Apple is at it again. A few years after gutting the usefulness of open rates in measuring email performance, they are now eliminating email pre-headers.
Our friends at M+R have written a great article about this.
Here's the TL;DR:
1. The iOS 18 update will remove pre-headers from emails viewed in the Apple Mail client.
2. The pre-header will be replaced by an AI-generated summary from Apple.
How many of your volunteers/members does this impact? A lot! According to recent data from Litmus and Statista, Apple Mail has a 56% market share.
Should you still write pre-headers? Yes. But, in the future, we'll need to analyze how Apple's AI tools are creating their summaries so we can write copy that leads to the most effective AI-generated content.
Stay tuned. Here is the link to M+R's complete article.
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