Insights from Listrak Intelligence

Following our initial coverage of the Apple Mail changes introduced with the iOS 18 in December 2024, Listrak Intelligence has been closely monitoring user behavior and campaign performance across our platform to assess the real-world impact on retail marketers.

Our analysis reveals meaningful shifts in inbox engagement and click behavior—driven by Apple’s sender grouping, categorization of messages, clipped content, and AI driven preheader text. These updates are reshaping how, when, and even if promotional emails are seen, forcing marketers to rethink how they optimize for visibility and conversions.

Below are six key changes we’ve observed along with strategic recommendations to help you adjust and maintain strong performance in this new environment.

By the Listrak numbers

• 0.31% Average iOS CTR
• 68% iOS18 Adoption Across all iPhones
• 54% of Promotional Email Lists that are AppleMail Users
• 69% Average iOS Open Rate 

Key Change #1: Tabbed Inbox

iOS CTRs have dropped 15% since the iOS 18 rollout

Apple Mail now uses AI to automatically sort emails into new inbox tabs—Primary, Transactions, Promotions, and Updates. While this helps users prioritize messages, it’s reduced the visibility of marketing messages, which are now placed in the Promotions tab by default.

• Brand emails no longer land in the Primary inbox unless manually configured by the user, introducing a new barrier to visibility. However, trusted, high-engagement brands may be added to Primary via user customization, creating a strong incentive to build loyalty and recognition.
• This shift has also changed the notifications that display for messages. Notifications will only fire for Primary tab messages which also reduces overall visibility for those who like to keep their inbox at 0.

Key Change #2: Messages Grouped by From Name

Older, unread messages are seeing a 10% lift in attributed revenue

Apple Mail now groups messages by sender name and displays the oldest unread message first within that group. This means new campaigns may be buried beneath previously unopened emails impacting open rates and visibility for new messages, especially when older emails went unopened.

This increase in engagement with older messages rises to over 25% for brands that send more frequently.

• Focus on compelling subject lines, personalized value, and engagement-focused messaging to reduce message fatigue.  
• Test different From Names that will break out into separate branded groups if not Apple Branded
• Leverage open-time optimized product recommendations to ensure even older emails display the most up-to-date, relevant products when opened.
• Utilize saved content for promotional messaging that might change over time. Leverage evergreen content in non-sales times so that if older messages are opened, the newest deals/content is available and accurate.

Key Finding #3: Clipped Email Previews

Only the top 250–350px of your email is visible by default

With iOS 18, messages being lumped under one sender are getting clipped in the preview pane. This means subscribers can quickly scan the top of a message without opening it—and many may not scroll down or engage with deeper content. 

• The top of your email needs to do more heavy lifting. Prioritize clear, benefit-driven call-to-actions “above the fold,” and ensure design and messaging work hand-in-hand to capture attention fast.
• GIFs are a great way to catch attention in this short format 
• Be critical of navigation/evergreen items above the fold, if they don’t add value, test removing them all together to get your core content in-view.

Key Finding #4: Brand Identity in the Inbox

Apple introduces brand-specific inbox identity for select users

Similar to branded contact cards in Messages and BIMI, Apple Mail is now supporting enhanced inbox branding—allowing senders to display a verified logo, sender name, and color accent in select inbox views.

• This feature boosts trust, visual recognition, and stand-out appeal in a crowded inbox. Though few brands have gone through this authentication process (about 10% of senders), it’s a forward-looking opportunity—so it’s wise to align your sender name, logo usage, and brand visuals now to stand out.
• • Unlike BIMI, this is free to do. Instructions here.
  • Once authenticated your Brand Name will show as what was authenticated through the process and From Names will no longer change this Brand bucketing.

Key Finding #5: AI-Generated Pre-Header Text

Roughly 9% of iPhone users are seeing Apple’s summary instead of your pre-header

For iPhone 15 Pro/Max and newer, Apple Mail may ignore your designated pre-header and instead use its own AI-generated preview, drawn from the text in your email.

• Prioritize strong subject lines—this is still your best chance to drive opens
• Lead with clear, compelling live text (not just images)
• Keep a healthy text-to-image balance (around 60/40)
• Reinforce key messaging in the email body, not just the pre-header
• Monitor performance across devices and continue A/B testing.
• Ensure you save all messages with a text only variation.
• This change also applies to SMS messages as well on the same devices.

‍

Key Finding #6 – Badge Notifications Filtered by Category

Unread message counts now reflect only Primary-tab messages

Apple Mail now shows notification badge alerts only for unread messages in the Primary category. This update works in tandem with inbox tabbing to suppress lower-priority content like promotions from triggering a badge.

‍

Summary  

Apple’s iOS 18 Mail updates are changing the game for promotional email—reducing visibility, reshaping engagement patterns, and introducing new hurdles for conversion. But brands that stay proactive—through smart segmentation, personalized and mobile-first content, consistent sending strategies, A/B testing, and strong brand identity—can still outperform and outlast the disruption.

Knowledge is your competitive edge. Follow the recommendations outlined above, and if you’re ready to evaluate performance or fine-tune your strategy, connect with your Listrak Account Manager for expert guidance.