Email deliverability is evolving faster than ever, and 2026 marks a pivotal shift. Major ISPs like Google and Microsoft are changing the rules, focusing less on IP and domain scores and more on user behavior metrics. This shift means a complete rethink of our deliverability strategies, with an emphasis on list quality and behavioral segmentation.
The most exciting part of this transition is how it opens up new creative possibilities for marketers. Engagement metrics, such as click rates and complaint rates, are now at the forefront. Here's how we can leverage this trend to stay ahead:
The Idea: Engagement-Based Segmentation
Most marketers segment based on demographics or purchase history. But what if you used engagement patterns as your primary segmentation tool?
Why It's Interesting:
By focusing on how users interact with your emails, you can tailor content that resonates on a personal level. This approach not only improves deliverability but also boosts overall campaign performance.
How To Build It:
- Trigger/Segment: Identify segments based on different engagement levels, such as 'High Engagers', 'Medium Engagers', and 'Low Engagers'.
- Canvas Logic: Create a Canvas with paths for each segment.
`liquid
{% if user.last_clicked > 3 %}
Welcome back, superfan! Check out our latest offers.
{% elsif user.last_clicked > 1 %}
We miss you! Here’s something special just for you.
{% else %}
Long time no see! Discover what's new.
{% endif %}
`
- Connected Content: Use real-time API data to personalize offers based on recent interactions.
Another Angle: Real-Time Engagement Triggers
Imagine triggering emails based on real-time engagement behaviors rather than a fixed schedule.
Why It's Interesting:
This method can dramatically reduce complaint rates and increase relevance by addressing users based on their current online behavior.
How To Build It:
- Specific Trigger: Set up triggers for key behaviors like cart abandonment or content clicks.
- Action Path: Create an Action Path in your Canvas that sends follow-ups based on these behaviors.
`liquid
{% connected_content
https://your-api/behavioral-triggers
:user_id {{customer.id}}
:save behavior
%}
{% if behavior.cart_abandonment %}
It looks like you left something behind. Complete your purchase now!
{% endif %}
`
Contextual Offers Using Behavioral Data
Most brands send generic promotions. What if you could customize offers based on real-time engagement insights?
Why It's Interesting:
This approach not only aligns with ISP's focus on engagement metrics but also enhances user experience by providing relevant content.
How To Build It:
- Segment/Timing: Use engagement scores to time offers when users are most likely online.
- Canvas Structure: Integrate dynamic decision splits in your Canvas.
`liquid
{% if user.engagement_score > 75 %}
As one of our top fans, enjoy this exclusive offer!
{% else %}
We value your loyalty! Here’s a special discount.
{% endif %}
`
In this new era of email deliverability, embracing these innovative use cases can set your brand apart. The focus on engagement not only aligns with ISP expectations but also creates a richer, more personalized user experience. As always, if you want to explore more ideas like this, the team at BRCG loves diving into CRM strategy - reach out at /contact.