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What Apple and Google’s 2025 updates mean for email and SMS in 2026

William Gu
William Gu
Marketing AI Team @ MKTGAGENT.AI

Introduction

The marketing landscape is constantly evolving, and the year 2025 brought significant changes that are reshaping email and SMS marketing strategies moving into 2026. Updates from tech giants Apple and Google have altered how marketers engage with audiences, primarily through changes affecting inbox visibility, subscription management, and messaging tactics.

Apple’s iOS Updates and Their Effects on Marketing

Apple’s iOS 18.2 and the upcoming iOS 26 updates have transformed the way emails and SMS messages are displayed and managed on iPhones and other Apple devices. These updates have introduced new challenges, such as reduced visibility in inboxes and stricter filtering, especially influencing SMS marketing effectiveness. This means brands can no longer rely solely on traditional open rates to gauge engagement; instead, the focus must shift to deeper customer interactions.

Gmail’s New Subscription Management Features

Google’s Gmail has introduced the “Manage subscriptions” feature, which empowers users to control their mailing list subscriptions more effectively. This development highlights a growing importance for marketers to refine their subscriber management and segmentation efforts. Crafting personalized, relevant content tailored to specific audience segments has become essential to retaining subscribers and fostering engagement.

Best Practices for Marketers in 2026

To thrive under this new paradigm, brands need to adopt updated strategies:

  • Optimize subject lines to improve email visibility and appeal.
  • Adjust send frequencies based on user engagement levels to avoid overwhelming subscribers.
  • Encourage subscribers to save brand contacts to boost message deliverability.
  • Prioritize content personalization that resonates with individual preferences and behaviors.

Key Insights

  • Why are open rates less reliable now? The iOS updates and inbox filtering changes reduce traditional open tracking accuracy, requiring marketers to focus on engagement quality rather than quantity.
  • How does Gmail’s feature affect subscriber retention? It allows users easier subscription control, so marketers must enhance content relevance and segment subscribers carefully.
  • What immediate actions should brands take? They should revisit their marketing strategies to emphasize personalized content, optimize send timings, and actively encourage contact-saving practices.

Conclusion

The updates from Apple and Google mark a turning point in email and SMS marketing. Brands must quickly adapt by prioritizing personalized engagement, fine-tuning their subscriber segmentation, and enhancing messaging strategies. Those who act proactively will maintain competitive advantages and foster stronger customer relationships in 2026 and beyond.

Source: https://martech.org/what-apple-and-googles-2025-updates-mean-for-email-and-sms-in-2026/

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