Apple Mail’s new tabs: What email senders need to know

In the ever-evolving world of email, changes are always on the horizon; this time courtesy of Apple. With the release of iOS 18.2 and 18.5, Apple Mail introduced on-device categorization, a feature that automatically sorts incoming messages into tabs. If this sounds familiar, it’s because Gmail introduced a similar tabbed inbox back in 2013. That change sparked a wave of concern among email senders, yet ultimately reshaped how subscribers engage with their inboxes.

Apple Mail’s redesign will surely make an impact as well. Let’s dive into what this means for email senders and how you can adjust to the updates.

Apple Mail now categorizes emails into 4 distinct tabs:

• Primary: Messages from people you know and time-sensitive communications.
• Transactions: Receipts and order confirmations.
• Updates: Newsletters and social media notifications.
• Promotions: Sales and marketing emails.

By default, messages automatically sort into these tabs. However, users also have the ability to adjust the categorization manually. Notably, this feature only applies to Apple Mail on iOS, leaving desktop users unaffected for now.

It’s natural to wonder whether Apple Mail’s new tabs will impact email performance metrics. Historically, when Gmail introduced tabs, senders feared significant declines in open rates, especially for marketing emails routed to the Promotions tab. But those fears didn’t entirely materialize. Subscribers adapted, learned to navigate their tabs, and continued engaging with the content that mattered most to them.

That said, the new Apple Mail tabs feature will have some impact, particularly as users grow accustomed to the changes. But here’s the key takeaway: the Promotions and Update tabs are still part of the inbox. For newsletters and marketing emails, landing in one of these tabs doesn’t mean landing in the dreaded spam folder; it simply means a more organized inbox experience for the recipient. 

Apple’s updates go beyond tabs. Here are a couple additional features to note:

• Digest View: Apple groups messages from the same sender into a single view, making it easier for users to browse, archive, or delete emails.
• Summaries: Before opening an email, users receive a short AI-generated summary of its contents, with the option to tap 'Summarize' for lengthy emails.

These features highlight Apple’s continued focus on improving the user experience while giving senders new opportunities to stand out.

While there’s no immediate action required, here are a few best practices to keep in mind:

1. Focus on engaging content: As always, creating high-quality, relevant content is key to capturing attention, no matter the tab your email lands in.
2. Educate Subscribers: Encourage recipients to drag your emails to their Primary tab or adjust settings if they’d like to see your messages there.
3. Practice list hygiene: As bounces, unsubscribes, and spam complaints all impact engagement, and ultimately where your emails land, make sure you consistently keep your list clean and up-to-date.
4. Test Placement: Test for yourself where your mail is landing and seek to understand why Apple is placing it there. 

Whether it’s Gmail tabs, Apple’s Mail Privacy Protection, or now on-device categorization, the email world never stands still. While changes can feel daunting, they often pave the way for new opportunities to connect with audiences in meaningful ways.

Looking ahead, we expect more and more mailbox providers jumping on the Tabs bandwagon. And that’s a good thing. It's time that we as senders embrace the Promotional and Updates tabs instead of looking for ways to trick algorithms. As a colleague once said way back in 2013, "Send stuff people want and whatever inbox providers do with their interfaces will have little effect." This quote still rings true today.