You’re sending great emails… but fewer people are seeing them. What gives?
If your open rates are dropping or your click-throughs are drying up, you’re not alone - but you’re also not imagining it. Email deliverability rules have shifted, and what worked even a year ago might now be hurting your results.
Here’s what’s changed behind the scenes - and how to make sure your emails still land where they should in 2026.
What’s Changed with Email Deliverability?
Being a “Legit Business” Isn’t Enough
You could have a compliant, professional setup - and still land in spam. Email providers like Gmail and Apple Mail now analyse how you send, how often, and whether people actually engage. Deliverability today is about consistency, relevance, and rhythm.
Open Rates Are Still Inflated
Thanks to Apple’s Mail Privacy Protection, your open rates may look higher than they really are. Apple preloads email content even if a user never opens the email - making it appear like every email was “opened.”
This makes it harder to trust opens as your main metric. Instead, track clicks, replies, and trends over time on your own list.
Inactive Subscribers Drag You Down
Still sending to contacts who haven’t opened in 60–90 days? That can damage your sender reputation - even if the rest of your list is healthy. It’s not just the inactive ones at risk - your whole list can be impacted.
Sudden Changes in Frequency = Spam Flags
Going from monthly to weekly? Sending to 1,000 today, 10,000 tomorrow? Inbox providers notice these volume spikes - and may flag you as suspicious. Gradual, consistent sending is the safest strategy.
Overloaded Emails Can Get Filtered
Too many links, image-heavy formatting, or using link shorteners like Bitly or Pretty Links? These can trigger spam filters. Keep your formatting clean and your messaging focused - especially in re-engagement or cold list emails.
2026 Email Hygiene Checklist
Here’s what still works - and what your email marketing should include this year:
Segment unengaged contacts (60–90 days no opens)
Send a light re-engagement sequence
Suppress or remove cold subscribers who don’t respond
Run tests with MailGenius or MailTester
Avoid more than 1–2 links per email
Use text-based or light HTML formatting
Encourage replies and ask readers to whitelist your address
Stick to a consistent sending schedule (no big jumps)
Monitor your own benchmarks - not industry averages
Warm up your list again don't start just sending out emails to large lists
What’s Still True in 2026?
Some business owners hoped these changes were temporary - but they’re not.
The fundamentals of email marketing in 2026 still rely on:
Clean, engaged lists
Consistent sending habits
Messages that actually feel personal and relevant
If your current email strategy hasn’t changed since 2022 or 2023, now’s the time to update it - before you hit more deliverability walls.
Frequently Asked Questions
How do I improve email deliverability in 2026?
Segment out inactive contacts, simplify your emails, and be consistent with when and how you send. Tools like MailTester can help you catch issues before hitting send.
What’s a good open rate now
For healthy lists, aim for 45–55%. If you consistently fall below 40%, your list may need cleaning or your content might not be connecting.
What tools help with email hygiene?
Start with free tools like MailGenius and MailTester. Your email platform (like Flodesk or Mailchimp) can also help you track engagement and segment smart
Need Help with Email Marketing Strategy?
Whether you’re trying to fix deliverability issues or just want to start fresh, we can help. Our Marketing Email Setup service blends strategy + setup to get your emails landing, engaging, and converting.
Check out Tailored Virtual Support's marketing strategies and packages - or book a call to get started.
