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A practical framework for building an email strategy that holds up in 2026. Covers deliverability, content mix, list health, automation, and the metrics that actually signal engagement.
What’s in the deck
- The Inform, Engage, Activate framework and the sending ratio that high-performing programs consistently use
- Why inbox placement has changed and what AI-driven filtering means for your deliverability
- List health and sunsetting including two practical approaches to cleaning your list
- The five automations every program should have running before your next campaign goes out
- The metrics that matter beyond open rate: CTOR, active subscriber percentage, and unsubscribes per send
What the data shows
- 15 to 20% of legitimate emails never reach the inbox because of engagement signals, not spam content
- Engagement drops 25% in year one on average, even with contacts who chose to subscribe
- A list of 10,000 engaged contacts outperforms 50,000 inactive ones, every time
- Most programs are built around what the sender needs to say, not what the subscriber needs to receive
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