Apple’s iOS 18 updates—whether intentional or bugs—are changing how emails render. Here’s what’s happening: 🚨 Email content is being pushed down, mostly below the fold 🚨 A “See More” button is required to view the full email 🚨 Images are not loading and generating inaccurate text summaries 🚨 All emails from the same sender are grouped together in a single thread 🚨 Older emails sometimes open instead of the most recent one 🚨 Plain text emails are displaying incorrect preview text ❓ Why does this matter? These changes could impact engagement, visibility, and conversions, especially for promotional and transactional emails. ✅ How to adapt your strategy: 🔹 Use more live text instead of relying on text-heavy images 🔹 Move CTAs and key messaging to the top to ensure visibility 🔹 Write strong, standalone subject lines that don’t rely on preview text 🔹 Test emails across iOS versions to catch rendering issues 🔹 Adjust segmentation to track engagement from iOS users What kind of changes are you seeing? Feel free to let us know in the comments. #EmailMarketing #iOS18 #EmailStrategy #DigitalMarketing #Klaviyo
Fuel Made This is HUGE. The way iOS 18 is forcing emails below the fold + the 'See More' button is a game-changer for engagement rates. One tweak I’ve been testing is making the first line of the email feel incomplete. Instead of opening with a CTA or static message, I start with a curiosity-driven hook that makes the reader NEED to click 'See More', almost like an email version of a scroll-stopper.
Want to see the full breakdown? Read our blog post for a deeper dive into iOS 18’s impact on email marketing: https://fuelmade.com/blogs/news/ios-18-affecting-email-marketing