For sports and entertainment brands, engagement is no longer about sending more messages. It’s about creating connected experiences that feel personal, exciting, and worth coming back for.

Here are the engagement strategies that matter most right now, and how to make them work harder for your brand.

Why fan engagement looks different now

Fans move fast. They jump between channels, follow teams and creators across platforms, and expect brands to recognize them wherever they show up.

They want content that feels real. Offers that make sense in the moment. And experiences that don’t stop when the final whistle blows or the credits roll.

That means engagement needs to be:

• Real-time, not reactive
• Personal, not generic
• Connected across every channel

Let’s break down what that looks like in practice.

1. Real-time personalization across every channel

Personalization still matters. But, speed is just as important as accuracy. Fans expect brands to respond to what they do, not what they did weeks ago.

That could mean:

• Triggering messages based on live behavior, not static segments
• Tailoring content based on preferences, location, or past engagement
• Adjusting journeys when interest drops or excitement spikes

When personalization happens in real time, it feels helpful. When it doesn’t, it feels invisible. So, the goal is simple. Get the right message to the right fan at the right moment, no matter the marketing channel.

2. Immersive and interactive fan experiences

Engagement doesn’t have to stop at content consumption. Fans want to take part.
Interactive experiences help turn passive audiences into active participants. And they give you valuable insight into what fans actually care about.

Think about:

• Live polls, quizzes, and voting during games or shows
• Gamified experiences that reward participation
• Digital activations that extend the event beyond the venue

These experiences don’t need to be complex. They just need to make fans feel involved.

When fans interact, they remember you.

3. Short-form and social-first content fans actually want

Social media is still where fans discover, follow, and connect with brands. But how they use it has changed.

Short-form video now drives discovery. Behind-the-scenes content builds trust. Fan-created content fuels community.

To keep engagement high:

• Focus on short, snackable video that fits the platform
• Share moments fans don’t get anywhere else
• Encourage fans to create and share their own content

Ultimately, the key is to show up where your fans already are, in a way that feels natural.

4. loyalty programs that go beyond points

About 30% of customers sign up for brand newsletters to join loyalty programs

Traditional loyalty programs still work, but fans want more than discounts. They want things like exclusive access, recognition, and experiences that feel unique.

Strong loyalty strategies reward:

• Engagement, not just spending
• Consistency, not one-off actions
• Passion, not just purchases

That could look like early access to tickets, exclusive content, or member-only experiences tied to behavior and interests.

When loyalty feels personal, fans stick around.

5. Seamless ticketing and commerce journeys

Friction kills engagement. If buying tickets, upgrading seats, or purchasing merch feels hard, fans will drop off fast. The best brands connect the entire journey, from discovery to post-purchase.

That means using:

• Clear, simple purchase experiences
• Timely messages that build excitement before events
• Follow-ups that keep fans engaged long after checkout
• Commerce should feel like part of the experience, not an interruption

6. Athlete and creator-led storytelling

93% of marketers agree that customers trust content created by other customers more than brand-created messages. And fans are no different.

Athletes, performers, and creators bring authenticity that traditional campaigns often lack. When done right, these partnerships feel real, not forced.

Effective creator and athlete strategies focus on:

• Long-term partnerships, not one-off posts
• Co-created content that fits the creator’s voice
• Storytelling that feels human and unscripted

When fans trust the messenger, they’re more likely to trust the message.

7. Purpose-led engagement that feels authentic

Fans care about what brands stand for. Especially younger audiences. Purpose-led engagement works best when it’s genuine and consistent.

That could include:

• Supporting causes that align with your audience
• Highlighting community initiatives
• Championing inclusion and accessibility

The key is authenticity. Fans can spot performative messaging instantly.

Focus on actions, not statements.

8. Measuring engagement that actually means something

Opens and clicks still matter, but they don’t tell the full story.

To understand real engagement, look at:

• Repeat interactions across channels
• Long-term retention and lifetime value
• How engagement influences purchases and attendance

The best insights come from connecting data, not viewing channels in isolation. When measurement improves, engagement follows.

Boost your customer engagement today

Customer engagement with sports and entertainment fans is an ongoing relationship. The brands that win focus on relevance, not reach. They connect moments across channels. And they treat fans like individuals, not audiences.

When engagement feels personal, timely, and connected, loyalty comes naturally. And that’s where long-term growth really starts.

To dig deeper into what drives loyalty and how you can build lasting customer relationships, check out our latest customer loyalty report.

We’ve had a busy time at Dotdigital too. To continue to serve you better, we expanded globally, advanced the functionality of our platform, and analyzed billions of messages to see what’s actually working for marketers. Here’s a look at the milestones that shaped our year, and some of the latest stats to help you plan for what’s next.

A bigger, bolder Dotdigital

This year has been one of incredible growth and momentum for Dotdigital. From welcoming new faces across the business, launching a new global entity, and a huge acquisition, the Dotdigital team has grown and settled in right away. 

• In June, we proudly welcomed Social Snowball to the Dotdigital family when we acquired the #1 influencer, affiliate, and referral platform
• In October, Dotdigital launched its Japan entity. This is an exciting milestone, allowing us to continue to grow and serve businesses in the SEA market 

• The Dotdigital team is expanding, with new hires now making up 17% of our workforce, including four key additions to our Senior Leadership Team

New channels, smarter AI, and faster marketing

It’s been a landmark year for Dotdigital’s platform. We launched a brand-new channel (hi, WhatsApp), shipped dozens of updates, expanded our integrations, and introduced game-changing AI tools to make marketers’ lives easier. 

• Our customers added 155 new 5-star G2 reviews this year, pushing us past 700 in total
• Since launching WhatsApp in April, marketers have already sent over half a million messages through Dotdigital
• We added 20+ new verified integrations, so you can connect, extend, and streamline your marketing tech stack with ease 
• We delivered 60+ platform updates and expanded our AI tools to simplify segmentation, instantly translate campaigns, and summarize survey responses 
• We launched new and improved Data Firehose and Snowflake integrations, making it simpler and faster to sync your data 
• Dotdigital earned 800+ G2 badges, including Leader status across marketing automation, personalization, and customer data platforms

The trends defined marketing this year

From record-breaking shopping moments to always-on email performance and evolving search behavior, this year’s data shows how marketers are scaling, experimenting, and refining strategies in real-time. 

Black Friday/Cyber Monday marketing trends

• On average, brands began using “Black Friday” in subject lines 12 days before the big day
• More than 87 million people shopped online, a 7% increase from 2024
• US shoppers alone spent $11.8 billion on Black Friday 
• Global online spending hit a new peak, reaching $79 billion within 24 hours, marking a 6% year-over-year increase
• Shoppers used Buy Now, Pay Later services for $747.5 million worth of online purchases, reflecting a 30.85% rise from the previous year
• Campaigns sent via Dotdigital reached inboxes in an average of just 17 minutes
• Over 3 billion emails were sent on Dotdigital throughout November alone
• Email performance remained very strong, but the real standout was the way savvy marketers blended MMS, WhatsApp, and push notifications 
• Marketers sent 70+ million SMS messages in November using the Dotdigital platform
• The number of mobile shoppers grew by 7% year-on-year during Black Friday 2025

Email marketing trends

• Email sends have increased by 24% globally
• The global average unique open rate was 33%
• The average click-through rate (CTR) was 3% worldwide
• The global click-to-open-rate (CTOR) was 8%
• Dotdigital’s global delivery rate was 99.28%
• Mailing lists grew by 7.88% 
• Abandoned cart emails enjoyed an average open rate of 73% and a click-to-open rate of 14% globally
• Global email volume is on track to exceed 408 billion messages a day by 2027, up from an already staggering 4.2 million emails sent every second in 2024
• The global email marketing market size is set to soar to $36.3 billion by 2033, up from $14.8 billion in 2025

Search trends

• “Is SEO dead?” attracted 2,500 searches globally every month
• “Is email dead?” was searched 400 times per month worldwide
• Searches for “per my last email” exploded from 100 per month in 2015 to 2,600 today
• “Let’s circle back” grew from 500 to 2,000 monthly searches over the last 10 years
• “Move the needle” searches increased from 60 to 200 per month in the UK
• “Thinking outside the box” declined from 6,400 to 3,000 monthly searches in the US
• In January, informational queries made up 91.3% of those triggering an AI Overview, but by October that share had fallen to 57.1% as commercial (e.g., best noise-canceling headphones) and transactional (buy wireless headphones online) queries gained ground
• The industries with the most AI Overviews in November were Science (25.96%), Computers & Electronics (17.92%), and People & Society (17.29%)

Reports, research and real-world conversations

We doubled down on empowering marketers this year through four exclusive, data-rich reports. We also shared plenty of educational content and how-to sessions at events around the globe. Along the way, we’ve had great conversations, built meaningful connections, and made standout memories with our customers and partners.

• We analyzed the engagement metrics from over 10 billion emails and 500 million SMS campaigns to create our Global benchmark report
• We asked 3,000 consumers what brands could do to earn their loyalty in our Customer loyalty report
• 1,500 marketers told us how they’re really feeling, where they’re focusing, and what tools they’re using in our Secret lives of marketers report
• Our Content Marketing team subscribed to the email marketing of 100 global brands to showcase the email tactics, designs, and flows that leading brands are delivering in our Hitting the mark report
• We released 100 blogs packed with tips and tricks to inspire your next marketing campaign
• We organized 184 partner activities, including our fabulous DotSki event in Whistler, Canada
• We hosted 121 events and webinars, sharing advice, celebrating the wonderful world of marketing, and connecting with lots of brilliant marketers

Connecting through culture and community

Our employee groups have led inclusive, global initiatives that unite our people, celebrate culture, support wellbeing, and raise awareness of important issues.

• We launched two new carbon offsetting projects in India and Bangladesh, accelerating clean energy adoption, cutting emissions, and improving health and livelihoods for millions through solar power and fuel-efficient cookstoves.
• In March, we celebrated International Women’s Week with a mix of virtual and in-person events, including networking sessions, confidence workshops, panel discussions, and a fantastic event with UK charity The Girls’ Network.
• In July, we celebrated Pride with a series of podcast episodes sharing employee stories, virtual Drag Bingo, and we marched in London Pride. 
• Over the summer, we launched Summer Fridays globally, giving employees Friday afternoons off to relax and enjoy the sunshine.
• In September, our teams shared step counts and photos from scenic walks all around the world as part of our ‘On Your Feet Dotdigital’ initiative to get outside and get active. 
• In November, we celebrated our second ECHO Week, a celebration of Ethnicity, Culture, Heritage, and Origin, supported by the DotDEI team and brought to life through podcasts, employee stories, and shared cultural traditions, art, and recipes.
• In December, our DotWellbeing group shared 24 thoughtful wellness tips with employees through a wellbeing advent calendar. Recognizing that the holidays can be joyful and also a stressful or difficult time for some.

See you in 2026

We’re hitting the ground running next year, building on everything we’ve made together, from smart tools that give you your time back to channels that allow two-way conversations. Our goal hasn’t changed; we’re here to help you show up for your audience when it matters most. 

Thanks for being a part of our community this year. We can’t wait to meet more of you in 2026 and help you work smarter, connect better, and deliver some serious marketing results. 

To figure out where we go from here, we asked Dotdigital partners to look ahead to 2026. The general consensus is that it’s time to move away from creating noise to keep up and focus on creating value to stand out. The trends for the coming year are about securing the foundations you’ve fought to build.

We’re seeing four clear trends emerge: 

1. The return to owned channels: Marketers are tired of sinking budgets into renting attention and are building on channels they can control
2. The resurgence of empathetic marketing: As AI becomes an even deeper part of our workflows, the focus is shifting from producing content quickly to creating intelligent, empathetic, and engaging experiences tailored to each brand and its unique audience
3. The rise of the AI agent: AI isn’t just researching anymore; it’s shopping, and marketers need to keep up
4. The search for truth in data: In 2026, growth depends on strengthening your data foundation so AI can deliver meaningful, measurable impact

1. The return to owned channels

One of the biggest shifts on the horizon for 2026 is a return to channels marketers can actively shape, like email, SMS, and owned web experiences. With ad platforms becoming increasingly unpredictable and Google CPCs up nearly 40% over three years, brands are looking for steadier ground. Paid channels aren’t disappearing, but complementing them with stronger owned channels gives marketers far more control over the journey from first touch to onboarding and nurture.

Protect against rising ad costs by growing email lists

Relying solely on paid channels to grow is a risk marketers can no longer afford in 2026. With ads being more expensive and competitive than ever, the smartest move marketers can make in the year ahead is to focus on the channel you truly own: email. As an owned asset, email isn’t vulnerable to rising CPMs (cost-per-thousand impressions), pay-to-play algorithms, or external audience restrictions. While inbox providers occasionally update how email is displayed and customer consent remains essential, the channel still offers far more stability and control than paid media.

Naturally, AI is fueling the change. Now integrated into platforms like Shopify and Dotdigital, AI  can analyze subscriber data to predict intent, personalize content, and automate perfectly timed offers, turning each email address into a powerful, revenue-generating tool. This allows brands to move from broad, costly ad targeting to precision marketing that delivers measurable return on investment (ROI).

What’s even better is that an engaged email database can be used for smarter ad targeting. You can build better lookalike audiences and deliver more efficient remarketing across Meta and other channels by focusing your budget on converting engaged subscribers.

So, growing your email list is no longer just about owning your audience; it’s about future-proofing your marketing. In an AI-driven world and a competitive ad market, every new email subscriber is a compounding asset that drives sustainable, long-term growth.

Learn more about Lead Online.

Owned channels will become referral engines 

In 2025, ad costs spiked, AI cluttered feeds, economic anxiety peaked, and trust became a rare commodity. While social algorithms swung wildly, owned channels like email and SMS remained the only steady ground.

In 2026, brands that thrive will stop treating their owned channels like simple broadcast tools and start using them as activation engines. Email and SMS, especially, allow you to talk to and through your customers to reach a larger audience.

To do this, focus on building alliances within your ecosystem. Instead of fighting for attention on busy social media or ad platforms, partner with complementary brands, like a fitness brand partnering with a nutrition company to activate both audiences. At the same time, you can turn every email or SMS into a potential referral moment with a natural program that encourages sharing, e.g., “Pass it on: 20% off for them, 20% off for you.” This will help multiply your reach exponentially. Instead of paying rising CPMs to reach cold audiences, you’re activating warm networks through owned channels.

So for 2026, remember: your email list is no longer just an audience; it’s also your distribution infrastructure. 

Learn more about Talkable.

The year of the owned ecosystem

2025 felt like a shouting match where no one won. Brands everywhere were shouting louder and louder, only to realize their audience’s attention had drifted elsewhere. Marketers came to a scary realization: they don’t actually own the ground they’re standing on, and building on rented land is risky. 

That’s why 2026 is the year of the owned ecosystem, where you control the experience, not an algorithm. As the digital landscape fragments, control becomes the new currency. The brands that thrive will be the ones that create meaningful interactions, whether through shoppable video, owned communities, or branded live experiences. 

Owning the space and your channels lets you listen better, learn faster, and build trust that doesn’t vanish with the next algorithm update.

Learn more about BeLive Technology.

Affiliate marketing becomes creator-led commerce

In 2025, brands stopped treating influencer marketing as an awareness channel and started using it for acquisition. They invested in smarter systems where creators, customers, and affiliates all drive measurable results. We’re carrying that discipline forward: measuring what matters, automating repetitive tasks, and leaving behind manual workflows and disconnected tools that slow everything down.

This focus on measured, automated value is what will fundamentally change who gets a share of the pie. In 2026, the lines between influencer, affiliate, and customer will disappear. Every creator, from a customer posting an unboxing to a TikTok Shop partner, will expect both creative freedom and direct revenue share.

Affiliate programs will become community commerce: automated, trackable, and creator-first. The brands that succeed won’t just recruit affiliates; they’ll build loyalty networks where anyone who drives value earns a stake in the outcome.

The next phase of growth won’t come from new ad channels, but from turning your audience into your salesforce.

Learn more about Social Snowball.

Loyalty shifts from points to priced value

By 2026, loyalty, especially in Southeast Asia, will become a real product for brands, complete with pricing, benefits, and measurable ROI, rather than just a promotional add-on. Paid memberships, smarter benefit design, and transparent value exchange will help brands monetize loyalty while revealing what customers genuinely care about.

Loyalty data will also start to play a bigger role in marketing by becoming a decision-making tool. 

With richer behavioural insight, brands will shape campaigns based on what customers actually do, not what they might do. The most successful ones will turn those insights into meaningful experiences like VIP or corporate tiers, community perks, lifestyle partnerships, and benefits that feel tangible to the customer.

This doesn’t mean the gamification of loyalty will disappear, but it will slim down as experiences become more linked to business outcomes. At the same time, omnichannel “earn-everywhere” systems will unite in-store, online, and delivery experiences, making value feel seamless across every touchpoint. 

All-in-all, the next chapter of loyalty is operational, not flashy. In 2026, growth will come from treating loyalty like a product that is priced thoughtfully, informed by real customer feedback, and built for cultural relevance. This will create an experience people choose to belong to, not just buy from. 

Learn more about Eber.

RCS mobile messaging grows up

2026 will be the year mobile messaging grows up, and Rich Communication Services (RCS) will lead the charge. RCS combines the reach of SMS with the interactivity of apps, turning standard text messages into rich, branded experiences. It allows marketers to deliver secure, engaging, app-like moments directly inside a user’s native messaging app.

Think of it as SMS supercharged! Buttons, carousels, images, and even payments will all be available within one simple, seamless space. We’re already seeing brands experiment with RCS for everything from secure logins to two-way conversations and dynamic offers. It’s bridging the gap between convenience and creativity, making mobile marketing more responsive, more trusted, and more human. As more tools and platforms support RCS, the opportunity to build richer customer journeys is huge.

Learn more about ActionRocket.

2. The resurgence of empathetic marketing

As AI becomes more deeply embedded in our workflows, genuine human connection will set the best marketing apart. Rather than relying solely on AI to generate empathetic content, these predictions highlight how marketers can use technology to amplify the reach and impact of human-to-human marketing.

The rise of systemic empathy

After the first wave of AI excitement, marketers have realized something important: AI alone can’t make a message land. The most successful campaigns of 2025 weren’t the ones that shouted the loudest or published most often; they were the ones that made people feel something. In fact, a 2025 Ipsos study found that campaigns aligned with people’s identities and values are 69% more likely to influence purchase decisions. That’s why our prediction for 2026 is the rise of systemic empathy and building emotional intelligence into the AI systems we already use. 

AI now touches everything from targeting to content creation, but automation without empathy can make brands feel a bit robotic. The new competitive advantage comes from designing workflows where AI handles the data and humans shape the meaning.

The good news is that AI can actually help brands feel more human. It can read emotional cues, spot patterns in sentiment, and highlight messages that resonate. But it only works when paired with human creativity and the shared knowledge inside an organization. We see this as the evolution of corporate AI — systems shaped by the logic, knowledge, and data unique to each organization. This helps brands tell stories people genuinely care about.

Learn more about Youwe.

Brand experiences build brand love

The best performing companies in 2026 will be those that invest in their brand experience rather than simply doubling down on AI.

2025 was the “Year of AI” for both business and marketers, and it would be all too easy to predict that to continue in 2026. While we agree, my prediction is that to do well in an increasingly AI-led world, marketers who focus on brand and digital experience will outperform those who focus narrowly on squeezing as much AI into their work as possible.

Ultimately, pleasing humans is the goal of marketing, and while new tech helps, the old basics still apply. To win new customers, you must offer both a brand and an experience that is compelling and authentic.

Focusing on the human aspect of customer experience, delivered through beautifully branded, digital experiences designed by creative talent and supported by the right amount of AI, is the recipe for success in 2026.

Learn more about Fanatic.

Marketers stop reacting and start predicting

2026 is the year marketers stop reacting and start predicting. AI is moving us from static journeys to living experiences that evolve with every click, scroll, and signal.

Instead of asking, “What should we send next?”, we’ll start asking, “What does the customer need next, and how do we deliver it before they ask?” Predictive intelligence will make personalization feel intuitive, powered by behavior, sentiment, and purchase patterns in real time.

This shift matters because competition for attention has never been higher. The brands that win won’t just personalize, they’ll anticipate. The future of lifecycle marketing isn’t automation for efficiency; it’s using AI for empathy. Because the best marketing won’t feel like marketing at all; it will feel like the brand just gets their audience.

Learn more about Shero Commerce.

The brands that stay close to their customers will pull ahead

In 2026, the most effective marketing teams won’t be the loudest or the fastest; they’ll be the ones listening hardest.

Marketers who spend more time with their customers, partners, and suppliers – not just talking about them – will uncover the insights that no dashboard can show.

The next wave of marketing maturity will come from joined-up listening. Teams that connect insight from customer conversations, support tickets, and supply partners will design experiences that feel distinctive because they’re grounded in truth.

The future belongs to marketers who replace assumptions with understanding, and use that closeness to shape strategies their competitors can’t copy.

Learn more about JH.

The balancing act between AI & authenticity

Generative AI is boosting most areas of digital marketing, letting marketers deliver huge amounts of personalization and driving efficiency at scale.  But with AI now a big part of how businesses talk to customers, we need to focus on brand authenticity.

In 2026, I predict we’ll see more customers asking: “Is this real, or just AI-generated?”

We’re at a stage where customers don’t just expect personalized experiences; they also want a genuine connection with the brand they’re engaging with. If we don’t get this balance right, we risk AI fatigue and losing hard-won customer trust.

The competitive advantage will shift from who is using the best AI tools to who best balances them with humanity. If that’s the case, genuine storytelling, transparency, and human-driven interaction will be essential for creating trust in 2026. Ultimately, AI has to improve the customer experience, not replace the brand’s soul.

Learn more about In Digital.

3. The rise of the AI agent

In 2026, your customers won’t just be people anymore; they’ll be algorithms, agents, and chatbots. This shift marks the rise of B2R (business-to-robot) marketing, where success depends on understanding how AI systems read, rank, and respond to your content just as much as human audiences do.

Optimizing for the machine customer

In 2026, agentic AI will evolve from a passive researcher into an active shopper. Imagine telling a digital assistant, “I need a birthday gift for a 10-year-old who loves space,” and having it research, compare, and complete the purchase without you having to lift a finger.

This shift is going to be huge because AI agents deal in pure logic. They aren’t swayed by brand loyalty or clever marketing; they prioritize hard metrics like price, delivery speed, and the accuracy of the product description. They buy based on data parameters, not emotion, fundamentally changing the nature of brand loyalty.

Ultimately, your product data must become your primary sales pitch. If your data isn’t clean, structured, and instantly accessible, these agents simply won’t be able to find you. Success in an automated world means optimizing your systems now to ensure clear visibility, because in 2026, AI agents will be evaluating your brand first.

Learn more about GBG Loqate.

AI agents become the default in workflows

The shift toward agentic workflows (where AI doesn’t just assist but actively executes tasks) is moving faster than anticipated. It’s not hype; this is a fundamental shift for marketers. 

In 2026, AI agents will stop being a nice-to-have and become the default standard on websites. Your customers and stakeholders are already using tools like ChatGPT, Grok, and Gemini in their daily lives. They’re used to getting what they need, when they need it. So, they’ll have zero tolerance for experiences that feel stuck in the past. Clunky navigation or switching between tabs will drive customers away as their expectations continue to evolve. 

If your customer experience creates friction compared to the fluid AI tools people use every day, you will lose them. Speed is the new currency; you must integrate these agents now to ensure your experiences match the pace of the AI world we’re living in.

Learn more about OneCart.

AI-driven search reshapes discovery

In 2026, AI-driven search will reshape how people discover and buy products and services. Traditional search engines will give way to conversational AI tools that act as intelligent assistants, offering direct, curated answers instead of long lists of links. This shift will reduce user choice at the results stage and concentrate visibility on a smaller number of recommended brands.

Ecommerce transactions will increasingly happen directly within the AI interface or browser, transforming the AI provider into a direct sales channel, not just a referrer. AI providers will introduce new revenue models, effectively taking a cut of sales (an ‘AI Tax on Transaction’) and introducing paid placement or commission-based models directly within results. This creates new advertising opportunities but also intensifies competition for visibility as brands must now bid for these privileged recommendation slots.

This trend will redefine how customers find and shop with brands. Marketers will need to optimize for AI visibility and invest in authentic content partnerships to remain discoverable in a world where AI decides what people see and charges a premium to be seen.

Learn more about Rusty Monkey.

4. The search for truth in data

The experiences you create are only as strong as the data behind them. In 2026, success depends on clean, reliable insights and the ability to let AI enhance efficiency in the background.

The need for data transparency

For 2026, I predict marketers will start to feel the pinch of AI’s biggest blind spot: data transparency. 2025 will be remembered as the year people wrongly predicted Google’s demise at the hands of AI. Whilst Google, and marketing as a whole, has been undoubtedly changed by AI, it has merely caused an evolution of the search giant, rather than its demise.

AI chatbots and assistants are quickly revealing themselves as information hogs: they absorb vast amounts of data but provide little helpful insight that marketers can actually use to improve their work. Whether it’s the lack of search data from Google’s AI Overview and ChatGPT or how unclear AI-managed ad campaigns (like TikTok’s GMV Max and Google’s Performance Max) are, data accessibility is shrinking fast. While marketers were quick to promote these tools, they’ll soon have to answer tougher questions about where the budget goes, which is hard to track on AI platforms.

After the honeymoon period, marketers will realize they’re losing access to the very insights that once powered their strategies: search data, user intent, and content performance. The tools that promised limitless intelligence may instead leave us working in the dark. Those marketers who can find the light by basing their work on measurable, data-focused decisions will be the ones who truly thrive in this new era.

Learn more about PushON.

Marketing success is measured by connection, not capture

By 2026, marketing success won’t be measured by the data you capture, but by how well you connect it. As third-party cookies fade and privacy expectations rise, the smartest marketers will create consented, accurate, and genuinely controllable first-party data ecosystems. 

Volume will no longer rule; value will be converting clean, orderly data into something that makes sense. AI’s role will change from being an automation tool to a means for contextual interpretation, letting marketers see intent, surface insight, and respond accurately. 

Approximately 40% of analytics queries will be generated in natural language by 2026, resulting in data intelligence that is more human, more accessible, and more immediate than ever before. 

The next frontier isn’t more tools, it’s better alignment for data, ethics, and experience. Marketers who add transparency and intelligent automation to their marketing stack will turn insight into trust and trust into clear growth. 

So, in 2026, the distinction between noise and connection will boil down to one thing: your ability to use data responsibly.

Learn more about Cantarus.

AI works quietly in the background

2026 will be the year AI finally fades into the background and starts doing its best work quietly. The focus will shift from flashy automation to genuine augmentation. AI will become the engine that helps marketers think faster, act smarter, and create experiences that feel effortless.

Across the APAC region, we’re already seeing AI move from isolated tools to deeply integrated systems that support every part of the marketing journey. It’s interpreting signals, predicting intent, and refining content in real time. The technology is becoming so seamless that customers won’t notice it’s there. What they will notice is that their interactions feel smoother, more personal, and more relevant.

But AI alone isn’t the answer. The most successful marketers will use it to enhance human creativity, not replace it. Machines can analyze patterns, but we bring empathy, emotion, and brand identity to the table.

The future is a partnership between intelligence and instinct. AI will handle the heavy lifting, freeing up marketers to focus on ideas, storytelling, and connection. When that balance is right, AI becomes truly indispensable.

Learn more about Athos Commerce.

Data maturity gives brands the competitive edge

AI is making websites, tools, and platforms smarter, but it’s also making implementation more complex. And in 2026, you won’t win without a deep understanding of your data and technical setup. 

This technical closeness is known as Authentic Automation. This isn’t just about saving cost or maximizing your customer lifetime value (CLV); it’s about using technology to improve and humanize every interaction customers have with your brand. But to do it right, you need to know what’s happening behind the scenes. 

We’ve all had the help of unhelpful chatbots and seen automation deployed based on surface-level data, leading to irrelevant emails, awkward timing, and wasted spend, not to mention the inevitable surge of unsubscribes. 

That’s why, in 2026, data maturity will be the competitive edge.

The brands that succeed will blend real-world, human empathy with technical know-how. They’ll validate their AI models with unfiltered feedback from forums and use SEO insights as a goldmine for understanding customer intent. This blend ensures automation is precise, personal, and consistent. 

Do this, and automation will become what it was always meant to be: a powerful engine that carries out the empathetic and strategic decisions that drive product discovery and conversion.

Learn more about Blackpepper.

The rise of the AI generalist

For years, ecommerce success was built on specialization – data analysts, UX experts,
content strategists, and developers each managing their piece of the puzzle. But today’s
fast-moving digital economy demands something different: versatility, adaptability, and
synthesis.

Al has become the great equalizer. It’s closing the gap between functions and enabling
professionals to operate across disciplines with unprecedented speed and confidence.
We’re seeing the resurgence of the generalist, not as a “jack of all trades,” but as a master
of connection.

Generative AI and automation tools are transforming how people learn, create, and solve
problems. What once required deep technical expertise can now be accomplished with the
right prompt and a strategic mindset. The real skill now lies not in doing the thing, but in
understanding how it all fits together.

Al-fluent generalists who understand how to weave technology into every aspect of brand
experience. Ecommerce success is no longer about one system or department working in
isolation. It’s about agility—the ability to pivot, personalize, and predict what customers need
next. Generalists, equipped with AI, bring that agility to life. They see the brand as a living
system, not a set of disconnected channels.

Learn more about Shopware.

AI will assist in the rollout of adaptive campaigns

In 2026, AI will evolve from just creating content to truly grasping context. This will help marketers roll out adaptive campaigns that change in real time. We can expect predictive analytics to steer creative choices, generative tools to create multi-format assets in a flash, and conversational interfaces (like AI agents) to reshape how customers connect with brands.

To marketers, it means that campaign strategies won’t revolve around traditional journeys, but around intelligent, learning systems. Every interaction will pave the way for the next one.

AI is enhancing the ecommerce experience and revolutionizing marketing by optimizing content flow and providing insights that lead to smarter decision-making. The future of marketing belongs to those who can blend data, design, and AI to create a unified yet unique storytelling journey. 

Learn more about BSS Commerce.

AI becomes the connection across creativity, data, and customer experience

2026 will be the year when AI stops being a tool and becomes the connection across creativity, data, and customer experience. Instead of fragmented stacks, we’ll see unified intelligence: AI systems that analyze intent, generate content, test variations, and measure outcomes in real-time.

But the real shift won’t be technological; it will be organizational. The brands that win will be the ones that integrate AI not only into campaigns, but into their thinking. They’ll build cross-functional teams fluent in both brand strategy and AI reasoning, ensuring every touchpoint feels human, contextual, and ethically guided. By 2026, we’ll see hyper-personalization at enterprise scale, where automation and predictive analytics become standard, not optional. 

In this next phase, personalization will move from “who you are” to “what you need now.” It will let brands predict moments, not just react to actions. Yet the differentiator is still empathy — how we use intelligence to understand our audiences, not manipulate them.

The marketers who thrive in 2026 will treat AI as a creative partner, not a replacement, balancing automation with authenticity, and speed with substance.

Learn more about Tavano Team.

Practicality will redefine how we use AI

In 2026, the drive for practicality will redefine how we use AI. It won’t just sit in the workflow; it will work with human judgment to answer real customer questions, not just generate content. This will affect how marketers personalize campaigns, moving from broad personas to real behaviors, shaping content based on what people do, not just what we assume they want. 

Because acquisition costs will remain high, this practical approach will drive brands to pivot and focus on retention. They will focus on the customers they already have, using AI to solve problems early and build steady loyalty through personalized experiences rather than chasing quick acquisition spikes. 

Ultimately, the brands that stand out in 2026 will be the ones solving real-life problems. The goal remains simple: for brands to provide value quickly and consistently, and earn trust through results.

Learn more about Magnolia CMS.

What will 2026 look like for you?

2026 is shaping up to be the year marketers stop building on borrowed ground and start creating the kind of experiences customers actually want to come back to. The question now is, what will 2026 look like for you?

If you’re ready to grow what you own, get closer to your customers, and use AI in a way that feels genuinely human, Dotdigital is here to help you get ahead.

Let’s dive into what’s new.

What’s new in campaign management 

We don’t believe in cookie-cutter experiences or generic marketing. The latest updates help you take more control over how you communicate with customers and analyze and optimize your marketing campaigns.

Say hello to WhatsApp

Dotdigital customers using WhatsApp are already seeing standout results with open rates above 90% and engagement that outperforms email. Now, WhatsApp comes with improved subscriber management, easy migrations, and built-in consent handling. Whether you’re welcoming new customers, sending offers, or sharing updates, you can now do it all in the world’s favorite messaging app.

Dotdigital customer? Take our new 30-minute WhatsApp crash course on the Dotdigital Academy.

Get conversational with two-way SMS

We’re on a mission to help marketers drive richer engagement. From speeding up sales processes to replying to questions, driving richer engagement with SMS is easy. Speak to your CSM to learn more.

Custom email reports

We’ve made reporting more customizable, so you can track what matters, your way. Build, save, and schedule reports that focus on the metrics, campaigns, and date ranges you need, with no spreadsheets or pivot tables required.

Flexible split testing

You can now test subject lines, content, or send times across your whole audience or specific segments. Then, dig into side-by-side results to get a clearer view of what really drives audience engagement.

Smarter pop-ups

We’ve reduced the time it takes to launch smart, targeted pop-ups; no more dev time, no more delays. You can now easily launch, test, and tweak pop-ups with advanced targeting such as exit intent, scroll depth, time on page, and pages visited. Plus, you have even more control, being able to instantly publish or pause campaigns to capture attention at just the right moment.

Advanced date-based segmentation

This release enhances our smart segment builder with more flexible date ranges. You can now segment based on timeframes of up to 30,000 days ago and create precise views like ‘renewal due in 3 years.’ This is ideal for brands with long purchase cycles, loyalty programs, and milestone campaigns.

Smarter ways to build with AI and the Dotdigital API

Our new MCP (Model Context Protocol) endpoints make it easier for AI tools to understand and guide you through our API. Whether you’re using the “Ask AI” agent in our developer hub or your own LLM (large language model), you’ll get the insights you need to build faster and smarter.

What’s new in commerce

We’re helping you drive growth and loyalty with a connected commerce stack that helps you refer, reward, and retain more customers.

Refer, reward, and retain with new integrations

Social Snowball isn’t just part of the Dotdigital family; we also have a slick integration automating how Shopify merchants speak to their influencers and affiliates. Plus, Yotpo, Judge.me, and Okendo integrations make it easier for you to use reviews, points, and rewards to personalize experiences across your Shopify store.

Unified web tracking for commerce platforms

If you’re using Adobe Commerce, Shopware, or WooCommerce, you can now track Events directly in your single customer view using the unified Dotdigital Tag for seamless behavioral insights across your commerce site. It also means your insights will keep running through rebrands, site rebrands, and technology migrations.

Transactional SMS for Adobe Commerce

US retailers can now keep customers in the loop with shipping and order updates, while maintaining compliance with regional transactional SMS consent requirements.

17 new verified integrations

Dotdigital now connects seamlessly with 17 additional tools, including Relay42, Talkable, Swym, Wisepops, and SearchSpring. These integrations help you sync data, trigger automations, and deliver more personalized experiences across channels.

What’s new for data teams 

Whether you’re a marketer, developer, or data analyst, this release is making it easier to connect Dotdigital to your data stack. With us, you’ll be able to get even more out of every campaign.

More ways to export data with our data firehose

Automatically push all your raw engagement data to your chosen cloud storage platform using our upgraded data firehose. We now support Google Cloud Storage and Azure Blob Storage, alongside Amazon S3 and SFTP.

New Snowflake and BigQuery integrations

Sync contacts, products, and subscription data from your data warehouse directly into Dotdigital. No more disjointed or siloed experiences, just smarter personalization.

Microsoft Dynamics Entra ID authentication

Connecting Dotdigital with Microsoft Dynamics 365 is now faster and more secure with Entra ID authentication. This update makes setup simple, improves access management, and eliminates the need for additional user licenses.

What’s new with Social Snowball by Dotdigital

Since joining the Dotdigital family, Social Snowball now offers even more. This release includes updates that help brands scale their affiliate and influencer marketing programs.

Fully integrated affiliate and referral programs

You can now launch fully automated campaigns, reward advocates instantly, and track results without the need for developer resources or complicated custom-built solutions.

Set product-level commissions

Merchants can now set up to 100 different commission amounts for specific products or variants, helping you make your influencer programs more strategic and performance-driven.

Gifting campaigns

We’ve made it a breeze to run influencer outreach programs. Merchants can automatically seed products to a group of affiliates in just a few clicks. This is perfect for launches, gifting, or social buzz campaigns.

Advanced social analytics

Social Snowball now aggregates performance data from affiliates’ Instagram and TikTok Shop posts, giving you a clear view of which influencers are driving real engagement and conversions. This lets you optimize campaigns, reward top performers, and scale your network with confidence, so you can keep turning social content into measurable business results.

Everything you need to engage smarter

As we begin to wrap up 2025, Dotdigital’s latest release gives you even smarter tools, deeper insights, and more seamless connections across every channel. From WhatsApp and data syncing to commerce integrations and influencer program enhancements, this update makes it easier than ever to engage customers, prove ROI, and deliver personalized experiences at scale. Whether you’re optimizing campaigns, connecting data, or growing loyalty, the November release sets you up for a smarter, more connected 2026.

“The times change, and if you don’t change with them, you get left behind.”

– Bradley Walsh

That quote still rings true. The way we connect with customers has evolved dramatically, but email continues to prove its staying power. Every day, billions of emails land in inboxes and despite the rise of new marketing channels, email remains the most effective way to build relationships and drive sales.

So what makes electronic direct mail (EDM) different from regular email marketing? And why should it still be a key part of your digital strategy? Let’s take a closer look at how EDM marketing works and how it can help you deliver more personalized, automated, and impactful campaigns.

So, what is Electronic Direct Mail marketing?

Electronic Direct Mail (EDM) is a form of digital marketing strategy that businesses implement to promote products to a list of potential customers (who are opted-in) via email. 

While EDM shares some similarities with traditional email marketing, it goes further in terms of automation, segmentation, and delivering personalized campaigns. If you want a deeper dive into how EDM differs from standard email marketing, check out our guide on EDM vs. email marketing.

Did you know?

Traditionally EDM marketing is associated with terms like ‘batch and blast’. This would involve sending one email out to your entire database, with no regard for individual customer preferences, interest or demographics.  Please don’t do this! 

Batch and blast most definitely falls into the ‘bad practice’ category when it comes to email marketing and can have negative impact on your overall sender reputation, which can be very hard to recover from. 

By using a secure and reputable email platform, like Dotdigital, you can easily personalize all emails at scale to make them effective for you and relevant for your customers.

How EDM campaigns work

A typical EDM campaign follows a structured flow:

• Audience segmentation: Group subscribers based on demographics, behavior, or engagement history

• Message design: Craft content tailored to each segment

• Automation setup: Use tools to schedule and trigger campaigns

• Send and monitor: Deliver emails and monitor performance metrics

• Optimization: Adjust campaigns based on results for better engagement

How to create an EDM marketing campaign?

EDM marketing campaigns are a cost-effective way to improve conversions and build brand loyalty. With consistent messaging, your EDM campaign is more likely to be top of mind for a customer while they make a purchase decision. Let’s take you through the basics of creating an EDM marketing campaign.

1. Start with your customers’ data

Building a high-performing EDM campaign starts with clean, opted-in customer data. Avoid the temptation to buy lists. Not only can this damage your brand’s reputation, it violates data privacy laws (GDPR, PDPA) and sending to inactive addresses can harm your domain’s deliverability.

Instead, you want to ensure your list is:

• Fully opted-in: every subscriber has explicitly agreed to receive your communications

• Clean and deduplicated: remove invalid or duplicate emails

• Sizable enough: aim for a baseline audience of at least 1,000 subscribers before launching campaigns for meaningful results

If you need help growing your database safely and quickly, see our guide on building an email list.

2. Segment your audience

Once the data is collected and based on your customer behavioral traits, identify the segments you need to build. These should then be funneled into your core demographic audience groups based on age, gender, interest, or location.

For example, customers who spent a certain amount over six months, or recently made a purchase, or have visited your site to look at particular products.

You can then begin planning and building out more advanced segments to ensure you’re sending targeted and relevant messages. These can be based on:

• RFM analysis tools: target customers based on recency, frequency, and monetary value
• Lead scoring: prioritize subscribers most likely to convert
• Web behavior tracking: segment users based on actions taken on your website, such as page visits, product views, or downloads

By knowing what segments you can and want to target, you can better plan your messaging and the channels you’ll send them through.

3. Personalize your emails

Personalization relies on understanding your customers’ preferences, past behavior, and engagement history. It makes your subscribers feel valued, increasing engagement and long-term loyalty. The more tailored the experience, the higher your engagement.

Examples of personalization include:

• Behavior-based offers: send a special code to a loyal customer who frequently buys tech gadgets

• Dynamic content blocks: show different products or articles based on subscriber interests

• Personalized subject lines: incorporate first names, recent purchases, or browsing history

4. Plan your campaign

Before creating your emails, you’ll need to plan the overall campaign. Planning ensures consistency and aligns your EDM campaign with business goals. 

Here’s some things to consider:

• Define your objectives: awareness, engagement, retention, or sales

• Map out the journey: determine how many emails, the timing of sends, and triggers for next steps

• Decide on automation workflows: welcome series, abandoned cart, post-purchase follow-ups

5. Create your campaign

Use an email marketing platform to build your campaigns. Modern platforms often feature drag-and-drop editors, responsive templates, and no-code automation, allowing you to create polished emails and entire customer journeys quickly. Investing in the right tools and design upfront will maximize the impact and ROI of your campaigns.

Here’s some things to consider:

• Design for mobile-first: most subscribers check emails on mobile devices

• Include clear CTAs: tell readers exactly what you want them to do next

• Use visual hierarchy: headings, images, and buttons should guide the reader naturally

• Integrate tracking pixels and UTM codes for analytics

6. Test and track your performance

Testing is critical to understanding what resonates with your audience. With privacy updates becoming more frequent and nuanced, open rates may be partially masked. Focus on click-through rates, conversions, and other engagement metrics to assess campaign success:

• A/B testing: compare subject lines, content, imagery, or send times to see which performs best

• Open & click tracking: measure engagement and optimize future campaigns

7. Customer-centric approach

Customer-centric marketing is more than just a buzzword. It should be at the heart of everything you do, every journey you create, and every message you send.

Think about your key touch points from sign-up to post-purchase and beyond. This will help you identify your existing channels and where you need to focus your efforts. It will also help you see any potential gaps for expanding your channel offering.

By taking the time to learn about the customer journey, you’ll create consistent messaging and branding across every channel.

Wrapping up: why EDM marketing is your next smart move

EDM marketing is more than just another buzzword; it’s a strategic approach that transforms how you connect with your audience. By moving beyond generic email blasts and embracing personalized, data-driven campaigns, you can foster deeper relationships and drive meaningful actions.

Whether you’re nurturing leads or re-engaging loyal customers, EDM marketing empowers you to speak directly to your audience’s needs and interests.

First up, let’s look at the changes to Gmail’s Promotions tab as there’s been a lot of chatter about this online already. The Gmail Promotions tab is a separate inbox category where marketing emails, offers, and deals are automatically filtered so they don’t clutter the primary inbox, and there have been some changes to how this works. Then, we’ll dig into some changes to Google’s Postmaster Tool, which impacts deliverability. Promise, it’s not as scary as it all sounds.

Google’s new Promotions tab and purchase tracking

So, what’s new?

Gmail has updated its Promotions tab to prioritize “Most Relevant” emails based on engagement instead of recency and added nudges to highlight timely deals, plus a new Purchases view consolidating transactional campaigns like order confirmation and shipping emails.

This change is part of a trend that isn’t going away; mailbox providers (MBPs) are investing resource into making inboxes as useful as possible for recipients. Just the same as marketers are using AI, MBPs like Gmail are also leveraging AI and machine learning (ML) to better understand not just the content, but the context of an email.

Honestly, they’re trying to do what a lot of marketers keep failing to do: put the right content in front of the right recipient at the right time. I still see marketers doing “email blasts” to their entire lists on the regular, without any nuance. How else can providers like Gmail cut through all that noise in the inbox to make sure that their product is still useful to their users?

What does this mean for email marketers?

Firstly, don’t panic. Just like with the promotions tab, not all users are going to like this new view. There has been so much backlash in social media when things stopped being ordered chronologically – everyone hated it when Facebook did it, and the Insta feed became pretty much unusable.

Email has been around for significantly longer, and we’re all so accustomed to things appearing in date order that this is a much more noticeable and jarring change. Plenty of Gmail users are frustrated with the change and have altered their settings to not use the “most relevant” ordering.

Secondly, fighting against this is going to be a losing battle, and a waste of resource – just like when the promo tab first became a thing and everyone wanted back into the focused inbox. Instead, senders need to focus on what they do have control over. If you use sophisticated automations to send timely, relevant content to your subscribers, then mailbox providers are more likely to prioritize your emails anyway.

Gmail’s updates to deliverability and Google Postmaster Tools

What’s new with deliverability?

Google Postmaster Tools – the unsung hero of email deliverability, quietly working behind the scenes to help your emails land where they’re supposed to: the inbox. If you’re already a fan (hi, fellow nerds!), I’ve got news for you. If you’ve never heard of it, well, buckle up, because Postmaster v2 is strutting into the spotlight, and you’re gonna want to pay attention.

Let’s set the stage: unlike other mailbox providers like Yahoo or Microsoft, our Gmail overlords decided eons ago that sending individual spam reports from their users would be a meh move when it came to protecting privacy. Instead, they created Postmaster Tools, which aggregate complaint rates and tie them to your sending activity. This lets email marketers monitor their campaigns for any slip-ups without Google spilling all the beans on recipients or senders. It’s data, but not creepy data, you know? A win-win for all.

But, alas, we’ve reached the end of an era – Google’s OG Postmaster Tools were retired September 30, 2025.

Don’t panic! Google’s been prepping for this moment with v2 of Postmaster Tools – new, improved, and here to save the day. It’s got fancy new features, better reporting, AND they’ve been steadily buffing it up for over a year to make it one of the sharpest tools in the deliverability kit. Let’s talk about what’s different, why it’s exciting, and how you can make the switch without breaking a sweat.

How to access Postmaster v2 (this isn’t hard – I promise)

Already rocking v1? Great news – you don’t need to redo any verification magical rituals. Just swap that dusty old bookmark for this shiny v2 link: Postmaster Tools v2, and boom, you’re in.

First-timers? No sweat, here’s the rundown:

1. Log in with your Google Account
2. Add your domain
3. Verify ownership by adding a TXT record to your domain’s DNS (sounds scary, but it’s really just a tiny bit of tech wizardry)

For Dotdigital customers, if we’re handling DNS for you, just submit a request through the form on this support article – easy peasy.

What’s new in Postmaster v2 (AKA the glow-up)

Google didn’t just slap on a fresh coat of paint here – they’ve genuinely leveled up. Let’s break it down:

1. The compliance dashboard is queen

Postmaster v2 gives you a new and more detailed compliance dashboard, giving you a clear view of your domain’s compliance with Gmail’s rules. It’s like your email’s report card – are you playing nice with Gmail, or are you in detention?

If you’re using a subdomain (fancy), keep in mind your parent domain also has to be up to snuff for full compliance.

Bonus points: The shiny new spam dashboard helps you understand Gmail’s complaint thresholds. One of the key additions to the compliance dashboard is User-Reported Spam Rate monitoring.

The compliance breakdown covers everything from sender policy framework (SPF)/DomainKeys Identified Mail (DKIM) authentication to User-Reported Spam Rate and alignment with Domain-based Message Authentication, Reporting, and Conformance (DMARC) policies.

Keep complaints under 0.1% for an A+, but cross 0.3% regularly, and you’re headed straight to the spam folder. Postmaster v2 makes it easy to see where you stand with clear graphs that scream, “Hey, pay attention to me!”

2. Delivery errors demystified

Ever have emails slowed down or throttled? Been ghosted by Gmail and left wondering why? Yeah, same. Postmaster v2’s delivery error reporting is here to save your sanity. The graph is not just prettier – it’s smarter. Gmail also explains why errors happen and gives you some “here’s how to fix it” nuggets of wisdom.

3. Documentation for humans (finally)

Postmaster v2 isn’t just friendlier – it’s practically your inbox therapist. Google’s added “how-to” links, troubleshooting suggestions, and explanations that actually make sense. No tech degree required! The whole vibe feels collaborative – like Gmail desperately wants your emails to succeed and not just sit in spam purgatory.

The elephant (not) in the room: IP and domain reputation reporting

Let’s address the obvious – Postmaster v2 does not include reputation reporting for domains or IPs. Cue dramatic music.

But honestly? This isn’t super shocking. IP reputation has been fading faster than skinny jeans at a Gen Z convention, and Google’s been championing domain reputation for years. What does this mean for you? Don’t cling to the past. Adapt.

Pro tip: Be holistic with your metrics! Open rates are a solid inbox placement indicator. For Gmail, 30%+ open rates = your emails are living their best inbox lives. Single-digit open rates? Yikes, you’re likely stuck in spam limbo. Dotdigital fans, you can pull Gmail-specific open rates using the Domain Performance Breakdown in each campaign report. Trust me – it’s a game-changer.

What’s next?

The future of deliverability is pretty much the same old song: keep your emails clean, keep your practices sharp, and keep adapting. All major mailbox providers are doubling down on compliance and sending domain reputation, so expect Postmaster v2 updates to align with those trends.

Oh, and while we’re crystal ball-gazing: bet on DMARC enforcement policies (like quarantine or reject) becoming a requirement sooner rather than later. If/when that happens, you can count on v2 to step in with the support you need – you know, like your favorite co-worker who brings coffee when you’re stressed.

Final thoughts

Don’t panic about the Promotions tab updates, these changes are happening for everyone and Google is just trying to improve the user experience. Changes always feel a little jarring, but ultimately, it’s a good thing that email is continuing to evolve and remain as popular as ever.

And whether you’ve been vibing with Postmaster Tools all along or this is the first time you’re adding it to your playbook, v2 is well worth your attention. It’s smarter, sharper, and way more user-friendly. If Gmail is part of your marketing mix (and let’s be honest, it definitely is), investing time into Postmaster Tools pays big dividends for keeping your emails inbox-bound.

So, go on – grab that v2 link and start exploring. The inbox awaits!

With new EU legislation now in force, accessible email marketing has stepped into the spotlight, making inclusivity not just a best practice but a must-have for every campaign. In this article, we will give you the lowdown on the European Accessibility Act, outline best practices for accessible email marketing, and show you how to meet the new marketing standards.

What is the European Accessibility Act (EAA)?

The EAA aims to make tech, products, and services more accessible for everyone. The goal is to make society more inclusive by removing inconsistent rules across EU member states. For email marketers, it’s about making sure everyone can access your online content.

This is a sweeping new regulation that came into effect on 28 June 2025. But it’s not the only one marketers need to know about. Other laws and guidelines to be aware of include:

• Americans with Disabilities Act (USA)
• Equality Act (UK)
• Disabilities Discrimination Act (AUS)
• Act on the Elimination of Discrimination against Persons with Disabilities (JAP)
• United Nations Convention on the Rights of Persons with Disabilities (CRPD)
• Web Content Accessibility Guidelines (WCAG)

Why accessibility matters

One in six adults worldwide has a disability. Yet the accessibility of online content is often overlooked. Some common disabilities that impact email engagement include:

• Dyslexia: Affecting approximately 780 million people globally
• Vision impairments: At least 2.2 billion people have near or distance vision impairment
• Color blindness: Color vision deficiency (CVD) affects around 300 million people worldwide
• Cognitive impairment: Over 55 million people globally have a cognitive impairment
• Situational disabilities: Temporary injuries like broken fingers can limit interactions with digital content

Accessible marketing also helps people with older devices or limited internet access. Slow connections and outdated technology can impact a person’s online experience. Accessible email design helps you overcome these challenges. So, if you’re not thinking about accessible emails, you’re missing a huge proportion of your potential customer base.

What accessibility requirements apply to you?

For digital marketers and email marketers specifically, the EAA outlines features businesses must incorporate. These include:

• Alternative text for images
• Keyboard navigation
• Adjustable font sizes
• Text-to-speech and speech-to-text functionalities
• Captioning and audio descriptions
• Accessible customer support services

The effects of the EAA extend further than just improving accessibility. Marketers need to rethink how they design and deliver online experiences, including email.

Why is accessible email marketing important?

Let’s dive into some of the top benefits of accessible email marketing.

1. Broader reach

When your emails are accessible, everyone can receive and understand your message. This seriously extends the reach and impact of your marketing. Inclusivity helps you reach more customers and shows how you value every subscriber.

2. Improved engagement

Studies show that accessible emails can double conversion rates and boost engagement by 18%. Accessible design and copywriting help keep subscribers connecting with your marketing. Easy-to-click CTAs and easy-to-read copy are essential for accessibility and conversions.

3. Better brand reputation

Accessible marketing shows you put your audience first. It builds trust, fosters loyalty, and tells subscribers you understand their needs. By meeting the needs of your whole audience, your brand image will flourish.

Accessibility best practices for email marketing

Email Markup Consortium’s (EMC) research into email accessibility found that 99% of emails contained “serious” or “critical” issues. But the good news is that many of these issues are easy to fix. All you have to do is follow the best practice principles laid out in the WCAG.

Email design best practice

1. Balance text and images

Subscribers with low or no vision must listen to your email using a screen reader. When designing emails, ensure written content delivers the main message of your campaign. Image-based emails (where the copy is part of an image) are not accessible. If the message is lost with images switched off, then screen readers can’t read it either.

2. Use clear and readable fonts

Choose simple, readable, sans-serif fonts (like Arial, Verdana, or Roboto) at a minimum size of 11–14px. This helps ensure that the text is easy to read for all subscribers.

3. Use plenty of white space

Adding padding and white space around your visual elements and copy reduces visual clutter. It also improves the experience for subscribers with cognitive or visual impairments. Think about your line spacing, too. It’s recommended to have a line height that’s 1.5x more than your font size.

4. Be thoughtful with your use of color

Make sure color isn’t the sole method of delivering important information. This isn’t accessible to readers with color blindness or low vision. There should be a high contrast between the colors in your email, especially between the copy and background colors. Aim for a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text between your text and background. You can check your color contrast using this contrast checker.

5. Add alternative text to all images

Every image should have concise, meaningful alt. text. This helps subscribers who use screen readers or have images turned off still get the full context of your message.

6. Create a responsive and mobile-friendly email template

Design email templates that adapt to any device or screen size. Large, tappable buttons and scalable images make navigation easier for everyone, especially on mobile devices.

7. Use accessible GIFs and animations

Never auto-play audio or video, and avoid flashing or fast, animated content. Any flashing elements should meet the three-flashes-per-second rule to prevent triggering seizures. If you include media, also be sure to include captions and transcripts for accessibility.

8. Use semantic HTML and clear language tags

If you need to edit your email template using HTML, use proper HTML and language tags. This helps screen readers interpret and pronounce content correctly. E.g.

• <header>
• <footer>
• <main>
• <html lang=”en”>

Email copy best practice

1. Write accessible copy

Use plain language and define any technical terms. This supports people with cognitive or learning disabilities, as well as those reading in a non-native language. You can check the accessibility of your copy using the Hemingway App (Grade 9 is the average reading score for adults).

2. Use descriptive subject lines

Write subject lines and/or preview text that summarize the email’s content. Avoid vague or strange wording to help subscribers understand the email’s purpose and improve open rates for everyone.

3. Use descriptive link and button labels

Replace generic phrases like “click here” with descriptive copy that explains the action or destination. For example, “Download the guide” or “Shop tracksuits”. Do this for in-copy links and buttons. This clarity benefits all users, especially those relying on assistive technologies.

4. Plan content with a logical structure

Use headings (H1, H2, H3) to break up your content and guide readers through your message. A well-structured email improves readability and helps screen readers navigate the content better.

5. Avoid all caps

Don’t use uppercase text for emphasis or headings. Text in all caps can be difficult to read, especially for users with dyslexia. It can also lead to misinterpretation by screen readers, thinking they are acronyms. Use bold or larger font sizes instead to draw attention.

6. Use copy instead of images of text

Always use text blocks for important messages. Screen readers can’t read images of text, and they may not scale correctly across devices.

How to make your emails EAA-compliant

Laid out in a list, the best practices for accessible email marketing feel like a lot of work. But that isn’t the case. Making your emails accessible is easier than you think, especially with the right tools and a step-by-step approach.

1. Conduct a template audit

Start by reviewing your existing email templates. Check for:

• Alt text for all images: Ensure every image has concise, meaningful alternative text.
• Fonts and readability: Stick to no more than two fonts in a single email, and make sure it’s readable for everyone.
• Color usage and contrast: Are the color combinations in your emails accessible?

2. Use Dotdigital’s built-in accessibility features

Dotdigital offers a range of features to help you create accessible emails, including tools for alt text, responsive template design, and accessible HTML. These features streamline your compliance efforts and ensure your emails reach everyone.

3. Review and update templates regularly

Accessibility standards and best practices evolve. Regularly audit and update your email templates to stay compliant and provide the best experience for all subscribers.

Conclusion

Making email marketing accessible isn’t just about following the rules laid out by the EAA; it’s about connecting with your community. When emails are accessible, you show that you care about everyone, no matter their abilities. This creates a space for real interaction with your content.

By following some simple best practices like using alt text, choosing easy-to-read fonts, and being smart with color choices, emails become more inviting. This focus on inclusivity helps build trust and loyalty with our customers, showing that their experience matters to you.

WhatsApp messaging

Smart marketers like you know that connecting with customers where they are is essential. That’s why we’re looking closely at WhatsApp for 2025. Consider this: 2.5 billion people around the world actively use the app every month, spending significant time on it. This provides a direct line to your audience that is hard to overlook.

You might be wondering if WhatsApp is really for marketing. We get it. It’s still a relatively new channel for many teams. But here’s the exciting part, those who’ve jumped in are seeing some seriously impressive results. According to Dotdigital customers, open rates for WhatsApp are 90%, and click-through rates range from 40% to 70%.

So, why does it work so well? It’s pretty simple: people trust WhatsApp and use it constantly. With shoppers bouncing between different channels, WhatsApp gives you this unique chance to chat with them on a platform they already know and love. It’s not just another place to broadcast; it’s a space for real conversations and engaging experiences.

Here’s why WhatsApp is a prediction we’re excited about for 2025:

• Real, personal chats: You’re reaching people directly in the app they use all day.
• Engaging stuff that gets seen: Think images, videos, quick polls – things people actually look at.
• Building actual loyalty: Sending personalized messages or little rewards feels different here.
• Sharing things people want: Dropping exclusive offers or useful updates directly to them.
• Quick help and updates: It’s perfect for sorting things out fast and keeping customers in the loop.

Multimedia messaging services (MMS) on the rise

MMS is gaining popularity as it offers a more engaging and dynamic channel for brands to connect with their audience, surpassing the limitations of plain text SMS. 

Consider receiving a captivating MMS message featuring a product demo or a personalized birthday offer with a playful GIF showcasing a new clothing line. 

MMS opens up exciting possibilities for interactive campaigns that deliver bite-sized content, capturing attention and encouraging user engagement. MMS allows you to convey your message in a more visually appealing and interactive way, resulting in a higher likelihood of customer engagement and interaction.

For example, brands like Track Optics are using MMS to re-engage customers. The brand successfully used Dotdigital’s MMS capabilities to send visual campaigns across Black Friday, Cyber Monday, and Christmas 2023.

Augmented reality (AR) revolutionizes shopping

Augmented reality is no longer a novelty; it’s a powerful mobile marketing tool poised to revolutionize the shopping experience. AR allows users to seamlessly interact with digital content in the real world through smartphones.

Imagine virtually trying on clothes before purchasing, eliminating the hassle of fitting rooms. Picture visualizing furniture placement in your living room to ensure that the perfect couch complements your décor.

One brand that tapped into the potential of AR ‘try-ons’ is the luxury fashion house, Christian Dior. The brand created an interactive campaign to advertise its Dior Addict Lipstick over Eid 2023, a time during which – according to internal data by Google – searches for beauty products and inspiration increased by 35%.

The ad would load a panel that displayed different lipstick shades on models of various skin tones, before inviting the user to ‘try it on’ using their smartphone camera’s selfie mode. The video ads were also shoppable, with a ‘shop now’ call-to-action taking the viewer straight to the Dior website to buy the product.

The video era continues

Video is undeniably popular and continues to dominate social media. Short-form video platforms like TikTok, Instagram Reels, and YouTube Shorts have become incredibly influential, and this trend is expected to continue into 2025.

Marketers aiming to make an impact in this competitive space will need to adjust their strategies. We anticipate a rise in short video ads that immediately capture attention, educational content that simplifies complex topics in an engaging format, and user-generated video challenges that foster brand participation and community building.

The key is to create easily consumable video content that evokes emotion, sparks discussions, and seamlessly fits the platform’s format and audience preferences.

Social commerce booms

Social commerce isn’t just booming, it’s changing how we shop. Forget siloed websites and impersonal apps – social commerce seamlessly blends shopping into the social experience we already love, right on our phones.

Imagine discovering a gorgeous pair of shoes on Instagram, clicking the link, and buying them within seconds, all without leaving the app. That’s the power of social commerce. It’s projected to be a trillion-dollar industry by 2028, fueled by our constant mobile connection. As mobile marketers, ignoring this trend would be a missed opportunity.

Zara is using social commerce in its mobile marketing strategy by allowing users to directly purchase clothing through TikTok shop. The fashion retailer offers a curated selection from its women’s, kids’, and menswear ranges on TikTok. Items are available in various sizes and additional images can be viewed by scrolling down on the listing page.

Authentic user-generated content (UGC)

Forget perfectly polished ads – the future of mobile marketing is all about authenticity. UGC isn’t just photos and reviews anymore. It’s creative videos showcasing product uses, funny memes, and stories about how your brand impacts people’s lives. In 2025, this authentic voice will be even more powerful.

Why? Because consumers crave connection and trust. They see through traditional marketing tactics and connect more with genuine experiences shared by their peers.

Smart brands are capitalizing on this by using platforms like Instagram and TikTok to run engaging UGC campaigns.

Think contests that encourage users to share their creations, or product challenges that spark user-made tutorials. This fosters a sense of community and builds trust, ultimately leading to loyal brand advocates.

Take Crocs, for example. They’ve ditched the staged photos and embraced #MyCrocsEra – a hashtag encouraging customers to showcase their unique Crocs styles. It’s a win-win: Crocs gets free, authentic marketing, and customers feel part of a vibrant community. Crocs also works with UGC creator platforms to generate cost-efficient UGC on demand.

App personalization reigns supreme

Imagine this: You open your fitness app and see a personalized workout plan based on your recent activity and goals. Or, you open your news app and find a curated feed of articles tailored to your interests. This is the future of mobile apps – experiences that feel designed just for you.

Customers will crave personalization that goes beyond simple product recommendations. They expect apps to understand their behavior, location, and in-app activity to deliver relevant content, features, and promotions.

Personalized ads will become the norm, ditching the generic retargeting that bombards users today. Imagine seeing ads for items you genuinely might be interested in, based on your past purchases and app behavior. This creates a more positive user experience and leads to higher engagement and conversions.

Location data becomes a powerful tool for personalization. Picture strolling past your favorite coffee shop and receiving a notification for a special offer. This location-based personalization makes apps more relevant and keeps users coming back for the tailored experiences they crave.

So, how can you make this a reality? You can utilize hyper-personalization features to incorporate dynamic content into your mobile apps. This allows you to create unique and tailored experiences for each user directly on their mobile devices.

Targeted in-game marketing

Mobile games have become more than just a form of entertainment. What’s interesting is that the appeal of mobile games goes beyond the gameplay itself. These platforms are turning into vibrant social centers where players connect, chat, compete, and build lasting friendships.

Statista predicts that the number of mobile gaming users will reach 1.9 billion by 2027, creating a huge audience for brands to interact with. This allows brands to use mobile games for marketing.

We can expect to see more focus on targeted in-game marketing. Mobile games provide a unique advertising environment. Unlike traditional ads that can disrupt the user experience, in-game marketing can be seamlessly integrated into the gameplay itself.

Industry giants such as McDonald’s and Coca-Cola are actively exploring mobile gaming as a marketing channel. In 2021, both companies partnered with the popular mobile game “Honor of Kings” in China. McDonald’s integrated its restaurants into the game environment, allowing players to participate in virtual quests that involved visiting physical McDonald’s locations.

On the other hand, Coca-Cola launched a co-branded virtual avatar skin within the game, allowing players to customize their characters with Coca-Cola-themed clothing. This campaign not only offered a unique and engaging way to promote the brands within mobile gaming, but it also highlighted the creative possibilities of targeted in-game marketing.

Conversational AI takes hold

The future of mobile marketing is all about conversation. Gone are the days of static websites and impersonal interactions. Instead, imagine a world where your favorite brands chat with you directly on your phone. That’s the power of conversational AI, and chatbots are leading the charge.

These chatbots are becoming more advanced, enabling brands to connect with customers on a deeper level. Think of a virtual assistant living inside your favorite shopping app, ready to answer your questions 24/7. Track your order? Done. Need personalized product recommendations? No problem – the AI can analyze your browsing history and suggest items you’ll love.

Amazon Alexa is a prime example of a conversational AI. This AI voice assistant is seamlessly integrated across platforms, including mobile devices. Customers can use Alexa to search for products, place orders, and even receive personalized recommendations based on their past behavior. It’s a frictionless, interactive shopping experience that builds customer satisfaction and loyalty.

The future of mobile marketing

By embracing these mobile marketing trends, you can create engaging experiences, reach your target audience effectively, and ultimately achieve your marketing goals. The future of mobile marketing is constantly evolving, and we’re excited to see what innovations emerge in the years to come.

RCS combines the reach of texting with the rich features of modern chat applications. Let’s take a closer look at what RCS is and how you can use it effectively.

What is RCS messaging?

RCS allows you to send messages that go beyond plain text. It operates over data networks (Wi-Fi or mobile data) and allows for significantly richer communication experiences directly within the phone’s default messaging app.

With RCS, you can share: 

• High-resolution images and videos
• Engaging animated GIFs and audio clips
• Interactive carousels 
• Suggested replies and action buttons (e.g., “Add to Calendar,” “View Order,” “Call Support”)
• Location sharing and map integration
• File transfers

This technology makes business communication more dynamic, useful, and efficient. RCS also incorporates features like Verified Sender profiles (so customers know it’s really you) and supports end-to-end encryption for enhanced security, building trust while delivering a superior customer experience.

How RCS messaging works

RCS functions through the native messaging app built into smartphones, provided both the sender and receiver have RCS capabilities enabled on their devices and networks. This is a key advantage – no extra app download is needed for the end user.

RCS relies on the GSMA’s Universal Profile standard to make sure it can seamlessly operate across devices and systems that support this feature. Google has been a major driver of RCS adoption through its Google Messages app on Android devices. 

Apple plans to support RCS on iPhones and this will expand its reach. Communication happens over an IP (Internet Protocol) connection, using mobile data or Wi-Fi, similar to OTT (Over-The-Top) Messaging Apps.

RCS, SMS, MMS, and OTT differences

Messaging has evolved significantly, and understanding the differences between RCS, SMS, MMS, and WhatsApp is important for navigating modern communication. Each platform offers unique features and capabilities, catering to different needs.

SMS (Short Message Service)

SMS marketing is a form of marketing that businesses use to send promotions to customers via text messages. SMS is limited to 160 characters of plain text and relies on cellular networks. 

MMS (Multimedia Messaging Service)

MMS is an extension of SMS by adding the ability to send multimedia content like images, audio, and short videos. MMS also relies on cellular networks and has limitations in file size and quality.

OTT (Over-The-Top) Messaging Apps (e.g., WhatsApp, Facebook Messenger):

These apps run “over the top” of mobile networks, using data/Wi-Fi. They offer rich features like multimedia messaging, voice and video calls, group chats, and end-to-end encryption. 

RCS (Rich Communication Services)

RCS aims to combine the reach and native integration of SMS/MMS with the rich features of OTT apps. It uses mobile data and Wi-Fi, and supports high-quality media, interactive elements, branding, read receipts, typing indicators, and security features, all within the user’s default messaging app.

Key features of RCS messaging

Let’s have a look at the key features you can expect while using RCS messaging.

Multimedia messaging capabilities

With RCS, you can say goodbye to plain text and hello to rich, engaging conversations. Send a carousel of stunning product photos customers can swipe through, deliver a short video tutorial solving a common issue, or share an eye-catching GIF promoting a flash sale. 

These capabilities allow you to communicate more effectively, making complex information easier to understand and marketing messages far more memorable and impactful.

What’s even better? Your customers don’t need to download any extra apps. Everything happens right in their default messaging app. This seamless experience keeps your audience engaged and makes it easier for them to interact with your brand.

Read receipts and typing indicators

Ever wondered if your message was read or if someone is typing a reply? RCS has you covered. Features, like read receipts and typing indicators, give you real-time insights into your conversations. 

Read receipts show you when your message has actually been seen by the recipient. This provides valuable insight, letting you know your communication has landed and been viewed.

The subtle typing animation of “…” signals that the other party is actively composing a reply. This small cue is powerful – it reassures customers that their message is being addressed (especially in support scenarios) and encourages them to stay engaged in the live conversation.

These tools make communication more efficient. They help you time your replies better and create a more interactive experience. For example, if a customer sees that you’re typing, they’re more likely to stay engaged in the conversation. This immediacy creates a sense of connection and keeps the dialogue flowing.

Verified Sender Profiles and branding

No one likes an unsolicited message arriving on their phone, It’s really important to build and maintain trust with the people you’re reaching out to. RCS messaging directly addresses this by replacing anonymous phone numbers with Verified Sender Profiles. This feature is key to communicating honestly and effectively with your customers.

Instead of your customers seeing just a string of digits, RCS allows you to display:

• Your official brand name
• Your company logo
• A verification mark (confirming your identity has been authenticated)

This information appears prominently within the chat interface, often at the top of the conversation thread. The impact is immediate: customers instantly recognize who is messaging them, significantly reducing suspicion and increasing the likelihood they’ll engage with your message.

Why Verified Profiles are important

1. Combats fraud and spam: Verification serves as your first line of defense against phishing attempts and unwanted impersonators trying to pose as your brand. When customers see that you’re verified, they can engage with confidence, knowing the message is genuinely from you.
2. Boosts credibility and confidence: When customers spot a verified logo and your brand name, it creates a sense of professionalism and trust. They feel reassured that they’re dealing with a legitimate business, which ultimately makes them feel safer in their interactions.
3. Enhances brand recognition: By consistently showcasing your logo and brand name, you reinforce your identity right in the heart of communication. This keeps your brand fresh in customers’ minds, ensuring they remember who you are.
4. Improves deliverability: Having a verified status signals to carriers and messaging apps—and more importantly, to users—that your messages are trustworthy. This significantly lowers the risk of your messages being mistakenly flagged as spam, making sure your messages reach the right audience.

Think of it as adding a layer of digital authenticity to your messages. By using verified profiles and consistent branding within RCS, you don’t just send messages; you build trust and create a more secure, professional communication channel from the first interaction.

Interactive elements and smart replies

RCS messaging takes customer interaction to a whole new level with its interactive elements and smart replies. These features make conversations smoother and more engaging for your audience. Instead of just reading a message, your customers can actively participate in the conversation.

For example, RCS messages can include interactive buttons and smart replies (often called suggested replies or chips). These allow users to take actions like answering surveys, navigating to a webpage, or even making a purchase—all without leaving the chat.

With RCS, you can embed clear calls-to-action like:

• “View Product Catalog”
• “Track My Order”
• “Add to Calendar”
• “Confirm Appointment”
• “Connect to Support Agent”
• “Complete Survey”

These buttons make it incredibly simple and fast for users to accomplish tasks, browse options, or get the information they need directly within the messaging interface. This significantly reduces friction and keeps customers engaged in the journey you’ve designed.

Complementing action buttons, smart replies provide pre-set response options tailored to your message. If you ask, “Would you like to reschedule your delivery for tomorrow?” the customer might see suggested reply bubbles like:

• “Yes, please”
• “No, keep the original date”
• “Choose another day”

Ultimately, these interactive features shift RCS from a simple notification channel to a dynamic platform for creating meaningful, action-oriented conversations that resonate with customers and drive results.

Group messaging and collaboration

RCS messaging isn’t just for one-on-one chats. It also supports group messaging, making it a powerful tool for collaboration. Whether you’re coordinating with a team or engaging multiple customers at once, RCS makes group communication easy and efficient.

With group messaging, you can share updates, files, and multimedia content with everyone in the group. Need to send a product demo video to a group of clients? You can do that directly within the chat. Everyone stays on the same page without switching between apps.

Typing indicators and reading receipts add another layer of convenience. You’ll know who has seen your message and who’s typing a reply. This transparency helps keep the conversation flowing smoothly. Plus, the ability to include interactive elements in group chats means you can gather feedback or schedule meetings with just a few clicks.

Advantages of RCS for modern communication

RCS isn’t just an upgrade—it’s a game-changer for your brand. Here’s why:

Enhanced user engagement

RCS messaging lets you create visually stunning and interactive campaigns that grab attention. Instead of sending plain text, you can use rich media like images, videos, and GIFs to make your messages pop. Imagine showcasing your latest product line with a vibrant carousel or sharing a quick how-to video that answers customer questions instantly. These features make your communication not just informative but also memorable.

With features like buttons and quick replies, users can take action right in the chat, making it easier and faster for them to respond. This kind of interaction keeps users interested and involved, building a stronger connection with the brand.

Improved brand trust and credibility

RCS lets you show your company name, pick colors for chats, and display your logo, much like users can show profile pictures. These small features help users feel secure and build trust.

When a brand has a verified profile with its logo and name, it looks more legitimate. This helps stop messages from being marked as spam and boosts customer confidence. Keeping a consistent brand image across messaging channels helps people recognize the brand and look professional.

Seamless and intuitive user experience

RCS works directly in your regular messaging app, so you don’t have to download anything new. This makes it easy for everyone to use. Features like read receipts and typing indicators give you real-time updates, making conversations feel more engaging.

Website previews let you see what a link is about before you click on it, which helps you stay safe and makes using links easier. This feature is important for feeling secure about the links shared in conversations.

Empowering customers with full features in one place

RCS keeps customers engaged by offering a variety of features in one convenient platform. Users can send boarding passes, accept payments, view interactive maps, and display product carousels, all within RCS. This integration allows users to access everything they need without having to switch between different apps or platforms.

Creating memorable conversations

RCS changes every message into a chance for a conversation. This means you can respond faster, engage better, and provide a smoother experience for customers. Whether it’s sending a PDF receipt, giving live updates, or sharing marketing messages, RCS lets your customers talk to you like they would with friends or family. This makes customers more open to brands and their messages.

Increased efficiency and productivity

Interactive buttons and smart replies simplify customer interactions, allowing users to complete tasks quickly and efficiently. Group messaging capabilities facilitate seamless collaboration, enabling teams to share information and coordinate efforts in real-time. Chatbots powered by RCS provide instant support and automate routine tasks, freeing up valuable time and resources.

Enhanced security

RCS provides end-to-end encryption, ensuring that sensitive information remains secure during transmission. Verified sender profiles add an additional layer of security, protecting users from phishing attempts and fraudulent messages. The platform also offers enhanced verification services, including two-factor authentication, which allows users to copy and paste one-time passwords directly. This feature improves convenience for consumers without compromising security.

Efficient check-ins

RCS makes it easy to connect with Google Wallet, allowing users to manage check-ins for events like flights or tickets without hassle. You can send interactive messages through RCS that include boarding passes or event tickets. With just a button, users can add these passes directly to their Google Wallet. 

This takes away the need for awkward downloads or switching between apps, making check-ins simple and convenient. For instance, an airline can send a message with a boarding pass, and the customer can add it to their Google Wallet with one tap, making traveling easier.

Getting started with RCS messaging

Are you ready to use RCS? Here’s a practical roadmap:

Verify your brand

Establishing a verified sender profile is important for building trust with your customers when implementing RCS messaging. Your brand name, logo, and contact information will be displayed, ensuring recipients know they’re communicating with a legitimate business. This verification process not only enhances customer trust but also helps combat fraud and ensure the authenticity of businesses.

Create engaging content

To create engaging content, plan and design your RCS messages to take advantage of the platform’s rich features. Use high-quality visuals, interactive buttons, and quick replies to create captivating and informative content. 

Consider incorporating storytelling elements and user-generated content to make your messages more relatable and interesting. Additionally, implementing Google Wallet integration can improve the customer experience by enabling seamless transactions within the messaging interface.

Integrate with your systems

Integrating RCS messaging with your existing systems is essential for maximizing its potential. Use API integration to connect RCS messaging with your CRM, marketing automation, and other business systems. This integration allows for automated messaging and personalized customer interactions, enabling you to send tailored content based on customer preferences and past interactions.

Monitor and analyze

Monitoring and analyzing the performance of your RCS campaigns is essential for understanding what appeals to your audience. Track metrics such as open rates, click-through rates, and conversion rates to optimize your messaging strategy. Use this data to refine your approach and make informed decisions that enhance the effectiveness of your campaigns.

Test your campaign 

Before fully launching any RCS campaign, it’s best to test the messages on a small group of users. This allows you to identify any errors and make necessary improvements before sending the messages to your entire customer base. 

With A/B testing, you can compare different approaches and identify which resonates best with your audience. By iterating and refining your RCS messaging strategy based on these insights, you can create more impactful and engaging communications with your customers.

Add RCS to your mobile messaging strategy today

RCS messaging offers a dynamic, engaging, and secure evolution for business communication. With its rich media, interactive elements, verified sender profiles, and enhanced security, RCS transforms simple notifications into genuine conversations within the messaging apps your customers already use daily.

By delivering branded, interactive, and trusted experiences, RCS helps you build stronger customer relationships, improve operational efficiency, and unlock new opportunities. Don’t let your communication strategy lag behind. Embrace the future of messaging and start creating more meaningful, memorable conversations with RCS today.

1. Personalized experiences

Today’s audience expects a personalized experience, and brands that fail to deliver will be left behind. This isn’t just a nice-to-have; it’s a fundamental expectation driving purchasing decisions. The projected impact is significant: personalized content is forecast to boost ecommerce sales by a staggering 40% by 2028. This underscores the crucial role of personalization in driving revenue growth.

Personalization at scale means using data, machine learning, and sophisticated targeting to create content that resonates with each individual on a personal level. It’s about understanding your audience’s needs, preferences, and behaviors, and then tailoring your content to meet those specific demands. This goes beyond simply inserting a name into an email; it’s about creating dynamic, interactive experiences that feel custom-made.

Here’s how personalization is improving customer experiences: 

Product recommendations

Imagine product suggestions so relevant they feel like they were hand-picked just for you. AI-powered systems analyze a wealth of data, including browsing history, purchase patterns, real-time interactions, and even contextual information like current trends, weather in the customer’s location, and social media activity, to provide incredibly precise product recommendations.

For instance, a clothing retailer might recommend items not only based on your previous purchases but also by considering current fashion trends, the weather in your area, and even products you’ve shown interest in on social media.

Dynamic content experiences

Websites and apps are becoming increasingly adaptive, responding in real-time to each visitor’s unique profile. The content, layout, and even calls to action change dynamically based on user demographics, previous interactions, and the current context. A returning customer might see personalized promotions and product suggestions, while a first-time visitor is presented with content aimed at educating them and establishing trust.

Personalized email marketing

Email campaigns have evolved beyond simple segmentation. Dotdigital’s Winston AI can analyze large amounts of data to create highly personalized email content, including subject lines, body text, and special offers. This approach maximizes open rates and click-through rates. Imagine receiving an email triggered by a specific action you took on a website, offering a discount on a product you were considering.

Interactive content

Interactive tools like quizzes, polls, and assessments gather valuable insights into user preferences, enabling the creation of even more personalized experiences. A financial services company, for example, could offer a personalized retirement planning tool that takes into account a user’s age, income, risk tolerance, and financial goals.

Chatbots and AI assistants

These tools provide personalized customer support and guidance, answering questions and offering tailored recommendations based on individual needs. Imagine a chatbot on a travel website helping you plan a trip, offering personalized recommendations for flights, hotels, and activities based on your budget and interests.

The key to a successful personalization strategy is the responsible use of data. Our recent Hitting the Mark report found that only 40% of brands have a preference center, which represents a significant missed opportunity. 

A strong personalization strategy relies heavily on a well-designed preference center. Preference centers help users specify their preferences across various areas, including their favorite communication channel, desired messaging frequency, and specific interests.

2. The rise in employee-generated content (EGC)

Let’s be honest, we all know user-generated content (UGC) is a big deal. People trust authenticity, and a huge 79% of us say that UGC sways our buying decisions. Customers want to see real experiences from real people, not just polished ads.

But this year, we’re taking things a step further with employee-generated content (EGC). Think about it: instead of just your customers sharing their experiences, you can use your own team as storytellers and content creators. That’s a powerful way to connect with your audience on a whole new level.

And guess what? The stats back it up. A massive 93% of marketers believe UGC (including EGC) is more trustworthy than anything a brand creates itself. In a world that’s hungry for authenticity, EGC makes your brand feel human, relatable, and real.

Take a look at brands like Refy, Sheerluxe, and Mejuri. The brands are nailing EGC by using platforms like TikTok to showcase a more spontaneous and authentic side. From office outfit checks to “get to know the team” videos, the brands are offering a behind-the-scenes glimpse into the people who make the magic happen. Often, the content has nothing to do with the actual product, and that’s the point. It’s about building genuine connections and showing the human side of the brand.

Now, if you’re in the B2B space, LinkedIn is the place for EGC to shine. It’s not just about posting job openings or sharing company news anymore. With over 800 million users (and growing), LinkedIn offers a massive audience of professionals hungry for authentic insights. Think about it: your employees are experts in their fields.

Encourage them to share their perspectives on industry trends, discuss challenges and solutions, or even offer quick tips and tricks related to your product or service. For example, a sales team member could share a short video on how they use your software to solve a common client problem. This type of authentic, helpful content builds credibility, strengthens your brand’s reputation, and positions your employees as thought leaders.

Bottom line? EGC isn’t just a trend; it’s a must-have. People want to hear from the people behind the brand. And who better to share those authentic stories than your own team? By giving your employees a platform to share their unique perspectives and experiences, you’re tapping into a goldmine of engaging, trustworthy content that truly resonates.

3. Combining human and AI-generated content

Let’s face it: content creation can be challenging. However, what if you could boost your content production by combining the best of both worlds? This is becoming a reality with the rise of AI-powered content creation. AI tools can produce content up to ten times faster than humans, helping you save valuable time. 42% of businesses are already using AI to cut costs. Imagine what you could achieve with that extra time and budget.

An impressive 69% of marketers are already using AI to help them create content, and an even more impressive 72% report seeing better results. This isn’t just about saving time; it’s about creating higher-performing content that resonates with your audience.

By using AI, you can focus on crafting high-quality content that provides value to customers while also meeting Google’s E-E-A-T quality rating criteria. This helps improve search rankings and increases the chances of appearing in essential AI-generated summaries.

The future of content creation isn’t about choosing between humans or AI; it’s about using the capabilities of both. AI can take care of the heavy lifting by providing a foundation of high-quality, on-brand content at scale. 

Then, you can add a creative touch: emotion, insight, and the unique perspectives that only humans can provide. This collaboration results in captivating content that leaves a lasting impression on your audience. It’s not a competition between humans and AI; it’s a partnership that creates content greater than the sum of its parts.

4. The importance of video content

An impressive 92% of internet users watch videos online every week. This isn’t just a statistic; it’s a transformation in how we consume content. People are no longer just scrolling; they are actively watching, engaging, and connecting through video on a massive scale.

What’s even more striking is that 84% of marketers believe video content is essential to their marketing strategies. Why is that? Because video has a unique ability to tell stories, evoke emotions, and forge genuine connections with audiences in ways that text and images cannot.

The financial benefits are significant as well. Brands incorporating video content experience almost 50% more growth. It’s evident that video content not only enhances engagement, but also significantly improves conversion rates.

But it’s not just about the numbers. Video is the key to cutting through the noise and building deep connections with your audience. Whether through short-form social media videos, immersive virtual experiences, or captivating long-form storytelling, video presents limitless opportunities for creativity and engagement.

Consider platforms like TikTok, YouTube Shorts, and Instagram Reels. These are not merely social media channels; they are storytelling platforms where brands can showcase authenticity, creativity, and truly connect with their audience. A 30-second video can achieve what a thousand-word blog post cannot: it can create an immediate, emotional connection.

Looking to the future, 44% of marketers are incorporating AI into their content production. This powerful combination promises to revolutionize content creation by increasing both efficiency and creative potential, paving the way for personalized and highly engaging video experiences.

Video content embodies authenticity, creativity, and human connection. It’s less about hard-selling and more about crafting resonant, inspiring stories that captivate and genuinely engage your audience.

5. Sustainable and ethical content

Today’s shoppers are not just buying products; they’re investing in values. As environmental and social consciousness grows, your content must reflect a genuine commitment to sustainability and ethical practices. 

It’s no longer enough to simply say you care; you must demonstrate it through your actions and your content. Whether it’s showcasing your brand’s eco-friendly initiatives, amplifying the stories of your diverse team, or advocating for important social causes, your content must authentically reflect a dedication to making a positive impact.

Customers are increasingly demanding transparency and ethical behavior from the brands they support. 66% of shoppers are now looking for eco-friendly brands. This powerful trend is driving brands to create content that goes beyond mere marketing and truly highlights their sustainability efforts and ethical practices. It’s about building trust and demonstrating accountability.

Here’s how to effectively integrate sustainability and ethical considerations into your content strategy:

Show, don’t just tell

Instead of simply stating your commitment to sustainability, showcase concrete examples of your initiatives. Share stories about your eco-friendly manufacturing processes, highlight your use of recycled materials, or detail your efforts to reduce your carbon footprint. Visual content, like videos and infographics, can be particularly impactful in showing your commitment.

Amplify diverse voices

Highlight the stories of your diverse team members. Share their perspectives, experiences, and contributions to your company. This not only demonstrates your commitment to diversity and inclusion but also humanizes your brand and makes it more relatable.

Support relevant causes

Advocate for causes that align with your brand values and resonate with your target audience. Partner with non-profit organizations, participate in community initiatives, and create content that raises awareness about important social and environmental issues. However, ensure that your support is genuine and not just a marketing ploy. Consumers can easily spot “greenwashing” or performative activism.

Be transparent and authentic

Transparency is key to building trust. Be open and honest about your sustainability challenges and the steps you’re taking to address them. Admit when you’re not perfect and be transparent about your supply chain and manufacturing processes. Authenticity is paramount.

Engage in meaningful conversations

Don’t just broadcast your message; engage in conversations with your audience. Ask for feedback, answer questions, and address concerns about your sustainability and ethical practices. This two-way communication builds stronger relationships with your audience.

Refine your content strategy for a successful 2025

As we look to the rest of 2025, it’s clear that the content marketing landscape is evolving at a rapid pace, becoming more dynamic and sophisticated. The five trends we’ve discussed highlight a significant shift in how brands create and distribute content. By keeping up with these trends and adapting your strategies, you can stay ahead of the curve, connect more deeply with your audience, and drive meaningful engagement.