A couple of weeks into 2026, the contours of the new email landscape are clear. It’s the blend of stricter deliverability regulations, AI content and at the same time the demand for genuine connection.

I featured our newest article on email marketing trends 2026 with actionable plans of action in the previous article, but it feels like now’s the rightest time to do it again ✨Based on what’s working now, here are the 3 core shifts defining this year and how to adapt your workflow.

Shift #1: From AI as a copywriter to AI as a co-pilot

The world moved on. AI that just generates text is now a baseline. The edge comes from using it for strategy and insight.

The goal: Offload the analytical heavy lifting. Use AI to identify the “why” behind your data, so you can apply the “how”.

Your move: Stop prompting for “an email about X”. Start using it to analyze and hypothesize.

In Selzy: Use our AI assistant set to “Marketer” to audit a past campaign. Ask: “Based on this copy and [these metrics], what’s one hypothesis for a follow-up?” Let it suggest a segment to target or a content angle you missed.

Shift #2: From polished AI-perfect to strategically authentic

Flawless AI copy is creating a sea of competent, but forgettable, emails. In 2026, authenticity is your strategic filter to cut through the generic.

The goal: Reveal human judgment, not just a human voice. Let subscribers see the people and principles behind the brand, it builds a kind of connection that algorithms can't replicate.

Your move: Inject one unpolished, human moment into your next campaign.

Example: Swap a generic intro for 2-3 sentences in a founder's genuine voice sharing a quick lesson learned (not a triumph).

Shift #3: From “personalization” to individual context

Static merge tags are the baseline. Today’s standard is dynamic, behavior-driven context. This means using triggers and data to make every email feel like a continuation of a one-on-one conversation.

The goal: Make every automated message feel less like a broadcast and more like a logical next step in a unique dialogue.

Your move: Audit one automation sequence for a missed contextual layer.

Example: Take your abandoned cart flow, if you have one. Does it change if the item was a repeat purchase versus a first-time view? Use Selzy’s segmentation to split that flow and tailor the message.