Email Marketing RulesInbox Tabs Become Standard: What Marketers Need to Know
More than a decade after Gmail pioneered tabbed inbox interfaces, and many years after other major inbox providers add tabs to their inboxes, Apple Mail has followed suit in its iOS 18 release. Although the introduction of tabs isn’t exactly novel, the fact that roughly half of all emails are opened in Apple Mail means that tabs will suddenly affect many more marketing emails.
Let’s talk about what’s different about Apple Mail’s tabs, why trying to game tab placement is a bad idea, and how you can measure the impact of tabs on your email program. But first, let’s dispel some common misconceptions about email tabs.
>> Read the entire post on Oracle’s Modern Marketing Blog
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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