"I think there are two big changes coming for folks using Apple Mail," said Brian McKenna, vice president of CRM at digital marketing agency DMI Partners. "The first is that artificial intelligence is coming to the inbox in terms of, automatic reply suggestions, email summaries, and message categorization. And the biggest change is that Apple Mail is going to get tabs."
"When iOS 15 was released, the big introduction there was mail privacy protection," McKenna said in a panel for The MarTech Conference. "This really was the first major disruption to measuring email opens. Anyone that opted into mail privacy protection, they were seen as opening essentially everything. So open rates became inflated and opens became less reliable in terms of metrics."
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