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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Claritas brings live optimization to acquisition email
New product adjusts audiences and subject lines while campaigns run, then uses holdouts and attribution to measure whether those changes produce lift.
How to use CRM segmentation to drive holiday repeat purchases
Use a CRM recency ladder to prioritize customer segments and coordinate holiday campaigns across email and paid media.
Email marketing’s history can guide AI governance
Attribution, accuracy, and authenticity offer a starting point for responsible AI use — and for protecting your brand's credibility.
Your social media following isn’t the asset you think it is
Every new piece of content shouldn't mean starting from zero. Learn how to turn fleeting social media attention into ongoing audience relationships.
How to turn customer signals into smarter email automation
Use customer behavior, inaction, and contextual signals to build more relevant email automations and triggered campaigns.
How to build cross-sell email flows that drive repeat purchases
The first purchase gives you clues about what a customer may need next. Use them to build more relevant post-purchase journeys.
Marketo co-founder Jon Miller rethinks B2B marketing automation for the AI age
Legacy marketing automation wasn't built for modern B2B buying groups. Jon Miller’s new platform, Phave, sets out to change that.
The answer to your martech problem depends on the problem
Buying more, improving how teams use what they have, and cutting the stack can all work — but not for the same reasons.
Marketing artificial intelligence (AI)
Why AI hasn’t solved marketing’s time problem
AI makes it easier to produce marketing content, but faster production doesn’t mean more time for strategy, planning, or better work.
3 ways marketing automation platforms are being reinvented
The MAP once moved leads toward sales. Three emerging models now center customer context and what happens next.
Google gives political email a lane around spam filters
New program shows how Gmail is using sender verification and recipient feedback to decide who gets preferential inbox treatment.
How to audit your email automations for revenue gaps
Find your email program's weak spots, from deliverability basics to high-value flows and ESP features, and turn missed opportunities into revenue.
AI speeds marketing production, but measurement lags
AI is accelerating marketing production, but most teams still measure clicks instead of business outcomes, limiting their ability to prove AI's impact.
Google testing a way to ease email signups
The browser-based alternative to OTPs and magic links could improve sign-up conversions and first-party data quality.
The one question that will improve all your email campaigns
Campaigns can fail before they're written because teams can't agree on what success looks like. One question can change that.
Your email program is overdue for a portfolio review
Stop evaluating email one campaign at a time. Review your email ecosystem to decide which programs still deserve your time, budget, and attention.
Transactional, triggered, and promotional emails: What’s the difference?
These three email types may look similar, but they serve different purposes, follow different rules, and drive revenue in different ways.
FREE! The email subject line rules that don’t hold up!
New research based on 4.6 billion emails challenges some of marketing's oldest subject line advice and offers a framework for testing what works.
AI made email marketing easier. It needs us to make it better.
AI can write email campaigns in seconds, but it can't replace the strategy, judgement, and customer understanding that make them worth sending.
The email newsletter is back and winning the inbox
The newsletter resurgence reflects a broader shift in consumer behavior toward curated content, trusted voices, and meaningful engagement.
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.