Email marketing trends 2026

Since people with visual impairments cannot see your images, clear and descriptive alternative text is essential for effective communication.

The technology has evolved faster than most teams have learned how to use it.

Call your mom and tell her you deliberately made emails she can’t read. That’s what skipping accessibility really means.

If your email file is 102kbs, and you send it to a list of 10,000 subscribers twice a week, that means that 101.2 GB is stored on the cloud after a year. This works out to 2.2 tons of carbon being poured into our atmosphere from energy consumption.

People with disabilities control over $1 trillion in annual disposable income.

As brands gain more subscribers who have opted into a combination of email, SMS, and push messages, marketers need to stop planning their content and contact strategies in isolation within their channel. They should assume that their most valuable subscribers are receiving their promotional content across two or more of those channels.

The success of email marketing will be increasingly measured by metrics such as conversions, sales, demo schedules, and opportunities. Soft metrics, such as open rates and CTR, will be used more for month-over-month comparisons. This shift will drive greater cross-department collaboration and elevate the strategic importance of email marketing.

The modern customer journey is basically a pinball machine. People bounce from social to search to email to SMS to back to email before they ever buy. That means email can’t live in isolation anymore.

Shared sending domains are a thing of the past. If you care about brand trust and security in 2026, move to a domain you own. Authenticate it properly (SPF, DKIM, DMARC) and…

Typically, in dark mode, if something goes wrong, it is possible to notice it after testing. To avoid wasting time testing every time, we developed a palette to use to determine how the colors and their combinations look in the layout for different designs.

Educational games can boost click-through rates by 50–90% compared to regular newsletters.

The key drivers of carbon footprint are email volume, email size, and list quality. High-frequency sending increases energy consumption across global data centers. Large images, heavy HTML, or unnecessary attachments create additional load. And poorly maintained lists mean energy is wasted delivering messages to recipients who never engage.

I think we will see a continuation of a trend that is already happening: fewer single-channel platforms, like traditional ESPs, and more marketing suites or customer data platforms with email and other channel capabilities. To a degree, we have always been moving in this direction.

The next stage of email editors' evolution moves from drag-n-drop interfaces to prompt engineering. Instead of dragging and dropping modules, marketers will describe what they want, just as they’d instruct a designer or developer.

Protect the data, as your customers trust you when they share their information with you. They trust that you will store it and take care of it. And while that may not seem directly related to deliverability, I believe it has a significant impact on it.

The first step to comply with Gmail and Yahoo requirements is to review your technical setup and make sure everything aligns perfectly. A critical step is enabling DMARC, along with proper reporting and implementation.

Without a modular system, even something simple, such as sending a survey, could become difficult for product or research teams. The former allowed me to decentralize email production so it was not dependent on me, and I was able to upskill teams to create their own emails.

Trust isn’t a checkbox, it’s the underlying force behind good deliverability. At scale, trust becomes the foundation, the gravel and sand, on which the entire email marketing structure rests.

A lot of the code I see tends to be bloated. I think people are often scared of using minimal code and tend to code over to make things more stable. But this can often have the opposite effect and cause other issues that need additional code to fix.

The biggest misconception is that modular design is a shortcut: that it limits creativity or forces campaigns into a rigid box. The truth is the opposite. A strong modular system creates more creative freedom because the fundamentals are locked in.

AI-generated alt text both improves accessibility by providing detailed, screen-reader-friendly descriptions and saves time by removing manual effort while still keeping descriptions accurate.

Gamification used to be reserved for holidays and special occasions. Now, more brands are bringing quiz-style games into regular newsletters, using small interactive touches to entertain when there’s little news, to tease upcoming products, or make educational content more engaging.

The biggest pitfall is assuming dark mode just changes the color from black to white. In reality, based on the types of files and email client used, your email could render totally differently than what you planned. This leads to issues like broken files, logos, and weird-looking buttons.

Standards development takes time (DMARC itself took over a decade) so, any major changes are likely 5–10 years away. For marketers, this probably won’t mean drastic new steps, but it will give mailbox providers better tools to assess and filter email.

Spam filters will align pretty much with what Gmail does and will require strict authentication protocols to deliver emails. They will also have the ability to analyze the recipient’s behavior and make decisions based on it rather than on more stable variables, such as IP and domain reputation.

Two years ago, we conducted a case study based on an email carbon footprint audit carried out for Mediapart: Approximately 45% of emissions come from manufacturing the devices (computers, tablets, and smartphones) used to design and view email campaigns.

We haven’t seen drastic swings in Annotations open or click rates yet. They don’t always align with subject lines or preheaders, which means that the old subject-plus-preheader pairing is no longer sufficient.

Never use color alone to convey information. Ask yourself whether it would work without color.

A/B testing showed that a spin-the-wheel popup converted nearly 70% more users than a standard countdown timer.

Email is now connecting with SMS and in-app experiences, creating a more seamless journey. You’re connected from every touchpoint, like when you browse a product in an email and then see a personalized in-app offer. People are switching from channel to channel, and brands are meeting them where they are.

Last year, an educational game in an email campaign for St Valentine’s brought in 100+ direct payments, and on average, such emails bring 10–20% more purchases than standard promotions for us.

If we talk about getting people to open the email, there’s a risk that summaries are going to take the lead on that. When it comes to conversion, though, that still depends on the email body.