Resources > The Email Strategies We're Leaving Behind in 2026

The Email Strategies We're Leaving Behind in 2026

By Teresia Sjödin
Global Communication Designer, L-Soft

As we move deeper into 2026, one thing is clear: email is not going anywhere, but the way we think about it absolutely is. The strategies that once defined "best practices" are quietly slipping into the past, making room for a more thoughtful, human-centered approach to communication.

Here's a look at what we're leaving behind and what's emerging instead.

The Email Strategies We're Leaving Behind in 2026

1. Sending More for the Sake of More

There was a time when the quick fix for low engagement was simply more sends, more reminders, more offers, more noise. This year, the industry is shifting from volume to value. The inbox is becoming a place for purposeful communication, not pressure.

2. The One-Size-Fits-All Newsletter

Traditional newsletters assumed that everyone on your list wanted the same thing delivered the same way. But subscriber behavior today is nuanced and personal. Modern email strategies respond to that, adapting content to each individual rather than forcing sameness.

3. Personalization That Isn't Personal

We've officially moved past the era where using a first name in a subject line counts as personalization. In 2026, subscribers expect relevance: content shaped by their actual interests, signals and journeys – not generic placeholders.

4. Letting Go of Vanity Metrics

Open rates and clicks used to be the north star. Not anymore. Brands are now focusing on meaningful indicators: retention, customer intent and long-term engagement – metrics that reflect real relationships rather than momentary movements.

5. Old Automation on Autopilot

Many companies still rely on drip campaigns built years ago – untouched and unexamined. In a world where customer behavior shifts daily, automation needs to evolve too. The new standard is living, learning workflows that adapt over time.

6. Email as a Megaphone

The broadcast mentality, "push message, check metrics, repeat" is fading. Today's most successful email strategies treat the inbox as a dialogue. They invite responses, build trust and create connection instead of clutter.