Insights from Listrak Intelligence

While most headlines have focused on Apple Mail’s structural changes in iOS 18, the bigger story may be hiding in plain sight: the broader performance landscape is shifting—and marketers must read between the lines.

In this blog, Listrak Intelligence unpacks the behavioral trends we’re seeing across retail email performance in 2025 following the rollout of iOS 18. If you missed our earlier breakdowns, start with our initial report and overview of six key inbox changes.

Now, we turn our attention to what matters most: how these updates are affecting real-world results—and what you should be testing next to adapt and thrive.  

1. Open Rates: Flat on iOS, Declining Elsewhere

Thanks to Apple’s Mail Privacy Protection (MPP), iOS 18 open rates remain relatively stable. But that’s not the whole story. Open rates among non-Apple Mail users are down 45%, likely influenced by a combination of macroeconomic pressure, election-year noise, and inbox saturation.

➡️ What this means for marketers:

Don’t rely on listwide averages. Break out performance by device type and subscriber behavior to get the full picture—and tailor your testing accordingly.‍

Leverage all CRM channel harmoniously – brands who strategically orchestrate channels like email, SMS, and push have the best success in breaking through the noise.

Older Emails Are Driving More Revenue

Apple Mail’s new inbox logic displays the oldest unread message first within sender groupings. That means older campaigns are getting a second chance—and it's paying off. We’ve seen a 10% increase in attributed revenue from messages sent days (or even weeks) earlier. This number grows to a 25% increase for brands who send multiple times a day.

➡️ Why it matters:

Personalization matters more now than ever. Personalize sends to the most common order time, in the most engaged channel. Adding saved content that showcases your newest sale across all messages will be key and ensuring the use of real time product recommendations will reduce confusion from the end consumer.

• Subject Line Personalization: Try first names, emojis, and short curiosity hooks
• From Name Testing: Explore recognizable variations (e.g., “Team Member @ Brand” vs. “Brand Offers”)‍
• Inbox Branding: Activate Apple’s verified branding to stand out in the inbox‍
• Live Text Priority: Structure messages with visible, scannable text early on‍
• Send Time Personalization: Trigger sends based on individual purchase history‍
• Channel Sync: Pair email with SMS or push follow-ups based on engagement signals

2. Click-Through Rates: Declining Across the Board

Click-through rates are dropping—down 18% on iOS and 12% on non-iOS. While inbox changes are part of the equation, larger consumer behavior shifts appear to be accelerating the trend.

➡️ Key takeaway:‍

iOS is adding friction, but broader economic and behavioral dynamics are also at play. Your testing strategy must account for both. Best practices matter.‍

Revenue Driving Optimization: Tactics to Test

• CTA Placement: Anchor your primary call-to-action within the first 200px
• Saved Content Banners: Show live offers or updated promos—even in older sends
• AI Product Recommendations: Use open-time recommendations like “Recently Viewed” or “Trending Now”
• Personalization: Use first name, loyalty points, unused coupons, or recent activity
• Cross-Channel Automation: Follow up with SMS or push if the email goes unclicked

3. Rethinking Attribution: Old Messages, New Conversions

That older campaign you marked as “done”? It may be quietly converting. With Apple surfacing older unread messages, engagement windows are extending—and attribution models are getting murky.  We’ve observed a 10% increase in clicks and attributed revenue from older messages since the iOS updates.

➡️ Why this matters:‍

Evaluate campaign success not just by day-of performance, but over time. Adopt a rolling view of message impact and reframe how you measure success.

Capitalize on Delayed Engagement

• Saved Content Banners: Display dynamic banners with current deals regardless of send date
• Open-Time Product Recommendations: Update content dynamically whenever opened
• Personalized Navigation Bars: Highlight user-specific categories or brands

Strategic Roadmap: Short-, Mid-, and Long-Term Wins

With iOS 18 reshaping inbox visibility, engagement, and campaign performance, marketers need a focused, adaptable game plan. Use this strategic checklist to drive immediate impact—and long-term success.

Short-Term Wins

• Add open-time product recommendations to all messages
• Place primary CTAs within the first 200–300px
• Test removing navigation
• Align send times across channels for engagement optimization
• Use dynamic banners for active sales in evergreen messages
• Personalize subject lines and header content
• Test different From Name variations (not address)

Mid-Term Wins

• Enable Apple Mail inbox branding (logo, colors, verified sender)
• Test send timing based on historical purchase
• Add supporting text to image-heavy emails for AI parsing
• Experiment with curiosity-driven content
• Test animated headers (GIFs) to drive visual interest
• Optimize subject lines with brevity and emoji usage

Long-Term Wins

• Segment and analyze Apple Mail users independently
• Monitor engagement from older campaigns
• Build a cross-channel affinity model (Email, SMS, Push)
• Customize email navigation to reflect customer preferences

Final Thoughts from Listrak Intelligence

iOS 18 has introduced a new era of inbox behavior, and with it, new challenges and new opportunities for marketers. While open and click metrics shift, one thing remains constant: success belongs to the marketers who adapt.

By optimizing for re-engagement, personalizing across channels, and adjusting your attribution lens, you’ll be positioned to navigate this new landscape with confidence.

Have questions about your data?  Need help optimizing your strategy?
Reach out to your Listrak Account Manager to schedule a performance review or strategy session today.