What does this mean for us email marketers?

[suchona.kani.z]

AI summaries in Apple Mail will make our work more difficult
Similar to AI summaries in Google search results, Apple Intelligence will use generative artificial intelligence to read the content of emails . Its summary will appear in two places in your inbox:

Replaces the preheader text. This feature can probably be turned off, but it will be on by default.
After opening the email, users will be able to get a summary of the email by clicking the button .
If you create thoughtful preheaders that perfectly support and expand on the subject of the email, your efforts will now be wasted in Apple Mail . There is also the question of how well AI Summaries will cope if the email consists only of images containing text and no alternative texts. The AI ​​will also likely have difficulty with emails with multiple blocks of different content (products, categories, articles, etc.).

It’s still worth investing time and energy into writing a solid line database preheader that will still be visible to subscribers who don’t view their emails in Apple Mail. But we need to think of it as a separate entity. It’s no longer wise to come up with a witty subject line that gives away the point of the preheader.

We should also minimize graphical text and maximize the use of alternative captions . If you haven't addressed this yet for deliverability and accessibility reasons , Apple AI Summaries should definitely start.

You can read more about how AI summarization will work in Apple Mail here .

The rise of interactive emails
2024 was the year of interactive emails. According to some foreign sources, these will become an even more significant trend in 2025. There are many interactive elements. For example

quizzes,
surveys ,
GIFs,
videos,
picture carousels.
However, these elements should not send users to a new browser window – and that is a bit of a problem in the Czech wilderness. Czech emailing tools do not support such elements. However, if you would like to get some inspiration in this direction, take a look here .