What’s Working in Email Marketing in 2026

Email marketing is still going strong in 2026, but the rules of engagement have shifted. Inbox fatigue is real. And your audience can spot lazy automation and irrelevant content a mile away. What used to work five years ago won’t cut it now. If you’re relying on recycled subject lines or outdated design, it’s time to shift gears. Here’s what forward-thinking marketers are doing instead, and how you can apply it without starting from scratch.

Your Email List Is Not a Dumping Ground

One of the biggest shifts we’ve seen heading into 2026 is how marketers manage their lists. The “spray and pray” approach is officially over. If you’re sending every email to everyone, you’re likely being ignored by most of them.

Instead, segment your list with purpose:

▪️Start with behavior-based segmentation (clicks, downloads, purchases)
▪️Use interest-based tags so subscribers only get what they actually want
▪️Build custom journeys for your most engaged segments

But here’s what more marketers are finally realizing: list size doesn’t matter if most of your subscribers aren’t paying attention. That’s where list cleaning comes in.

Inactive subscribers, invalid addresses, and spam traps can all drag down your deliverability. If your sender reputation takes a hit, even your best content might land in the spam or “other” folders.

List hygiene best practices for 2026:

▪️Set up an automated re-engagement sequence at the 60-day or 90-day mark
▪️Remove subscribers who haven’t opened or clicked in 6+ months (especially if they ignore your re-engagement effort)
▪️Use double opt-ins to avoid fake sign-ups and protect deliverability

Treat your list like a garden. Tend to it regularly, and it will grow. Neglect it, and it’ll wither.

We’re working with one technology firm on improving engagement by pruning their email list. Our analysis showed that out of a list of close to 16,000 contacts, just over 10,000 had not opened the last 10 campaigns. We advised the client to archive these contacts, so that they don’t drag down email engagement. Which leads us to our next trend…

Engagement > Open Rates (Because Apple Changed the Game, and Gmail Just Did Too)

Open rates used to be the go-to performance metric. Not anymore. Apple Mail Privacy Protection broke that in 2021. Then in 2025, Gmail rolled out a new tab structure that’s changing how emails are seen and sorted in the inbox.

Here’s what you’re working with now:

▪️Primary tab: Personal messages from contacts
▪️Promotions tab: Standard marketing emails
▪️Purchases tab: Order confirmations and receipts
▪️Manage Subscriptions tab: A new home for “bulk” or frequently ignored emails

If your email lands in Manage Subscriptions, odds are it won’t be read. It’s essentially been buried in the “soft spam” folder.

What does this mean for marketers?

▪️Relevance matters more than ever. Gmail is using engagement data to sort email. If people regularly delete or ignore your emails, you’re more likely to be filtered out.
▪️Interactive and personalized emails perform better. Things like polls, clickable content, and relevant offers can keep you in the Promotions tab, or even Primary for some recipients.
▪️Clean lists = better inbox placement. Gmail’s algorithms are watching how your entire list interacts. Inactive subscribers are dead weight.

The takeaway: Gmail’s tabs reward relevance and penalize lazy batch-and-blast marketing. Focus on earned engagement, not mass exposure.

Source: Litmus and Mailjet both point to personalization, relevance, and intent as the keys to staying visible in Gmail’s evolving inbox. (Litmus, Mailjet)

Design That Works for Thumbs

Email design in 2026 is mobile-first and finally user-first. If your email looks like a cluttered ad or a broken newsletter, you’ve already lost.

Here’s what’s working:

▪️One column, clean layout
▪️Large, tappable buttons
▪️Short paragraphs, scannable formatting
▪️Light and dark mode versions

Also: don’t bury your Call-To-Action (CTA). Readers scroll fast. If it takes effort to find the action, they won’t bother.

Source: Litmus notes that 62% of emails are now opened on mobile, making responsive design and thumb-friendly UX non-negotiable. (Litmus, 2026)

AI Can Help, But Can’t Think For You

Yes, AI is everywhere. And yes, you should use it, but carefully.

Use AI to:

▪️Personalize subject lines or product recommendations
▪️Generate content drafts based on past performance
▪️Analyze your best send times or predict churn

Don’t let AI write your message from start to finish. Your audience can tell when it wasn’t written by a human who understands them. Use AI as a tool, not a shortcut.

Content That Feels Like a Real Conversation

The best emails don’t sound like emails. They sound like someone writing to you, not at you.

Plain-text formats are making a comeback, not for every send, but for one-to-one style emails. Think:

▪️Monthly check-ins
▪️Simple invitations
▪️Behind-the-scenes updates

Also, more brands are skipping the newsletter altogether and sending short-form content, like a single idea, a quote, or a quick “thought of the week.” These feel less like promotions, more like connection.

Email Broadcast notes that brands are shifting toward “story-driven messaging” to keep things personal. (Email Broadcast)

Give People a Reason to Stay on Your List

Here’s a simple question you need to think about for your 2026 email marketing: why should someone stay subscribed?

The answer should be obvious in every email you send. Provide real value and give more than you take. That might mean:

▪️Sharing exclusive content or first access to products
▪️Offering quick wins, ideas, or shortcuts
▪️Featuring subscriber spotlights or community shoutouts

Your email is part of the relationship, not just a channel. Keep it relevant and respectful, and never, ever buy a list.

Frequently Asked Questions

Q: Is email still worth the effort in 2026?

Yes, when done well, email is still an important part of your marketing mix. Email consistently outperforms social media in ROI and conversions, but only if you treat it like a relationship, not a sales channel.

Q: How often should I email my list?

There’s no one-size-fits-all answer. Weekly works for some, monthly for others. What matters is consistency and value. If you’re sending useless stuff, it doesn’t matter how often.

Q: Should I automate my email marketing?

You should automate parts of it, such as welcome sequences, re-engagement campaigns, and cart reminders. However, you still need to write like a real person. Automation without strategy and authenticity just annoys people.