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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Bulk email restrictions from Google, Yahoo, and Microsoft: What you need to know
Updated with news of DMARC upgrades and new deliverability analysis in Google Postmaster Tools.
Marketing measurement is breaking under its own complexity
More tools, more channels, and more data have left many marketers struggling to connect activity to outcomes.
AI is not the skill email marketers need most
The most valuable email marketers know how to apply AI across automation, personalization, analytics, testing, and customer journeys.
What Intuit’s layoffs mean for Mailchimp customers
Mailchimp is not shutting down, but Intuit’s latest comments suggest the platform is entering a very different phase.
Consumers want AI ads with a human touch
New research finds consumers accept AI in marketing when it adds value, but many reject ads that feel generic, intrusive, or emotionally hollow.
In agentic commerce, your brand promise must be provable
Consumers may choose brands emotionally, but AI agents will evaluate pricing, service, delivery, and loyalty value.
How signal-based outreach is changing outbound
Move beyond generic cold outreach and generate more qualified engagement with signal-based outbound strategies.
Gmail’s AI Inbox may redefine deliverability
AI-generated summaries and prioritization could determine which emails actually get seen and which disappear into the background.
Your email A/B test winner might be lying (and it’s costing you)
Why single-metric wins, short test windows, and surface-level analysis in email marketing hold your program back — and what to do instead
Martech 2026: AI drives a major industry reset
Flat growth masks a deeper shift as AI moves to the center of value creation and forces a rethink of how martech stacks are built.
10 lessons from real-world ESP migrations
ESP migrations impact data, workflows, and deliverability. Here’s how to plan, execute, and stabilize the transition without disrupting performance.
Marketing artificial intelligence (AI)
Vibe coding is hollowing out the martech stack fast
Marketers are replacing SaaS tools with AI-built alternatives, driving churn and shifting where real value in martech now lives.
If your AI content feels generic, this is why
AI needs clear inputs to produce consistent outputs. Here’s how to structure brand voice so it works across prompts, tools, and teams.
A 15-minute AI workflow to clean campaign data
Fix inconsistent names, titles and company fields using AI and a spreadsheet, improve personalization and segmentation before you launch.
Email platform decisions require more than the latest innovation
From rapid innovation to stagnation to an AI resurgence, email keeps evolving. Use that history to make smarter platform decisions.
Email delivers ROI, but many teams still can’t prove it
Email is crucial to business success, but many marketers still struggle to measure ROI and make the case for more investment.
The post-purchase moment where loyalty is won or lost
The email you send after checkout can either reinforce trust or leave customers questioning their decision.
3 new email metrics that you need in 2026
Email performance is being redefined, and disaffection, replies and trust are replacing opens and clicks as the signals that actually matter.
The email metrics marketers are likely to get wrong
Data shows opens and CTR rarely predict winners. Focus on conversion rate and revenue per email to measure true performance.
Why email is now identity and deliverability infrastructure
Here's how email marketing platforms are evolving and what to look for as deliverability, identity and vendor consolidation reshape the market.
Email personalization has an overuse problem
Hyper-personalized email campaigns can feel intrusive and create subscriber fatigue. Learn when personalization actually adds value.
7 ways to revive dormant email lists without wrecking deliverability
Reviving dormant email lists can drive pipeline, but doing it wrong can damage deliverability. Here’s how to bring old subscribers back safely.
6 post-purchase moments that shape customer lifetime value
Customers second-guess after they buy. Use education, reassurance and personalization in post-purchase emails to increase trust and long-term value.
How Gemini in Gmail changes inbox visibility for marketers
From authentication standards to sustained engagement, foundational email disciplines are becoming decisive in an AI-curated inbox.
We need more humanity in email, especially at unsubscribe
Clearing out two inboxes after a family loss exposed broken unsubscribe flows and a missed opportunity for empathy.
Email retention after Gmail’s ‘Manage Subscriptions’ rollout
Six months in, churn remains elevated across industries. Here’s how to respond with engagement-based automation and more disciplined sending strategies.
Fresh off the holiday season, Mailchimp debuts new ecommerce features
Fragmented data shouldn't stall progress. Mailchimp aims to integrate insights across tools to turn holiday learnings into a profitable path for 2026.
What TikTok gets right about attention and what email overlooks
TikTok forces creators to earn attention in seconds. Email marketing needs to do the same.
B2B marketers should stop punting on Super Bowl week
HubSpot data shows B2B buyers are more active — not less — during Super Bowl week, making it one of the most underused engagement windows of the year.
How to make retargeting emails drive more sales during promotions
With the right timing, personalization, and urgency, retargeting emails can turn browsers into buyers during high-stakes events like Black Friday and Cyber Monday.
What Apple and Google’s 2025 updates mean for email and SMS in 2026
Inbox visibility, AI previews and SMS filtering are altering engagement. Here’s how to realign your email and SMS strategy.
How to write promotional emails that actually convert
Most webinar emails fail because they’re vague, overloaded or forgettable. The right copy frameworks and clear CTAs can turn invites into registrations.
AI is rebuilding the inbox, and email marketers can’t control it
Email inboxes are becoming AI-driven assistants that prioritize, summarize and filter messages. Here’s what this shift means for your email strategy.
More AI for the Gmail inbox isn’t the end of email marketing
Google’s AI is changing Gmail. What does it means for your campaigns? Time to adapt and stay relevant — again.
3 strategies for killing AI slop in your email copy
Speed isn’t the problem. Missing structure is. Better briefs, QA and human review help teams protect inbox performance.
Email marketing is becoming an agent-to-agent system
Email is an AI-mediated channel where agents decide what gets seen or acted on, forcing marketers to rethink how they design and measure campaigns.
What privacy and email laws reveal about today’s compliance risk
From CAN-SPAM to state privacy statutes, federal preemption has been inconsistent. Playing it safe in a patchwork system matters now.
Cold email works if you stop trying to sell
The goal of a cold email isn’t a sale — it’s a conversation. Here’s how restraint, relevance and respect turn outreach into real opportunities.
4 takeaways for email marketers from Google’s 2025 holiday report
Shoppers are thinking differently, and Google’s new data shows the cognitive patterns marketers need to understand to win the 2025 season.
How to write great copy for every channel
Compelling copy makes a world of difference in driving results from your marketing campaigns. Here’s how to craft copy for emails, social posts, web pages and more.