Email marketing automation tools: How to choose in 2026

Selecting an email marketing automation platform goes far beyond choosing where marketers will send emails. The right tool becomes the backbone of lifecycle marketing — powering personalized workflows and driving revenue. Email marketing automation platforms help businesses send targeted, personalized emails at scale by automating workflows, segmenting audiences, and integrating with CRM and ecommerce tools.

Today’s marketing teams need platforms that offer predictive analytics, journey-based targeting, drag-and-drop journey builders and behavioral triggers, unified customer data for accurate segmentation, AI-powered content and optimization features, strong deliverability and compliance safeguards, and transparent pricing and easy migration support. They also need software that’s durable enough to support long-term growth. To choose the best fit, map your needs by team size, use case, and required integrations.

In this guide, learn how to evaluate email automation tools, where AI fits in, and how the top email marketing automation platforms stack up.

Table of Contents

• What is an email marketing automation platform?
• How to Choose the Right Email Marketing Automation Tool
• Top Email Marketing Automation Software
• How to Use AI With Email Automation Tools
• Best-fit Picks by Use Case and Team Size
• Frequently Asked Questions About Email Marketing Automation Platforms

What is an email marketing automation platform?

Email marketing automation platforms automate sending targeted, personalized emails based on user behavior and customer data. These tools help teams:

• Trigger emails when users take specific actions (like viewing a page or abandoning a cart).
• Build automated customer journeys with branching logic.
• Segment audiences using unified behavioral, demographic, and transactional data.
• Personalize content at scale with tokens, rules, and AI-driven recommendations.
• Report on engagement, conversions, revenue, and lifecycle performance.

Unlike traditional email marketing software, which focuses on manual list sends, automation platforms like HubSpot’s email marketing software deliver continuous, context-aware communication powered by workflows and integrations.

How to Choose the Right Email Marketing Automation Tool

The right email automation tool depends on factors like revenue goals, team capacity, existing tech stack, and compliance requirements.

Personally, as a fractional content strategist, I appreciate an email marketing tool that fits within my clients’ budgets and offers stress-free onboarding.

But because every marketing team is different, here’s how to evaluate the best options on the market. Be sure to follow these best practices to avoid automation mistakes.

1. Start with your business goals.

Ask: What outcomes must this tool drive?

Common goals for using an email marketing automation tool include:

• Lead nurturing.
• Ecommerce recovery.
• Strengthening retention programs.
• Sending lifecycle emails.
• Partner marketing.
• Automated onboarding.

Pro tip: Look for platforms that support these use cases with pre-built workflow templates, strong segmentation, and native integrations.

2. Evaluate your team’s workflow and capacity.

Some email marketing services require specialists. Others are designed for lean teams who need AI assistance, intuitive drag-and-drop builders, and fast implementation.

If the goal is to ship campaigns regularly, prioritize platforms with:

• Native AI writing and optimization.
• Easy-to-use journey builders.
• Clear reporting and troubleshooting.

Pro tip: Migration to a new platform requires asset inventory, data export/import, domain authentication, and deliverability monitoring. Ensure your team has enough hands on deck to support migration efforts.

3. Map your tech stack and data sources.

CRM integration enables unified customer profiles and accurate segmentation. For a non-technical marketer, integrations — such as those with the CRM — provide easy access to the data sources that make email marketing effective.

Common integrations for email marketing platforms include pairing with:

• CRMs.
• Ecommerce systems, including Shopify, WooCommerce, or custom catalogs.
• Ads and social tools.
• Customer support systems.
• Product usage or event tracking platforms.

Pro tip: CRM-native platforms like HubSpot’s email marketing software offer the strongest advantage. They eliminate data syncing issues and reduce tool fatigue, making it easier to maintain an email marketing strategy.

4. Prioritize compliance and deliverability safeguards.

If an email lands in the spam box, the chances that the recipient reads it dramatically decrease. Deliverability is a deal-breaker, and the right email marketing automation tool can get an email through spam filters.

Look for tools with:

• Automatic DKIM/SPF/DMARC prompts.
• Built-in permission management.
• Bounce handling.
• Spam testing.
• Dedicated IP options.
• Real-time health monitoring.

Pro tip: Verifying and authenticating an inbox takes time and can be tricky. The best email marketing automation tools offer guides and one-to-one personalized setup to help guide marketers through authentication and onboarding.

5. Understand total cost of ownership.

Transparent pricing models help users avoid hidden costs and plan budgets. However, pricing varies widely across the market and may increase as features become more in-depth. Consider:

• Contact-based plans.
• Send limits.
• Feature add-ons.
• Required support tiers.
• Migration costs.
• Deliverability add-ons (e.g., dedicated IPs).

Pro tip: Transparent, all-in-one pricing prevents surprises as an audience grows. Choose an email automation tool with clear pricing for specific outcomes.

Top Email Marketing Automation Software

Marketers can choose from many email automation tools, but only a select few are worth the investment. Below are six top platforms, evaluated on features, usability, extensibility, and total cost of ownership.

1. HubSpot Marketing Hub + AI Email Writer

Source

HubSpot is an all-in-one marketing automation platform built on a unified CRM, which means every email, workflow, and personalization rule is powered by a single, consistent customer record. Instead of stitching together disconnected data sources, teams can build segmentation, triggers, and reporting directly from the CRM.

What differentiates HubSpot is how quickly teams can get up and running. The email editor, automation builder, asset manager, and reporting tools all share a common interface. Deliverability safeguards, domain authentication prompts, and permission settings are built directly into the onboarding process, reducing the risk of mistakes that harm performance.

HubSpot’s AI Email Writer, included with Marketing Hub, is a powerful addition for lean teams. The AI Email writer helps marketers:

• Generate net-new campaigns.
• Rewrites underperforming content.
• Adapts copy to different tones or segments.
• Run instant variations for testing.

Because the AI is connected to the CRM, it can reference lifecycle stages, product data, or behavioral properties to create more personalized messaging.

For teams that want powerful automation without the complexity of enterprise systems, HubSpot offers both sophistication and speed in a single platform.

Key Features:

• Drag-and-drop email builder.
• AI Email Writer for campaign creation and optimization.
• Behavioral, transactional, and demographic segmentation via CRM.
• Workflow automation with branching logic.
• Personalization tokens from any CRM property.
• A/B testing and multivariate optimization.
• Transactional email (with add-on).
• Revenue and lifecycle reporting.
• Automatic deliverability setup guidance.

Pricing: HubSpot Email Marketing is included in Marketing Hub plans, with a free tier available. Starter is $9 per seat/month, Professional $800/month, and Enterprise is $3,600/month. Paid plans offer automation, advanced segmentation, collaboration tools, and AI-powered features.

What I like: HubSpot’s automation is CRM-native, meaning every workflow, trigger, and personalization token is powered by a unified data source. That means no syncing required. It’s also one of the fastest tools to adopt for teams that need to scale quickly without a complex setup.

How to use AI to Write an Email with HubSpot

2. Mailchimp

Mailchimp remains one of the most recognized tools for small to mid-size teams. It offers strong templates, ecommerce-focused journeys, and beginner-friendly automation features.

Key Features:

• Drag-and-drop builder.
• Pre-built ecommerce automations.
• Basic journey builder.
• AI subject line options.
• Audience segmentation.
• Reporting dashboards.

Pricing: Free tier available. Paid plans scale with contact count and feature depth.

What I like: Mailchimp is easy to start with and offers strong templates for ecommerce brands, though teams often outgrow it as their data needs become more complex.

3. Klaviyo

Klaviyo specializes in ecommerce automation with deep Shopify and WooCommerce integrations. It uses real-time product and behavioral data to fuel hyper-personalized journeys.

Key Features:

• Strong ecommerce data sync.
• Dynamic product recommendations.
• SMS + email automation.
• Predictive AI: churn, next order date, lifetime value.
• Advanced segmentation.

Pricing: Usage-based pricing. Pricing scales with email + SMS volume.

What I like: Klaviyo is excellent for ecommerce brands needing granular, SKU-level personalization and predictive analytics.

4. ActiveCampaign

ActiveCampaign blends email automation with lightweight CRM functionality, making it popular for mid-sized B2B teams needing robust workflows.

Key Features:

• Advanced automation builder.
• Lead scoring.
• Conditional content.
• Basic CRM pipelines.
• Event + site tracking.
• Split automation paths.

Pricing: Tiered plans are available: Starter starts at $15/month, Plus at $49/month, Pro at $79/month, and Enterprise at $145/month. ActiveCampaign offers automation at higher tiers.

What I like: Its workflow builder is one of the most flexible on the market. It’s great for teams that rely on complex, multi-branch automation sequences.

5. Brevo

Brevo offers accessible pricing and a combined messaging suite, including SMS and WhatsApp alongside email.

Key Features:

• Email + SMS + WhatsApp automation.
• Transactional email via API.
• Basic segmentation.
• Drag-and-drop builder.
• Send-time optimization.

Pricing: Free tier with send limits. Paid plans are based on monthly email volume.

What I like: Brevo is a cost-effective option for lean teams or early-stage companies needing cross-channel messaging.

6. Customer.io

Customer.io is built for product-led companies and developers who want maximum flexibility in workflow logic and event-triggered automation.

Key Features:

• Real-time event tracking.
• Advanced workflow builder.
• Liquid templating.
• API-triggered campaigns.
• Mobile push + in-app messaging.
• Data pipelines.

Pricing: Core plans are available at $100/month, $1,000/month, or custom pricing. However, advanced features and data tools are priced separately.

What I like: Customer.io’s event-based automation is very powerful for SaaS companies needing usage-based lifecycle emails.

Platform	Best For	Standout Features	Pricing Model
HubSpot	Teams needing unified CRM + automation	AI Email Writer, CRM-native workflows, advanced segmentation, reporting	Free tier + tiered plans
Mailchimp	Small teams, quick campaigns	Templates, simple journeys	Contact-based
Klaviyo	Ecommerce brands	Product recommendations, predictive AI	Usage-based
ActiveCampaign	B2B automation depth	Advanced workflows, lead scoring	Tiered + contact-based
Brevo	Early-stage teams	Multi-channel messaging	Send-volume based
Customer.io	Product-led SaaS	Event-based automation, developer flexibility	Tiered with add-ons

How to Use AI With Email Automation Tools

When looking for an email marketing tool for my business, I wanted a tool that offered AI capabilities. AI features improve email content creation, targeting, and optimization. And, they change how marketing teams approach email campaigns.

With AI capabilities, teams can reach their target audience faster — and with more personalized messaging. Here’s how to put these capabilities into practice.

1. AI-Powered Email Writing

Of marketers who use generative AI, 43% say that it’s most helpful for creating email copy. AI writing tools like HubSpot’s AI Email Writer help teams generate emails in minutes instead of hours. With this tool, marketers can:

• Draft full emails or short variations based on a simple prompt.
• Rewrite copy for different tones.
• Generate multiple subject lines for testing.
• Create segment-specific versions without rewriting from scratch.

How to use it:

Start with the campaign’s goal (“convert trial users to paid”), then prompt the AI writer with:

• Audience details.
• Key benefits.
• Desired calls-to-action (CTAs).

Use AI to produce a few options. Then refine them and insert personalization tokens directly from the CRM. This eliminates blank-page syndrome and accelerates iterative testing.

2. Predictive Segmentation

According to HubSpot research, 78% of marketers say that subscriber segmentation is one of the most effective strategies they use for email marketing campaigns. AI can make segmentation more effective by analyzing historical behavior and engagement patterns to predict what a subscriber is most likely to do next.

Email marketing automation platforms can surface segments such as:

• High-intent buyers.
• At-risk customers.
• Likely repeat purchasers.
• Contacts who need re-engagement.
• Optimal send-time groups.

How to use it:

Create workflows based on these predictive attributes. For example:

• Send high-intent leads a short-fuse discount or product comparison guide.
• Trigger a win-back sequence for predicted churners.
• Prioritize leads with “Likely to Buy” scores for sales follow-up.

This turns static lists into dynamic, behavior-aware audiences that update automatically.

3. Automated Personalization

According to MailJet, using customers’ names to personalize emails is the most common strategy marketers use to personalize emails. However, AI tools like HubSpot’s AI-powered email take it a step further to personalize emails with hyper-relevant content blocks that adapt to each recipient in real time. It can automatically insert:

• Recommended products or services.
• Recently viewed items.
• Content tailored to lifecycle stage.
• Personalized CTAs.
• Region- or behavior-based messaging variations.

How to use it:

Build modular email templates with “smart” content blocks. Pull in CRM properties — like industry, lifecycle stage, and purchase history — so each subscriber receives content aligned to their needs. AI ensures personalization happens at scale without manual duplication.

4. Journey Optimization

AI continuously monitors workflow performance and identifies where subscribers drop off, which steps are slowing conversions, and where alternative paths could perform better.

AI-powered recommendations may include:

• Removing low-performing email steps.
• Adding new triggers after key behaviors.
• Adjusting wait times.
• Testing alternate paths for different segments.
• Pausing branches that reduce conversion odds.

How to use it:

Review the workflow’s performance dashboard weekly. Accept or reject AI recommendations, test proposed changes, and use insights to refine segment logic. Over time, the system becomes more efficient with less manual monitoring.

5. Performance Forecasting

Predictive models estimate performance outcomes before a campaign launches, giving marketers a clearer sense of risk and opportunity.

AI can forecast:

• Expected open and click-through rates.
• Conversion likelihood.
• Campaign ROI.
• Revenue projections for ecommerce automation.
• Impact of send-time or audience changes.

How to use it:

Before sending a campaign, evaluate the AI-generated forecast inside your platform. If expected engagement is low:

• Adjust subject lines.
• Experiment with different segments.
• Update content blocks.

This helps teams correct issues before they cause performance drops.

Pro tip: Looking for a step-by-step guide? Check out this guide on how to set up automated email workflows.

Best-fit Picks by Use Case and Team Size

• Small teams needing speed + ease of use: HubSpot
• Ecommerce brands with deep product catalogs: Klaviyo
• B2B companies requiring complex nurturing: ActiveCampaign or HubSpot
• Startups with tight budgets needing multi-channel: Brevo
• Product-led SaaS needing event-based triggers: Customer.io
• Teams standardizing sales + marketing on one platform: HubSpot

Frequently Asked Questions About Email Marketing Automation Platforms

How are email marketing automation platforms different from email marketing software?

Traditional email marketing software is designed primarily for sending one-off or scheduled campaigns to a broad list, while email marketing automation platforms are built to send targeted messages automatically based on behavior, segment data, lifecycle triggers, and real-time data.

Automation platforms allow you to create workflows triggered by actions like form submissions, website visits, purchases, or inactivity, making communication more relevant and scalable. For example, HubSpot’s Marketing Hub combines email automation with CRM data, so every message can automatically adapt to a contact’s history, preferences, and stage in the customer journey.

How do I migrate without hurting deliverability?

You can migrate to an email marketing automation platform without hurting deliverability by taking a structured, phased approach that protects your sender reputation. This includes:

• Authenticating your domain with SPF, DKIM, and DMARC.
• Warming your sending IP by gradually increasing volume.
• Moving engaged contacts first to generate positive engagement signals.
• Monitoring bounce/spam rates throughout the transition.

Platforms like HubSpot provide built-in deliverability tools, permission-based contact management, and reporting that make it easier to identify and resolve issues as you migrate.

What pricing model should I expect?

Most email marketing automation platforms use contact-based pricing, send-volume pricing, or tiered plans. Entry-level tiers typically include basic email sends and reporting, while higher tiers add advanced automation, behavioral targeting, personalization, AI-driven insights, and deeper integrations.

Which integrations matter most for CRM and ecommerce?

The most important integrations are those that enable real-time data sync between your email platform and the systems that store customer behavior and transaction data. This usually includes your CRM, ecommerce platform, customer support tools, and advertising channels, allowing you to trigger emails based on purchases, pipeline stages, support interactions, or ad engagement.

Strong integrations help ensure consistent data, better segmentation, and more relevant automation. HubSpot’s native CRM and ecommerce integrations make it easier to build end-to-end workflows without relying heavily on third-party connectors.

How do AI features actually improve email performance?

AI features improve email performance by reducing manual effort while continuously optimizing for engagement and conversions. AI can help generate and refine subject lines and copy, recommend optimal send times for each contact, predict churn or purchase likelihood, and dynamically personalize content based on past behavior. These data-driven adjustments allow marketers to test and improve faster than manual optimization alone.

HubSpot’s AI email tools, for instance, assist with content creation, predictive insights, and performance recommendations, helping teams send more effective emails at scale without increasing complexity.

The Fastest Path to Effective, Scalable Email Automation

Email marketing automation platforms help businesses send targeted, personalized emails at scale. The right platform should offer drag-and-drop journeys, unified customer data, AI-powered content and optimization features, and strong deliverability safeguards.

If you want a platform that pairs powerful automation with a unified CRM and AI tools built directly into the workflow, HubSpot is a strong choice. Marketers can start free or request a demo to see how the platform streamlines email marketing for growing teams.

from Marketing https://blog.hubspot.com/marketing/email-marketing-automation-platforms

Selecting an email marketing automation platform goes far beyond choosing where marketers will send emails. The right tool becomes the backbone of lifecycle marketing — powering personalized workflows and driving revenue. Email marketing automation platforms help businesses send targeted, personalized emails at scale by automating workflows, segmenting audiences, and integrating with CRM and ecommerce tools.

Today’s marketing teams need platforms that offer predictive analytics, journey-based targeting, drag-and-drop journey builders and behavioral triggers, unified customer data for accurate segmentation, AI-powered content and optimization features, strong deliverability and compliance safeguards, and transparent pricing and easy migration support. They also need software that’s durable enough to support long-term growth. To choose the best fit, map your needs by team size, use case, and required integrations.

In this guide, learn how to evaluate email automation tools, where AI fits in, and how the top email marketing automation platforms stack up.

Table of Contents

• What is an email marketing automation platform?
• How to Choose the Right Email Marketing Automation Tool
• Top Email Marketing Automation Software
• How to Use AI With Email Automation Tools
• Best-fit Picks by Use Case and Team Size
• Frequently Asked Questions About Email Marketing Automation Platforms

What is an email marketing automation platform?

Email marketing automation platforms automate sending targeted, personalized emails based on user behavior and customer data. These tools help teams:

• Trigger emails when users take specific actions (like viewing a page or abandoning a cart).
• Build automated customer journeys with branching logic.
• Segment audiences using unified behavioral, demographic, and transactional data.
• Personalize content at scale with tokens, rules, and AI-driven recommendations.
• Report on engagement, conversions, revenue, and lifecycle performance.

Unlike traditional email marketing software, which focuses on manual list sends, automation platforms like HubSpot’s email marketing software deliver continuous, context-aware communication powered by workflows and integrations.

How to Choose the Right Email Marketing Automation Tool

The right email automation tool depends on factors like revenue goals, team capacity, existing tech stack, and compliance requirements.

Personally, as a fractional content strategist, I appreciate an email marketing tool that fits within my clients’ budgets and offers stress-free onboarding.

But because every marketing team is different, here’s how to evaluate the best options on the market. Be sure to follow these best practices to avoid automation mistakes.

1. Start with your business goals.

Ask: What outcomes must this tool drive?

Common goals for using an email marketing automation tool include:

• Lead nurturing.
• Ecommerce recovery.
• Strengthening retention programs.
• Sending lifecycle emails.
• Partner marketing.
• Automated onboarding.

Pro tip: Look for platforms that support these use cases with pre-built workflow templates, strong segmentation, and native integrations.

2. Evaluate your team’s workflow and capacity.

Some email marketing services require specialists. Others are designed for lean teams who need AI assistance, intuitive drag-and-drop builders, and fast implementation.

If the goal is to ship campaigns regularly, prioritize platforms with:

• Native AI writing and optimization.
• Easy-to-use journey builders.
• Clear reporting and troubleshooting.

Pro tip: Migration to a new platform requires asset inventory, data export/import, domain authentication, and deliverability monitoring. Ensure your team has enough hands on deck to support migration efforts.

3. Map your tech stack and data sources.

CRM integration enables unified customer profiles and accurate segmentation. For a non-technical marketer, integrations — such as those with the CRM — provide easy access to the data sources that make email marketing effective.

Common integrations for email marketing platforms include pairing with:

• CRMs.
• Ecommerce systems, including Shopify, WooCommerce, or custom catalogs.
• Ads and social tools.
• Customer support systems.
• Product usage or event tracking platforms.

Pro tip: CRM-native platforms like HubSpot’s email marketing software offer the strongest advantage. They eliminate data syncing issues and reduce tool fatigue, making it easier to maintain an email marketing strategy.

4. Prioritize compliance and deliverability safeguards.

If an email lands in the spam box, the chances that the recipient reads it dramatically decrease. Deliverability is a deal-breaker, and the right email marketing automation tool can get an email through spam filters.

Look for tools with:

• Automatic DKIM/SPF/DMARC prompts.
• Built-in permission management.
• Bounce handling.
• Spam testing.
• Dedicated IP options.
• Real-time health monitoring.

Pro tip: Verifying and authenticating an inbox takes time and can be tricky. The best email marketing automation tools offer guides and one-to-one personalized setup to help guide marketers through authentication and onboarding.

5. Understand total cost of ownership.

Transparent pricing models help users avoid hidden costs and plan budgets. However, pricing varies widely across the market and may increase as features become more in-depth. Consider:

• Contact-based plans.
• Send limits.
• Feature add-ons.
• Required support tiers.
• Migration costs.
• Deliverability add-ons (e.g., dedicated IPs).

Pro tip: Transparent, all-in-one pricing prevents surprises as an audience grows. Choose an email automation tool with clear pricing for specific outcomes.

Top Email Marketing Automation Software

Marketers can choose from many email automation tools, but only a select few are worth the investment. Below are six top platforms, evaluated on features, usability, extensibility, and total cost of ownership.

1. HubSpot Marketing Hub + AI Email Writer

Source

HubSpot is an all-in-one marketing automation platform built on a unified CRM, which means every email, workflow, and personalization rule is powered by a single, consistent customer record. Instead of stitching together disconnected data sources, teams can build segmentation, triggers, and reporting directly from the CRM.

What differentiates HubSpot is how quickly teams can get up and running. The email editor, automation builder, asset manager, and reporting tools all share a common interface. Deliverability safeguards, domain authentication prompts, and permission settings are built directly into the onboarding process, reducing the risk of mistakes that harm performance.

HubSpot’s AI Email Writer, included with Marketing Hub, is a powerful addition for lean teams. The AI Email writer helps marketers:

• Generate net-new campaigns.
• Rewrites underperforming content.
• Adapts copy to different tones or segments.
• Run instant variations for testing.

Because the AI is connected to the CRM, it can reference lifecycle stages, product data, or behavioral properties to create more personalized messaging.

For teams that want powerful automation without the complexity of enterprise systems, HubSpot offers both sophistication and speed in a single platform.

Key Features:

• Drag-and-drop email builder.
• AI Email Writer for campaign creation and optimization.
• Behavioral, transactional, and demographic segmentation via CRM.
• Workflow automation with branching logic.
• Personalization tokens from any CRM property.
• A/B testing and multivariate optimization.
• Transactional email (with add-on).
• Revenue and lifecycle reporting.
• Automatic deliverability setup guidance.

Pricing: HubSpot Email Marketing is included in Marketing Hub plans, with a free tier available. Starter is $9 per seat/month, Professional $800/month, and Enterprise is $3,600/month. Paid plans offer automation, advanced segmentation, collaboration tools, and AI-powered features.

What I like: HubSpot’s automation is CRM-native, meaning every workflow, trigger, and personalization token is powered by a unified data source. That means no syncing required. It’s also one of the fastest tools to adopt for teams that need to scale quickly without a complex setup.

How to use AI to Write an Email with HubSpot

2. Mailchimp

Mailchimp remains one of the most recognized tools for small to mid-size teams. It offers strong templates, ecommerce-focused journeys, and beginner-friendly automation features.

Key Features:

• Drag-and-drop builder.
• Pre-built ecommerce automations.
• Basic journey builder.
• AI subject line options.
• Audience segmentation.
• Reporting dashboards.

Pricing: Free tier available. Paid plans scale with contact count and feature depth.

What I like: Mailchimp is easy to start with and offers strong templates for ecommerce brands, though teams often outgrow it as their data needs become more complex.

3. Klaviyo

Klaviyo specializes in ecommerce automation with deep Shopify and WooCommerce integrations. It uses real-time product and behavioral data to fuel hyper-personalized journeys.

Key Features:

• Strong ecommerce data sync.
• Dynamic product recommendations.
• SMS + email automation.
• Predictive AI: churn, next order date, lifetime value.
• Advanced segmentation.

Pricing: Usage-based pricing. Pricing scales with email + SMS volume.

What I like: Klaviyo is excellent for ecommerce brands needing granular, SKU-level personalization and predictive analytics.

4. ActiveCampaign

ActiveCampaign blends email automation with lightweight CRM functionality, making it popular for mid-sized B2B teams needing robust workflows.

Key Features:

• Advanced automation builder.
• Lead scoring.
• Conditional content.
• Basic CRM pipelines.
• Event + site tracking.
• Split automation paths.

Pricing: Tiered plans are available: Starter starts at $15/month, Plus at $49/month, Pro at $79/month, and Enterprise at $145/month. ActiveCampaign offers automation at higher tiers.

What I like: Its workflow builder is one of the most flexible on the market. It’s great for teams that rely on complex, multi-branch automation sequences.

5. Brevo

Brevo offers accessible pricing and a combined messaging suite, including SMS and WhatsApp alongside email.

Key Features:

• Email + SMS + WhatsApp automation.
• Transactional email via API.
• Basic segmentation.
• Drag-and-drop builder.
• Send-time optimization.

Pricing: Free tier with send limits. Paid plans are based on monthly email volume.

What I like: Brevo is a cost-effective option for lean teams or early-stage companies needing cross-channel messaging.

6. Customer.io

Customer.io is built for product-led companies and developers who want maximum flexibility in workflow logic and event-triggered automation.

Key Features:

• Real-time event tracking.
• Advanced workflow builder.
• Liquid templating.
• API-triggered campaigns.
• Mobile push + in-app messaging.
• Data pipelines.

Pricing: Core plans are available at $100/month, $1,000/month, or custom pricing. However, advanced features and data tools are priced separately.

What I like: Customer.io’s event-based automation is very powerful for SaaS companies needing usage-based lifecycle emails.

Platform	Best For	Standout Features	Pricing Model
HubSpot	Teams needing unified CRM + automation	AI Email Writer, CRM-native workflows, advanced segmentation, reporting	Free tier + tiered plans
Mailchimp	Small teams, quick campaigns	Templates, simple journeys	Contact-based
Klaviyo	Ecommerce brands	Product recommendations, predictive AI	Usage-based
ActiveCampaign	B2B automation depth	Advanced workflows, lead scoring	Tiered + contact-based
Brevo	Early-stage teams	Multi-channel messaging	Send-volume based
Customer.io	Product-led SaaS	Event-based automation, developer flexibility	Tiered with add-ons

How to Use AI With Email Automation Tools

When looking for an email marketing tool for my business, I wanted a tool that offered AI capabilities. AI features improve email content creation, targeting, and optimization. And, they change how marketing teams approach email campaigns.

With AI capabilities, teams can reach their target audience faster — and with more personalized messaging. Here’s how to put these capabilities into practice.

1. AI-Powered Email Writing

Of marketers who use generative AI, 43% say that it’s most helpful for creating email copy. AI writing tools like HubSpot’s AI Email Writer help teams generate emails in minutes instead of hours. With this tool, marketers can:

• Draft full emails or short variations based on a simple prompt.
• Rewrite copy for different tones.
• Generate multiple subject lines for testing.
• Create segment-specific versions without rewriting from scratch.

How to use it:

Start with the campaign’s goal (“convert trial users to paid”), then prompt the AI writer with:

• Audience details.
• Key benefits.
• Desired calls-to-action (CTAs).

Use AI to produce a few options. Then refine them and insert personalization tokens directly from the CRM. This eliminates blank-page syndrome and accelerates iterative testing.

2. Predictive Segmentation

According to HubSpot research, 78% of marketers say that subscriber segmentation is one of the most effective strategies they use for email marketing campaigns. AI can make segmentation more effective by analyzing historical behavior and engagement patterns to predict what a subscriber is most likely to do next.

Email marketing automation platforms can surface segments such as:

• High-intent buyers.
• At-risk customers.
• Likely repeat purchasers.
• Contacts who need re-engagement.
• Optimal send-time groups.

How to use it:

Create workflows based on these predictive attributes. For example:

• Send high-intent leads a short-fuse discount or product comparison guide.
• Trigger a win-back sequence for predicted churners.
• Prioritize leads with “Likely to Buy” scores for sales follow-up.

This turns static lists into dynamic, behavior-aware audiences that update automatically.

3. Automated Personalization

According to MailJet, using customers’ names to personalize emails is the most common strategy marketers use to personalize emails. However, AI tools like HubSpot’s AI-powered email take it a step further to personalize emails with hyper-relevant content blocks that adapt to each recipient in real time. It can automatically insert:

• Recommended products or services.
• Recently viewed items.
• Content tailored to lifecycle stage.
• Personalized CTAs.
• Region- or behavior-based messaging variations.

How to use it:

Build modular email templates with “smart” content blocks. Pull in CRM properties — like industry, lifecycle stage, and purchase history — so each subscriber receives content aligned to their needs. AI ensures personalization happens at scale without manual duplication.

4. Journey Optimization

AI continuously monitors workflow performance and identifies where subscribers drop off, which steps are slowing conversions, and where alternative paths could perform better.

AI-powered recommendations may include:

• Removing low-performing email steps.
• Adding new triggers after key behaviors.
• Adjusting wait times.
• Testing alternate paths for different segments.
• Pausing branches that reduce conversion odds.

How to use it:

Review the workflow’s performance dashboard weekly. Accept or reject AI recommendations, test proposed changes, and use insights to refine segment logic. Over time, the system becomes more efficient with less manual monitoring.

5. Performance Forecasting

Predictive models estimate performance outcomes before a campaign launches, giving marketers a clearer sense of risk and opportunity.

AI can forecast:

• Expected open and click-through rates.
• Conversion likelihood.
• Campaign ROI.
• Revenue projections for ecommerce automation.
• Impact of send-time or audience changes.

How to use it:

Before sending a campaign, evaluate the AI-generated forecast inside your platform. If expected engagement is low:

• Adjust subject lines.
• Experiment with different segments.
• Update content blocks.

This helps teams correct issues before they cause performance drops.

Pro tip: Looking for a step-by-step guide? Check out this guide on how to set up automated email workflows.

Best-fit Picks by Use Case and Team Size

• Small teams needing speed + ease of use: HubSpot
• Ecommerce brands with deep product catalogs: Klaviyo
• B2B companies requiring complex nurturing: ActiveCampaign or HubSpot
• Startups with tight budgets needing multi-channel: Brevo
• Product-led SaaS needing event-based triggers: Customer.io
• Teams standardizing sales + marketing on one platform: HubSpot

Frequently Asked Questions About Email Marketing Automation Platforms

How are email marketing automation platforms different from email marketing software?

Traditional email marketing software is designed primarily for sending one-off or scheduled campaigns to a broad list, while email marketing automation platforms are built to send targeted messages automatically based on behavior, segment data, lifecycle triggers, and real-time data.

Automation platforms allow you to create workflows triggered by actions like form submissions, website visits, purchases, or inactivity, making communication more relevant and scalable. For example, HubSpot’s Marketing Hub combines email automation with CRM data, so every message can automatically adapt to a contact’s history, preferences, and stage in the customer journey.

How do I migrate without hurting deliverability?

You can migrate to an email marketing automation platform without hurting deliverability by taking a structured, phased approach that protects your sender reputation. This includes:

• Authenticating your domain with SPF, DKIM, and DMARC.
• Warming your sending IP by gradually increasing volume.
• Moving engaged contacts first to generate positive engagement signals.
• Monitoring bounce/spam rates throughout the transition.

Platforms like HubSpot provide built-in deliverability tools, permission-based contact management, and reporting that make it easier to identify and resolve issues as you migrate.

What pricing model should I expect?

Most email marketing automation platforms use contact-based pricing, send-volume pricing, or tiered plans. Entry-level tiers typically include basic email sends and reporting, while higher tiers add advanced automation, behavioral targeting, personalization, AI-driven insights, and deeper integrations.

Which integrations matter most for CRM and ecommerce?

The most important integrations are those that enable real-time data sync between your email platform and the systems that store customer behavior and transaction data. This usually includes your CRM, ecommerce platform, customer support tools, and advertising channels, allowing you to trigger emails based on purchases, pipeline stages, support interactions, or ad engagement.

Strong integrations help ensure consistent data, better segmentation, and more relevant automation. HubSpot’s native CRM and ecommerce integrations make it easier to build end-to-end workflows without relying heavily on third-party connectors.

How do AI features actually improve email performance?

AI features improve email performance by reducing manual effort while continuously optimizing for engagement and conversions. AI can help generate and refine subject lines and copy, recommend optimal send times for each contact, predict churn or purchase likelihood, and dynamically personalize content based on past behavior. These data-driven adjustments allow marketers to test and improve faster than manual optimization alone.

HubSpot’s AI email tools, for instance, assist with content creation, predictive insights, and performance recommendations, helping teams send more effective emails at scale without increasing complexity.

The Fastest Path to Effective, Scalable Email Automation

Email marketing automation platforms help businesses send targeted, personalized emails at scale. The right platform should offer drag-and-drop journeys, unified customer data, AI-powered content and optimization features, and strong deliverability safeguards.

If you want a platform that pairs powerful automation with a unified CRM and AI tools built directly into the workflow, HubSpot is a strong choice. Marketers can start free or request a demo to see how the platform streamlines email marketing for growing teams.

via Perfecte news Non connection

How successful marketing teams are optimizing performance in 2026 (and what metrics they’re tracking)

HubSpot’s 2026 State of Marketing report uncovered some good news: 65% of marketers are meeting or exceeding their performance benchmarks. But that success doesn’t happen by accident. Behind those results are clear priorities, rigorous testing, and a sharp focus on the right metrics.

This post explores how the most successful teams are optimizing performance in 2026, and which KPIs they trust most to guide their decisions.

Table of Contents

• Why Performance Optimization Matters in 2026
• The Top Marketing KPIs to Track in 2026
• Marketing Optimization Trends to Expect in 2026
• How to Optimize Marketing Performance

Why Performance Optimization Matters in 2026

Marketers report that their budgets are facing more scrutiny than in past years, and expectations are rising. Leaders want to tie revenue to marketing activities, which means every line item in their budget needs to deliver an ROI.

Major roadblocks to success include:

• Measuring marketing ROI (33%).
• Generating quality leads (29.6%).
• Keeping up with platform and algorithm changes (29.8%).
• Sales and marketing misalignment (27.6%).
• Effectively using AI (25.7%).

That means that marketers can’t afford to set a campaign and let it run for months without checking on the results. Measuring, analyzing, and optimizing should be quick and frequent, allowing brands to double down on what works best.

The Top Marketing KPIs to Track in 2026

Based on HubSpot’s 2026 State of Marketing report, the top key performance indicators (KPIs) marketers are prioritizing focus squarely on quality, revenue impact, and efficiency. These reflect a shift away from vanity metrics and toward performance that directly supports business goals.

Here are the top five marketing KPIs that marketers cited as critical for success.

1. Lead Quality and Marketing Qualified Leads (MQLs)

This KPI measures how well incoming leads align with your ideal customer profile and sales readiness. This metric reflects an emphasis on quality over quantity, with 39.4% of marketers watching this KPI.

Lead scoring can help you rate leads and identify which lead sources are delivering high-quality leads, then optimize for them. Prioritizing lead quality appears to be working, since 94% of marketers say that lead quality improved over the past year.

2. Conversion Rates

Conversion rates (lead-to-customer) track the percentage of leads that become paying customers. With 33.9% of teams prioritizing this KPI, it reflects a strong focus on optimizing the full funnel, not just top-of-funnel activity and vanity metrics. High performers test calls-to-action (CTAs), audience targeting, and messaging weekly to boost this metric.

3. Return on Marketing Investment (ROMI)

ROMI calculates the revenue generated relative to marketing spend. With 31.1% of marketers tracking ROMI, we see an increased pressure to tie marketing spend to business outcomes.

To measure ROMI, use the following formula:

(Revenue Generated – Marketing Expenses) / Marketing Expenses

Multiply that number by 100 for a percentage.

4. Customer Acquisition Cost (CAC)

CAC calculates the average cost of bringing in one new customer. To calculate it, take the total cost of your marketing activities for a set time and divide it by the number of new customers acquired during that period.

CAC shows how efficiently a marketing team converts spending into new customers, and gives a clear benchmark for improvement.

5. Lead generation volume

While quality and efficiency are the heroes, volume still matters: 29.2% of marketers cite lead volume as a key metric for success. Lead volume speaks to both messaging and reach.

It’s also interesting to look at what’s absent from the top KPIs in 2026. What’s noticeably less important is social media engagement (just 15% say it’s a top KPI) and email open/click rates (8.4%). While website traffic is still important, coming in at number six, it’s almost always paired with conversion or lead quality metrics. The most successful marketers in 2026 will measure what moves the revenue needle, not simply volume or clicks.

Marketing Optimization Trends to Expect in 2026

Optimization sounds complex, but it boils down to two basic levers: cut costs or improve outcomes. Teams can reduce costs by finding ways to produce marketing content more quickly and affordably, notably with AI. They can boost outcomes by identifying which channels and formats are working, then investing more heavily in those.

Our data from over 1,500 marketers reveals four dominant trends shaping how teams optimize today.

1. Real-time Campaign Refinement

Marketing is no longer “set it and forget it.” The most successful teams treat campaigns as living initiatives, adjusting the targeting, timing, and creative based on early signals. Of marketing teams, 67.4% already use AI for campaign performance optimization, and an additional 21.9% plan to start in the next 12 months.

“Because web traffic is declining, A/B tests take nine weeks for significance, and we can’t wait that long. Direct feedback is now essential,” comments Johann Wrede, CMO of UserTesting. “At UserTesting, we constantly ask: ‘What do you think of this campaign creative? How does this messaging land?’”

All signs point to campaigns becoming more iterative, being refined in interactive cycles. The numbers speak for themselves: 27.4% of marketers analyze their campaign performance monthly, 44.2% weekly, and 15.3% daily. Half of marketers say they can implement and measure changes to active campaigns in days, while almost a quarter say they can in mere hours.

Pro tip: Implement Loop Marketing for this kind of constant, live feedback and update cycle on your active campaigns.

2. AI-Powered Production and Workflows

Marketers are using AI for many purposes — 94.6% of marketers use AI in some capacity, and 25.6% say they use it extensively. The State of Marketing data shows that this saves teams time and increases productivity. This comes from both administrative support — drafting emails, posting to social, streamlining workflows — and enhanced production.

AI assistance is becoming popular for content creation, media creation, and content repurposing. Nearly half of marketers (48.6%) are exploring AI to create personalized content, which our research shows has a high ROI. Teams can use AI to tailor messaging by segment, behavior, or lifecycle stage. This trend enables brands to scale personalization without proportional increases in time or cost.

3. SEO Evolution for AI-Driven Search

For two decades, SEO has been the gold standard for optimizing web content. As search engines evolve and searchers skim AI-generated summaries instead of clicking through to pages, marketers are rethinking keyword targeting.

40.6% of marketers are updating SEO strategies for algorithm shifts, and 24% are optimizing specifically for generative AI (like Google’s AI Overviews). Gaining search visibility in 2026 means creating content that answers questions clearly and earns mentions in AI search engines.

Pro tip: Check out our guide on how to create and implement an AI search strategy in 2026.

4. Cross-Channel Content Repurposing

To maximize ROI on content creation, teams are systematically adapting core assets into multiple formats, like turning webinars, reports, or videos into social, email, or ad content. A third (35.1%) are repurposing content across platforms to extend reach and maximize production ROI. For best success, brands should optimize the content for each channel rather than posting the exact same text or images on different platforms.

How to Optimize Marketing Performance

So, how can brands optimize their marketing performance amidst all of these changes? Here’s what the 1,500 marketers we surveyed (and a few experts) shared that works.

1. Prioritize lead quality over quantity.

Teams that produce high-quality leads are far more likely to exceed their goals. Focus on segmentation, behavioral triggers, and tighter ICP alignment so your campaigns will resonate with audiences — and prompt them to respond.

Work with sales to audit your lead sources monthly so you can identify your highest-performing channels. Retire channels or campaigns that drive volume but have poor sales outcomes. Increase your investments in channels and campaigns producing the best leads.

2. Mind the gap.

One of the best ways to improve campaign performance is to look for leaks in your pipeline. When we asked marketers which factors influenced their optimization decisions, their top answers were: 1) Areas with the largest performance gaps, and 2) Stages with the highest dropoff rates.

Essentially, you can reverse-engineer better campaigns by analyzing where prospects are dropping out of the journey and where your content is underperforming.

Then, work to improve campaigns in those areas. You can start with tweaks to your messaging or images, or you might need to overhaul your targeting or channel strategy if that doesn’t work.

3. Test extensively, and test the right elements.

Testing is the best way to determine which approach will produce the best results. A/B testing is still a valid testing method, but it isn’t the only one. Consider other methods such as:

• Audience segmentation refinement. This technique converts your broader audience into smaller, more defined groups (e.g., by behavior, demographics, or buyer stage) and tailors content or offers to each segment. More relevant messaging leads to higher engagement, better lead quality, and improved conversion rate.
• Conversion rate optimization. CRO systematically tests and improves elements of the customer journey to increase the percentage of visitors who take a desired action. The higher efficiency you create from existing traffic, the more leads or sales you’ll gain without increasing spend.
• Message timing optimization. This technique adjusts when messages are sent or displayed based on user behavior, time zones, or lifecycle stage (e.g., sending a follow-up email two hours after a download versus two days later). In theory, this increases message relevance and responsiveness, leading to increased open rates, clicks, and conversions.

https://www.youtube.com/watch?v=nfmY6JaEGGU

“We are constantly asking, ‘What do you think of this campaign creative? How does this messaging land?’” shares Johann Wrede, CMO of UserTesting. “Web traffic is declining, and A/B tests take nine weeks for significance, and we can’t wait that long. Direct feedback is now essential.”

Testing shouldn’t be random — it should focus on high-leverage variables that directly affect conversion. The most-tested optimization areas identified in our survey are:

1. Visual elements (55.5%).
2. Audience targeting parameters (44.2%).
3. CTA wording and placement (43.3%).
4. Landing page design and structure (42.1%).
5. Offer structure and pricing (34.4%).

Perform at least one test per active campaign, and use AI to analyze results and automate improvements. Even small tweaks to copy and design compound over time.

4. Align KPIs with revenue, not vanity metrics.

We already covered the top KPIs teams should be tracking, like lead quality, conversions, and ROMI. Vanity metrics like website traffic, social likes, and impressions are no longer the best metrics to follow. Instead, look for ones that tie to revenue and meaningful actions.

It’s also important to find the balance between pivoting and giving approaches time to work.

“I think the important thing about testing new channels is that we also need to give them time to do their work,” advises Amy Kenly, VP of marketing at The Launch Box. “Investing a few weeks or a month and then not seeing the vanity metrics that we might expect doesn't tell us the whole story. This is especially true if you’re taking an approach with more human touch points — you need to give new channels sometimes a little bit more time. Don’t give up too quickly.”

Map every campaign to at least one revenue-linked KPI. If you can’t tie it to your pipeline or sales, question what it’s doing for your brand. Kenly advises assigning ownership of each KPI to a team member for accountability.

Drive marketing ROI with campaign optimization.

Marketers already work hard, but optimizing performance is a way to work smarter. AI tools give marketers more data points than ever before — but it’s your judgment that’s needed to pivot campaigns according to the data. So measure what matters, test relentlessly, and align every tactic to business outcomes.

Want the full picture? Download the complete 2026 State of Marketing Report for exclusive data on marketing trends, AI adoption, channel performance, and more.

from Marketing https://blog.hubspot.com/marketing/optimizing-performance-metrics

HubSpot’s 2026 State of Marketing report uncovered some good news: 65% of marketers are meeting or exceeding their performance benchmarks. But that success doesn’t happen by accident. Behind those results are clear priorities, rigorous testing, and a sharp focus on the right metrics.

This post explores how the most successful teams are optimizing performance in 2026, and which KPIs they trust most to guide their decisions.

Table of Contents

• Why Performance Optimization Matters in 2026
• The Top Marketing KPIs to Track in 2026
• Marketing Optimization Trends to Expect in 2026
• How to Optimize Marketing Performance

Why Performance Optimization Matters in 2026

Marketers report that their budgets are facing more scrutiny than in past years, and expectations are rising. Leaders want to tie revenue to marketing activities, which means every line item in their budget needs to deliver an ROI.

Major roadblocks to success include:

• Measuring marketing ROI (33%).
• Generating quality leads (29.6%).
• Keeping up with platform and algorithm changes (29.8%).
• Sales and marketing misalignment (27.6%).
• Effectively using AI (25.7%).

That means that marketers can’t afford to set a campaign and let it run for months without checking on the results. Measuring, analyzing, and optimizing should be quick and frequent, allowing brands to double down on what works best.

The Top Marketing KPIs to Track in 2026

Based on HubSpot’s 2026 State of Marketing report, the top key performance indicators (KPIs) marketers are prioritizing focus squarely on quality, revenue impact, and efficiency. These reflect a shift away from vanity metrics and toward performance that directly supports business goals.

Here are the top five marketing KPIs that marketers cited as critical for success.

1. Lead Quality and Marketing Qualified Leads (MQLs)

This KPI measures how well incoming leads align with your ideal customer profile and sales readiness. This metric reflects an emphasis on quality over quantity, with 39.4% of marketers watching this KPI.

Lead scoring can help you rate leads and identify which lead sources are delivering high-quality leads, then optimize for them. Prioritizing lead quality appears to be working, since 94% of marketers say that lead quality improved over the past year.

2. Conversion Rates

Conversion rates (lead-to-customer) track the percentage of leads that become paying customers. With 33.9% of teams prioritizing this KPI, it reflects a strong focus on optimizing the full funnel, not just top-of-funnel activity and vanity metrics. High performers test calls-to-action (CTAs), audience targeting, and messaging weekly to boost this metric.

3. Return on Marketing Investment (ROMI)

ROMI calculates the revenue generated relative to marketing spend. With 31.1% of marketers tracking ROMI, we see an increased pressure to tie marketing spend to business outcomes.

To measure ROMI, use the following formula:

(Revenue Generated – Marketing Expenses) / Marketing Expenses

Multiply that number by 100 for a percentage.

4. Customer Acquisition Cost (CAC)

CAC calculates the average cost of bringing in one new customer. To calculate it, take the total cost of your marketing activities for a set time and divide it by the number of new customers acquired during that period.

CAC shows how efficiently a marketing team converts spending into new customers, and gives a clear benchmark for improvement.

5. Lead generation volume

While quality and efficiency are the heroes, volume still matters: 29.2% of marketers cite lead volume as a key metric for success. Lead volume speaks to both messaging and reach.

It’s also interesting to look at what’s absent from the top KPIs in 2026. What’s noticeably less important is social media engagement (just 15% say it’s a top KPI) and email open/click rates (8.4%). While website traffic is still important, coming in at number six, it’s almost always paired with conversion or lead quality metrics. The most successful marketers in 2026 will measure what moves the revenue needle, not simply volume or clicks.

Marketing Optimization Trends to Expect in 2026

Optimization sounds complex, but it boils down to two basic levers: cut costs or improve outcomes. Teams can reduce costs by finding ways to produce marketing content more quickly and affordably, notably with AI. They can boost outcomes by identifying which channels and formats are working, then investing more heavily in those.

Our data from over 1,500 marketers reveals four dominant trends shaping how teams optimize today.

1. Real-time Campaign Refinement

Marketing is no longer “set it and forget it.” The most successful teams treat campaigns as living initiatives, adjusting the targeting, timing, and creative based on early signals. Of marketing teams, 67.4% already use AI for campaign performance optimization, and an additional 21.9% plan to start in the next 12 months.

“Because web traffic is declining, A/B tests take nine weeks for significance, and we can’t wait that long. Direct feedback is now essential,” comments Johann Wrede, CMO of UserTesting. “At UserTesting, we constantly ask: ‘What do you think of this campaign creative? How does this messaging land?’”

All signs point to campaigns becoming more iterative, being refined in interactive cycles. The numbers speak for themselves: 27.4% of marketers analyze their campaign performance monthly, 44.2% weekly, and 15.3% daily. Half of marketers say they can implement and measure changes to active campaigns in days, while almost a quarter say they can in mere hours.

Pro tip: Implement Loop Marketing for this kind of constant, live feedback and update cycle on your active campaigns.

2. AI-Powered Production and Workflows

Marketers are using AI for many purposes — 94.6% of marketers use AI in some capacity, and 25.6% say they use it extensively. The State of Marketing data shows that this saves teams time and increases productivity. This comes from both administrative support — drafting emails, posting to social, streamlining workflows — and enhanced production.

AI assistance is becoming popular for content creation, media creation, and content repurposing. Nearly half of marketers (48.6%) are exploring AI to create personalized content, which our research shows has a high ROI. Teams can use AI to tailor messaging by segment, behavior, or lifecycle stage. This trend enables brands to scale personalization without proportional increases in time or cost.

3. SEO Evolution for AI-Driven Search

For two decades, SEO has been the gold standard for optimizing web content. As search engines evolve and searchers skim AI-generated summaries instead of clicking through to pages, marketers are rethinking keyword targeting.

40.6% of marketers are updating SEO strategies for algorithm shifts, and 24% are optimizing specifically for generative AI (like Google’s AI Overviews). Gaining search visibility in 2026 means creating content that answers questions clearly and earns mentions in AI search engines.

Pro tip: Check out our guide on how to create and implement an AI search strategy in 2026.

4. Cross-Channel Content Repurposing

To maximize ROI on content creation, teams are systematically adapting core assets into multiple formats, like turning webinars, reports, or videos into social, email, or ad content. A third (35.1%) are repurposing content across platforms to extend reach and maximize production ROI. For best success, brands should optimize the content for each channel rather than posting the exact same text or images on different platforms.

How to Optimize Marketing Performance

So, how can brands optimize their marketing performance amidst all of these changes? Here’s what the 1,500 marketers we surveyed (and a few experts) shared that works.

1. Prioritize lead quality over quantity.

Teams that produce high-quality leads are far more likely to exceed their goals. Focus on segmentation, behavioral triggers, and tighter ICP alignment so your campaigns will resonate with audiences — and prompt them to respond.

Work with sales to audit your lead sources monthly so you can identify your highest-performing channels. Retire channels or campaigns that drive volume but have poor sales outcomes. Increase your investments in channels and campaigns producing the best leads.

2. Mind the gap.

One of the best ways to improve campaign performance is to look for leaks in your pipeline. When we asked marketers which factors influenced their optimization decisions, their top answers were: 1) Areas with the largest performance gaps, and 2) Stages with the highest dropoff rates.

Essentially, you can reverse-engineer better campaigns by analyzing where prospects are dropping out of the journey and where your content is underperforming.

Then, work to improve campaigns in those areas. You can start with tweaks to your messaging or images, or you might need to overhaul your targeting or channel strategy if that doesn’t work.

3. Test extensively, and test the right elements.

Testing is the best way to determine which approach will produce the best results. A/B testing is still a valid testing method, but it isn’t the only one. Consider other methods such as:

• Audience segmentation refinement. This technique converts your broader audience into smaller, more defined groups (e.g., by behavior, demographics, or buyer stage) and tailors content or offers to each segment. More relevant messaging leads to higher engagement, better lead quality, and improved conversion rate.
• Conversion rate optimization. CRO systematically tests and improves elements of the customer journey to increase the percentage of visitors who take a desired action. The higher efficiency you create from existing traffic, the more leads or sales you’ll gain without increasing spend.
• Message timing optimization. This technique adjusts when messages are sent or displayed based on user behavior, time zones, or lifecycle stage (e.g., sending a follow-up email two hours after a download versus two days later). In theory, this increases message relevance and responsiveness, leading to increased open rates, clicks, and conversions.

https://www.youtube.com/watch?v=nfmY6JaEGGU

“We are constantly asking, ‘What do you think of this campaign creative? How does this messaging land?’” shares Johann Wrede, CMO of UserTesting. “Web traffic is declining, and A/B tests take nine weeks for significance, and we can’t wait that long. Direct feedback is now essential.”

Testing shouldn’t be random — it should focus on high-leverage variables that directly affect conversion. The most-tested optimization areas identified in our survey are:

1. Visual elements (55.5%).
2. Audience targeting parameters (44.2%).
3. CTA wording and placement (43.3%).
4. Landing page design and structure (42.1%).
5. Offer structure and pricing (34.4%).

Perform at least one test per active campaign, and use AI to analyze results and automate improvements. Even small tweaks to copy and design compound over time.

4. Align KPIs with revenue, not vanity metrics.

We already covered the top KPIs teams should be tracking, like lead quality, conversions, and ROMI. Vanity metrics like website traffic, social likes, and impressions are no longer the best metrics to follow. Instead, look for ones that tie to revenue and meaningful actions.

It’s also important to find the balance between pivoting and giving approaches time to work.

“I think the important thing about testing new channels is that we also need to give them time to do their work,” advises Amy Kenly, VP of marketing at The Launch Box. “Investing a few weeks or a month and then not seeing the vanity metrics that we might expect doesn't tell us the whole story. This is especially true if you’re taking an approach with more human touch points — you need to give new channels sometimes a little bit more time. Don’t give up too quickly.”

Map every campaign to at least one revenue-linked KPI. If you can’t tie it to your pipeline or sales, question what it’s doing for your brand. Kenly advises assigning ownership of each KPI to a team member for accountability.

Drive marketing ROI with campaign optimization.

Marketers already work hard, but optimizing performance is a way to work smarter. AI tools give marketers more data points than ever before — but it’s your judgment that’s needed to pivot campaigns according to the data. So measure what matters, test relentlessly, and align every tactic to business outcomes.

Want the full picture? Download the complete 2026 State of Marketing Report for exclusive data on marketing trends, AI adoption, channel performance, and more.

via Perfecte news Non connection

The gentlemen’s agreement that netted 210,000 subscribers. [Steal this play.]

“SMASH that like button,” the host says, and your eyes roll back so far you can see your own medulla. “And don’t forget to subscribe!”

If you make videos, podcasts, or social media posts, you know you should be encouraging engagement. But if doing so makes you feel like you need a shower, this story is for you.

Today, the producer of My First Million shares how they turned boring engagement farming into shared language that their audience willingly (and joyfully) spreads — netting 200k subscribers in the process.

The team calls it “The Gentlemen’s Agreement.” And you should absolutely try something similar.

Gentlemen, behold.

Entrepreneurs Sam Parr and Shaan Puri didn’t set out to be podcasters or YouTubers.

“They were operating in the mindset of ‘We’re creating this for us, and if people watch it, great,’” says Arie Desormeaux. “They weren’t identifying as content creators.”

So when the show started to organically pick up followers, they had to decide whether to do all the things that content creators are “supposed” to do: Ad breaks. Engagement farming. Begging for subscribers.

Desormeaux is a senior producer for HubSpot Media and one of the minds behind the ongoing success of My First Million, which currently boasts almost 900,000 followers.

But it didn’t start that way, and she shares with me the thinking behind one of their early moments of explosive growth.

“Instead of doing something we should be doing, just by default, we decided to make it a funny exchange, and then turn that into a bit that’s also a value add. We’re going to turn it into something that becomes part of the language of the audience.”

So, instead of the typical ‘like and subscribe,’ Parr and Puri came up with the Gentlemen’s Agreement. Here it is in Parr’s words:

“If this is the first episode you’re listening to, you get this one for free. But if it’s the second episode or more that you’ve listened to, here’s our Gentlemen’s agreement. You go to whatever app you’re on, and you click ‘subscribe’ or ‘follow’ or whatever it is.

“We make this for you. We’re your little laboratory rats. We’re doing all this crap for you, just go and do that for us.”

The Inclusion Factor

The effect was nearly immediate, with the show picking up 210,000 subscribers within a matter of months.

And while it’s nearly impossible to say this was the sole reason in isolation, Parr himself described the Gentlemen’s Agreement as “the biggest needle mover.”

It wasn’t simply that listeners were honoring the agreement. They were sharing it.

“You’ll see it in the YouTube comments. You’ll see it on LinkedIn,” Desormeaux says. “It becomes almost inside baseball for people who know. It’s become a proper noun. And that creates an inclusion factor.”

That inclusion factor is what she attributes the success of the tactic to. The very words “Gentlemen’s Agreement” have become a way for listeners to identify with each other. It has transcended engagement farming to become community building.

“‘Like and subscribe’ is such an anonymous way of communicating to people. It’s transactional. I’m talking to you like you’re only what’s on the other side of a button. It’s a signal for the brain to check out,” she explains. “[Whereas,] the Gentlemen’s Agreement is a relationship-building tactic. It’s a goodwill agreement between us and the audience.”

Creating Your Contract

Now, you shouldn’t copy this tactic word-for-word. Not only would that be ungentlemanly, but it would also be ineffective. Your unique audience needs your unique language.

But Desormeaux shared some thoughts on how to find the lingua franca for your listeners.

1. Focus on the essential value exchange.

“Everyone who is creating content on the internet is doing the same value exchange with their audience. Whether it’s entertainment, tutorials, interviews, it’s all the same.” You’re exchanging your content for their attention.

But when you simply ask for likes, you’re presenting it as a one-sided equation. Instead, remind your potential audience that the exchange goes both ways.

Parr and Puri make no secret of the amount of effort they’re offering in return.

2. Stay in character.

By now, you can probably spot engagement farming just by the change in tone, without even listening to the words. So many content creators treat these moments as a chore, so that’s what listening feels like.

“It becomes part of the noise of the internet. It’s the same as, ‘Hey, let’s take a quick ad break.’ They’ve heard it so many times, it’s lost its potency.”

Instead, find the wording that matches the soul of your content.

“What is the tone that your audience responds to? My First Million is entertainment first, nerds second, and business third.”

That’s why the Gentlemen’s Agreement is presented as a funny, kinda-nerdy business proposition. It probably wouldn’t work for, say, a podcast about knitting grannies.

3. Repetition. Repetition. Repetition.

“If we had done it one time, it would have just been a novelty. Doing it consistently is what creates a movement. Bringing it back from episode to episode is what lodges it in the brain.”

And they don’t just mention it in each episode. They also use it in their social media posts, create tongue-in-cheek shareable content, and even slap it on their merch.

The result? “The audience recognizes it and uses it in situ.”

4. Don’t worry about being repetitive.

During one episode, Parr mused that the Gentlemen’s Agreement may have lost its novelty, but Desormeaux isn’t worried.

“It’s novel for whoever is hearing it for the first time, for people who haven’t subscribed yet.”

In other words, if you’ve heard it enough to tune it out, you’re probably already a subscriber. (Or you’re breaking the agreement. Tsk, tsk.)

5. Acknowledge the awkwardness.

“There’s value in the subversive. It IS cringe and unlikeable to ask for subscribers,” Desormeaux admits. “But somehow, making fun of the economics of being a content creator helps to claw away the objections of the audience.”

If you acknowledge that it’s cringey, they can’t call you cringey. Part of the success of the Gentlemen’s Agreement is that it disarms the transactional nature by acknowledging the transactional nature.

And, hey, if you’ve made it this far… do a gentleman a favor? Go click on that subscribe button.

from Marketing https://blog.hubspot.com/marketing/the-gentlemens-agreement

“SMASH that like button,” the host says, and your eyes roll back so far you can see your own medulla. “And don’t forget to subscribe!”

If you make videos, podcasts, or social media posts, you know you should be encouraging engagement. But if doing so makes you feel like you need a shower, this story is for you.

Today, the producer of My First Million shares how they turned boring engagement farming into shared language that their audience willingly (and joyfully) spreads — netting 200k subscribers in the process.

The team calls it “The Gentlemen’s Agreement.” And you should absolutely try something similar.

Gentlemen, behold.

Entrepreneurs Sam Parr and Shaan Puri didn’t set out to be podcasters or YouTubers.

“They were operating in the mindset of ‘We’re creating this for us, and if people watch it, great,’” says Arie Desormeaux. “They weren’t identifying as content creators.”

So when the show started to organically pick up followers, they had to decide whether to do all the things that content creators are “supposed” to do: Ad breaks. Engagement farming. Begging for subscribers.

Desormeaux is a senior producer for HubSpot Media and one of the minds behind the ongoing success of My First Million, which currently boasts almost 900,000 followers.

But it didn’t start that way, and she shares with me the thinking behind one of their early moments of explosive growth.

“Instead of doing something we should be doing, just by default, we decided to make it a funny exchange, and then turn that into a bit that’s also a value add. We’re going to turn it into something that becomes part of the language of the audience.”

So, instead of the typical ‘like and subscribe,’ Parr and Puri came up with the Gentlemen’s Agreement. Here it is in Parr’s words:

“If this is the first episode you’re listening to, you get this one for free. But if it’s the second episode or more that you’ve listened to, here’s our Gentlemen’s agreement. You go to whatever app you’re on, and you click ‘subscribe’ or ‘follow’ or whatever it is.

“We make this for you. We’re your little laboratory rats. We’re doing all this crap for you, just go and do that for us.”

The Inclusion Factor

The effect was nearly immediate, with the show picking up 210,000 subscribers within a matter of months.

And while it’s nearly impossible to say this was the sole reason in isolation, Parr himself described the Gentlemen’s Agreement as “the biggest needle mover.”

It wasn’t simply that listeners were honoring the agreement. They were sharing it.

“You’ll see it in the YouTube comments. You’ll see it on LinkedIn,” Desormeaux says. “It becomes almost inside baseball for people who know. It’s become a proper noun. And that creates an inclusion factor.”

That inclusion factor is what she attributes the success of the tactic to. The very words “Gentlemen’s Agreement” have become a way for listeners to identify with each other. It has transcended engagement farming to become community building.

“‘Like and subscribe’ is such an anonymous way of communicating to people. It’s transactional. I’m talking to you like you’re only what’s on the other side of a button. It’s a signal for the brain to check out,” she explains. “[Whereas,] the Gentlemen’s Agreement is a relationship-building tactic. It’s a goodwill agreement between us and the audience.”

Creating Your Contract

Now, you shouldn’t copy this tactic word-for-word. Not only would that be ungentlemanly, but it would also be ineffective. Your unique audience needs your unique language.

But Desormeaux shared some thoughts on how to find the lingua franca for your listeners.

1. Focus on the essential value exchange.

“Everyone who is creating content on the internet is doing the same value exchange with their audience. Whether it’s entertainment, tutorials, interviews, it’s all the same.” You’re exchanging your content for their attention.

But when you simply ask for likes, you’re presenting it as a one-sided equation. Instead, remind your potential audience that the exchange goes both ways.

Parr and Puri make no secret of the amount of effort they’re offering in return.

2. Stay in character.

By now, you can probably spot engagement farming just by the change in tone, without even listening to the words. So many content creators treat these moments as a chore, so that’s what listening feels like.

“It becomes part of the noise of the internet. It’s the same as, ‘Hey, let’s take a quick ad break.’ They’ve heard it so many times, it’s lost its potency.”

Instead, find the wording that matches the soul of your content.

“What is the tone that your audience responds to? My First Million is entertainment first, nerds second, and business third.”

That’s why the Gentlemen’s Agreement is presented as a funny, kinda-nerdy business proposition. It probably wouldn’t work for, say, a podcast about knitting grannies.

3. Repetition. Repetition. Repetition.

“If we had done it one time, it would have just been a novelty. Doing it consistently is what creates a movement. Bringing it back from episode to episode is what lodges it in the brain.”

And they don’t just mention it in each episode. They also use it in their social media posts, create tongue-in-cheek shareable content, and even slap it on their merch.

The result? “The audience recognizes it and uses it in situ.”

4. Don’t worry about being repetitive.

During one episode, Parr mused that the Gentlemen’s Agreement may have lost its novelty, but Desormeaux isn’t worried.

“It’s novel for whoever is hearing it for the first time, for people who haven’t subscribed yet.”

In other words, if you’ve heard it enough to tune it out, you’re probably already a subscriber. (Or you’re breaking the agreement. Tsk, tsk.)

5. Acknowledge the awkwardness.

“There’s value in the subversive. It IS cringe and unlikeable to ask for subscribers,” Desormeaux admits. “But somehow, making fun of the economics of being a content creator helps to claw away the objections of the audience.”

If you acknowledge that it’s cringey, they can’t call you cringey. Part of the success of the Gentlemen’s Agreement is that it disarms the transactional nature by acknowledging the transactional nature.

And, hey, if you’ve made it this far… do a gentleman a favor? Go click on that subscribe button.

via Perfecte news Non connection