Email marketing
MarTech is your source for email marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, the latest data to help you work smarter and make better decisions, and our email marketing buyer’s guide. What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Email marketing remains a cost-effective way of reaching audiences and driving outcomes. Because of the volume of email customers receive, there is a growing emphasis on personalization and the use of engaging dynamic content. Also, while email optimization has endured as essential for marketers to master, new challenges tied to inbox algorithms and deliverability have added technical considerations that marketers need to manage.
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Do you know who’s on your email list?
Low opens and rising unsubscribes aren’t always execution issues. They often point to strategy problems that start with leadership.
Your nurture strategy is lazy marketing
Most B2B nurture programs fail because they automate instead of connect. Here are four steps to build a nurture system that drives engagement and conversion.
Salesforce Marketing Cloud enters the agentic era
Meet Agentforce Marketing, a far cry from what marketers had available 25 years ago, when its ancestor was launched.
StackAdapt unveils a martech suite combining programmatic, data and email marketing
StackAdapt sees an opportunity to activate data and drive cross-channel impact.
Your apps and social channels depend on email more than you think
Apps churn and social trends fade — but email endures. Learn why scaling customer trust and loyalty still starts in the inbox.
Mailchimp delivers new toys for retailers ahead of the holidays
Fragmented tools and data gaps make holiday campaigns harder to connect across channels. Mailchimp wants to help.
Acquisition gets the attention, but loyalty drives the results
Marketers chase new leads, but real ROI comes from retention. See how automation, onboarding and rewards can turn loyal customers into lasting growth.
5 email lifecycle programs you need — and one to drop
Email is the backbone of lifecycle marketing. Learn the five programs that build trust and retention, plus one that doesn’t make the cut.
ActiveCampaign declares ‘the days of classic marketing automation are over’
ActiveCampaign lays out its vision for autonomous marketing, and AI agents are central to the game plan.
Who’s advocating for your email subscribers?
Subscriber trust fuels email performance. Without an advocate, it’s only a matter of time before engagement slips.
Your holiday marketing playbook must put sincerity before sales
Not every holiday is a sales opportunity—knowing when to celebrate and when to stay silent can make or break customer connections.
Time for a ‘Welcome Back’ program for returning customers?
A welcome-back email can turn churned customers into loyal ones by picking up where their last experience left off.
The real reason so many teams are struggling with email marketing
Flat engagement, weak pipeline, frustrated marketers. Sound familiar? Here’s what successful B2B teams are doing differently with email this year.
HubSpot debuts a new AI playbook at Inbound as content marketing falters
Content traffic is down. Old funnels are fading. HubSpot hopes Loop Marketing is an AI-first strategy to win attention and conversions.
What is email marketing? A beginner’s guide to ROI
Discover how email marketing works, why it’s so effective, and how to build campaigns that grow your audience, nurture leads, and drive conversions.
Adapting email for AI-powered inboxes and zero-click journeys
Clicks are vanishing, but email still sparks action. Learn how to prove its influence with smarter metrics and schema markup.
Marketing artificial intelligence (AI)
Top ways to use Zapier MCP server and LLMs to boost marketing performance
Zapier’s MCP server connects LLMs to thousands of apps, making marketing automation smarter and more efficient.
Email deliverability: What you need to know
Everything from bulk email requirements to deliverability practices. Updated with what's new about Google’s enhanced DMARC reports.
How to keep emails from getting lost in the holiday inbox surge
Too many channels. Not enough impact. Gen Z and Millennials are disengaging—here’s how to reclaim their attention before Black Friday hits.
How to make email automations work as hard as you do
Plan, build and maintain effective email journeys that drive revenue, nurture customers and outperform basic automations.
‘Set it and forget it’ is how automated email ROI dies
Automated email campaigns need care to keep earning. A quick audit can turn a forgotten send into a top performer.
‘They did it, so we should too’ isn’t an email strategy
Mimicking winning email campaigns won’t guarantee success. Strategy — not imitation — should guide your email marketing decisions.
Gmail’s ‘Manage subscriptions’ feature is a win for segmented senders
Think Gmail’s new unsubscribe tool will wreck your email list? Not if you're already prioritizing segmentation and engagement.
How to future-proof your email marketing with BIMI, AMP and AI
Stay ahead of the curve by modernizing your email strategy with BIMI, AMP for Email, and AI. Learn how to improve deliverability, boost engagement, and personalize at scale.
Why it’s time to reframe email from campaigns to conversations
Most email programs are still built around brand priorities — not customer needs. Here’s how to flip that dynamic.
Fix your webinar emails before your next campaign flops
A veteran copywriter gives you his framework for webinar email promotions that get clicks and registrations.
Bulk email restrictions from Google, Yahoo and Microsoft: What you need to know
We've updated our story on bulk email restrictions with details of Gmail's 'Manage your subscriptions' feature.
The most underrated B2B channel? Your newsletter
Turn your B2B newsletter into a high-impact, audience-first lead nurture engine that builds trust and keeps your brand top of mind.
How to use AI to turn one event into a month of content
AI lets you personalize outreach, repurpose video and treat event content like a business asset — not an afterthought.
Interactive emails give your sales funnel a competitive edge
Level up your email marketing strategy with gamification, polls, embedded videos and other high-impact interactive tools.
6 steps to take a guilt-free vacation from your email program
Taking time off is tough — especially for email marketers. Here’s how to prepare, delegate and actually relax this summer.
Klaviyo turns AI and data loose on the challenges of multichannel marketing
Juggling channels, losing time and revenue? Klaviyo wants to fix the chaos with AI-optimized, real-time omnichannel execution.
7 vanity metrics marketers should avoid, and 7 to replace them
Forget the low-hanging fruit and reach for the numbers that tell you what's really working.
How brands can turn compliance into a competitive advantage
Ethical marketing isn’t a limitation — it’s the secret to creating bold, memorable campaigns that customers trust.
AI is making a major impact of email marketing teams, report finds
AI is helping email marketers move faster, but many of the old, familiar challenges remain.
Optimization and personalization
How to stop wasting money on personalization
A Gartner study found personalization is taking up more marketing budget, but CMOs don't know how much it really costs.
Nearly two-thirds of businesses say email deliverability is hurting revenue
More than half of businesses say landing in the spam folder is their biggest barrier to reaching the inbox.
Adobe focuses on new Email Designer in May 2025 Marketo Engage updates
Here's what's new for Adobe Marketo Engage users from the May 2025 updates.
How tariffs are reshaping long-term strategies for brands and buyers
Brand loyalty is gone, as consumers wait longer to make purchases. Marketers are focusing on owned channels and trying not to say the "T" word.