25 Email Marketing Tactics That No Longer Work in 2026
Email marketing has changed dramatically over the past few years. Here are 25 tactics that once worked—but now hurt performance, waste time, or simply no longer deliver results.
How AI Is Actually Changing Email Marketing Workflows
AI isn't replacing email marketers. It's replacing repetitive work. Here's how real email teams are changing the way they research, write, design, test, analyse and optimise campaigns.
The Biggest Email Marketing Myths That Won't Die
From 'spam words cause spam' to 'Tuesday is always the best day to send', email marketing is full of advice that refuses to disappear. Here's what the evidence actually says.
Average Email Length by Industry: What the Data Actually Shows
How long should a marketing email be? We analysed industry research, campaign data, and best practices to understand how email length varies across industries—and when shorter or longer emails perform better.
We Tested 100 Subject Lines Here's What We Learned
We analysed 100 email subject lines across seven psychological categories to understand what makes people open emails. Discover the patterns, examples, and practical takeaways you can apply to your next campaign.
Why Click Rate Is More Important Than Open Rate
Open rates measure attention. Click rates measure intent. Learn why click rate is a more valuable email marketing KPI, how privacy updates broke open-rate tracking, and how to improve clicks without resorting to clickbait.
The Complete Email Campaign Checklist: Everything to Review Before You Hit Send
A comprehensive pre-flight checklist for email campaigns covering strategy, segmentation, personalisation, copy, design, accessibility, QA, deliverability, compliance, tracking, and post-send analysis.
Slow Down Your Email Campaigns: Why Rushing Costs More Than Waiting
Rushed email campaigns cost businesses thousands in lost revenue, damaged sender reputation, and subscriber churn. Here is why slowing down produces better performance and a comprehensive framework for planning campaigns that actually deliver.
What Happens When You Remove Half Your Email Metrics
Most email marketers track too much and learn too little. Here's what happened when we cut our reporting dashboard in half and focused only on the metrics that actually influenced decisions.
Revenue Per Email: The Metric Most Marketers Ignore
Too many marketers track opens and clicks obsessively while ignoring the metric that actually matters: revenue per email. Here's how RPE works, why it matters, and how to improve it.
The 'Second Send' Paradox: Why Resending to Non-Openers Works
Resending emails to people who didn't open can feel spammy—but the data tells a different story. Here's the math behind why second sends often generate pure incremental revenue.
Why Email Marketing Feels Unpredictable
Email marketing often feels random—some campaigns work, others don’t. But the results aren’t random at all. They’re driven by a few measurable variables you can actually model.
Email Marketing Campaign ROI Calculator
Most marketers use email ROI calculators without understanding what the numbers actually mean. Here's how to calculate, interpret, and improve your email ROI properly.
How Much Money Are You Leaving in Your Inbox? (Free Email Audit Framework)
Most email lists are underperforming—and most marketers have no idea by how much. Use this simple audit framework to uncover hidden revenue in your inbox.
The Average Email Is Read for Less Than 9 Seconds — Here’s How to Win Anyway
You don’t have minutes to convince your reader — you have seconds. Here’s how to write emails people actually pay attention to.
What a ‘Good’ Email Really Looks Like in 2026
Most email ‘best practices’ are outdated. Here’s what actually makes an email work in 2026 — with real examples.
Why Your Emails Don’t Convert (Even If People Open Them)
Getting opens is easy. Getting action is where most email campaigns fail. Learn why your emails aren’t converting — and how to fix it.
Why Your Email Click Rate Is Low (And How to Fix It)
Struggling with low email click-through rates? Learn the most common reasons subscribers don’t click your emails — and practical ways to improve your email CTR.