Email Marketing Priorities for 2026

As we head into 2026, email marketing looks less like a broadcast channel and more like a relationship builder. With inbox competition fiercer than ever and AI reshaping how we write, segment, and send, the smartest marketers aren’t chasing hacks—they’re re-centering strategy around trust, clarity, and connection.

It’s a big shift from “What should we send?” to “Who do we want to connect with, and why?”

Let’s look at what matters most for arts marketers building better email programs in the coming year.

1. Sender Name: Build Trust Before They Even OpeN 

Before a subscriber reads your subject line, they see your sender name—and they’re deciding whether to trust it.

58% of recipients say sender name is the most important factor in whether they open an email. The right sender name builds familiarity, reinforces your brand voice, and signals authenticity.

✔️ Hot Tip: Keep sender names consistent across campaigns, but consider segmentation opportunities. Who does your audience recognize? For example, a “Box Office” sender may make sense for transactional emails, while your Artistic Director can add warmth and authority for a donor message. Make sure to still include your organization name!

2.  Subject Lines: Clarity, Curiosity, and a Human ToucH

Subject lines are the headline of your email story. Keep them under 30 characters, write with intention, and use the preview text wisely (aim for under 50 characters).

A great subject line balances three ingredients:

• Active verbs (“Explore,” “Create,” “Join”)
• Personalization (conversational, not robotic)
• Second-person language (“YOU will love” vs. “WE are excited to share”)
• Value or benefit (“First access,” “Exclusive offer,” “For the whole family”)

Personalization can lift open rates by more than 20%, but it must feel natural. Think “Your next favorite concert” instead of “{{First Name}} {{Last Name}}, Get Your Tickets.”

✔️Hot Tip: Use AI to brainstorm options and test variations—but keep a human editor at the forefront to ensure tone and clarity stay on-brand

3.  Content: Write for Humans, Not Algorithms

The average person spends less than 9 seconds skimming an email. That’s your window to connect.

Focus each message on a single, clear purpose:

• Who: Which segment are you talking to?
• What: What’s the key offer, update, or invitation?
• Why: Why should they care—what’s the value?
• CTA: What should they do next. 

Visually, simplicity wins. Use a clear hierarchy: headline, subhead, one strong image, short body copy, and a single CTA. 

4. Segmentation: The Shortcut to RelevanCE

One-size-fits-all doesn’t fit anyone anymore. Segmentation is the key to personalization that feels personal.

Consider segmenting by:

• Behavior: Past purchases, donations, or attendance
• Engagement: Clicks, opens, or inactivity
• Interests: Genre, program type, or event series
  

For example, re-sending an important email with a new subject line to non-openers can capture attention without over-messaging engaged subscribers.

Use segmentation to deliver anticipated content. Emails should feel like a natural part of your audience’s journey, not a generic blast. 

5. AI: The Partner, Not the PiloT 

By 2026, 75% of email marketing operations will be at least partly AI-driven (Litmus, 2025). The key is not to automate everything, but to use AI to work smarter:

• Generate first-draft subject lines
• Test tone and clarity in content
• Iterate on CTA phrasing or structure

But remember: AI doesn’t understand your mission. You do. The most successful teams treat AI as an assistant that makes the creative process faster, not shallower.

Tips for an exceptional AI prompt:

• Context
  • What role is the LLM playing? 
  • Who is the intended audience?
• Task
  • What is the output you want? 
  • What should the output look like?
• Resources
  • What examples, references, or style guides should it use? Be as specific as possible.
• Evaluate and Iterate
  • Review the output, adjust tone, audience fit, and accuracy. Then refine.

CONNECTION OVER CONVERSION

Email remains one of the most powerful tools for connection, especially when strategy meets empathy. As technology evolves, the organizations that win in the inbox are those that keep people at the center of every send.

If you’re ready to refine your segmentation, test smarter with AI, and design messages your audiences can’t wait to open, CI’s Email Strategy team can help. We’ll turn your inbox into a relationship engine—one thoughtful send at a time.