{"id":88947,"date":"2026-04-02T14:47:56","date_gmt":"2026-04-02T18:47:56","guid":{"rendered":"https:\/\/www.litmus.com\/?p=88947"},"modified":"2026-04-07T11:03:52","modified_gmt":"2026-04-07T15:03:52","slug":"top-email-marketing-tips","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/top-email-marketing-tips","title":{"rendered":"The Litmus Team\u2019s Top Email Tips for 2026"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_2d31792f9bbb7bbdc407a712ba17dbc0\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<table class=\"mt-3 mb-3\" style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>Key takeaways \u2728<\/h3>\n<ul>\n<li><strong>Email personalization is no longer optional.<\/strong> Segmentation, and dynamic content are the pillars of inbox success in 2026.<\/li>\n<li><strong>AI now acts as a gatekeeper between your message and your subscribers. <\/strong>Marketers need to optimize their content for humans and machines.<\/li>\n<li><strong>Treat quality assurance as a core skill. <\/strong>With AI handling production, strategic human oversight is what separates great email programs from broken ones.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>The air in the email marketing world feels a little different in 2026. We&#8217;ve moved past the initial shock of generative AI and the scramble of new privacy regulations.<\/p>\n<p>Now we&#8217;re in the era of refinement. Today&#8217;s subscribers are savvier and more skeptical than ever\u2014they can spot obvious AI content from a mile away. Striking a balance between cutting-edge automation and human touch is crucial.<\/p>\n<p>In this article, we&#8217;ll break down the tactical shifts you need to master this year\u2014from advanced lifecycle strategies to the rise of &#8220;intelligent gatekeepers&#8221;\u2014to ensure your email program remains your brand&#8217;s most powerful growth engine.<\/p>\n<p>Let&#8217;s get started!<\/p>\n<h3>Table of contents<\/h3>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"67\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#personalization\">Bring personalization to the forefront<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"67\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#design\">Design for the AI-gatekeeper<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"67\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#minimalist\">Shift to minimalist and structured design<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"67\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#annotation\">Leverage annotation schema<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"67\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#orchestrator\">Become an email orchestrator<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"67\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#customer-experience\">Enhance the customer experience with AI<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"67\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#ai\">Use AI beyond email copy<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"67\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#specialized-design\">Invest in specialized design and automation tools<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"67\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#email-tools\">Integrate email tools and prioritize data management<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"67\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#accessibility\">Optimize\u00a0for accessibility and inclusivity<\/a><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"67\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><a rel=\"noopener\" href=\"#future\">The future of email<\/a><\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n<h2 id=\"personalization\"><span style=\"font-weight: 400;\">1. Bring personalization to the forefront<\/span><\/h2>\n<p>In order to\u00a0connect with subscribers, messages in your campaigns need to be relevant,\u00a0timely, and personalized. This\u00a0isn&#8217;t\u00a0just true for email campaigns;\u00a0it&#8217;s\u00a0true for every touchpoint in your marketing campaign.<\/p>\n<p>Effective personalization rests on these pillars:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Segmentation<\/strong>: dividing your audience lets you customize what and when you send.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Dynamic content<\/strong>: creates ultra-personalized emails without the impossible task of building countless versions by hand.<\/li>\n<\/ul>\n\n\t\n\t\n\t\n\t\n\n<h2 id=\"design\">2. Design for the AI-gatekeeper<\/h2>\n<p>One of the most significant changes in 2026 is that your subscribers\u00a0aren&#8217;t\u00a0the only ones reading your emails\u00a0\u2014\u00a0AI is, too. Tools like Apple Intelligence and Gmail&#8217;s Gemini now summarize your content for the user before they even open the message.\u00a0(This is a big contributor to why\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/blog\/deliverability-metrics-that-matter\/\">open rates<\/a>\u00a0are no longer reliable.)<\/p>\n<p>This shifts the question email marketers need to ask.\u00a0The question is no longer just &#8220;did my email land and look great?&#8221; but &#8220;did the AI surface the right topics in the summary?&#8221;<\/p>\n<p>Take a similar approach to your emails as you do with SEO. Front-load your email content with keywords and ensure your most important value proposition is clear and easy for a machine to &#8220;scrape&#8221; and summarize accurately in the inbox preview.<\/p>\n<p>If your email is image-heavy, include a thorough description in the alt attribute of your image tags. But none of these\u00a0tips\u00a0matter if you are just guessing how\u00a0AI is\u00a0going to summarize your email. Using tools that provide a preview of how your messages are summarized can help you tailor your messages accordingly.<\/p>\n<p>In 2026, the most creative writer\u00a0doesn&#8217;t\u00a0win. The marketer who makes their content with the machines in mind will be victorious.<\/p>\n<h2 id=\"minimalist\">3. Shift to minimalist and structured design<\/h2>\n<p>You might have heard that humans have an 8-second attention span (shorter than a goldfish!). While mostly\u00a0a\u00a0<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/time.com\/3858309\/attention-spans-goldfish\/\">myth<\/a>\u2014goldfish actually have excellent memories\u2014the principle that users gravitate toward the quickest possible win still holds.<\/p>\n<p>Move away from giant, text-heavy emails. Modern aesthetics are trending toward leaner builds that load faster and are easier for AI tools to interpret and summarize.<\/p>\n<p>Facilitate reading by\u00a0leveraging\u00a0known structures for content hierarchy, like the Inverted Pyramid, or the Z or F-patterns. Use heading tags properly (H1 for section titles, not just big text) to signal to AI which information matters most.<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-123486\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/04\/email-build-types-1024x377.png\" alt=\"types of email build: inverted pyramid, Z pattern, and F pattern\" width=\"1024\" height=\"377\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/04\/email-build-types-1024x377.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/04\/email-build-types-300x110.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/04\/email-build-types-768x282.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/04\/email-build-types.png 1240w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<h2 id=\"annotation\">4. Leverage annotation\u00a0schema<\/h2>\n<p>Years ago, Gmail introduced support for structured data in emails\u2014small code snippets using JSON-LD or Microdata that give mailbox providers richer information about a message&#8217;s content. This allows Gmail to\u00a0render\u00a0special UI elements directly in the inbox, like image carousels or a banner showing a discount code and its\u00a0expiration\u00a0date\u2014features that appear exclusively for\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-utilize-gmail-promotions-tab\">messages landing in the promotion tab<\/a>.<\/p>\n<p>While\u00a0there&#8217;s\u00a0no official confirmation that structured data feeds directly into Gmail&#8217;s AI summarization process,\u00a0it\u2019s\u00a0part of the message body and is parsed by\u00a0AI. At\u00a0a\u00a0minimum, structured data gives the AI engine meaningful, organized signals about your content.\u00a0Since\u00a0most senders still\u00a0aren&#8217;t\u00a0taking advantage of this, adopting it now is a straightforward way to get a leg up on competitors who\u00a0haven&#8217;t\u00a0made the move yet.<\/p>\n<h2 id=\"orchestrator\">5. Become an email\u00a0orchestrator<\/h2>\n<p>The role of the email marketer is changing; in 2026, you\u00a0aren&#8217;t\u00a0just a builder\u2014you are an\u00a0<strong>orchestrator<\/strong>. AI is taking over the heavy lifting of coding tables, drafting subject lines, building audiences, and interpreting results. You will be hired for your ability to manage that output.<\/p>\n<p>With AI handling production, your primary job is quality assurance\u2014making sure the automation\u00a0doesn&#8217;t\u00a0&#8220;hallucinate&#8221; or stray from brand guidelines. A &#8220;human-in-the-loop&#8221; approach is\u00a0a great way\u00a0to work with AI-generated content, often generating 40% higher quality.<\/p>\n<p>Take time to review AI output in an email rendering preview, flag stakeholders when needed, and always check links and images. Delegate labor, never liability.<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-123487\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/04\/ai-output-review-process-1024x293.png\" alt=\"AI review process: draft, human review, QA, and send\" width=\"1024\" height=\"293\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/04\/ai-output-review-process-1024x293.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/04\/ai-output-review-process-300x86.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/04\/ai-output-review-process-768x219.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2026\/04\/ai-output-review-process.png 1232w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<h2 id=\"customer-experience\">6. Enhance the customer experience with AI<\/h2>\n<p>The novelty of AI-generated copy has worn off. In 2026, the goal is to\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/evaluate-ai-tools\">use AI<\/a>\u00a0to\u00a0enhance\u00a0to enhance\u00a0the customer\u00a0experience as subscribers grow more skeptical and ignore obvious AI content. Some examples\u00a0we&#8217;ve\u00a0seen work well include:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"63\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Analyzing how your audience is reacting to your tone.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"63\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Sharing personalized product recommendations based on customer data and interest signals.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"63\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Optimizing\u00a0send times to meet customers when they are most likely to engage.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"63\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Tailored messaging for win-back campaigns.<\/li>\n<\/ul>\n<p>Remember: Always edit AI outputs to ensure they feel human and aligned with your unique\u00a0brand\u00a0voice.<\/p>\n\n\t\n\t\n\t\n\t\n\n<h2 id=\"ai\">7. Use AI beyond email\u00a0copy<\/h2>\n<p>Written content is the most popular GenAI output for marketers. However,\u00a0there&#8217;s\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/guide-to-ai-in-email-marketing\">so much more<\/a>\u00a0you can do:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"58\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Test, find, and fix rendering, code, and compliance risks.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"58\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Generate on-brand copy and variants for subject lines, body, and CTAs.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"58\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Monitor subscriber experience and deliverability so you can catch issues early, avoid surprises, and keep critical programs out of trouble.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"58\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">See how you stack up against competitors, where\u00a0you&#8217;re\u00a0losing attention, and what to change next, turning performance data into clear next steps.<\/li>\n<\/ul>\n<h2 id=\"specialized-design\">8. Invest in specialized design and email automation tools<\/h2>\n<p>You need a dedicated email designer\u2014ideally, one with the right tools for the job. As email continues to grow and develop into its own\u00a0medium and\u00a0remains\u00a0one of the marketing channels with the highest return, specialization is essential.<\/p>\n<p>Beyond having an email designer on the team, marketing teams should also take a hard look at their automation tools.<\/p>\n\n\n\n<div class=\"quote my-5 col-12 blue-quote\" >\n\t\n\t<div class=\"row d-flex align-items-center\">\n\t<div class=\"col-12 col-lg-9\">&#8220;<em>We&#8217;ve been playing checkers for too long and not enough chess. Looking at things more holistically and diversifying our investments with automation will go a long way. There&#8217;s just a bit of a mindset shift that we need to do.<\/em>&#8220;<\/div>\n\t<div class=\"col-12 col-lg-3 text-center\">\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/09\/drew-price.jpg\" alt=\"Drew Price\" width=\"125\" height=\"125\" class=\"mt-3 mt-lg-0\">\t<p><strong>Drew Price<\/strong>\t<br><span class=\"quote-title\">Co-Founder at JRNY PPL<\/span><\/p>\t<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/drew-price-9081849\/\" target=\"blank\"><i class=\"fa-brands fa-linkedin\"><\/i><\/a>\t<\/div>\t<\/div>\n<\/div>\n\n<p>To speed up design and development: use\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-design\">templates<\/a>,\u00a0<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-builder\">email building tools<\/a>\u00a0\u00a0that cut development time, reusable HTML modules, and AI design tools for generating layout and style variants. For lifecycle gaps, lean on automation\u2014a single automated email works far harder than one-off sends.<\/p>\n\n\t\n\t\n\t\n\t\n\n<h2 id=\"email-tools\">9. Integrate email tools and prioritize data management<\/h2>\n<p>Data management is a recurring obstacle, and it will only grow more\u00a0critical\u00a0as personalization demands increase.<\/p>\n\n\n\n<div class=\"quote my-5 col-12 blue-quote\" >\n\t\n\t<div class=\"row d-flex align-items-center\">\n\t<div class=\"col-12 col-lg-9\">&#8220;<em>Data collection and management is not a &#8216;set it and forget it&#8217; proposition. You&#8217;d be surprised how much information subscribers will offer once you prove you&#8217;re asking questions to make their lives easier.<\/em>&#8220;<\/div>\n\t<div class=\"col-12 col-lg-3 text-center\">\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/11\/cynthia-price.jpg\" alt=\"Cynthia Price\" width=\"125\" height=\"125\" class=\"mt-3 mt-lg-0\">\t<p><strong>Cynthia Price<\/strong>\t<br><span class=\"quote-title\">SVP of Marketing at Validity<\/span><\/p>\t<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/cynthiahprice\/\" target=\"blank\"><i class=\"fa-brands fa-linkedin\"><\/i><\/a>\t<\/div>\t<\/div>\n<\/div>\n\n<p>Try using\u00a0BriteVerify\u00a0from Validity\u00a0to\u00a0validate\u00a0addresses at the point of entry, protecting sender reputation from soft bounces. Then narrow your focus:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"36\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Focus on one lifecycle phase at a time<\/strong>: re-engaging cold subscribers or recovering abandoned carts, for example.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"36\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Audit what you have<\/strong>: data you own now, data you can easily get (preference centers, polls), and data you&#8217;d love to have (browsing history).<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"36\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Brainstorm personalization<\/strong>: match available data to your goal; working within constraints often sparks the best creativity.<\/li>\n<\/ul>\n<table class=\"table table-striped\">\n<thead>\n<tr>\n<th>Customers vs. prospects<\/th>\n<th>Personalized campaign ideas<\/th>\n<th>Data you need<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Customers who purchase products in multiple categories<\/td>\n<td>Gift guide or come visit our store<\/td>\n<td>\n<ul>\n<li>Purchase behavior<\/li>\n<li>Stated preferences<\/li>\n<li>Geolocation<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>Customers who have purchased one product but not a second<\/td>\n<td>Product recommendations<\/td>\n<td>\n<ul>\n<li>Purchase behavior<\/li>\n<li>Browsing history<\/li>\n<li>Stated preferences<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>Customers who have purchased 3+ products (your superfans)<\/td>\n<td>Ask for a review or shoutout on social media<\/td>\n<td>\n<ul>\n<li>Purchase behavior<\/li>\n<li>Sentiment<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>Prospects who have been on site browsing in the last 24 hours<\/td>\n<td>Back in stock or \u201cget it before it\u2019s gone\u201d<\/td>\n<td>\n<ul>\n<li>Browsing history<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>Prospects who haven\u2019t engaged with an email in 30 days or more<\/td>\n<td>Re-engagement campaign<\/td>\n<td>\n<ul>\n<li>Email engagement<\/li>\n<li>Browsing history<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td>Prospects who are so close to making a purchase<\/td>\n<td>Abandoned cart or abandoned browsing<\/td>\n<td>\n<ul>\n<li>Interest signals<\/li>\n<li>Browsing history<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Integrating your email platform with your CRM, CDP, analytics tools, and marketing automation unlocks more insights, better personalization, and clearer results. Even without a robust tech stack, signup forms, preference centers, and in-email polls can surface useful data.<\/p>\n\n\t\n\t\n\t\n\t\n\n<h2 id=\"accessibility\">10. Optimize for accessibility and inclusivity<\/h2>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ultimate-guide-accessible-emails\">Accessibility<\/a>\u00a0is now a legal requirement under the European Accessibility Act and similar laws\u2014and\u00a0it&#8217;s\u00a0simply the right thing to do. Key best practices:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"60\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">High-contrast colors; font size 14 or larger<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"60\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">No flashing GIFs or single-image email designs<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"60\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Semantic heading structure for screen readers<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"60\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Large, thumb-friendly buttons on mobile<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"60\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">ALT text on all images<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"60\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Easy-to-find unsubscribe links<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"60\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Inclusive language throughout<\/li>\n<\/ul>\n<p>Test before you send using tools\u00a0for robust\u00a0accessibility checks, including visual impairment filters, automatic checks for alt text, text justification, and table roles, and an NVDA screen reader preview.\u00a0What your email service provider (ESP) offers is usually not enough.<\/p>\n<p>Some\u202f<a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-testing\">email testing<\/a>\u202f\u00a0tools, like Litmus, have built-in\u202f<a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/help.litmus.com\/article\/253-accessibility-testing-in-litmus\">accessibility checks<\/a>. Reviewing your content before hitting send helps you maximize the impact of every email. Accessibility testing includes:<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"31\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Visual impairment filters to see what your email designs look like to people with different visual color deficiencies.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"31\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Automatic accessibility checks that look for elements like alt-text, text justification, table-roles,\u00a0and more.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"31\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">NVDA screen reader preview.<\/li>\n<\/ul>\n<p>Check out this great session about email accessibility from <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/conference\">Litmus Live 2026<\/a>.<\/p>\n<p><script src=\"\/\/fast.wistia.com\/embed\/medias\/j8nvwq5qyw.jsonp\" async><\/script><br \/>\n<script src=\"\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding: 56.25% 0 0 0; position: relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height: 100%; left: 0; position: absolute; top: 0; width: 100%;\">\n<div class=\"wistia_embed wistia_async_j8nvwq5qyw seo=false videoFoam=true popover=true\" style=\"height: 100%; width: 100%;\"><\/div>\n<\/div>\n<\/div>\n<h2 id=\"future\" class=\"mt-3\" aria-level=\"1\">The\u00a0future\u00a0of\u00a0email in 2026<\/h2>\n<p>The roadmap for 2026 is\u00a0an interesting blend\u00a0of efficiency and humanity. While we explore\u00a0ways to use tools like automation and AI to work\u00a0faster, we must prioritize humanizing\u00a0our messages\u00a0through inspiring personalized emails\u00a0and accessibility.<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"62\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Verify your data<\/strong>: use BriteVerify to ensure your personalization is built on a clean foundation.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"62\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Optimize for\u00a0AI<\/strong>: make your content &#8220;scannable&#8221; for the intelligent gatekeepers summarizing your emails.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"62\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Prioritize\u00a0trust<\/strong>: focus on reply rates and authentic engagement over noisy, outdated metrics.<\/li>\n<\/ul>\n<div class=\"click\">\n<div>\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Get email insights from marketers worldwide<\/p>\n\t\t\t\t<p>Dive into the State of Email Reports for the latest trends, innovations, and best practices across the email marketing industry.\n<\/p>\n\t\t\t\t<button class=\"button-blue download\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/state-of-email-reports\" class=\"text-white text-decoration-none\">Get the report<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/09\/download-blog-cta-09232024.svg\" width=\"221\" height=\"175\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n<\/div>\n<\/div>\n<div><\/div>\n<div>Updated in 2024 by <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/contributors\/steph-knapp\">Steph Knapp<\/a>.<\/div>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Get expert insights from the Litmus team on top email tips for 2026 to enhance engagement, optimize campaigns, and stay ahead in email marketing.<\/p>\n","protected":false},"author":54,"featured_media":106827,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[381,10422,10421],"blog_category":[53],"class_list":["post-88947","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-personalization","tag-resources","tag-tips","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - 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