iOS 18: A Huge Shift for Email Marketing
Apple's anticipated iOS 18 update is poised to dramatically reshape the mobile landscape, not just for email but for all app interactions. Rumour has it that the inclusion of both AI-driven email summarisation directly on the phone's lock screen and a new "priority notifications" feature could fundamentally alter how users engage with their devices.
This seismic shift presents a dual challenge and opportunity for email marketers. As mobile users increasingly rely on quick, digestible information, crafting compelling email content that stands out in these AI-generated summaries will be paramount.
The Dawn of AI-Generated Email Summaries
With the iOS 18 mobile update, Apple phones might get a game-changing feature: AI-generated email summaries, as shown below. This innovation will fundamentally alter how recipients interact with their inboxes. Instead of relying solely on subject lines, users will be presented with concise summaries generated by AI algorithms.
The implications for content creators are far-reaching. The days of crafting compelling subject lines alone to entice opens are numbered. Now, the content within the email itself must be equally captivating. Marketers must shift their focus to crafting compelling narratives that not only grab attention but also resonate with the target audience.
The New Era of Copywriting
The art of copywriting is about to be reinvented. With AI scrutinising email content to generate mobile summaries, every word will matter. Email marketing managers must hone their ability to write concise, persuasive, and informative copy that effectively communicates the core message. The emphasis will shift from crafting catchy subject lines to developing engaging email bodies that can stand on their own.
This new landscape demands a strategic approach to content creation. Tools like Marketing Cloud Gen AI can be invaluable in this process. By training the AI on a company’s unique brand voice, tone, and messaging guidelines, marketers can generate a variety of copy options to explore. This not only accelerates content production but also fosters creativity by providing fresh perspectives and ideas.
Could the future involve AI trained to understand how the iOS 18 AI algorithm processes information and come up with the best formula for success? This could enable marketers to strategically position key information and calls to action, increasing the likelihood of their message being accurately represented in the AI-generated summary.
Similarly, AI could be used to analyse audience data to identify trends and preferences, helping to tailor messaging with precision at every angle.
While human copywriters will remain essential for crafting compelling narratives and ensuring brand authenticity, AI can be a powerful collaborator, enhancing efficiency and effectiveness.
Mastering the AI
To thrive in this new era of mobile email marketing, content creators must become adept at understanding and leveraging AI. It’s essential to grasp how AI algorithms process information and generate summaries. By comprehending the AI’s strengths and limitations, they can optimise their email content accordingly.
Experimentation will be key. By testing different content structures, writing styles, and keyword placements, marketers can gain valuable insights into how to influence AI-generated mobile summaries. It’s crucial to remember that AI is a tool, and with the right approach, it can be harnessed to enhance mobile email performance.
The Importance of Clear Sender Identity
While AI-generated summaries will play a pivotal role in shaping email interactions, the importance of clear sender identity cannot be overstated. Recipients must be able to quickly identify the sender and determine the relevance of the email. Therefore, sender names and email addresses must be clear and recognisable.
A strong sender reputation is also essential. Building trust with recipients is crucial for email deliverability and engagement. By consistently delivering valuable content and adhering to email marketing best practices, marketers can enhance their sender reputation and increase the likelihood of their emails being opened and read.
The Rise of Priority Notifications
Apple’s iOS 18 introduces priority notifications, a new feature designed to streamline the notification experience. These notifications appear at the top of the notification stack, providing users with a quick overview of essential information. Moreover, Apple is introducing summaries for notifications, allowing users to scan information faster.
For email, iOS 18 takes this a step further with priority messages in Mail. This feature elevates time-sensitive emails to the top of the inbox, ensuring crucial messages, such as invitations with deadlines or flight check-in reminders, are not overlooked.
The implications for marketers are significant. This increased competition for user attention means email marketers will need to refine their strategies to stand out. Time-sensitive offers and urgent messages will likely benefit from this feature as they have a higher chance of being seen. However, it’s crucial to avoid overusing this feature, as excessive priority notifications could diminish their effectiveness.
Content creators will need to carefully consider when and how to utilise priority messages.
The Need for Rigorous Testing
The introduction of iOS 18 necessitates rigorous testing across various devices and email clients to ensure optimal email performance.
As marketers optimise campaigns to increase the likelihood of achieving priority notification status, understanding the criteria used by iOS 18 to determine priority will be crucial. Crafting compelling subject lines and email content that clearly convey urgency or importance will also be essential.
Additionally, close attention must be paid to how email content is displayed on iOS 18 devices, as the AI-generated summary may impact email layout and design. Marketers must adjust their email templates and designs accordingly to deliver a seamless user experience.
The Power of ALT Text
While AI is becoming increasingly sophisticated, it still relies heavily on visual cues. To maximise the effectiveness of AI-generated summaries, marketing managers must prioritise the use of descriptive ALT text for all images. ALT text provides essential context for the AI, helping it accurately interpret the visual content of the email.
By incorporating informative ALT text, the chances of emails being accurately summarised and presented to recipients can be increased. This is particularly important for image-heavy emails, where ALT text can provide crucial information about the email’s content.
Personalisation: The Cornerstone of Success
With these technological advancements, the importance of personalisation remains unwavering. In fact, personalisation becomes even more critical in the age of AI-generated summaries. By tailoring email content to individual preferences and behaviours, marketers can increase engagement and drive conversions.
Salesforce Marketing Cloud can be a powerful ally in this endeavour. By leveraging data analytics and AI capabilities, Salesforce Marketing Cloud can provide valuable insights into customer behaviour and preferences. This information can be used to create highly targeted and personalised email campaigns.
Furthermore, Salesforce Marketing Cloud can offer automation features that streamline the personalisation process. By automating tasks such as data segmentation, content creation, and email delivery, marketers can save time and improve efficiency.
The Impact on Black Friday and Cyber Monday
The upcoming holiday shopping season is gearing up to be a competitive battleground. However, Apple’s potential iOS 18 update, featuring AI-driven email summaries on the lock screen, adds a fresh layer of complexity for businesses aiming to capture consumer attention.
To thrive during Black Friday and Cyber Monday, brands must master the art of personalised storytelling. By crafting compelling email campaigns that resonate deeply with their audience and leveraging the power of AI, marketers can increase sales and foster customer loyalty.
While the specifics of iOS 18 remain uncertain, one thing is clear: the email marketing landscape is in constant evolution. To stay ahead, businesses must be adaptable and informed. The potential for AI-generated email summaries highlights the critical need for engaging copy, a deep understanding of AI technology, and a laser focus on personalisation. By harnessing these elements and the capabilities of platforms like Salesforce Marketing Cloud, marketers can navigate this evolving terrain and achieve success.
At Pracedo, we’re not just Salesforce Consultants. We’re the driving force behind innovation, change, and visionary solutions dedicated to boosting revenue. Our mission is to redefine the customer journey by simplifying processes and helping people to work smarter, not harder. Our purpose is to create a lasting impact on people, organisations, and communities, all powered by the capabilities of Salesforce.
Our holding company, Ascendion is a global, leading provider of AI-first software engineering services, delivering transformative solutions across North America, APAC, and Europe. Headquartered in New Jersey, Ascendion combines technology and talent to deliver technical debt relief, improve engineering productivity solutions, and accelerate time to value, driving clients’ digital journeys with efficiency and velocity. Guided by “Engineering to the power of AI” [Engineering AI] methodology, Ascendion integrates AI into software engineering, enterprise operations, and talent orchestration, to address critical challenges of trust, speed, and capital.
Tags: Salesforce, AI, Salesforce Service Cloud, CRM
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Bailey Green, Director of Marketing Technology, Data & AI at Pracedo
This article was written by Bailey Green, an expert in Data, AI and Marketing. Since joining the team in November 2021, Bailey has unfurled a vast canvas of knowledge and skill, particularly in Salesforce Marketing Cloud, where he has spent over seven years honing his craft. His tenure is marked by a profound commitment to excellence, primarily in the Financial Services industry, where he has led projects and teams with a visionary approach.
Bailey's journey through the realm of Salesforce consulting is not just a path walked; it's a trail blazed. With years of consulting experience under his belt, his strategic acumen and analytical prowess have been instrumental in driving business transformations across the board. Bailey's mastery over Salesforce solutions isn't confined to a single facet; it spans the entire lifecycle of customer engagement—from lead generation to customer retention. His strategies are not only innovative but impactful, fostering growth and enhancing sales processes for numerous enterprises.
His role as a Practice Director at Pracedo is a testament to his ability to inspire change and cultivate success through the effective use of Salesforce technologies.Possessing a deep understanding of Salesforce Service Cloud, he has led complex projects from requirements gathering to deployment and user adoption. Josh's expertise lies in bridging the gap between business needs and technical solutions, enabling organisations to optimise their operations and achieve their strategic goals. Driven by a passion for technology, AI and Service Cloud, he delivers innovative solutions that enable customers to reach their goals.
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