In recent months, tabbed inboxes have once again become the talk of the town in CRM, with marketers directing a lot of focus on inbox placement. We’re going to take a look at why that is - but, first things first: the basics (and a little context)…

What are tabbed inboxes?

Tabbed inboxes categorise emails into different sections to help users organise and prioritise their messages. Gmail introduced this system way back in 2013, sorting emails into tabs like Primary, Promotions, Social and Updates. In September, Apple Mail eventually followed suit with its iOS 18 update. Below is a summary of the tabs among the major email clients…

*Tabbed inbox names across the main email clients*

Apple Mail's tabbed inbox: A game-changer?

Apple Mail's adoption of tabbed inboxes has understandably attracted attention among email marketers. For starters, unlike Gmail, Apple’s categorisation happens locally, meaning users have more control over how emails are sorted. Users can reassign emails to different tabs, making it harder for marketers to predict or manipulate placement.

This system also includes a ‘Digest View,’ which groups emails from the same sender. Digest view is contingent upon a couple of user inputs, such as enabling Categories, and whether the relevant tab is set to ‘Group by Sender.’ But it means users can re-categorise the sender, mark emails as read and unread, and archive or delete all the messages in the view with a single tap.

Additionally, newer devices can now enable Apple Intelligence, which replaces the standard preview text with a multi-line, AI-generated summary. These summaries are created on-device, meaning summaries will likely differ from user to user.

And, of course, there’s the numbers – or, more specifically, Apple Mail’s share of the market. Indeed, around half of emails opened register as Apple, according to Litmus.

*Email client Market Share (Litmus, Oct 24)*

So it’s understandable why many email marketers are anxious about these changes. But we’re here to tell you why this new update should not mean ripping up your strategy. Instead, let first principles continue to be your guiding light, supplemented by a few tweaks.

What Email Marketers should do

With Apple Mail joining the tabbed inbox landscape, we’ve highlighted five considerations when reviewing your CRM strategy:

· Personalisation and Relevance: It’s nothing new, but it’s now more paramount. Tailoring content to subscriber preferences will ensure that emails resonate with your users, and are more likely to be opened and engaged with - regardless of tab placement.

· Focus on Down-Funnel Metrics: Instead of obsessing over open rates, which can be unreliable due to Mail Privacy Protection (MPP) anyway, rather zero in on metrics like click-through rates, conversions and customer lifetime value. These provide a more accurate picture of engagement and ROI.

· Optimise for Digest View: Apple’s new feature highlights the need for concise subject lines and compelling previews. The first few lines of an email should deliver value and entice readers to click through.

· Consider Visual Branding: Features like Brand Indicators for Message Identification (BIMI) can enhance visibility by displaying logos in the inbox, fostering brand recognition and trust. Additionally, Apple’s new update encompasses a feature called Branded Mail, whereby icons appear next to emails from organisations and businesses. You just need to sign up to Apple’s Business Connect platform (free of charge), and then you can upload your logo.

· Maintain a positive Sender Reputation: Stick to practices like permission-based marketing, double opt-in and avoiding spam triggers. And most importantly, keep your subscriber list clean.

The Promotions tab: Not a death sentence

Many marketers fear landing in the Promotions tab, but the reality is more nuanced. While it’s true that emails in the Primary tab often see higher open rates, being in Promotions isn’t necessarily detrimental to conversions. A survey by Mailgun revealed that, among Gmail users with tabs enabled, 79.7% check the Promotions tab at least once a week, and 51% check it every day.

…79.7% check the Promotions tab at least once a week, and 51% check it every day…

Users also tend to visit the Promotions tab with a buying mindset, ready to explore deals and offers. This intent-driven engagement can lead to meaningful interactions and higher conversions.

Studies show that down-funnel metrics, such as clicks and purchases, remain stable regardless of tab placement. In fact, forcing emails into the Primary tab can backfire. Trying to trick algorithms by disguising promotional emails as personal messages can harm your brand’s credibility and sender reputation.

Instead, invest in strategies that build genuine relationships and provide consistent value. Tabbed inboxes, especially with Apple Mail's recent adoption, represent an evolving landscape for email marketers. But rather than viewing them as obstacles, marketers should see them as opportunities to connect with audiences more effectively. By focusing on personalisation, compelling content and long-term engagement metrics, brands can thrive in both the Primary and Promotions tabs.