Your secret weapon against iOS 18.3?

Hey Michael here from AdSumo Digital.

Apple just released iOS 18.3, and early reports show it's changing how emails display in Apple Mail:

• Images aren't automatically loading

• Some emails are getting filtered to promotional tabs

• HTML-heavy emails may be treated differently

Here's the thing...

We're in what I call the "fog of war" phase, a grey area if you will.

Nobody knows exactly how this will play out. It might only affect Apple Mail users. It might spread to other email clients.

But I'm not worried. Want to know why?

Because we've been seeing something interesting in our client data that gives us a serious edge...

Plain text emails are absolutely crushing it.

Let me show you what I mean...

One of our clients [[REDACTED]] sent just 4 plain text emails last month - simple, story-driven messages focused on educational micro-topics.

The result? $10,734 in pure revenue.

But here's what's really interesting...

These weren't just one-off campaign emails. We're seeing plain text emails driving serious results across EVERY type of email:

Campaigns:

• Average open rates of 58.5%

• Strong engagement from first touch

• Perfect for educational content and stories

Flows:

• 4.36% click rates (try getting that with a fancy template)

• $1.82 revenue per recipient

• Especially powerful in welcome and abandoned cart sequences

Follow-ups:

• Feel more personal

• Cut through inbox clutter

• Drive better response rates

Think about it...

When's the last time you got an important email from someone that was packed with images and fancy formatting?

Never.

Because important messages don't need fancy packaging.

Here's what we're seeing work best:

1. Story-Driven Educational Content

   Pick one specific aspect of your product. Tell a story about it. Share real results. Make one clear offer.

2. Behind-the-Scenes Updates

   Take your customers inside your business. Share wins, challenges, and upcoming changes. Build real relationships.

3. Time-Sensitive Announcements

   When you need to drive action fast, plain text often outperforms designed templates.

4. Customer Success Stories

   Let your customers tell their stories in their own words. No fancy formatting needed.

5. Direct Response Offers

   When you're making a specific offer, sometimes less design means more sales.

But here's the key most brands miss:

It's not about abandoning designed emails completely.

It's about having multiple tools in your arsenal and knowing when to use each one.

Here are 3 quick wins you can implement this week:

1. Take your best-performing flow email and create a plain text version

• Focus on story and value in the first 3 sentences

• Strip away all fancy formatting

• Keep images minimal and below the fold

• Make one clear call to action

2. Write one educational micro-topic email

• Pick something specific about your product

• Tell a story about why it matters

• Share a real result or customer story

• Make a clear, relevant offer

3. Test a plain text order follow-up

• Make it feel personal

• Ask for feedback

• Include one subtle cross-sell

• Watch your response rates spike

Look, designed emails still have their place. We send them every day and they drive significant revenue.

But the data shows that adding plain text emails to your mix isn't just smart - it's essential for future-proofing your email revenue.

Think about it this way:

If some of your subscribers start seeing fewer images or getting your emails filtered differently... wouldn't you rather have already tested and proven what works?

The brands who adapt fastest are always the ones who win.

Start testing today.

Talk soon,
Michael

P.S. Ready to add high-converting plain text emails to your strategy? Book a free 15-minute call here »

P.P.S. This iOS update might end up being nothing. Or it might be the start of a bigger shift in email marketing. Either way, testing plain text emails now is just smart business. Book a call here and let's talk strategy »