Key takeaways Mailbox providers are filtering for relevance, not punishing legitimate senders. Google, Yahoo, and Microsoft want your emails to reach the inbox and work to identify good senders by looking at your email engagement. Authentication is now a hard requirement, not a best practice. SPF, DKIM, and DMARC are mandatory for high-volume senders across all major mailbox providers. AI is reshaping the inbox in ways that reward relevance. AI-powered features like Gmail’s Gemini integration, Yahoo’s “Catch Up,” and relevance-sorted inbox views helping brands with high-value, well-structured emails stand out.

At Litmus Live 2026, we got something rare: an unfiltered look at how the inbox actually works—from the people who build it. In a session titled The Inbox Decoded: How Mailbox Providers Really Think About Email, Validity’s Tom Bartel and Guy Hanson sat down with Ross Adams from Microsoft, Dan Givol from Google, and Marcel Becker from Yahoo.

The conversation was candid, honest, and had both email marketing leaders and practitioners hanging on every word.

Watch the full session recording here and read on for a session recap.

Table of Contents

• Mailbox providers want your emails to land
• How do mailbox providers think about email?
• What being a “good sender” means in 2026
• AI is changing the inbox
• Don’t try to game the system
• AI is also making phishing more dangerous
• Sender tools: use the data you have
• The one thing that matters most
• What email marketers and marketing leaders should take away

Mailbox providers want your emails to land

Let’s start by clearing up a common misconception. Many email marketers assume mailbox providers (MBPs) are strict gatekeepers—that Gmail, Yahoo, and Microsoft are on guard against brand emails by default. But that’s simply not true.

“We love email marketers,” said Yahoo’s Marcel Becker. “That’s what consumer email is about. At the end of the day, it’s very simple: send mail users want. They decide what that is, not us.”

Microsoft’s Ross Adams agreed: “Consumers want [marketing emails]. They’re ordering things. They want to know about various sales that are going on.”

Google’s Dan Givol added a perspective worth pausing on: “Today, your marketers are part of this webinar, but as soon as this is over, you become our consumers. Put that lens on as you communicate with your users and ask yourself, do I want to receive this?”

The nuance is that the email ecosystem has a serious noise problem. According to Marcel, roughly 90% of email in circulation is malicious. “Our job is not so much to identify the bad stuff,” he said. “It’s more to identify the good stuff for our users.”

Tom Bartel, SVP of Data Services at Validity, framed it with his two rules of deliverability: “The first rule is, as a sender, it’s not really about you—there’s ninety percent of really bad mail polluting the system. They’re not looking to punish good senders just because they feel like it. The second rule is that it is all about you. Do the fundamentals well—clear transmission, making sure the identity is correct, email authentication, DMARC. Beyond that, just send wanted mail. Don’t annoy recipients.”

How do mailbox providers think about email?

The session chat was filled with so many great questions that the speakers did not have time to answer them all. Here are a few that speakers were able to answer after the event ended:

Do mailbox providers view all emails as suspicious by default?

No, there’s no inherent bias against legitimate business email. MBPs acknowledge that most email traffic is malicious, so newer senders and domains face more scrutiny than those that have been sending engaging emails for a while. But if you’re a legitimate sender and your subscribers are excited to engage with your emails, you should be good to go.

What signals do MBPs use to evaluate senders?

Engagement is the primary trust signal. Spam complaint rates, bounce rates, unsubscribe activity, and positive interactions all feed into how a sender is evaluated. According to Validity’s 2026 Email Deliverability Benchmark Report, keeping spam complaint rates below 0.1% is now desired—down from the previously cited threshold of 0.2–0.3%.

How quickly does bad sender reputation recover?

It takes dedicated steps to change your sender reputation, not just time. Dan Givol described sender reputation as, “A backwards-looking proxy for the way that users perceive your messages.” His advice: “If you don’t like what you see, take action sooner rather than later because the deeper you get in the hole, the harder it is to get out.”

Tom Bartel echoed this with a simple mantra: “Nothing changes if nothing changes.”

How can senders reduce the spam complaints on their transactional emails?

Sorting emails according to function helps ensure the best delivery possible. MBP guidance recommends using different IP addresses for each message type. For example, you could use one IP address for account notifications, another for promotional messages, etc.

The same applies to “from addresses.” This means sales receipt messages use coming from an email like sales@example.com while promotional messages use deals@example.com. Senders should always avoid mixing different types of content in the same message. Validity has a helpful article on this topic.

What are the benefits of implementing BIMI?

BIMI adds a verified sender logo that appears next to your message in the inbox. It’s a way for inbox providers to verify information about your brand and works right alongside SPF, DMARC, and DKIM to signal to email clients that you are you.

Tom Bartel says, “Early adoption of BIMI ensures first mover advantage. While it’s likely MBPs now see upwards of 40% of their inbound commercial email volume covered by BIMI certificates, there is still a missed opportunity to stand out in the inbox in these early (now mid) days of adoption.

Beyond BIMI, MBP guidance is clear that, “Senders should use display names that are consistent, clear, and provide an accurate statement of the sender’s identity. Doing so will drive recognition and trust benefits similar to those described above. Senders should also consider implementing Apple Branded Mail,” notes Guy Hanson.

What being a “good sender” means in 2026

There’s no shortage of advice about what makes a good email sender. The panelists identified a few very important pieces that move the needle from ok to good—or even great.

Authentication is non-negotiable

Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) are no longer best practices—they’re requirements. Gmail, Yahoo, and Microsoft have all introduced bulk sender mandates that make authentication mandatory for high-volume senders.

As of November 2025, Gmail ramped up enforcement on non-compliant traffic. Messages that fail to meet sender requirements now experience disruptions including temporary and permanent rejections. Validity’s benchmark data shows these requirements contributed to global inbox placement rising to 87.2% in 2025—a 3.7% year-over-year improvement—although they do vary significantly by MBP, region, and industry.

For the strongest protection, set your DMARC policy to p=quarantine or ideally p=reject.

Email list hygiene matters more than ever

High unknown user rates (hard bounces) signal poor email list quality to MBPs. Validity’s benchmark data shows the average unknown user rate held at 1.46% in 2025—a figure that can climb quickly without active list maintenance.

Senders should monitor hard bounces, soft bounces, and inactive recipients—and remove invalid recipients from their lists promptly.

Engagement over volume

Relevance-sorted inboxes now prioritize emails based on user behavior, not send time. Validity’s 2026 Email Deliverability Benchmark Report notes that Gmail’s promotions tab ranks emails according to the brands users interact with most. A list full of disengaged subscribers doesn’t just waste budget, it hurts your sender reputation.

Ross Adams offered a great example from his own experience: “I ordered a wallet online, and then I got bombarded with mail. That type of experience, whilst maybe good for some people, was certainly not an expectation I had.” His point: email service providers (ESPs) and platforms should help senders understand when they’re crossing the line from helpful to overwhelming.

If you do plan to increase send volume, MBP guidance is to do so slowly. Guy Hanson has great advice: “When initiating an increase start with your most engaged users. Regularly monitor server responses, spam rate, and the sending domain’s reputation using services like Google Postmaster Tools, Yahoo’s Sender Dashboard, and Microsoft’s SNDS. If messages start bouncing or deferring, reduce the sending volume until the SMTP error rate decreases, then increase slowly again. If bounces and deferrals continue at a low volume, review individual messages to identify problems.”

AI is changing the inbox

The single biggest theme to emerge from the panel: AI is not the enemy of email. Irrelevance is.

Dan Givol said, “We are injecting a new life into email. We’re taking all the benefits of a federated open system that lends itself to long form communication and we are supercharging it with technology that was designed exactly to solve the problem of what do I need to do next.”

In 2025, MBPs introduced a wave of AI-powered inbox features:

• Gmail: subscription manager and Gemini integration
• Yahoo: Catch up feature
• Relevance-sorted inbox views

These tools are designed to help subscribers manage their inbox and surface what messages matter most to them. For senders whose content resonates, these features are a big benefit. For those sending generic, low-relevance messages, they’re a big reality to send messages that subscriber want to engage with.

Validity’s Q1 2026 Marketer Survey found that nearly half of marketing teams are experimenting with AI-driven inbox optimization, but fewer than one-third have a strategic approach. That gap is a real risk as MBPs increasingly act as intermediaries between brands and subscribers.

Marcel Becker kept the focus where it belongs, “Whether we use AI to amplify good or bad behavior doesn’t really matter at the end of the day. It’s a means to an end. We want senders to provide the best user experience to our mutual customers, and we want to provide the best user experience on top of that.”

Don’t try to game the system

One of the most direct moments of the session came when the conversation turned to senders attempting to manipulate AI systems.

Ross also gave an example of what not to do: hidden text embedded in emails. Marketers do this to attempt to manipulate how AI systems process the email’s information. While this isn’t a new concept for marketers, and it’s still not advised. “Just good content, sent the right way. The system will do the right thing with it,” Ross added.

Dan Givol agreed completely, “Hidden text has been leveraged in email quite a bit. As we shift into AI, we’ll see less support for hidden text. Don’t stuff your emails with something that the user doesn’t see. Think about it from your own lens: when you look at something, do you say, ‘this doesn’t look right? Is this AI? Am I being spoofed?’ If we see that you’re not trying to trick the user, but you’re trying to trick our system, then we will take enforcement action on it.”

This also applies to so-called “warming services” that simulate engagement, and vendors who claim they can guarantee primary tab placement. As Tom Bartel noted, “These reputation systems and algorithms are complex and dynamic. They’re not binary switches.” Anyone selling certainty without effort should give senders pause.

AI is making phishing more dangerous

The same capabilities that help marketers personalize at scale are being used by bad actors to craft more convincing fraudulent emails. Ross Adams explained that he doesn’t predominately see AI crafting the initial message, but in automating the follow-through once someone falls for a scam. “They don’t have to deal with that manually anymore. Now [attackers] can automate the response back to get all the details they need.”

For legitimate brands, this creates both a responsibility and an opportunity. When phishing emails are increasingly hard to distinguish from real marketing messages, authentication and visual identity signals like BIMI become part of your customer protection strategy—not just your email deliverability strategy.

Dan Givol put it plainly, “Help us identify you as a good actor by doing all the things that will make you identifiable. As we shift into this larger field of threats that are going to be easier to put together, do your part by identifying yourself.”

Sender tools: use the data you have

Each major MBP has invested in tools to help senders understand their performance:

• Google Postmaster Tools (now v2, with a Pass/Fail Compliance dashboard)
• Yahoo Sender Hub
• Microsoft SNDS

Ross Adams noted that Microsoft is actively working on expanding SNDS, with more domain-level visibility on the way. It’s their way of making sure that small senders—doctor’s offices, nonprofits, local businesses—do not get overlooked because they don’t understand how email really works. “The number of doctor surgeries that try and send me an appointment that never arrives because it fails authentication,” he said. “As a community, we should do a little bit more to make sure those small senders are being taken care of.”

The one thing that matters most

Near the close of the session, each panelist was asked: if a sender could do just one thing consistently well over the next year to ensure their email is wanted by users, what should it be?

• Ross Adams: “Help the small senders, fight any abuse in the system, focus on customers.”
• Marcel Becker: “Send email people want. Put yourself into the receiver’s shoes. Ask yourself, is this something I would want to receive? If the answer is no, don’t do it.”
• Dan Givol: “Obsess over the numbers each of our platforms gives you to know where you stand.”
• Tom Bartel: “Set and meet expectations with your customer for your email relationship with them.”

Takeaways for email marketers and marketing leaders

For email practitioners: the technical fundamentals like authentication, list hygiene, and monitoring aren’t background tasks. They’re the foundation everything else is built on. If those aren’t in place, no amount of creative excellence, segmentation, or send-time optimization will compensate.

For marketing leaders: inbox placement is a revenue issue, not just a technical one. Validity’s 2026 Email Deliverability Benchmark Report found that the average global inbox placement rate in 2025 was 87.2%—meaning roughly 13% of email never reaches its intended destination. At scale, that gap has significant impact on campaign ROI, customer engagement, and brand trust.

The inbox has never been more complex. It’s also never been more rewarding for brands that send email people actually want to receive.

Watch the full session recording here.

Key takeaways Email personalization is no longer optional. Segmentation, and dynamic content are the pillars of inbox success in 2026. AI now acts as a gatekeeper between your message and your subscribers. Marketers need to optimize their content for humans and machines. Treat quality assurance as a core skill. With AI handling production, strategic human oversight is what separates great email programs from broken ones.

 

The air in the email marketing world feels a little different in 2026. We’ve moved past the initial shock of generative AI and the scramble of new privacy regulations.

Now we’re in the era of refinement. Today’s subscribers are savvier and more skeptical than ever—they can spot obvious AI content from a mile away. Striking a balance between cutting-edge automation and human touch is crucial.

In this article, we’ll break down the tactical shifts you need to master this year—from advanced lifecycle strategies to the rise of “intelligent gatekeepers”—to ensure your email program remains your brand’s most powerful growth engine.

Let’s get started!

Table of contents

• Bring personalization to the forefront
• Design for the AI-gatekeeper
• Shift to minimalist and structured design
• Leverage annotation schema
• Become an email orchestrator
• Enhance the customer experience with AI
• Use AI beyond email copy
• Invest in specialized design and automation tools
• Integrate email tools and prioritize data management
• Optimize for accessibility and inclusivity
• The future of email

1. Bring personalization to the forefront

In order to connect with subscribers, messages in your campaigns need to be relevant, timely, and personalized. This isn’t just true for email campaigns; it’s true for every touchpoint in your marketing campaign.

Effective personalization rests on these pillars:

• Segmentation: dividing your audience lets you customize what and when you send.
• Dynamic content: creates ultra-personalized emails without the impossible task of building countless versions by hand.

2. Design for the AI-gatekeeper

One of the most significant changes in 2026 is that your subscribers aren’t the only ones reading your emails — AI is, too. Tools like Apple Intelligence and Gmail’s Gemini now summarize your content for the user before they even open the message. (This is a big contributor to why open rates are no longer reliable.)

This shifts the question email marketers need to ask. The question is no longer just “did my email land and look great?” but “did the AI surface the right topics in the summary?”

Take a similar approach to your emails as you do with SEO. Front-load your email content with keywords and ensure your most important value proposition is clear and easy for a machine to “scrape” and summarize accurately in the inbox preview.

If your email is image-heavy, include a thorough description in the alt attribute of your image tags. But none of these tips matter if you are just guessing how AI is going to summarize your email. Using tools that provide a preview of how your messages are summarized can help you tailor your messages accordingly.

In 2026, the most creative writer doesn’t win. The marketer who makes their content with the machines in mind will be victorious.

3. Shift to minimalist and structured design

You might have heard that humans have an 8-second attention span (shorter than a goldfish!). While mostly a myth—goldfish actually have excellent memories—the principle that users gravitate toward the quickest possible win still holds.

Move away from giant, text-heavy emails. Modern aesthetics are trending toward leaner builds that load faster and are easier for AI tools to interpret and summarize.

Facilitate reading by leveraging known structures for content hierarchy, like the Inverted Pyramid, or the Z or F-patterns. Use heading tags properly (H1 for section titles, not just big text) to signal to AI which information matters most.

4. Leverage annotation schema

Years ago, Gmail introduced support for structured data in emails—small code snippets using JSON-LD or Microdata that give mailbox providers richer information about a message’s content. This allows Gmail to render special UI elements directly in the inbox, like image carousels or a banner showing a discount code and its expiration date—features that appear exclusively for messages landing in the promotion tab.

While there’s no official confirmation that structured data feeds directly into Gmail’s AI summarization process, it’s part of the message body and is parsed by AI. At a minimum, structured data gives the AI engine meaningful, organized signals about your content. Since most senders still aren’t taking advantage of this, adopting it now is a straightforward way to get a leg up on competitors who haven’t made the move yet.

5. Become an email orchestrator

The role of the email marketer is changing; in 2026, you aren’t just a builder—you are an orchestrator. AI is taking over the heavy lifting of coding tables, drafting subject lines, building audiences, and interpreting results. You will be hired for your ability to manage that output.

With AI handling production, your primary job is quality assurance—making sure the automation doesn’t “hallucinate” or stray from brand guidelines. A “human-in-the-loop” approach is a great way to work with AI-generated content, often generating 40% higher quality.

Take time to review AI output in an email rendering preview, flag stakeholders when needed, and always check links and images. Delegate labor, never liability.

6. Enhance the customer experience with AI

The novelty of AI-generated copy has worn off. In 2026, the goal is to use AI to enhance to enhance the customer experience as subscribers grow more skeptical and ignore obvious AI content. Some examples we’ve seen work well include:

• Analyzing how your audience is reacting to your tone.
• Sharing personalized product recommendations based on customer data and interest signals.
• Optimizing send times to meet customers when they are most likely to engage.
• Tailored messaging for win-back campaigns.

Remember: Always edit AI outputs to ensure they feel human and aligned with your unique brand voice.

7. Use AI beyond email copy

Written content is the most popular GenAI output for marketers. However, there’s so much more you can do:

• Test, find, and fix rendering, code, and compliance risks.
• Generate on-brand copy and variants for subject lines, body, and CTAs.
• Monitor subscriber experience and deliverability so you can catch issues early, avoid surprises, and keep critical programs out of trouble.
• See how you stack up against competitors, where you’re losing attention, and what to change next, turning performance data into clear next steps.

8. Invest in specialized design and email automation tools

You need a dedicated email designer—ideally, one with the right tools for the job. As email continues to grow and develop into its own medium and remains one of the marketing channels with the highest return, specialization is essential.

Beyond having an email designer on the team, marketing teams should also take a hard look at their automation tools.

To speed up design and development: use templates, email building tools  that cut development time, reusable HTML modules, and AI design tools for generating layout and style variants. For lifecycle gaps, lean on automation—a single automated email works far harder than one-off sends.

9. Integrate email tools and prioritize data management

Data management is a recurring obstacle, and it will only grow more critical as personalization demands increase.

Try using BriteVerify from Validity to validate addresses at the point of entry, protecting sender reputation from soft bounces. Then narrow your focus:

• Focus on one lifecycle phase at a time: re-engaging cold subscribers or recovering abandoned carts, for example.
• Audit what you have: data you own now, data you can easily get (preference centers, polls), and data you’d love to have (browsing history).
• Brainstorm personalization: match available data to your goal; working within constraints often sparks the best creativity.

Customers vs. prospects	Personalized campaign ideas	Data you need
Customers who purchase products in multiple categories	Gift guide or come visit our store	Purchase behavior Stated preferences Geolocation
Customers who have purchased one product but not a second	Product recommendations	Purchase behavior Browsing history Stated preferences
Customers who have purchased 3+ products (your superfans)	Ask for a review or shoutout on social media	Purchase behavior Sentiment
Prospects who have been on site browsing in the last 24 hours	Back in stock or “get it before it’s gone”	Browsing history
Prospects who haven’t engaged with an email in 30 days or more	Re-engagement campaign	Email engagement Browsing history
Prospects who are so close to making a purchase	Abandoned cart or abandoned browsing	Interest signals Browsing history

Integrating your email platform with your CRM, CDP, analytics tools, and marketing automation unlocks more insights, better personalization, and clearer results. Even without a robust tech stack, signup forms, preference centers, and in-email polls can surface useful data.

10. Optimize for accessibility and inclusivity

Accessibility is now a legal requirement under the European Accessibility Act and similar laws—and it’s simply the right thing to do. Key best practices:

• High-contrast colors; font size 14 or larger
• No flashing GIFs or single-image email designs
• Semantic heading structure for screen readers
• Large, thumb-friendly buttons on mobile
• ALT text on all images
• Easy-to-find unsubscribe links
• Inclusive language throughout

Test before you send using tools for robust accessibility checks, including visual impairment filters, automatic checks for alt text, text justification, and table roles, and an NVDA screen reader preview. What your email service provider (ESP) offers is usually not enough.

Some email testing  tools, like Litmus, have built-in accessibility checks. Reviewing your content before hitting send helps you maximize the impact of every email. Accessibility testing includes:

• Visual impairment filters to see what your email designs look like to people with different visual color deficiencies.
• Automatic accessibility checks that look for elements like alt-text, text justification, table-roles, and more.
• NVDA screen reader preview.

Check out this great session about email accessibility from Litmus Live 2026.

The future of email in 2026

The roadmap for 2026 is an interesting blend of efficiency and humanity. While we explore ways to use tools like automation and AI to work faster, we must prioritize humanizing our messages through inspiring personalized emails and accessibility.

• Verify your data: use BriteVerify to ensure your personalization is built on a clean foundation.
• Optimize for AI: make your content “scannable” for the intelligent gatekeepers summarizing your emails.
• Prioritize trust: focus on reply rates and authentic engagement over noisy, outdated metrics.

Key takeaways A strong email marketing strategy goes beyond sending one-off messages, focusing instead on defined goals, clear audience segmentation, and consistent collaboration across teams to drive higher ROI. Measuring success means aligning KPIs with strategic priorities, whether improving deliverability, boosting engagement, or driving conversions, and adjusting campaigns based on performance insights. Emerging trends like AI-powered campaign automation and personalized dynamic content can enhance productivity and engagement, but they work best when paired with a deep understanding of your audience and a value-first approach. Litmus can help you achieve your email strategy with tools that work hard at every stage of the email marketing production process.

 

Email marketers don’t wear many hats—they wear them all.

So many of us get trapped in a doom loop of email request → email production → email send that we barely have time to think about the bigger picture. Nearly a quarter of all email marketers routinely manage eleven essential functions in their team, according to our State of Email Workflows Report.

But “so-and-so wants an email” is not an email marketing strategy. “We send an email once a week” is also not a strategy.

An email marketing strategy is a comprehensive plan designed to achieve specific business objectives through email. It moves beyond simple message dispatch, focusing on identifying target audiences, segmenting for personalized messaging, creating compelling content, strategic scheduling, and robust performance measurement. A truly effective strategy sets clear, measurable goals—like boosting brand awareness, driving sales, or building customer loyalty—and outlines the precise tactics to achieve them. It involves understanding the entire customer journey, from initial contact to conversion and retention, tailoring email campaigns to each stage. An optimal strategy also integrates continuous testing, in-depth analysis, and iterative optimization to refine approaches, maximize engagement, and ensure a strong return on investment. Ultimately, this strategic framework provides a clear roadmap for consistent, impactful, and results-driven email marketing efforts. To be able to max out email marketing’s 36:1 potential ROI, you need to think bigger about your audience, your messaging, and the technology you’re using to make it all happen.

This is what you need to know about email marketing strategies and how to create a plan that drives email ROI for even the busiest teams.

Table of contents

• Start with a strategy
• Components of an email marketing strategy
  • Why segmentation is everything
  • Content planning across the subscriber lifecycle
  • Testing, experimentation, and optimization
• The metrics to measure your success
• Building a cross-functional email marketing strategy
• Trends defining email marketing strategy right now
• Successful email marketing campaigns at each stage of the funnel
• The tools you need to bring your email marketing strategy to life

Start with a real email marketing strategy to avoid burnout, bottlenecks, and bad results

So what is an email marketing strategy? An email marketing strategy is a plan that outlines who you send to, what your goals are, and how you’ll achieve them. Email marketing teams use strategies to help everyone work toward common goals. They also help teams prioritize work when there’s too much on their plates.

An email strategy helps you:

• Sync up with your team. It’s not enough to assume your team and other departments are all on the same page—put everything in writing so collaboration is crystal clear.
• Review expectations vs. reality. Your vision is clear at the beginning of a project, but it’s easy to forget your plans once you get to work. Establishing an email marketing strategy helps you review your intentions to keep on task so you’re not constantly fielding requests from other team members wondering why “they didn’t get an email.”
• Spend your budget wisely. Email marketing is an investment, and tools like your email service provider (ESP) don’t always come cheap. Defining a strategy helps you prioritize where to spend your budget and what your team needs.
• Focus on a few projects at a time. You can’t do everything all the time, and an email strategy helps you decide which projects make the most sense for your audience and goals right now.
• Minimize disruptions. Sometimes, your teammates are out of work, your team grows, or responsibilities shift. Getting ideas and workflows out of your head and into a shared document smooths out disruptions if you need to pick up where someone left off.

When your latest campaign was due yesterday and you have a mile-long backlog of campaign ideas, taking a moment for long-term planning feels like, well—a low priority. But you’ll never convince the rest of your team how great email really is for your bottom line if you’re operating on a “it’s been a while since we’ve sent an email on x topic” kind of vibe.

Components of your email marketing strategy

The first place to start with building an email marketing strategy is your goals. What do you want your emails to do? List a few primary goals, like driving website sales, increasing product awareness, or improving email deliverability on a neglected email list.

“To me, strategy is based on what you’re trying to help your audience do within a specific timeframe,” says Price. “The end goal doesn’t have to be numbers-based, like a certain amount of pipeline, although that’s great if it is. It’s more about how you’re going to improve subscriber engagement and make a positive change with your audience in some way.”

From there, you can think about:

1. Audience segmentation and buyer behavior

‘Customer segments’ are specific groups of your email list, and splitting up and tagging these groups helps you organize which email campaigns to send to whom. Do this right, and you’ll unlock the power of personalized email content, making it the most effective type of personalization you can do for your email marketing

“Know your audience” is timeless marketing advice for a reason. Create a list of all the customer segments you send to and what criteria you use to identify those subscribers to stay organized.

With email, it’s not just knowing your audience’s preferences on whether they get your emails at 10 AM on a Tuesday or 3 PM on a Friday. It’s about delivering what information they need, when they need it. You wouldn’t send a “leave us a review” email to someone who has never made a purchase, right?

That same logic extends to the rest of the funnel. For example, you might send transactional and promotional emails, a recurring newsletter, sales campaigns, welcome sequences, onboarding flows, and more based on what your audience is doing on your website or how they interact with your products. It’s much better to send separate emails, focused on a specific program, product, or ask, than to cram a ton of information into one email. If you’re trying to speak to your entire audience for every email, you’re just going to leave folks confused.

LitTip: Your segments should determine the rest of your strategy.

2. Content planning across the subscriber lifecycle

How will you build a quality email list? Document your lead magnets, signup forms, single- or double opt-in stance, and list cleaning routine. Your list is what’s going to drive the rest of your content.

From there, map out the entire buyer’s journey. What does it take for someone to go from “yeah, I want to get emails from this brand,” to counting down the days until the next drop? Or eagerly hoping their boss will approve going to your big event?

It takes repetition from multiple marketing touchpoints—and a few key nudges from you along the way.

3. Testing, experimentation, and optimization

Teams invest a lot of time into email marketing, as you can tell by *gestures widely* all of this. All of that effort, plus the trust that customers place in your brand when they sign up for emails, means every message needs to look perfect and make it to the inbox.

Include a plan to test your emails, optimize deliverability, and improve future campaigns based on email insights. This includes A/B testing common elements like subject lines to increase open rates and pre-send testing to see how your email appears in multiple email clients and devices.

If you’re not testing, you’re not learning. Because even though it’s “best practice” to optimize for major email clients like Apple Mail or Gmail, your audience might be 99% Outlook users, and that’s a whole different set of workarounds and designs your team should optimize for. You don’t know until you run the data.

Strategy = goals + measurement

“You can run an effective email strategy that never makes a single ask of the customer, if you’re able to measure on the back end how the customer responds,” says Price. “That could be engagement, visits, or conversions as you work your way down the funnel.”

The top goals most email marketers have are to grow sales and revenue, convert more subscribers to customers, improve brand engagement, and generate MQLs. Any email campaigns you send should fall into one or two of these key priorities.

Then you can drill down at the campaign level with different goals depending on the type of email you send. For example, use click-through rate to measure engagement with your email newsletter and email marketing ROI to prove the power of your promotional messages. Your email marketing strategy needs to list out the email marketing KPIs you’ll track so you know what to measure—and which of those KPIs matter the most to you in order.

 

Right now, most marketers focus on bottom-of-funnel metrics like click-through rate (CTR), conversion rate (CR), and revenue per email (RPE). Other common email marketing metrics include:

• Return on investment (ROI)
• Revenue per subscriber
• Subscriber lifetime value (LTV)
• Open rate
• Bounce rate
• Unsubscribe rate
• Deliverability

These metrics should match your overall goals. Rank these metrics based on what growth lever you’d like to pull—and then plan your email campaigns or operational changes based on what you hope to achieve. If you’re trying to fix your deliverability, for example, then setting goals on revenue doesn’t make sense. You need to work on your infrastructure and sender reputation first.

Price recommends starting with what you offer your subscribers, instead of the other way around. “If you’re not delivering some level of value to the person on the recipient end of that email, then you’re not going to meet your goals,” says Price. “You have to connect with the customer, whether it’s with a discount, smart content, or emails that help them do what they want to do faster, better, and easier.”

The modern email marketer’s cross-functional strategy

Email marketers don’t work alone. For email marketing to actually work, you need to bring in other team members. Don’t let those requests throw off your game. Instead, make cross-functional email campaigns a key part of your strategy:

Email marketing + product

New product, new email. You need a playbook for new features and getting your customers more embedded into your existing portfolio.

“It has to start at the beginning with product. Why are they building what they’re building?” says Price. “You need to know how it’s going to make your customer’s lives easier, not just that it’s new and exciting. You need to connect it back to the outcome that the user is trying to drive with your product and make sure you’ve got the positioning right that’s not just, ‘Look at this new thing we made.’”

Your segmentation can be driven by product interest, too. In retail, for example, you can see by purchase behavior or browsing behavior what someone is interested in—so send them more from that category or color, instead of new arrivals. You wouldn’t send a dog owner your special aquarium collection, right? Because what may be a big deal to one part of your audience could be meh to whatever for the rest. Make sure you know that ahead of time and set expectations with the team accordingly.

Price says, “I’ve worked with many a product leader who wants to make a lot of noise about a feature coming out, and they expect a giant marketing campaign. But before you put together multiple emails, you have to know what the value is for your audience, and whether or not your whole audience needs to know or not. It’s okay to push back based on what’s going to perform well.”

Email marketing + support

For your existing customer marketing, working in tandem with your support team can help decrease inquiries and build stronger relationships with your customers. Give them a heads up when you’re going to send out a big email, for example, especially one that’s about a new product, pricing tier, promotion, or package.

They’re also a great place to mine for email content ideas or to understand the customer better. Work with them as you build out onboarding sequences or retention nurture flows to deepen customer engagement in the product. They’re going to know exactly where someone gets stuck and what information a customer needs at each part of the customer lifecycle.

Email marketing + sales

Sales has a reputation for going rogue with emails. It’s why you need to work with sales leadership to make sure their cold email strategy dovetails with your email marketing one so your prospects don’t get too many emails all at once.

“Sales needs to understand what marketing’s job is and that value equation, so you’re not asking too much at the same time in every email campaign,” says Price. “Instead, work with them so that they’re teaching the prospect something valuable, which can still be product-related, but isn’t going to turn them off.”

Teaching reps to build sequences of emails that give information at a slower pace can help alleviate this issue. It can also help you execute more personalized or ABM plays without needing to be managing multiple CRMs. But that comes from leadership, first, since sales reps are often rewarded for the quantity of calls or emails they make.

“Sales understandably doesn’t have the patience to wait to make the direct ask, but the give-and-get equation of content exchange really works. Building sales emails into your overall strategy allows you to get the full scope of that equation so you’re building trust and eventually getting that yes to the demo,” says Price.

Emerging and evolving trends in email marketing strategy

The core tenet of email marketing hasn’t changed—deliver great emails that your audience wants to read.

That’s it. That’s the trend.

“Volume across the board is at an all-time high, and it’s expected to keep growing,” says Price. “The secret is out that email marketing works, and now it’s both a challenge and an opportunity for anyone in email marketing to break through the noise of a very crowded inbox.”

How marketers approach this challenge, though, is changing:

1. Personalization is so much more than <first name> in the subject line

We’ve talked about segmentation as the bedrock of your email marketing strategy, and with it comes personalization. Even though it takes more work to send different versions of an email campaign, you get so much more in return.

25% of email marketers we talked to said that personalization was their most effective email marketing tactic. But when you drill down further into what personalization looks like, the majority of marketers still use basic <first name> merge tags. That’s a huge missed opportunity to try out dynamic content or live content like polls, interactive elements, countdown timers, or product recommendation engines.

“A lot of what inboxes are crowded with are people phoning it in,” sighs Price. “If you’re using AI just to send more emails without thinking about the subscriber on the other side, you’re not going to do well. It needs to be specific, targeted emails that are truly valuable. Personalization is the most effective way to get better results.”

That doesn’t mean personalizing every single email send, but rather looking at the entire email marketing ecosystem to determine where people care about your products slightly differently, like industry, persona, or tech stack. “There are 10,000 different ways you can personalize an email, but only you know your audience well enough to know what’s going to resonate with them,” says Price.

2. Triggered nurture flows > one-off blasts

Part of how this works at scale is by automating behavioral-based emails so you’re delivering personalization at the right time without necessarily sending a million emails yourself.

Email automation sends the right message at the right time to subscribers, and email marketers lean on these automations in their strategy.  Subscriber re-engagement campaigns, customer winback, and customer birthdays are among the other automated emails marketers love.

Think of it like a ladder. The most opened email, on average, is the very first one someone receives. What’s the next best action after that? And the next? It’s a series of nudges you make to get them moving forward through the funnel.

“Using the technology you have on the back end to pay attention to what your customer is doing, and figuring out where you add value at each point in the funnel, that’s critical,” says Price. “If they just set up an integration for the product, for instance, that’s when you should send an email of how to make the most of that integration with next steps. It’s so much more effective to respond when they take action.”

We often think of personalization as writing a draft of an email and changing one or two words, but it’s much bigger than that. You have to meet them where they’re at.

3. An explosion of AI-powered automation

Of course, everyone’s talking about how artificial intelligence is changing everything about email marketing. Most marketers plan to use AI to augment human work—70% say that up to half of their email marketing operations will be AI-driven by the end of 2026, while another 18% predict that 50-75% of their email marketing will be AI-driven.

While we’re just as excited as everyone else about how AI can help make email marketers more productive and data-driven, we’re pretty cautious on using AI as a replacement for your strategy.

Think of AI as an extension of the automation you’ve already come to rely on as an email marketer with a million items on your to-do list. Whether you use AI or not, a great email marketing campaign still needs to have:

• A compelling and engaging design that aligns with your brand experience.
• Valuable content that a subscriber or customer can use or benefit from.
• Clear insights on the back end to help you measure what’s working.

Where it can really help if you get stuck with email marketing strategy is by asking AI to take on the role of “email marketing expert.” Have it suggest campaign ideas based on your first-party data, drip campaign, or email sequences based on your product, or ask it for special offers ideas to sell more products.

Remember, everyone else has access to this tool, too, so make sure to evaluate any recommendations based on your unique market positioning and audience preferences.

4. A more efficient modular email production process

80% of teams who use modular email designs take two weeks or less to create a single email. We’re seeing more and more teams use modular email coding practices to get their emails out the door, with teams relying on templates instead of doing everything one-off. Your email marketing strategy should also include the “how” part of email—who designs, writes, codes, and deploys each send.

Only 28% of companies report using a centralized design template system to maintain brand consistency across email types. Of the companies that do use templates:

• 55% update them at a regular cadence.
• 15% update them after major campaigns.
• 30% have no set frequency for refreshing these designs.

Creating a library of code snippets and an email style guide sets standards for the visual appearance of your emails so that every message you send is consistent with your branding. Your email style guide should include details like:

• Text considerations such as subject line copy and tone.
• Image guidelines like size and style.
• Call-to-action references like code snippets for your go-to bulletproof buttons.
• Frequently used content including email headers, disclaimers, and icons.
• Personalized and dynamic content rules.
• Templates and modules.

You don’t have to reinvent the wheel every time you want to send an email. If you want your team to move faster so you can execute your strategy more effectively, then you’ll need to optimize every part of the email production workflow.

Successful B2B and B2C email marketing campaigns at every stage of the funnel

When building your email marketing strategy, it’s all about understanding what trigger points matter. Here are some great examples of emails at multiple stages of the funnel:

Top of funnel: welcome emails and newsletters

The top of the funnel is all about introducing who you are and what you do. Lead with value and personality so subscribers can get to know your emails and why they should always open them.

This sunny welcome email does a great job of rolling out the welcome mat:

Patagonia is a retailer, but this email doesn’t mention their products at all. Instead, they’re leaning hard into interesting audio-based content for their outdoorsy audience:

Top of funnel doesn’t mean avoiding the product altogether. This example from Miro does a great job of showing what’s new in a newsletter-style format:

Middle of funnel: Educational content

As subscribers deepen their relationship with you, it’s all about engagement. What information is going to get them to click? What do they want to know? What’s going to make them excited to get your emails?

This kind of email does a great job at a lighter sell. It’s new arrivals, but wrapped in a fun design:

This may be a product drop, but it’s wrapped in information about how to do your job more effectively:

Make it as easy as possible for your prospects and customers to engage with you:

And this email goes more on “how-to” style content, rather than just talking about the product:

Bottom of funnel: Case studies, product launches, and customer appreciation

When it’s time to sell, don’t shy away from it. Whether you’re doing discounts or using social proof to show prospects exactly why you’re awesome, be loud and proud about it.

This email has that humble-brag thing going for it:

A classic product launch with a really fresh design:

Always here for puns, especially those that express customer appreciation:

The tools that bring your email marketing strategy to life

Strategic Area	Key Questions	Tools List
Segmentation	Who will receive this email? What are our goals for its performance?	ESPs like Salesforce, MailChimp, Klaviyo, and Campaign Monitor
Personalization	Can we add more engaging elements to the email?	Litmus Personalize, behavioral analytics tools like Customer.io
Automation and AI	What next step does our audience need to take?	ESP and Litmus Assistant
Testing and Optimization	How does the email appear in every device and email client?	Litmus Test, Litmus Guardian
KPI Analysis	How did the email perform against our goals?	Litmus Analytics

Bring your strategy to life with Litmus

You can invest hours and hours into a meticulous email marketing strategy, but you won’t know how it works until you get it into inboxes! Efficient building, previews, and testing with Litmus make it easier to bring your email ideas to life, and analytics show you what subscribers think.

 

It’s easy to think that a high delivery rate means your email campaigns are hitting their mark. Since your emails aren’t bouncing, they must be getting to your subscribers, right? Not quite. In fact, this is a common deliverability myth, leading many marketers to celebrate a metric that only tells half the story.

Simply reaching a mailbox provider isn’t enough. The real win is landing your email in the inbox, where your audience can actually see and engage with your message. That’s why measuring inbox placement is essential for understanding the reach and impact of your email marketing efforts.

What’s the difference between delivery rate and inbox placement rate?

Delivery rate refers to whether your email is accepted by the recipient’s mailbox provider. If an email doesn’t get delivered, it means it bounced—either a hard bounce, which means the address doesn’t exist, or a soft bounce, which is a temporary issue, like a full inbox. A high delivery rate is one positive indicator of a healthy email list.

Inbox placement, on the other hand, measures whether your email, once it reaches the mailbox provider, actually lands where the recipient will see it. This placement is heavily influenced by your sender reputation, email content, recipient engagement, and other factors. Mailbox providers use a mix of these factors to decide if you’re trustworthy or not.

The key difference is that delivery rate tells you whether your email reached the mailbox server, while inbox placement tells you if it made it past the spam filters and into the inbox—where subscribers are most likely to open it. This important distinction directly impacts your marketing success. When emails are actually seen, you increase engagement rates and conversions, making measuring inbox placement essential.

Why you need to measure inbox placement

Making sure your carefully crafted emails land directly in the inbox is how you truly maximize their impact, driving higher visibility, engagement, and conversions. Every improvement in inbox placement directly strengthens your audience reach and boosts lead generation. Plus, tracking this metric provides an early signal of your sender reputation, so your team can get ahead of any issues and ensure a trusted, high-performing email program.

Visibility is revenue. Emails that consistently land in the primary inbox are much more likely to be opened, clicked, and acted upon. This directly translates into sales, sign-ups, or whatever your campaign’s ultimate goal might be. Without inbox placement, even the most compelling offer or update becomes invisible, which can render your marketing efforts and budget ineffective. That’s why it’s so crucial to understand where your emails land. It empowers you to switch up your strategy to get the most revenue.

Why email service providers (ESPs) care about engagement

ESPs like Gmail and Outlook rank and filter emails based on user behavior. This means messages that are opened, read, and interacted with are much more likely to appear in the inbox for future sends. In contrast, emails that are never opened, marked as spam, or deleted without reading show ESPs that they aren’t relevant. This affects your sender reputation over time.

Strong engagement tells providers that your subscribers value your messages. It makes you look trustworthy, improving your future inbox rates. It’s a continuous feedback loop, where positive user interaction ensures a healthy sender score.

How to measure your inbox placement

Your ESP’s “Delivered” metric is a blind spot. To see what your customers actually see, you’ll need a testing strategy. Here are a few steps to measure true visibility:

Step 1: Deploy a seed list test

A seed list test is the standard way to measure deliverability. It involves sending an inbox tracking email to a seed list—a collection of test email addresses across all the major mailbox providers, like Gmail and Yahoo. You should send your actual campaign content to this list just as you would to your real subscribers.

Step 2: Analyze folder placement

Using diagnostic tools, check to see where your email ends up in each of the test mailboxes. Did it hit the primary inbox, land in promotions, or get filtered to spam? Because you own these test inboxes, you get an unbiased view of exactly where the email lands:

• Primary inbox: Success. Your message is visible.
• Tabs or promotions: Partial visibility, common in Gmail.
• Spam or junk: A signal that your sender reputation or content needs to be adjusted.
• Missing: Your email was blocked entirely at the gateway.

Step 3: Calculate your inbox placement rate (IPR)

This inbox placement test provides a precise view of your actual reach, allowing you to calculate your IPR—the percentage of emails that successfully reach the inbox. This metric—not delivery rate—should be your true north for campaign performance.

• Formula: (Emails in Inbox / Total Emails Delivered) x 100 = IPR

Strategies to improve your inbox placement

Use these strategies to improve your inbox placement, build lasting subscriber trust, and drive revenue:

1. Ensure proper authentication

Authentication is like a digital ID card—without it, you’re an anonymous stranger knocking on the door. Authenticating your emails is the first step in building trust with mailbox providers. It ensures your messages aren’t immediately flagged as suspicious. It’s about proving you are who you say you are. Make sure that the following are set up correctly to prove your emails are coming from a trusted source:

• Sender policy framework (SPF): Your SPF is the Domain Name System (DNS) record that lists which IP addresses are allowed to send email on your behalf. If an email arrives from an IP address not on your SPF record, the receiving server will view it as a spoofed email, rejecting it or flagging it as spam.
• DomainKeys Identified Mail (DKIM): This is the encrypted signature that proves the email content wasn’t tampered with during transit. This cryptographic signature protects the message as it goes from sender to recipient. It prevents unauthorized alterations, further building trust with mailbox providers.
• Domain-based message authentication, reporting, and conformance (DMARC): This is the policy that tells the receiving server what to do if SPF or DKIM fail, either rejecting or quarantining it, for instance. DMARC dictates that these unauthenticated emails should be handled, while also reporting them so it’s easily visible to you to fix the issue.

As of 2024, Google and Yahoo now require these three authentication steps for bulk senders. Not having them will cause your emails to go to spam. Having them ensures your emails are delivered, avoiding disruptions and ensuring a successful email marketing campaign.

2. Keep subscribers engaged

Your subscriber engagement has a big impact on your sender reputation. Subscribers who haven’t opened your emails in over a year, for instance, signal to mailbox providers that your content isn’t relevant. Providers turn these old, abandoned email addresses into spam traps. If you hit one, it tells the provider that you aren’t managing your email list. This can harm your reputation and push your emails to spam, even for active subscribers.

To avoid this, run re-engagement campaigns when needed. You might send out messages like, “Do you still want to hear from us?” for instance, as a last-ditch effort to re-ignite interest from dormant subscribers. If they don’t click, simply delete them from your email list. Regularly removing them will keep your list healthy and responsive, demonstrating high engagement to mailbox providers.

You might also use a verification tool at the point of signup to protect your sender reputation from the start. These tools can prevent typos, like invalid or misspelled email addresses, from entering your database. They can save you from future bounce issues and make sure your emails only get to those who will engage with them.

3. Smart Segmentation

A personalized, relevant approach is crucial in today’s email landscape. For users to truly engage with your content, your messages should reflect their actual interests and past behavior. Segment your audience to send specific content only to the people who are most likely to click it. You’ll dramatically increase the chances that users open, click, and positively interact with your messages—all crucial signals to mailbox providers that your emails are valued by recipients.

For example, instead of sending a product update message to 50,000 people, send it to the 10,000 active users who actually use that feature. A targeted approach keeps your content relevant to recipients, increasing your engagement metrics. The better open rate can signal to mailbox providers that your content is popular, boosting your reputation for future sends.

High engagement means high placement. Providers notice engagement, and they reward senders who consistently deliver content their audience actively wants to receive. This will improve your inbox placement across the board.

Advanced strategies for scaling placement

If you have high sending volumes or a global footprint, pristine inbox placement will take more advanced strategies. For true enterprise-level deliverability, you need to be able to solidify your sender reputation while also being able to adjust to ever-changing mailbox provider filtering. These strategies can help you reach the inbox consistently while also elevating your brand’s visibility and helping you grow:

1. Sender certification

Certification is a whitelist program where vetted senders essentially get special treatment. It uses a strict testing process to confirm that you follow best practices. With certification, you stand out as reputable in the eyes of participating mailbox providers. There are numerous benefits to getting sender certification:

• Bypass filters: Certified IPs usually skip the strict volume limits and content filters that standard IPs face. It means your emails are much more likely to land directly in the inbox, even during peak sending times or with content that might otherwise signal less reputable senders.
• Image unblocking: As a certified sender, your images are automatically displayed. This can improve engagement. When images load by default, your emails become more visually appealing and impactful. They can lead to higher interaction rates and make your brand appear more professional.

Certified senders get 27 million more emails to the inbox annually compared to non-certified peers. This shows the advantage that sender certification can provide in boosting your email reach and effectiveness.

2. Brand indicators for message identification (BIMI)

BIMI is the standard that puts your brand logo next to your subject line in the inbox. It visually confirms your brand to recipients before they even open the email, adding another layer of authenticity that’s crucial in an era of increasing email fraud. BIMI can help your subscribers quickly see that you are legitimate, and that emails are real—not phishing. It can instill confidence in your brand and make it more likely that your emails are opened, not ignored or marked as spam.

BIMI can also help you stand out in a crowded inbox. With a distinctive brand logo showing, your email can be more easily visible in a sea of text-only subject lines. It can draw users’ attention and encourage them to open your message over others.

Note that to use BIMI, you’ll need to have DMARC at “quarantine” or “reject” enforcement. This is so that only brands with strong email authentication policies in place can use BIMI, showcasing just how strong a trust signal it really is.

3. Real-time feedback loops (FBLs)

To further ensure your email placement, sign up for FBLs. They’re offered by Google Postmaster Tools and Microsoft SNDs. These crucial tools offer insights into how your subscribers perceive your emails, specifically when they actively mark your messages as spam.

When a user marks you as spam, the mailbox provider will automatically tell you who did it, letting you pinpoint the specific email addresses generating complaints. This can help you improve your list hygiene and content strategy. For instance, you can ensure that you don’t email that user again. High complaint rates are a red flag for mailbox providers. Keeping these users out of your email list ensures a healthy sender reputation and deliverability for the rest of your recipients.

Make sure your emails reach the inbox

It’s time to shift the focus from delivery rates to the email deliverability metric that truly counts—inbox placement. Knowing exactly where your emails land is the biggest difference between sending messages to the void and connecting directly with your audience. With Litmus Deliverability, you get insights into your email marketing to pinpoint exactly what’s affecting your sender reputation. You can refine your email strategy and boost your campaign impact with data-driven confidence.

Whether you’re a growing team or an established enterprise, we have tailored solutions for you. Our tools can transform your email program and deliver the visibility and results your business demands. Get started today to take control of your email program’s true reach and drive meaningful engagement.

Key takeaways Making your emails accessible ensures more people can engage with your content, including people with significant spending power. Accessibility isn’t optional—it matters legally and for business. Following recognized standards—like WCAG—helps you stay compliant. Make small design and writing tweaks, like good color contrast, clear heading structure, and descriptive alt text, to help everyone—not just people with disabilities.

 

You strive to deliver the perfect email experience to your subscribers. But if you’re glossing over email accessibility, you could be alienating those with visual, physical, cognitive, and neurological disabilities.

Read on to learn how to make your emails more accessible for all of your subscribers.

Table of contents

• What is email accessibility?
• Why does email accessibility matter?
• Types of disabilities to consider in email marketing
• Accessibility best practices for email marketers
• Educate your teams to scale accessibility adherence
• Email accessibility in action
• Accessibility tools for email marketing

Key takeaways Deliverability isn’t getting easier—but good senders who follow best practices have a clear path forward. AI is reshaping the inbox experience, from relevancy sorting to AI-generated summaries, and marketers need to adapt their content strategies accordingly. Email metrics are getting fuzzier as opens become less reliable, making it more important than ever to look beyond surface-level engagement signals. AI-generated email code looks polished at first glance but can break across real inboxes, underscoring the need for rigorous testing. Implementing DMARC is one of the most important things senders can do to stay identifiable as a good, legitimate sender.

 

Litmus Live 2026 was packed with expert insights across two action-filled days. One of the most popular sessions titled “Where Is Email Marketing Headed in 2026?” was a 30-minute deep dive hosted by Validity’s own Guy Hanson and Danielle Gallant. Valimail’s Al Iverson also joined the fun!

If you didn’t catch it live, here’s a quick recap—plus answers to the questions from the live chat that the trio didn’t have time for during the session. You can also watch the session recording on Litmus’ website and YouTube.

Table of contents

• Deliverability is not getting easier
• Relevancy sorting is changing inbox behavior
• AI summaries are forcing a content shift
• Metrics are getting fuzzier
• AI-generated code looks good…until it doesn’t
• Questions from the live chat—answered

Deliverability is not getting easier

The panel wasted no time getting into the hard truths. Email deliverability is getting more complex. Mailbox providers keep refining their filters—and legitimate senders are feeling the impact.

The good news? Following responsible sending practices are still the most reliable path to inbox placement. As Al Iverson put it: “Good marketers are never the target of mailbox provider spam filters. Good marketers get caught up in a mailbox provider’s best efforts to stop the really malicious stuff. Implementing DMARC with an actual level of protection is what keeps you identifiable as a good sender.”

The practical takeaway: don’t just set and forget DMARC. Moving to a p=quarantine or p=reject policy isn’t just a compliance checkbox—it’s what signals to mailbox providers that you’re a trustworthy sender.

Relevancy sorting is changing inbox behavior

One of the most significant trends the panel explored is how mailbox providers use AI to sort and prioritize messages by relevance. It’s no longer enough to land in the inbox—your email needs to earn visibility at the top of the inbox.

This means engagement signals matter more than ever. Senders who consistently deliver value to their subscribers are rewarded; those who send to unengaged or poorly segmented lists will see their visibility erode over time. This means that regular list hygiene, strategic segmentation, and permission-based sending aren’t just best practices—they’re marketing survival strategies.

AI summaries are forcing a content shift

AI-generated summaries are already changing how subscribers interact with email. Instead of reading your full message, many recipients may only ever see a machine-generated synopsis. This has significant implications for how marketers write their emails. their emails.

The panel highlighted the need for senders to think about the “summary layer” of their content: What does your email look like when distilled into two or three sentences by AI? If your value proposition, offer, or call to action isn’t immediately clear, you risk being skipped entirely.

This is a strong argument for leading with clarity in your emails. Front-load your subject lines and preview text and include the most important information first. Write for humans but structure for algorithms.

Metrics are getting fuzzier

Opens have been unreliable ever since Apple’s Mail Privacy Protection (MPP) arrived in 2021, and the problem has only compounded since. Clicks are more and more affected by bot activity and security scanners. The panel underscored the need for marketers to look beyond these top-level metrics and build a richer picture of engagement.

More meaningful signals include downstream conversions, site visits originating from email, time spent on site, and behavioral actions like replies, adding items to a cart, or completing a form. You can also look at your offline performance like foot traffic in your physical location that can be attributed to your email program. These metrics can be trickier to collect, but they tell a far more accurate story about whether your email program is actually driving results.

AI-generated code looks good…until it doesn’t

The session touched on a cautionary note for marketers and developers: AI tools make it easier than ever to generate email code, but that code doesn’t always hold up across real inboxes. A template that looks flawless in a preview can fall apart in Outlook, Gmail app, or dark mode environments.

The message was clear: AI is a useful starting point, not a finish line. Email testing across mailbox providers and environments remains non-negotiable.

Questions from the live chat—answered

The session generated a lot of great questions in the Litmus Live chat that the panelists unfortunately didn’t have time for. Lucky for us, they met up offline to tackle a few of the leftovers.

1. For your prediction that DMARC requirements will be further tightened, do you think p=quarantine will be enough for compliance or will you need a p=reject record?

Guy Hanson: Mailbox providers want to tighten up on all the senders who still rely on p=none because this policy implies the sender isn’t taking any action based on their DMARC reporting data. In the context of our prediction, p=quarantine will be fine, although we recommend moving to p=reject when you’re confident all your legitimate email traffic is accounted for.

Al Iverson: I personally think “reject” is better than “quarantine” when it comes to DMARC protection—block that bad stuff at the edge! Check out Valimail’s new DMARC report for more!

Danielle Gallant: In addition to a p=reject requirement for DMARC, I expect there will soon be requirements for strict DKIM and SPF alignment too. Make sure everything is aligned to save yourself future frustration.

2. Are text-heavy emails now better than image-heavy for AI inboxes? Does that conflict with keeping CTAs above the fold?

Guy Hanson: Balanced is best. Make sure the text you want AI summaries to surface is accessible—use headings, alt text, meaningful CTAs, and semantic HTML. These are all accessibility best practices anyway, so the benefits extend well beyond AI.

Al Iverson: Just be careful not to blow up your email code for AI summaries. Balanced text and imagery were already best practice before AI inboxes arrived—this just reinforces the need for them.

3. When AI email summaries are generated, does this involve a bot open?

Guy Hanson: Yes, we’ve seen research that backs this up.

Danielle Gallant: Thankfully, there are ways to identify bot clicks through time-to-click analysis, honeypot links, and ESP support. Our fantastic colleague Megan Farquharson recently wrote about this!

4. Would clicking a “mailto” link serve the same purpose as clicking reply in terms of metrics? Or would mailbox providers place more value in an actual reply click?

Guy Hanson: A mailto link is a great way to encourage two-way dialogue, but it won’t send the same strong intent signal to mailbox providers that an organic reply does. Be intentional about designing emails that invite real replies—encourage subscribers to respond and make it easy for them to do so.

Al Iverson: Just to second what Guy is saying, mailbox providers are firm in their guidance that replies help, so I would definitely encourage them.

5. Regarding the metric of engagement offline or outside of the email ecosystem, how does this affect the MBP engagement metrics that will determine reputation?

Guy Hanson: Mailbox providers, especially Google, already have cross-channel visibility. A subscriber who receives your email in Gmail, searches your brand on Google, browses your site in Chrome, and watches a product review on YouTube before buying? Google can connect all of those dots.

6. How could some of your points apply to B2B email marketing?

Danielle Gallant: Guy and I recently recorded a live episode of our podcast at the MarketingProfs B2B Forum diving deeper into this topic. We cover how B2B email success hinges on strong consent practices, ongoing list maintenance, reputation management, and realistic performance measurement—all through the lens of the unique challenges B2B senders face, from higher churn and stricter filtering to longer buying cycles. You’ll see a few similarities with what we discussed in the Litmus Live session and the specific B2B nuances. Definitely check it out!

Sending with confidence in 2026

While the challenges persist, so does our community of email marketing experts. You can watch the full “Where Is Email Marketing Headed in 2026?” session on Litmus’ website and YouTube.

Want to stay ahead of email deliverability and engagement trends? Check out Validity’s 2026 Email Deliverability Benchmark report to see how your performance stacks up.

Key takeaways Sender reputation suspensions result from poor email practices, including high subscriber complaints and invalid addresses. Fixing immediate suspensions involves three main steps: diagnose the specific campaign and issues causing the problem, take corrective actions, and thoroughly test before sending.  Beyond fixing immediate problems, your actions can prevent them. Practicing email list hygiene and implementing technical authentication can avoid future suspensions.

 

Experiencing a sender reputation suspension can feel incredibly challenging, often disrupting your email communications and business operations. It happens when your email practices cause dissatisfaction among recipients or trigger technical issues. Fortunately, you can fix it with a practical, step-by-step approach. Discover the root causes of suspensions, learn actionable strategies to lift them, and gain insights into proactive measures that protect your sending reputation.

Table of contents

• What caused your sender reputation suspension
• 3 steps to fix your sender reputation
• Don’t just fix it, prevent it

What caused your sender reputation suspension

Sender reputation suspensions often arise from email practices that negatively impact the recipient experience, such as:

• High rates of subscriber complaints, where recipients mark messages as unwanted.
• Delivering emails to invalid addresses.
• Sending content that is not personalized or does not engage recipients, leading to lower positive interactions.

These elements collectively shape your sender reputation data and trigger a suspension when they consistently fall below acceptable thresholds.

3 Steps to fix your sender reputation

Fixing your sender reputation suspension involves three main steps.

1. Diagnose the immediate cause

Review your most recent email campaign report and carefully examine the data for specific indicators of your reputation challenge. Find the campaign that coincided with the issue and see if the bounce rate increased sharply following a particular send. Did you use a new list segment or one that had been inactive for a significant period? Investigate the exact origin and collection methods of that specific list. This focused review helps you pinpoint the immediate trigger for the suspension.

2. Take corrective action

If high bounce rates caused the issue, quickly remove the problematic list segment from campaigns. If an old list is the cause, stop sending to that group and create a plan to either re-engage its subscribers with consent verification or thoroughly clean it.

Then, contact your email service provider’s support team and explain the steps you have taken. Request that they review your account status and lift the sender reputation suspension. Your service provider can help validate your configuration, but if it is not the reason for your suspension, it won’t help much.

3. Test before sending again

Proactive testing can help prevent similar incidents. Deliverability in Litmus scans your outgoing emails against major spam filters and common blocklists before sending. Identify potential delivery obstacles and make adjustments so that your campaigns reach the inbox and keep your improved sender standing.

Don’t just fix it, prevent it

Focus on your email list hygiene. Remove invalid and unengaged addresses from your database to reduce bounce rates and avoid spam traps. Before adding recipients to lists, obtain explicit consent to email them. This way, you build a foundation of trust and compliance. Also, remember to make the unsubscribe process clear and straightforward to reduce recipient frustration and prevent unnecessary spam complaints. 

Then, monitor how recipients interact with your emails. If engagement isn’t high, adapt your content and mailing frequency to complement subscriber interests. Use email authentication protocols such as Domain-based Message Authentication, Reporting, and Conformance (DMARC), Sender Policy Framework (SPF), and DomainKeys Identified Mail (DKIM) to reinforce your legitimacy as a sender.

Hitting “send” doesn’t have to be stressful

Litmus has your back, so every email lands in the inbox, and resonates with your subscribers.

Key Takeaways By implementing SPF, you protect your sender reputation, verify legitimate sending sources to prevent domain spoofing, and build trust with recipients and mailbox providers. Properly configured SPF records improve email deliverability, increasing the likelihood that your messages reach the inbox by authenticating your domain with receiving mail servers. Combine SPF with DKIM and DMARC for stronger protection against phishing and better control over your domain’s email security posture.

 

Whether you’re announcing a product launch or nurturing customer relationships, email is an essential channel for reaching your audience. However, making sure your messages actually arrive in your audience’s inboxes is more challenging than ever. Increasingly sophisticated spam filters, growing concerns about phishing and spoofing, and the ever-present need to build trust with mailbox providers like Google and Yahoo make mastering Sender Policy Framework (SPF) essential. It lays the foundation for email deliverability and protects your brand’s reputation with every send.

Table of Contents

• What is Sender Policy Framework?
• Why SPF is essential for modern email
• How to set up your SPF record
• A complete approach with SPF, DKIM, and DMARC
• Why choose Litmus for better email campaigns
• Always reach the inbox with Litmus

What is Sender Policy Framework?

Sender Policy Framework is a simple but effective email authentication protocol that helps ensure only authorized servers can send emails on behalf of your domain. Setting up SPF protects your brand from spoofing and phishing while improving email deliverability. It also builds trust with subscribers and mailbox providers, like Google and Yahoo.

Why SPF is essential for modern email

Setting up SPF creates a record that lists the mail servers authorized to send emails on behalf of your domain. The receiving email servers check this record to confirm that incoming emails come from a legitimate source. Here’s why that’s important:

• It gets your email to the inbox: By passing this SPF check, your emails are more likely to be recognized as legitimate and reach the inbox.
• It protects your email sender reputation: Your authorized list of mail servers prevents impersonators from sending emails that appear to come from your domain, protecting your sender reputation.
• It improves your sender score: SPF maintains your sender score—a rating that determines your inbox placement, helping you reach your audience and build their trust in your brand.

How to set up your SPF record

Here’s how to set up your SPF record:

• Collect sending IP addresses: Gather every IP address that sends email on your domains’ behalf. Include servers for internal mail and any mailbox providers your recipients might use for forwarding.
• List all your sending domains: Make a complete list of your domains, even those you don’t actively use for sending email. It’s important to create SPF records for every domain you own to help prevent spoofing of your non-sending domains.
• Create your SPF record: Work closely with your IT team and email service provider to build your SPF record. Make sure all authorized sending sources are included.
• Publish your SPF record to DNS: Add your SPF record to your domain’s DNS settings. Your DNS administrator, IT department or email service provider can help with this step.
• Test your SPF record: After publishing, run an SPF check to confirm that your authorized IPs are listed correctly. If any senders are missing, update your record immediately.

A complete approach with SPF, DKIM, and DMARC

When the SPF record is vague or non-existent, the SPF check doesn’t work and you need additional email authentication standards. DomainKeys Identified Mail (DKIM) and Domain-Based Message Authentication, Reporting and Conformance (DMARC) give several layers of authentication. Use these email authentication standards together for stronger protection and deliverability:

• SPF lets you specify which mail servers can send emails for your domain to stop emails pretending to be from you.
• DKIM adds a digital signature to your emails, proving the message hasn’t been changed and comes from your domain.
• DMARC connects SPF and DKIM, tells receiving servers what to do if an email fails authentication, and reports suspicious activity.

Why choose Litmus for better email campaigns

Litmus gives you the confidence to hit send, ensuring your carefully crafted messages actually reach the inbox. Test across all major email clients and devices before you send, and catch deliverability issues before they impact your sender reputation. Discover helpful advice to improve every campaign for better engagement.

Always reach the inbox with Litmus

Key takeaways DKIM verifies email sender authenticity and ensures the message content has not been tampered with. There are several possible reasons Google fails your DKIM, including failed authentication checks, message forwarding invalidating the DKIM signature, and poor sending practices. Google’s increased security against phishing and spoofing protects senders’ brands and recipients from fraud.

 

If you’ve ever spotted a “failed” DomainKeys Identified Mail (DKIM) message in Gmail, you know the feeling of panic it brings. While you might think your DKIM is set up correctly, there are several possible reasons that could be causing DKIM failure. Surprisingly, Google’s strict validation is ultimately a positive development for email security.

Table of contents

• What is DKIM? A quick refresher
• Why DKIM fails
• Why a stricter Google is good for email
• How to check your DKIM record

What is DKIM? A quick refresher

DKIM is a method that applies a digital signature to verify that an email is authorized by the domain that signed it and that its content has not been altered after signing. DKIM intentionally separates the identity of the signer from the visible “From” author domain.

This method helps email providers, like Gmail, confirm the sender’s identity and prevents threat actors from impersonating your brand. It builds trust with your recipients and improves email deliverability. A special DKIM record, stored in your domain’s settings, contains a public key that helps email servers verify this signature.

Why DKIM fails

Google could be failing your DKIM for various reasons:

• Your DKIM might not be set up correctly.
• Sent messages are not passing DKIM authentication checks.
• Message forwarding can alter email content, invalidating the DKIM signature.
• Poor email sending practices can land DKIM-signed emails in spam folders.
• Your domain provider’s TXT record character limits might truncate or disorder your DKIM key.
• Having too many DKIM signatures can lead to the authenticating signature being ignored by receivers like Gmail.
• Receiving email servers might reject valid DKIM-signed messages for their own reasons. You might need to contact the administrator.
• Using the DKIM length tag (l=) can introduce vulnerabilities and cause failures if you’re not using Google Workspace for email.

Why a stricter Google is good for email

Google’s stricter approach benefits the entire email ecosystem. It directly combats activities like phishing and email spoofing, and it prevents unauthorized parties from impersonating legitimate brands. Stronger safeguards protect your business reputation and subscribers from fraudulent messages. Recipients can feel more confident that the emails they receive are genuinely from the senders they expect them from.

With stronger authentication rules, Google contributes to a much more reliable and trustworthy inbox experience for everyone.

How to check your DKIM record

Understanding the status of your DKIM record is essential for the best email performance. Instead of a stand-alone DKIM checker, which offers limited uses, check out Deliverability in Litmus. It includes an assessment of your DKIM settings as part of its deliverability and infrastructure checks.

Within the Litmus report, you will find information detailing your DKIM record’s status. The primary point of review is to confirm that the domain specified in your DKIM record corresponds precisely with the domain in your email’s visible “from” address. This alignment supports DMARC authentication, which is necessary to prevent the “failed” messages from appearing for recipients.

Stop stressing about email deliverability

Litmus takes the guesswork out of email deliverability thanks to their industry-leading deliverability insights and infrastructure checks. 

Key takeaways AI in email marketing is picking up steam. Nearly 70% of email marketers expect up to half of their email work to be AI-driven by the end of 2026, signaling a shift from experimentation to everyday use. AI works best as support, not a substitute. AI can speed up tasks like drafting and automation, but it still needs human judgment before going out the door. Teams have to focus on outcomes over features.Teams that connect AI to real pain points like speed, quality, insight, or scale can find tools that actually help.

 

AI isn’t the new kid on the block or the hypothetical use case anymore. Our 2025 State of Email research found that nearly 70% of email marketers expect up to half of their email operations to be AI-driven by the end of 2026.

But jumping on every new feature or buzzword without thinking through how it supports your goals and workflows just costs you time, budget, and strategic focus. Instead, teams have to start with a clear sense of what they’re trying to do before they throw AI tools into the mix.

This guide helps you gauge where AI can genuinely move the needle in email—and where it’ll just create noise. We’ll cover key use cases, how to evaluate AI tools for email marketing, and how to integrate AI responsibly.

Table of contents

• How email teams are actually using AI now
• What AI actually brings to email
• Why human oversight still matters when using AI
• Where AI helps across the email workflow
• How to pick the best AI tools for email marketing
• Popular AI email tools
• Best practices for implementing AI in email marketing

How email teams are actually using AI now

In 2024, artificial intelligence (AI) mostly showed up on email marketers’ radar as a somewhat helpful sidekick. While nearly half of teams were already experimenting with AI in email, most use cases were low-stakes content creation, like:

• Brainstorming ideas
• Drafting email copy
• Generating subject lines

By the time the State of Email Report 2025 was released, the tone had changed. While the more straightforward use cases are still around, AI is becoming part of how email campaigns are created, from start to finish. Nearly 70% of email marketers now expect up to half of their email operations to be AI-driven by the end of 2026, and 18% predict that 50-75% of their email marketing will be AI-driven.

What’s different now:

• AI is evaluated as part of the core email workflow, not a one-off tool
• Teams are looking for repeatable efficiency gains, not novelty
• The focus has shifted from “Can we use AI?” to “Where does AI actually help?”

AI adoption is moving quickly, but its value still depends on how you use it and where it fits into the workflow.

Beyond basic automation: what AI actually brings to email

AI has earned its place in email marketing not because it’s creative or visionary, but because it’s fast and good at working with large amounts of information. That means there are areas where AI can help and others where it still needs human judgment.

Where AI shines

• Speed: First drafts of email copy, performance summaries to share with the team, and flags on small issues happen faster with AI helping.
• Scale: AI can analyze large datasets, monitor engagement across programs, and support personalization efforts that would be difficult to manage by hand.
• Starting points: AI gets teams past the blank page by suggesting subject lines or making it easy for non-designers to mock up concepts to share.

In these areas, AI doesn’t replace marketers. It helps them spend less time getting started and more time refining what matters.

Where AI struggles

• Original strategy: AI can remix what already exists, but it can’t define goals, positioning, or creative direction.
• Inclusivity and accessibility: AI-generated content can reinforce bias or overlook accessibility best practices.
• Context and nuance: There’s still something special (and necessary) about human help to understand situations and get the brand voice right.

Why human oversight still matters when using AI

AI isn’t built to understand what’s true or appropriate in a specific situation. It’s built to guess what sounds right based on patterns it’s seen before. That’s why AI-generated content can feel awkwardly stitched together or not quite right for the situation. Since the outcomes are only as good as the inputs, you can also run into issues with accessibility or bias.

Generally, a bit of human editing and email testing can clear up issues. When you know how to work with AI in email you can improve performance and easily test new angles.

Where AI helps across the email workflow

AI can’t replace human judgment, but it can reduce friction across the workflow. Below are the areas where AI is having the most practical impact today, along with what to keep an eye on as you adopt it.

Email function	Why teams use AI here	When it makes sense to implement	What to watch out for
Idea generation	Speeds up brainstorming and helps overcome the blank-page problem	When planning campaigns or filling a busy send calendar	Outputs can feel generic without strong prompts and human refinement
Editing and proofreading	Cleans up drafts faster and reduces back-and-forth review cycles	Before QA and stakeholder review	May miss nuance or compliance requirements
Visual content creation	Generates concepts or placeholders quickly (even for non-designers)	When design resources are limited or timelines are tight	AI visuals usually aren’t final version ready
Hyper-personalization	Makes dynamic content beyond basic merge tags possible at scale	When you have solid first-party data and clear segments	Poor data or over-targeting can feel intrusive
Advanced automations	Triggers smarter workflows based on behavior or predictions	When lifecycle journeys get complex	Over-automation without strategy can increase fatigue
Data-driven insights and prediction	Spots patterns and ways to optimize campaigns	During performance reviews and planning cycles	Insights need validation; correlation doesn’t mean causation

AI is great for idea generation

If you’ve ever stared at a blank page willing your brain to come up with something (anything!) then you’ll understand what a boon idea generation is. From subject line ideas to draft outlines, AI tools can quickly create starting points that you can add your magic touch to. Copywriting use cases are among the most common today. In 2025, 49% of marketers use generative AI for static email copy, and 41% use it for dynamic written content, such as real-time personalization.

Editing and proofreading is quicker with AI

AI can be a first-round reviewer of your email content that spots grammar issues or spots that need simplification. Quick checks at this stage can catch small issues before they head to QA or stakeholder review.

AI can assist with visual content creation

While image generation is still finding its footing in email, it’s clearly picking up steam. Litmus data shows a 340% increase in marketers using generative AI for image creation between 2024 and 2025.

We don’t recommend turning your entire design process over to AI, but it can be helpful for tasks like exploring visual directions or themes early in the campaign process or creating rough placeholders to pass along.

Hyper-personalization is faster with AI

You want to create relevant emails, but only so much is possible by hand. The scale of AI makes it easier to dynamically show different products, tweak a headline, or change a call-to-action between customers. For teams with clean data, AI can also help generate small copy variations, so emails feel more relevant without creating everything from scratch.

Use AI to create advanced email automations

AI builds on standard automation by helping teams decide when and how emails are triggered. Instead of relying only on fixed rules, AI can spot patterns in engagement and suggest workflows to try based on what could work next.

In past years, 62% of teams reported spending two weeks or more to produce a single email. In 2025, that number dropped to just 6%, which might reflect time savings from AI and automation tools.

Data-driven insights and predictive analysis

AI is especially good at sifting through large amounts of email data and calling out patterns most teams wouldn’t catch on their own. Today, at least 41% of companies are using AI-driven analytics in some way. Many start with basics like segmentation and targeting, then move into things like send-time optimization (34%), behavioral prediction (32%), and journey mapping (30%).

Instead of guessing or reacting after performance drops, these insights help teams decide where to test, tweak, or step in next.

How to pick the best AI tools for email marketing

There’s no shortage of AI tools promising to “transform” email marketing. The real challenge is figuring out which ones are worth your time, budget, and attention. There are three phases to evaluating AI tools for email marketing:

• Align: Get clear on the problem you’re solving and who owns the decision.
• Assess: Evaluate tools against your actual workflow and preferences.
• Apply: Pilot tools with real campaigns and measure the impact.

1. Align: Start with your real needs (not the tool)

Before you look at demos or pricing pages, take a step back and get specific about what you’re trying to improve. The goal at this stage is to decide which part of your workflow needs help, like content creation, quality control, automation, or insight, so you can evaluate tools with a specific use case in mind.

A few questions to ground the conversation:

• What problem are we actually trying to solve? Is it speed? Scale? Quality? Insight? Consistency?
• Where is our biggest bottleneck today? Idea generation, production time, QA, personalization, or analysis?
• Who owns review and accountability? If an AI-assisted email misses the mark, who’s responsible for catching it?

When you tie AI use cases directly to these pain points, it becomes much easier to get buy-in. “This saves us X hours per campaign” or “This helps us spot trends we’re currently missing” lands better than “We want to try AI.” It also helps to tailor your pitch to your audience or industry.

Different teams tend to value different outcomes:

• B2B teams often gravitate toward generative AI tools because headcount is tight, and content demands are high. Faster drafting and iteration can free up limited resources.
• B2C teams are more likely to prioritize AI-driven analytics and insights, especially when proving ROI or identifying performance trends is a constant challenge.

 

2. Assess: Evaluate tools on how they fit into your workflow

Once you’ve narrowed your focus, look past flashy outputs and evaluate how a tool fits into your existing process.

Key criteria to consider:

• Workflow fit: Does the tool support how your team works today, or does it create a parallel process? Look at integrations and collaboration features.
• Brand control and guardrails: Can you set tone, style, and boundaries, or will everything need heavy rewriting?
• Transparency in data usage: Is it clear what data the tool uses and how inputs are handled?
• Explainability: Can the tool explain why it’s making a recommendation, or is it a black box?
• Accessibility and inclusivity: Does it help support accessible emails, or create more cleanup work?
• Is it AI or automation? Confirm if the tool offers prediction and insight, not just rules-based execution with new branding.

3. Apply: Test tools the way you’d actually use them

Once a tool looks promising, put it to work in real scenarios. This is where you’ll see whether it truly adds value or just looks impressive in a demo. A focused pilot usually runs one to two campaigns, or a single lifecycle flow.

A practical evaluation checklist:

• Test the tool using real or recent campaigns
• Compare AI-assisted output against your current process
• Review results with legal, brand, accessibility, and deliverability stakeholders to flag concerns
• Measure impact in practical terms: time saved, fewer revisions, clearer insights

What you’re looking for here are measurable gains. You want to see shorter production cycles, better quality, or better visibility into performance before you jump all in. Even if the results aren’t what you’re looking for now, you can always keep them as examples to learn from.

Best AI email marketing tools for enterprise businesses

Enterprise teams tend to get the most value by matching tools to specific use cases. However, AI is progressing so quickly that many AI companies are adding more and more offerings every day. Below are four AI tools, each representing a different category where AI is already delivering practical value for email teams.

AI tool for email copywriting and content generation

Tool: Jasper
Category focus: Generating subject lines, email copy, and content variations at scale
Why it wins:

• Purpose-built AI writing workflows for marketing use cases
• Strong controls for tone, brand voice, and content intent
• Makes it easy to generate and compare multiple copy variants
• Often used to ideate messaging angles that inform both copy and creative direction

Use it when your biggest bottleneck is getting content started and you want faster drafts and variants without handing off final decisions to AI.

AI email marketing platform for higher‑performing campaigns

Platform: Validity Engage
Category focus: network‑level intelligence, agents that act as a system, and proactive optimizations
Why it wins:

• Automatically find and fix rendering, code, and compliance risks before emails go out.
• Generate on‑brand copy and variants so more emails meet your standards by default.
• Monitor subscriber experience and deliverability so you can catch issues early and keep critical programs out of trouble.
• See how you stack up against competitors, where you’re losing attention, and what to change next.

Use it when you need more reliable and consistent email sends.

AI tools for email automation and lifecycle marketing

Tool: ActiveCampaign
Category focus: AI-augmented automation, lifecycle journeys, and behavior-driven workflows
Why it wins:

• Combines automation with AI-assisted segmentation and send-time optimization
• Uses behavioral signals to refine when and how emails are triggered
• Supports increasingly complex lifecycle journeys as programs mature
• Helps teams scale without relying solely on static rules

Use it when your lifecycle programs are growing more complex and you need automation that adapts based on behavior.

AI tools for email analytics, personalization, and prediction

Tool: Salesforce Agentforce Marketing 
Category focus: AI-driven analytics, predictive insights, and personalization at scale
Why it wins:

• Embedded AI across analytics, segmentation, and personalization workflows
• Surfaces engagement trends and prioritizes optimization opportunities
• Supports predictive send-time optimization and behavioral modeling
• Enables personalization across complex, multi-step customer journeys

Use it when you need help prioritizing what to optimize next, using predictive insights rather than relying only on historical reports.

Best practices for implementing AI tools in email marketing

Layering AI into email marketing takes time, with plenty of testing and refining along the way. Here are a few best practices to keep in mind as you start using (or expanding) AI across your email workflow.

Start small and scale purposefully

AI works best when it’s applied to a clear, well-defined use case. Instead of rolling out a new tool everywhere at once, start with a single part of the workflow—like idea generation, copy refinement, or performance analysis—and build from there.

This approach makes it easier to:

• Evaluate whether the tool is actually saving time or improving quality
• Identify where guardrails or review steps are needed
• Build internal confidence before expanding usage

If you’re looking for a step-by-step walkthrough, we cover this approach in more detail in A Practical Guide to Using AI in Email Marketing.

Maintain human oversight and brand voice

AI can generate options quickly, but it doesn’t understand your brand, audience, or business context the way your team does. As Karen Talavera, Founder & Principal at Synchronicity Marketing, puts it, “We still need human oversight. We are not ready. It’s the wild west. We are not ready to give up human input, but especially human oversight.”

Prioritize data privacy and responsible use

AI tools are only as responsible as the way you use them. Take time to understand how it handles data and whether that aligns with your policies. Clear guidelines and transparency go a long way in building trust.

Measure, learn, and iterate

Treat AI adoption like any other change to your email program: measure the impact, learn from what works (and what doesn’t), and adjust.

Helpful metrics often include:

• Time saved in drafting, editing, or review
• Fewer revisions or less rework during QA and approvals
• Clearer, more consistent messaging across campaigns
• Performance improvements, such as engagement or response rates

Avoiding common AI implementation mistakes

Even well-intentioned teams can run into trouble when AI is introduced too quickly or without guardrails. A few pitfalls to watch out for:

• Publishing without review. AI output should never go straight to send without human oversight.
• Over-personalization without consent or context. Relevance matters, but personalization that feels invasive can erode trust.
• Blind trust in AI insights. AI can surface patterns, but it can’t explain business context. Use the insights as one reference point instead of the end-all-be-all.
• Ignoring accessibility. AI doesn’t automatically account for inclusive language or accessible design. Those checks still matter.

Give your email strategy a boost with AI tools

AI is already changing how email teams work. It helps them move faster, spot patterns sooner, and spend less time stuck on repetitive tasks. But the biggest gains don’t come from handing everything over to AI. They come from using it with intention to support strategy and free up human time for higher-value thinking.

Because at the end of the day, email marketing is all about connection. The tools are meant to support the people who do the work, so they can add the magic touch that makes it all worth opening.

Eric Stelle summed it up nicely, saying,“So long as email remains both an art and a science, we won’t be replaced.”