even before iOS 18 goes into full effect, it’s solid marketing to have a balance of educational content,<a>news pieces</a>, and<a>promotion</a>,” McElroy says.It’s also worth creating content that goes the extra mile to encourage engagement, such as:</p>
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<p>“Even before iOS 18 goes into full effect, it’s solid marketing to have a balance of educational content,<a>news pieces</a>, and<a>promotion</a>,” McElroy says.</p>
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<p>It’s also worth creating content that goes the extra mile to encourage engagement, such as:</p>
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<ul><li><a>Surveys</a></li>
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<ul><li><a>Surveys</a></li>
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<li>Quizzes</li>
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<li>Quizzes</li>
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<li><a>Gamification</a>(if it’s appropriate for your brand)</li>
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<li><a>Gamification</a>(if it’s appropriate for your brand)</li>
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</ul><p>“A healthy mix of content, especially when personalized and spread across channels, can increase subscriber engagement,” says Mindy Regnell, head of market intelligence at Klaviyo. “It can also help inbox providers see your brand as more than just promotional-potentially improving your inbox placement.”</p>
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</ul><p>“A healthy mix of content, especially when personalized and spread across channels, can increase subscriber engagement,” says Mindy Regnell, head of market intelligence at Klaviyo. “It can also help inbox providers see your brand as more than just promotional-potentially improving your inbox placement.”</p>
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<blockquote>A healthy mix of content, especially when personalized and spread across channels, can increase subscriber engagement and help inbox providers see your brand as more than just promotional-potentially improving your inbox placement.</blockquote>Mindy Regnell, head of market intelligence<p>Klaviyo</p>
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<blockquote>A healthy mix of content, especially when personalized and spread across channels, can increase subscriber engagement and help inbox providers see your brand as more than just promotional-potentially improving your inbox placement.</blockquote>Mindy Regnell, head of market intelligence<p>Klaviyo</p>
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<h2>Apple Mail will group your emails together</h2>
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<h2>Apple Mail will group your emails together</h2>
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<p>The new iOS update will also group messages by sender in the Transactions, Updates, and Promotions tabs. Your subscribers will see the sender name and the subject lines for that sender’s 2 most recent messages. If they select a sender, they’ll enter “Digest View”, which groups all messages from that sender into a single unified view, displaying a snippet of each message. These snippets can be expanded into the full message by clicking “See more”.</p>
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<p>The new iOS update will also group messages by sender in the Transactions, Updates, and Promotions tabs. Your subscribers will see the sender name and the subject lines for that sender’s 2 most recent messages. If they select a sender, they’ll enter “Digest View”, which groups all messages from that sender into a single unified view, displaying a snippet of each message. These snippets can be expanded into the full message by clicking “See more”.</p>
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<p>With this change, it will be important to make sure your brand voice is consistent across the customer journey-the last thing you need is for a subscriber to see you contradict yourself in side-by-side emails. Make sure you also use a consistent sender email address and sender name-Apple will identify you by those attributes.</p>
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<p>With this change, it will be important to make sure your brand voice is consistent across the customer journey-the last thing you need is for a subscriber to see you contradict yourself in side-by-side emails. Make sure you also use a consistent sender email address and sender name-Apple will identify you by those attributes.</p>
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<p>First impressions will also be more important than ever. Not just your subject line, but your header and the first few lines of copy in your emails will become even more prime real estate than they would normally be.</p>
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<p>First impressions will also be more important than ever. Not just your subject line, but your header and the first few lines of copy in your emails will become even more prime real estate than they would normally be.</p>
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<p>Apple won’t display preview text, so it’s important that your subject lines make sense on their own.</p>
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<p>Apple won’t display preview text, so it’s important that your subject lines make sense on their own.</p>
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<p>Your first order of business once the update is in full effect should be to look at your brand’s emails in the Apple Mail app and make sure your design team makes any necessary changes. It’s also a good idea to use Apple’s new<a>Branded Mail</a>feature, especially if you’re already using<a>BIMI</a>. It’s free for any verified business and your brand name and logo will appear to customers in their Apple Inbox, helping you stand out in the crowd.</p>
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<p>Your first order of business once the update is in full effect should be to look at your brand’s emails in the Apple Mail app and make sure your design team makes any necessary changes. It’s also a good idea to use Apple’s new<a>Branded Mail</a>feature, especially if you’re already using<a>BIMI</a>. It’s free for any verified business and your brand name and logo will appear to customers in their Apple Inbox, helping you stand out in the crowd.</p>
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<h2>Apple Intelligence will summarize your emails (but only for Apple Mail users)</h2>
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<h2>Apple Intelligence will summarize your emails (but only for Apple Mail users)</h2>
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<p>Take a deep breath-this isn’t as big of a deal as it sounds. First of all, the new Apple Intelligence will only be available for certain iPhone models:</p>
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<p>Take a deep breath-this isn’t as big of a deal as it sounds. First of all, the new Apple Intelligence will only be available for certain iPhone models:</p>
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<ul><li>iPhone 15 Pro</li>
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<ul><li>iPhone 15 Pro</li>
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<li>iPhone 15 Pro Max</li>
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<li>iPhone 15 Pro Max</li>
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<li>All iPhone 16 models</li>
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<li>All iPhone 16 models</li>
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</ul><p>But yes, they will provide summaries of your marketing emails for Apple Mail users. While Apple hasn’t made the specifics clear, brands should expect to see some content alterations by Apple Intelligence.</p>
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</ul><p>But yes, they will provide summaries of your marketing emails for Apple Mail users. While Apple hasn’t made the specifics clear, brands should expect to see some content alterations by Apple Intelligence.</p>
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<p>It’s important to keep this key point in mind: Apple Intelligence will be drawing from your incoming email content, preview text, alt text for images, and subscriber engagement history.</p>
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<p>It’s important to keep this key point in mind: Apple Intelligence will be drawing from your incoming email content, preview text, alt text for images, and subscriber engagement history.</p>
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<p>Here are 2 ways to make sure Apple’s summary for Apple Mail users does right by your brand:</p>
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<p>Here are 2 ways to make sure Apple’s summary for Apple Mail users does right by your brand:</p>
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<p>Message content</p>
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<p>Message content</p>
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<p>Make sure your marketing emails are very clear.</p>
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<p>Make sure your marketing emails are very clear.</p>
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<p>Preview text</p>
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<p>Preview text</p>
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<p>Make sure your preview text is clear and specific, but don’t rely too heavily on it. Some subscribers might see Apple’s summary of it instead of what your team wrote.</p>
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<p>Make sure your preview text is clear and specific, but don’t rely too heavily on it. Some subscribers might see Apple’s summary of it instead of what your team wrote.</p>
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<p>“This part of the update further underscores the importance of relevant, high-quality, personalized email content,” says Nader Fotouhi, group product manager at Klaviyo.</p>
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<p>“This part of the update further underscores the importance of relevant, high-quality, personalized email content,” says Nader Fotouhi, group product manager at Klaviyo.</p>
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<blockquote>This part of the update further underscores the importance of relevant, high-quality, personalized email content.</blockquote>Nader Fotouhi, group product manager<p>Klaviyo</p>
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<blockquote>This part of the update further underscores the importance of relevant, high-quality, personalized email content.</blockquote>Nader Fotouhi, group product manager<p>Klaviyo</p>
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<h2>Rich Communication Services (RCS) will upgrade your SMS game</h2>
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<h2>Rich Communication Services (RCS) will upgrade your SMS game</h2>
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<p>RCS-an enhanced version of SMS that makes mobile messaging more dynamic-has been around for a while between peers on Android, but Apple is finally getting on board.</p>
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<p>RCS-an enhanced version of SMS that makes mobile messaging more dynamic-has been around for a while between peers on Android, but Apple is finally getting on board.</p>
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<p>What does it mean?</p>
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<p>What does it mean?</p>
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<p>RCS lets you send and receive “rich” messages, similar to what you can do on WhatsApp:</p>
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<p>RCS lets you send and receive “rich” messages, similar to what you can do on WhatsApp:</p>
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<ul><li>High-resolution images and videos</li>
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<ul><li>High-resolution images and videos</li>
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<li>Enhanced emojis and stickers</li>
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<li>Enhanced emojis and stickers</li>
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<li>In-app video calling</li>
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<li>In-app video calling</li>
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<li>Advanced functionality for group chats</li>
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<li>Advanced functionality for group chats</li>
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<li>Cross-device messaging (for using multiple devices with a single identity)</li>
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<li>Cross-device messaging (for using multiple devices with a single identity)</li>
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</ul><p>But that’s not all. RCS also supports features that can help your brand level up your mobile communications with subscribers:</p>
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</ul><p>But that’s not all. RCS also supports features that can help your brand level up your mobile communications with subscribers:</p>
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<ul><li><strong>Interactive elements</strong>like buttons for surveys and carousels to showcase multiple products</li>
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<ul><li><strong>Interactive elements</strong>like buttons for surveys and carousels to showcase multiple products</li>
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<li><strong>Longer messages</strong>up to 10,000 characters, providing more context and detail</li>
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<li><strong>Longer messages</strong>up to 10,000 characters, providing more context and detail</li>
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<li><strong>Branded messaging</strong>, including custom color palettes, logos, and icons to help you stand out</li>
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<li><strong>Branded messaging</strong>, including custom color palettes, logos, and icons to help you stand out</li>
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<li><strong>Business verification</strong>that includes contact information and verified badges to build trust with subscribers</li>
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<li><strong>Business verification</strong>that includes contact information and verified badges to build trust with subscribers</li>
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<li><strong>Embedded QR codes</strong>for easy in-person redemption</li>
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<li><strong>Embedded QR codes</strong>for easy in-person redemption</li>
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<li><strong>In-app payments</strong>so customers can complete transactions without leaving the messaging app</li>
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<li><strong>In-app payments</strong>so customers can complete transactions without leaving the messaging app</li>
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<li><strong>Read receipts</strong>to gain insight into who has viewed your messages for better reporting</li>
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<li><strong>Read receipts</strong>to gain insight into who has viewed your messages for better reporting</li>
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<li><strong>Typing notifications</strong>to know when a customer is typing, which helps build a more responsive, two-way conversation for customer support</li>
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<li><strong>Typing notifications</strong>to know when a customer is typing, which helps build a more responsive, two-way conversation for customer support</li>
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</ul><p>At Klaviyo, we’re actively developing RCS capabilities-expect to see them in 2025. For a deeper dive into RCS and how it will affect your SMS program, read our<a>RCS blog</a>.</p>
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</ul><p>At Klaviyo, we’re actively developing RCS capabilities-expect to see them in 2025. For a deeper dive into RCS and how it will affect your SMS program, read our<a>RCS blog</a>.</p>
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<h2>Apple will summarize-and prioritize-your push notifications</h2>
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<h2>Apple will summarize-and prioritize-your push notifications</h2>
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<p>Instead of the actual body content of push notifications, your push audience will now see an Apple-generated summary when notifications are collapsed.</p>
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<p>Instead of the actual body content of push notifications, your push audience will now see an Apple-generated summary when notifications are collapsed.</p>
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<p>But don’t fret just yet-and definitely don’t fire the writer in charge of your push notifications. As of now, summaries may only appear for notifications from Apple Messages, Apple Mail, Apple Calendar, Slack, and WhatsApp.</p>
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<p>But don’t fret just yet-and definitely don’t fire the writer in charge of your push notifications. As of now, summaries may only appear for notifications from Apple Messages, Apple Mail, Apple Calendar, Slack, and WhatsApp.</p>
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<p>But Apple will also display priority notifications on the top of a phone’s lock screen and notification center, smartly determining which notifications are most important and giving priority to apps and contacts the user interacts with most often. Recipients will also be able to customize which notifications they deem to be most important.</p>
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<p>But Apple will also display priority notifications on the top of a phone’s lock screen and notification center, smartly determining which notifications are most important and giving priority to apps and contacts the user interacts with most often. Recipients will also be able to customize which notifications they deem to be most important.</p>
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<p>Image source: Apple</p>
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<p>Image source: Apple</p>
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<p>“The best way to continue to grow your push program in response to these updates is to make sure your push notifications are timely, personalized, and concise,” says Mark Piana, lead product manager at Klaviyo.</p>
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<p>“The best way to continue to grow your push program in response to these updates is to make sure your push notifications are timely, personalized, and concise,” says Mark Piana, lead product manager at Klaviyo.</p>
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<blockquote>The best way to continue to grow your push program in response to these updates is to make sure your push notifications are timely, personalized, and concise.</blockquote>Mark Piana, lead product manager<p>Klaviyo</p>
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<blockquote>The best way to continue to grow your push program in response to these updates is to make sure your push notifications are timely, personalized, and concise.</blockquote>Mark Piana, lead product manager<p>Klaviyo</p>
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<p>Power smarter digital relationships with Klaviyo.</p>
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<p>Power smarter digital relationships with Klaviyo SMS.</p>
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<p><a>Get started</a></p>
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<p><a>Get started</a></p>
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