Why the new iOS 18 Promotions tab is a game changer for email marketing

You’re probably hearing some buzz about the latest iOS 18 release and how it changed the way Apple Mail works with its categorization features. Most importantly, it introduces the previously dreaded “Promotions tab” into the Apple Mail ecosystem. This update is not too different from the Gmail Promotions tab, which Google introduced in 2013.

The good news is that there’s little to fear about this new landscape—there’s actually a lot to be excited about. Apple’s integration of email categorization is a win/win for both the recipient and sender within the email community.

Key takeaways

• The new feature set places your email where the recipient expects it to be, reducing the risk of cognitive dissonance.
• Since grouping within the Promotions tab is based on sender identity, the grouping of these emails means that you don’t have to send as many messages to be top of mind to the recipient. Instead, focus on brand recognition and communicating your value proposition.
• The basic tenets of email deliverability best practices that have always been at play now matter more than ever.

So, what exactly is happening with Apple Mail?

In November 2024, Apple released iOS 18 in beta, which brought some significant changes to how the default Apple Mail application worked within the Apple ecosystem. Released to the public in January 2025, it further validates the type of functionality that Gmail and other major inbox providers implemented in 2013.

In addition to other performance improvements and changes, the new iOS update introduced a default series of categories within the Apple Mail app:

• Primary tab: prioritizes essential emails like personal correspondence and time-sensitive updates
• Promotions tab: designed for promotional emails, offering a dedicated space for marketing messages
• Transactions tab: meant for things like shipping confirmations and balance updates
• Updates tab: more aligned with news, subscriptions, and social media alerts

It also offers the ability to manually categorize specific senders into the category of your choosing.

“It’s important to keep in mind that Gmail has had this type of functionality for over a decade,” says Michael Pattison, lead digital strategist at Klaviyo. “Not only have they kept their piece of the inbox provider pie, but email marketing has thrived just fine in Gmail inboxes.”

Wait, you said this was a good thing. I’ve always heard the Promotions tab is bad

Apple introducing the iOS 18 Promotions tab to their ecosystem is a signal that the shift can bring value to everyone, regardless of their inbox provider. Brands should be meeting their subscribers where they are, and this update will help you do just that.

As a marketer, you want to position your messages at the right time and place, so your customers are receptive to your message. The Promotions tab is the best spot for your message to land. If your message lands in the Primary tab, the recipient may be confused or even outright frustrated if they’re reading your message with the wrong context in mind.

“Email marketing has survived and thrived with promotional tabs before,” says Pattison. “Remember, tabs were a response to what consumers wanted from their inbox. Don’t fight consumer desire to organize their inbox. Meet them where they are and where they shop. Embrace the Promotions tabs and engage your customers with personalized content and offers.”

The Promotions tab also does the sender a huge service by consolidating all your prior messages into one group based on your sender address and overall identity.

What does this mean for you, the marketer? It’s easier than ever for a recipient to find the messages you’ve sent, both now and in the past. Apple has done the heavy lifting of grouping your past interactions together for the recipient to access and enjoy.

And this extends not only to Apple’s email recipients (think zach@icloud.com), but to any email address that an iOS user has connected to their Apple Mail application. That includes Gmail, Outlook, corporate email, and so on.

It’s no secret that smartphone use is nearly ubiquitous. That means this feature is going to categorize a huge percentage of email traffic. Apple’s adoption of this philosophy is a sign that the Promotions tab is something to respect and appreciate and that it’s not going anywhere.

Your preview text will be just as important as ever. Since Apple will join multiple emails’ previews into one view, (take the screenshot above as an example) it’s important to think about how you’re managing that real estate for clarity and consistency across multiple sends.

Double click on engagement to keep winning

Remember, the basic norms of email deliverability best practices still apply. Your brand’s identity and your subscribers’ awareness are still the most important factors in your success in your owned channels.

If your sender reputation is strong and you’re following proper opt-in management, then this new system will only serve you. Subscribers will be less likely to mark promotional emails as spam, as your emails will be categorized exactly where they should be.

“The true measure of your email performance is how much your recipients are engaging with your content,” says Shane McElroy, senior product manager at Klaviyo.

Additionally, setting up your brand identity with Apple Branded Mail will go a long way toward making it easier for your recipients to identify your brand at a glance. Apple Branded Mail “gives business owners the ability to add a brand logo and name to their business emails.” It effectively lets your brand stand out in the sea of unbranded content in their inbox.