Today’s operating system update presents an opportunity for marketers to deliver a better experience for consumers. 

Today Apple released iOS 18, which includes some significant updates that will impact marketers. 

Here’s what you need to know.

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RCS support is finally here

The latest iOS update brings support for Rich Communication Services (RCS), marking a significant enhancement in how iOS users can communicate with those outside the Apple ecosystem. As we covered back in June, RCS promises a richer media experience and the convenience of delivery and read receipts. 

Marketers really want to familiarize themselves with RBM, or RCS business messaging. It’s a form of application-to-person (A2P) communication that allows brands to connect with their customers. While RCS allows peer-to-peer communication, RBM enables businesses to reach consumers.

RCS was enabled in today's launch of iOS 18, and RBM is expected to be a fast-follow that carriers like Verizon, AT&T, T-Mobile, etc., will enable soon. At Attentive, we're actively working on RBM and believe the technology will elevate the text experience and enable true personalization and AI automation.

This evolution from existing SMS to vibrant and engaging formats like RBM will transform how brands connect with consumers, making every interaction more impactful and measurable. With our investments in AI, we are excited to leverage RCS to develop more personalized experiences for consumers across their journey with a brand.
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- Nakul Narayan, CPO at Attentive

RBM will allow brands to personalize each customer's experience in a rich, conversational format within their messaging app. With RBM, there will be no need for consumers to download an additional app or visit a website for an engaging brand chat.

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New Apple Mail features prioritize user experience 

iOS 18 introduces some big changes to the Apple Mail app as well. 

These enhancements are designed to transform how users manage their emails, making the experience more intuitive and efficient. With AI-generated features like automatic reply suggestions and email summaries, Apple is making it easier for consumers to manage their inbox. 

The introduction of inbox tabs, coming later this year, categorizes emails into Primary, Transactions, Updates, and Promotions, further streamlining email management by organizing them into relevant categories. 

For marketers, these changes further reiterate the need to keep content engaging and relevant, maintaining visibility in prioritized tabs.

We work hand-in-hand with our customers to create strategies tailored to each mailbox provider. Regardless of these changes, email marketers should always be segmenting audiences, monitoring how different segments engage, and limiting email volume to subscribers whose interest has waned.
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- Kurt Diver, Director, Email Deliverability at Attentive

Best practices for email deliverability 

With the introduction of tabs in Apple Mail, it's crucial to adapt your email strategies to maintain visibility and engagement. Unlike Gmail’s tabs, which are organized by content type, Apple’s tabs focus more on subscriber engagement. This could lead to a decrease in open rates as emails might not always appear in the Primary tab. To combat this, focus on:

1. Strategic Segmentation: Segment your audience based on engagement levels, monitor how different segments engage, and limit email volume to subscribers whose interest has waned. 
2. Focus on Engagement: Create engaging, relevant, non-promotional messaging to align with iOS’s focus on building user trust and providing value, helping to keep your emails in the Primary tab.
3. Winback Strategies: Executing a win-back campaign requires balancing re-engagement efforts and maintaining email deliverability and sender reputation. Adhere to best practices in content creation, subject lines, and timing to effectively reconnect with inactive subscribers.

With iOS 18, Apple is set to enhance the user experience significantly, making email management more efficient and messaging more inclusive and feature-rich. These updates aren't just improvements but are transformative in how we interact with our devices daily. As always, our team is paying close attention to ensure that we’re building the tools and features that maximize subscriber engagement.

Check out our latest release notes to stay up-to-date with all new features and releases.