Apple is rolling out a new Apple Intelligence feature that replaces traditional preambles in Apple Mail with AI-generated summaries. While this update is already live in the USA, it will launch in the UK this December.
For CRM users and marketers, this represents both a challenge and an opportunity to rethink email strategy.
What’s Changing?
Rather than displaying the first few lines of an email, Apple Mail now shows an AI summary it generates based on the content of your email. While this might sound convenient for recipients, it removes control from marketers over how their email is presented.
Why This Matters for UK CRM Users
- You No Longer Control the Preview:
Your carefully crafted preamble could be replaced by a generic or misleading summary, altering how recipients perceive your email before opening it. - Affecting a Global Audience:
Apple Mail users account for 52% of email opens worldwide, making this change impossible to ignore for anyone sending mass emails. - Privacy-First Features Continue to Dominate:
Building on Mail Privacy Protection and Private Cloud Relay, this update reinforces Apple’s privacy agenda while challenging marketers to innovate.
Preparing for the UK Rollout in December
To stay ahead, CRM users should:
- Focus on Subject Lines: Make them clear, intriguing, and value-driven, as they’ll now carry more weight.
- Simplify Your Content: Write concise, focused emails that AI is less likely to misinterpret in its summaries.
- Monitor Engagement Metrics: With open rates becoming less reliable, shift your focus to click-through rates and conversions.
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