Digital marketing has changed a lot over the years. The days of non-targeted ads, desktop-first web design and mass communication blasts are all but behind us. With that in mind, many wonder whether it’s worth doing email marketing at all in 2026. While digital marketing and email techniques have evolved, there’s no need to think of emails as obsolete in this age’s cyber landscape.
Modern emails need to be AI-optimised, personalised and technically sound, among other things. This article will offer guidance on proper digital agency techniques to benefit your email marketing metrics, keeping the marketing channel alive well into the back half of the 2020s.
Personalisation is everything in email marketing
For those wondering how to create an effective email marketing campaign, personalisation is king. Personalisation has become more important in every facet of marketing and promotion. It’s no longer enough to use someone’s first name as a way of showing you “care”. Batch-and-blast email marketing will easily get you blacklisted as spam.
- Real-time behavioural actions should trigger flows and campaigns, rather than you simply sending out as many generalised newsletters as possible. Say a customer repeatedly views a page about a specific product. That should trigger an email with information about the product.
- Software like HubSpot can swap out email sections based on past behaviours and purchases, ensuring people aren’t greeted by irrelevant listings.
Generalisation kills engagement. Use data to drive your email offerings.
Optimise your emails for AI
People with email marketing jobs have already embraced generative AI in terms of creating outlines or even building emails from scratch. However, these days, much like your average Google search, many email providers will create AI summaries, meaning people might not even read the whole thing.
- Provide a proper value proposition in plain HTML text, not in a graphic.
- Use H1 and H2 tags to display a clear hierarchy throughout the content of the email.
- Place the most important information in the first 50 words for the AI to understand.
Artificial intelligence is here to stay, so you need to know how to work with it, rather than trying to bypass it in email marketing.
Make data collection more consensual
Privacy laws are tighter than ever, and for good reason. However, this does mean traditional data tracking can be a little more complicated, which is why you need to make the collection of the data more of a cooperative thing.
- Allow subscribers the chance to set their preferences during sign-up, ensuring you never overload them with quantity or unwanted information.
- Use interactive polls and questionnaires inside your emails to capture data willingly, which is also likely to increase the details offered.
This is a more compliant and effective way to collect data than ever before, which will allow for personalisation to be even more optimised.
Technical must-haves for a good email marketing career in 2026
Starting with a weak technical foundation is cancerous to your email marketing campaigns. You won’t even reach the Promotions tab, being destined to exist solely in the realm of spam communications.
- DMARC, SPF and DKIM are all essential authentication steps to eliminate the possibility that you’re a ‘spoofer’.
- Accessible layouts, colour schemes, easy-use buttons and Alt-Texts are all essential for maximising user friendliness.
- Optimising your imagery and text for ‘Dark Mode’, which is very popular.
A solid technical base is key for the rest of your efforts to be effective.
These guidelines aren’t just pieces of advice for your campaigns; they’re absolute essentials for anyone trying to capture the success of a dedicated email marketing agency. Email marketing can very easily become outdated without the right approach, but when you put modern techniques first, it can remain a valuable part of any 2026 plan,
