Trendovi email marketinga: strategije, automatizacija i ponašanje korisnika [2026]

Pratite najvažnije trendove email marketinga, od personalizacije i automatizacije do privatnosti, isporučivosti i višekanalnih kampanja.

Ovaj lokalizirani uvod usklađuje članak s izvornim vodičem i postavlja kontekst za hrvatske čitatelje. Tema nije samo popis alata ili definicija pojmova. Važno je razumjeti kada nešto koristiti, kako procijeniti rizik, koje podatke mjeriti i kako odluku povezati s prihodima, korisničkim iskustvom i kapacitetom tima.

U praksi je najkorisnije krenuti od poslovnog cilja. Ako je cilj više prijava, prioritet su jasna ponuda, obrazac i brza potvrda. Ako je cilj bolja isporučivost, prioritet su autentikacija domene, higijena liste i reputacija pošiljatelja. Ako je cilj brža podrška, prioritet su kanali, usmjeravanje razgovora i kvalitetna baza znanja. Isti alat može biti odličan za jedan tim, a pretežak ili preskup za drugi.

Što ovaj vodič pokriva

Ovaj vodič objašnjava kako razmišljati o temi Trendovi email marketinga: strategije, automatizacija i ponašanje korisnika [2026] bez oslanjanja na površne usporedbe. Umjesto da gledate samo početnu cijenu ili najduži popis značajki, usporedite stvarne scenarije upotrebe, ograničenja plana, integracije, podatke koje alat može koristiti i vrijeme koje je potrebno da tim usvoji novi način rada.

Ključna pitanja za procjenu:

• Koji konkretan problem rješavate u sljedećih 30 do 90 dana?
• Koji kanal ili korisnički trenutak ima najveći utjecaj na rezultat?
• Koje podatke već imate i koliko su pouzdani?
• Tko će svakodnevno održavati kampanje, obrasce, automatizacije ili izvještaje?
• Kako ćete znati da je promjena uspjela?

Kako procijeniti opcije

Dobar izbor mora biti dovoljno jednostavan za svakodnevni rad, ali dovoljno snažan da podrži rast. Zato prvo dokumentirajte minimalne zahtjeve, a tek zatim dodatne mogućnosti. Minimalni zahtjevi obično uključuju pouzdano slanje ili prikupljanje podataka, jasnu analitiku, segmentaciju, integracije s CRM-om ili trgovinom, mogućnost testiranja i podršku za timove koji nisu tehnički.

Za usporedbe alata korisno je napraviti kratku tablicu s pet stupaca: primarni slučaj upotrebe, prednosti, ograničenja, cijena pri vašem stvarnom obujmu i napor implementacije. Takva tablica brzo pokaže razliku između alata koji dobro izgleda u demo prikazu i alata koji će tim stvarno koristiti svaki tjedan.

Operativni koraci

Prvo odaberite jedan scenarij s jasnim rezultatom. To može biti welcome sekvenca, obrazac za prikupljanje leadova, automatizacija nakon kupnje, provjera email liste, live chat na stranici s cijenama ili izvještaj koji povezuje kampanje s prihodom. Zatim postavite početnu verziju, provjerite poruke, mjerne oznake i pravila izuzimanja, pa tek onda širite na dodatne segmente.

Posebno pazite na kvalitetu podataka. Loše označeni kontakti, duplicirani zapisi, zastarjele liste i nejasne dozvole mogu pokvariti i najbolju strategiju. Prije većih kampanja provjerite izvore podataka, pravila privole, mapiranje polja i način na koji se rezultati vraćaju u CRM ili analitiku.

Kontrolna lista prije odluke

• Cilj je zapisan jednom rečenicom i povezan s metrikom.
• Segmenti su jasni i ne preklapaju se nepotrebno.
• Poruke su prilagođene trenutku korisnika, a ne samo internom kalendaru.
• Postoje pravila za izuzimanje korisnika koji su već kupili, odjavili se ili otvorili zahtjev za podršku.
• Testiranje je dovoljno jednostavno da se rezultat može protumačiti.
• Izvještavanje pokazuje klikove, konverzije, prihod ili uštedu vremena, a ne samo aktivnost.
• Tim zna tko održava sadržaj, tko prati rezultate i tko odobrava promjene.

Sljedeći koraci

Najbolji rezultat dolazi iz malih, dobro izmjerenih poboljšanja. Pokrenite osnovnu verziju, provjerite isporuku i podatke, usporedite rezultat s početnim stanjem i zatim dodajte složenije grananje, personalizaciju ili dodatne kanale. Tako zadržavate kontrolu, smanjujete rizik i gradite sustav koji se može ponavljati.

Trend 3: Privacy-First Email Marketing

Privacy regulations continue expanding, and subscriber expectations around data use are evolving.

The Privacy Landscape in 2025

Active regulations:

• GDPR (Europe)
• CCPA/CPRA (California)
• LGPD (Brazil)
• POPIA (South Africa)
• PDPA (Multiple Asian countries)
• New US state laws (Virginia, Colorado, Connecticut, etc.)

Technical changes:

• Apple Mail Privacy Protection (hiding opens)
• Reduced third-party cookie tracking
• Browser-level tracking prevention
• Stricter email authentication requirements

Impact on Email Marketing

Traditional Approach	Privacy-First Approach
Open rate as key metric	Click and conversion focus
Third-party data purchasing	First-party data collection
Extensive tracking	Consent-based tracking
Long retention periods	Data minimization
Generic privacy policies	Transparent data practices

Real-World Example: Apple

Apple’s approach to email (and customer communication broadly) demonstrates privacy-first principles:

• Clear consent at every data collection point
• Minimal tracking in communications
• Transparency about data usage
• Easy opt-out mechanisms
• User control over preferences

Building a Privacy-First Email Program

Data collection:

• Collect only what you need
• Get explicit consent for each use case
• Document consent with timestamps
• Make unsubscribe easy and immediate

Data management:

• Implement data retention policies
• Enable subscriber data access requests
• Build preference centers for granular control
• Audit third-party integrations regularly

Measurement:

• Shift from opens to clicks and conversions
• Build engaged subscriber segments based on clicks
• Use click-to-open rates for engagement measurement
• Focus on business outcomes over vanity metrics

Authentication and Deliverability in 2025

Email authentication is now mandatory for deliverability:

Required authentication:

• SPF - Sender Policy Framework
• DKIM - DomainKeys Identified Mail
• DMARC - Domain-based Message Authentication

New in 2024-2025:

• Google and Yahoo requiring authentication for bulk senders
• DMARC enforcement becoming stricter
• BIMI (Brand Indicators for Message Identification) gaining traction

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Trend 4: Multi-Channel Orchestration

Email no longer operates in isolation. The most effective strategies coordinate email with SMS, WhatsApp, push notifications, and other channels.

The Multi-Channel Reality

Customers interact across multiple touchpoints:

• 72% of consumers prefer connecting with brands through multiple channels
• Multi-channel campaigns drive 287% higher purchase rates
• Customers using 3+ channels have 30% higher lifetime value

Channel Selection Framework

Channel	Best For	Timing
Email	Detailed content, catalogs, stories	Non-urgent, considered
SMS	Urgent alerts, time-sensitive offers	Immediate action needed
WhatsApp	Conversations, rich media, support	Interactive, personal
Push	App engagement, location-based	Contextual triggers
In-app	Product usage, feature adoption	Active session

Real-World Example: Sephora

Sephora excels at multi-channel orchestration:

• Email for weekly offers and beauty content
• SMS for flash sales and limited drops
• App push for points updates and nearby store events
• WhatsApp for beauty consultations (select markets)

Real-World Example: Amazon

Amazon coordinates channels strategically:

• Email for order confirmations and recommendations
• SMS for delivery updates and time-sensitive deals
• App push for lightning deals and price drops
• In-app messaging for shopping guidance

Building a Multi-Channel Strategy

Step 1: Map the customer journey

• Identify key touchpoints where communication matters
• Determine optimal channel for each touchpoint
• Consider urgency, content depth, and preference

Step 2: Let customers choose

• Build preference centers for channel selection
• Allow granular control (promotional vs. transactional)
• Respect stated preferences absolutely

Step 3: Coordinate, don’t duplicate

• Avoid sending same message across all channels
• Use channels complementarily (email detail, SMS reminder)
• Track cross-channel behavior to avoid fatigue

Step 4: Measure holistically

• Attribution across channels
• Customer lifetime value by channel mix
• Engagement patterns and preferences

Example: Multi-Channel Abandoned Cart Flow

Hour 1: Email - Detailed cart reminder with product images Hour 4: SMS - Short reminder: “Still thinking about it? Complete your order.” Hour 24: Email - Social proof, reviews of carted items Hour 48: SMS - Discount offer: “Here’s 10% off to complete your order”

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Trend 5: Zero-Party Data Collection

As third-party data becomes less accessible, zero-party data (data customers intentionally share) is becoming the gold standard.

Zero-Party vs. Other Data Types

Data Type	Definition	Example
Zero-party	Intentionally shared by customer	Preference quiz, birthday
First-party	Collected through owned touchpoints	Purchase history, website behavior
Second-party	Another company’s first-party (partnerships)	Partner audience data
Third-party	Aggregated from multiple sources	Purchased data, cookies

Zašto Zero-Party Data Matters

Advantages:

• Most accurate (customer-provided)
• Privacy compliant (explicit consent)
• Actionable immediately
• Builds trust and transparency
• Durable (not dependent on cookies)

Real-World Example: Prose Hair Care

Prose built their entire model on zero-party data:

• Extensive quiz about hair type, goals, lifestyle
• Preferences for fragrance and ingredients
• Environmental factors (climate, water hardness)
• Results in truly personalized product recommendations
• Email communications reflect stated preferences

Real-World Example: Stitch Fix

Stitch Fix collects zero-party data strategically:

• Style quiz capturing preferences
• Feedback on each shipment
• Budget and lifestyle information
• Ongoing preference refinement
• Emails highly personalized to stated tastes

Zero-Party Data Collection Tactics

Interactive quizzes:

• Product recommendation quizzes
• Style finders
• Skin/hair assessments
• Preference surveys

Progressive profiling:

• Ask one question per email
• Build profile over time
• Don’t overwhelm with long forms

Preference centers:

• Communication preferences
• Product interest categories
• Content format preferences
• Frequency settings

Post-purchase surveys:

• Product fit and satisfaction
• Usage context
• Future needs

Using Zero-Party Data in Email

• Segment by stated preferences (not just inferred behavior)
• Personalize recommendations based on quiz results
• Tailor content to expressed interests
• Optimize timing based on stated availability
• Customize offers by budget preferences

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Trend 6: Accessibility and Inclusive Design

Email accessibility is moving from nice-to-have to essential requirement.

Zašto Accessibility Matters

The numbers:

• 1.3 billion people globally have some form of disability
• 2.2 billion have vision impairment
• 15% of world population experiences disability
• Accessible emails perform better for everyone

Accessibility Best Practices

Structure and HTML:

• Use semantic HTML (headers, lists, tables properly)
• Logical reading order
• Language attribute in HTML
• Role=“presentation” for decorative tables

Images:

• Meaningful alt text for all images
• Decorative images have empty alt=""
• Don’t rely on images alone for critical information
• Adequate image contrast

Color and contrast:

• Minimum 4.5:1 contrast ratio for text
• Don’t use color alone to convey meaning
• Test for color blindness accessibility
• Ensure links are distinguishable

Typography:

• Minimum 14px font size (16px preferred)
• Adequate line height (1.5x minimum)
• Left-aligned text (not justified)
• Sans-serif fonts for body text

Interactive elements:

• Buttons minimum 44x44px touch target
• Clear focus states
• Descriptive link text (not “click here”)
• Keyboard navigation support

Real-World Example: Microsoft

Microsoft exemplifies accessible email design:

• Clean, high-contrast layouts
• Comprehensive alt text
• Accessible color palettes
• Screen reader optimization
• Focus on content hierarchy

Testing for Accessibility

Tools:

• Litmus Accessibility Checker
• Email on Acid accessibility tests
• Screen reader testing (NVDA, JAWS, VoiceOver)
• Color contrast analyzers

Manual checks:

• Navigate with keyboard only
• Listen with screen reader
• Test at 200% zoom
• Review without images

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Trend 7: User-Generated Content Integration

UGC in email continues growing as customers trust peer recommendations over brand messaging.

UGC Impact on Email Performance

UGC Element	Performance Impact
Customer reviews	45% higher click rates
User photos	35% more engagement
Video testimonials	2x time in email
Social proof numbers	25% conversion lift

Types of UGC for Email

Reviews and ratings:

• Star ratings in product blocks
• Review snippets in recommendations
• Review request campaigns

Customer photos:

• User-submitted product images
• Instagram content integration
• Before/after galleries

Social content:

• Curated social posts
• Hashtag campaign highlights
• Influencer content

Testimonials:

• Customer success stories
• Video testimonials
• Case study excerpts

Real-World Example: Glossier

Glossier’s email strategy is UGC-centric:

• Customer photos in product emails
• Review integration in recommendations
• Social content curation
• Community spotlight features

Real-World Example: Airbnb

Airbnb leverages UGC effectively:

• Guest reviews prominently featured
• Host photos and stories
• Destination content from travelers
• Community experiences shared

Collecting UGC for Email

Review campaigns:

• Post-purchase review requests
• Incentivized photo submissions
• Video testimonial programs

Social integration:

• Branded hashtag campaigns
• Social media contests
• Instagram shopping integration

Community building:

• User forums and discussions
• Customer stories program
• Ambassador programs

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Trend 8: Sustainability and Values-Based Marketing

Consumers increasingly expect brands to demonstrate environmental and social responsibility.

The Sustainability Imperative

Consumer expectations:

• 73% of global consumers willing to change habits for sustainability
• 65% want to buy from purpose-driven brands
• Younger generations prioritize values alignment
• Transparency about practices is expected

Sustainable Email Practices

Reduce carbon footprint:

• Optimize image sizes (smaller files = less energy)
• Clean lists regularly (fewer wasted sends)
• Target precisely (relevant = less ignored)
• Use green hosting providers

Communicate values:

• Share sustainability initiatives
• Highlight eco-friendly products
• Report on environmental impact
• Invite participation in causes

Real-World Example: Patagonia

Patagonia’s email strategy reflects values:

• Environmental activism content
• Repair and reuse programs promoted
• Supply chain transparency
• “Don’t Buy This Jacket” campaign mentality

Real-World Example: Allbirds

Allbirds integrates sustainability into email:

• Carbon footprint displayed per product
• Material sourcing stories
• Sustainability progress updates
• Recycling program promotion

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Trend 9: Predictive Analytics and Customer Intelligence

Advanced analytics are transforming how marketers understand and anticipate customer behavior.

Predictive Capabilities in Email

Prediction Type	Application
Churn risk	Trigger win-back before customer lapses
Purchase likelihood	Prioritize high-intent subscribers
Lifetime value	Segment by future value, not just past
Product affinity	Recommend before explicit interest
Optimal timing	Send when most likely to engage

Real-World Example: Starbucks

Starbucks uses predictive analytics extensively:

• Personalized offers based on purchase patterns
• Predicted preferences for new items
• Optimal offer timing
• Churn prediction and intervention

Building Predictive Email Programs

Data requirements:

• Transaction history (orders, products, timing)
• Engagement data (opens, clicks, conversions)
• Website behavior (browse patterns)
• Customer attributes (demographics, preferences)

Model types:

• Propensity models (likelihood to purchase)
• Churn prediction (risk of leaving)
• LTV prediction (future value)
• Next best action (what to send)

Implementation approach:

1. Start with ESP built-in predictions
2. Layer in ecommerce platform data
3. Consider customer data platform (CDP)
4. Graduate to custom ML models as needed

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Trend 10: Video in Email

Video content in email is becoming more sophisticated and effective.

Video Email Performance

• 300% increase in click-through rates
• 26% higher open rates with “video” in subject line
• 65% more likely to visit website after watching
• 64% more likely to purchase

Video Implementation Options

Animated GIFs:

• Universal support
• Short preview clips
• File size limitations
• Easy to create

Static thumbnail + play button:

• Links to video landing page
• Works in all clients
• Clear call to action
• Most common approach

Embedded video (HTML5):

• Limited client support (Apple Mail, iOS)
• Fallback required
• True in-email playback
• Impressive when it works

Cinemagraphs:

• Subtle motion graphics
• Lower file size than GIFs
• Eye-catching but professional
• Widely supported

Real-World Example: AWAY

AWAY uses video effectively in email:

• Product videos showing luggage features
• Travel inspiration clips
• Customer testimonial videos
• Behind-the-scenes content

Video Email Best Practices

• Keep videos under 60 seconds
• Always include play button overlay
• Provide thumbnail for non-support clients
• Add captions/subtitles
• Optimize landing page for mobile

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Predictions: Email Marketing 2026-2028

Near-Term (2026)

AI becomes standard:

• AI-generated copy assistance mainstream
• Automated A/B testing decisions
• Predictive personalization default
• AI-powered deliverability optimization

Privacy evolution:

• More states pass privacy laws
• Federal US privacy law possible
• Cookie deprecation complete
• Authentication universally required

Medium-Term (2027)

Interactive by default:

• AMP support reaches majority
• In-email commerce standard
• Real-time content updates common
• Gamification widespread

Channels converge:

• Unified messaging platforms
• Seamless cross-channel orchestration
• Customer-chosen channel preferences
• Consistent experience everywhere

Longer-Term (2028)

Autonomous email marketing:

• AI handles routine campaign decisions
• Human oversight for strategy/creativity
• Continuous optimization without manual intervention
• Truly 1:1 personalization at scale

Immersive experiences:

• AR integration potential
• 3D product visualization
• Virtual try-on from email
• Metaverse integration experiments

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Taking Action: Implementation Roadmap

Immediate Actions (This Quarter)

1. Audit AI capabilities - Evaluate what your ESP offers
2. Review privacy compliance - Ensure authentication is complete
3. Add one interactive element - Start with a simple poll
4. Map multi-channel opportunities - Identify coordination gaps
5. Implement accessibility basics - Alt text, contrast, font sizes

Short-Term (Next 6 Months)

1. Launch zero-party data collection - Create preference quiz
2. Build multi-channel flows - Coordinate email with SMS
3. Expand interactive email - Add carousels, accordions
4. Implement predictive features - Send-time optimization, recommendations
5. Develop UGC strategy - Systematic review collection

Medium-Term (Next 12 Months)

1. Advanced personalization - Dynamic content based on behavior
2. Full channel orchestration - Unified customer experience
3. Sophisticated automation - Predictive triggers
4. Comprehensive accessibility - Full WCAG compliance
5. Sustainability integration - Values in email strategy

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Zaključak

Email marketing in 2025 and beyond is defined by intelligence, interactivity, and integration. The trends we’ve explored, AI personalization, interactive experiences, privacy-first practices, multi-channel orchestration, zero-party data, accessibility, UGC, sustainability, predictive analytics, and video, are reshaping how brands connect with subscribers.

The marketers who thrive will be those who:

• Embrace AI as a tool for personalization at scale
• Create experiences that engage directly in the inbox
• Build trust through transparent data practices
• Orchestrate seamless cross-channel journeys
• Collect and act on zero-party data
• Design inclusively for all subscribers
• Leverage authentic customer voices
• Align with customer values
• Predict needs before they’re expressed
• Continuously experiment and optimize

The future of email is more sophisticated, more personal, and more effective than ever. Start implementing these trends today to stay ahead of the curve.

Ready to future-proof your email marketing?

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