Wall Street smells an opportunity in the chaos over President Trump’s tariffs.

The Supreme Court’s tossing of Trump’s sweeping tariffs last week

kicked off a scramble among business leaders to sort out what might come next—including how they might claw back the levies they have been paying to import goods from around the world.

Digital marketing has changed a lot over the years. The days of non-targeted ads, desktop-first web design and mass communication blasts are all but behind us. With that in mind, many wonder whether it’s worth doing email marketing at all in 2026. While digital marketing and email techniques have evolved, there’s no need to think of emails as obsolete in this age’s cyber landscape. 

Modern emails need to be AI-optimised, personalised and technically sound, among other things. This article will offer guidance on proper digital agency techniques to benefit your email marketing metrics, keeping the marketing channel alive well into the back half of the 2020s. 

Personalisation is everything in email marketing

For those wondering how to create an effective email marketing campaign, personalisation is king. Personalisation has become more important in every facet of marketing and promotion. It’s no longer enough to use someone’s first name as a way of showing you “care”. Batch-and-blast email marketing will easily get you blacklisted as spam. 

• Real-time behavioural actions should trigger flows and campaigns, rather than you simply sending out as many generalised newsletters as possible. Say a customer repeatedly views a page about a specific product. That should trigger an email with information about the product.
• Software like HubSpot can swap out email sections based on past behaviours and purchases, ensuring people aren’t greeted by irrelevant listings. 

Generalisation kills engagement. Use data to drive your email offerings. 

Optimise your emails for AI 

People with email marketing jobs have already embraced generative AI in terms of creating outlines or even building emails from scratch. However, these days, much like your average Google search, many email providers will create AI summaries, meaning people might not even read the whole thing. 

• Provide a proper value proposition in plain HTML text, not in a graphic.
• Use H1 and H2 tags to display a clear hierarchy throughout the content of the email.
• Place the most important information in the first 50 words for the AI to understand.

Artificial intelligence is here to stay, so you need to know how to work with it, rather than trying to bypass it in email marketing. 

Make data collection more consensual

Privacy laws are tighter than ever, and for good reason. However, this does mean traditional data tracking can be a little more complicated, which is why you need to make the collection of the data more of a cooperative thing. 

• Allow subscribers the chance to set their preferences during sign-up, ensuring you never overload them with quantity or unwanted information. 
• Use interactive polls and questionnaires inside your emails to capture data willingly, which is also likely to increase the details offered.

This is a more compliant and effective way to collect data than ever before, which will allow for personalisation to be even more optimised. 

Technical must-haves for a good email marketing career in 2026

Starting with a weak technical foundation is cancerous to your email marketing campaigns. You won’t even reach the Promotions tab, being destined to exist solely in the realm of spam communications. 

• DMARC, SPF and DKIM are all essential authentication steps to eliminate the possibility that you’re a ‘spoofer’.
• Accessible layouts, colour schemes, easy-use buttons and Alt-Texts are all essential for maximising user friendliness.
• Optimising your imagery and text for ‘Dark Mode’, which is very popular. 

A solid technical base is key for the rest of your efforts to be effective.

These guidelines aren’t just pieces of advice for your campaigns; they’re absolute essentials for anyone trying to capture the success of a dedicated email marketing agency. Email marketing can very easily become outdated without the right approach, but when you put modern techniques first, it can remain a valuable part of any 2026 plan,

Sustainability is no longer a side initiative in logistics. It is a defining factor in how companies design, manage, and optimize their last-mile delivery operations. As e-commerce continues to expand, the final leg of the delivery journey has become both the most visible and the most environmentally impactful stage of the supply chain.

For multifamily properties, student housing communities, and corporate campuses, this shift has created a new operational reality. Digital tools such as automated mailroom software are now central to supporting sustainable last-mile delivery strategies while maintaining efficiency and service standards.

Why the Last Mile Matters Most

The last mile is often the shortest segment of the delivery journey, but it accounts for a disproportionate share of emissions and costs. Multiple delivery attempts, inefficient routing, traffic congestion, and fragmented drop-off points increase fuel consumption and carbon output.

At the property level, unmanaged parcel flows add to the problem. Delivery drivers may spend excessive time locating package rooms, waiting for access, or making repeat visits when residents are unavailable.

“Sustainability in last-mile logistics begins where the truck stops.”

Improving this final handoff point is one of the most practical ways to reduce environmental impact without compromising convenience.

The Rise of Centralized Parcel Management

As delivery volumes surge, properties are moving away from informal package handling processes. Instead, they are adopting structured parcel management systems that consolidate deliveries and reduce friction.

By leveraging centralized parcel management software platforms designed for high-volume environments, properties can support more efficient parcel management workflows while minimizing unnecessary driver dwell time.

When delivery personnel can complete drop-offs quickly and accurately, routes become more efficient. Fewer delays at each stop translate into lower fuel consumption across entire delivery networks.

A comparison of traditional and sustainable approaches illustrates the shift.

The difference lies not only in vehicles or fuel types, but also in operational coordination at the delivery destination.

Digital Mailrooms as Sustainability Enablers

Modern properties are increasingly implementing intelligent mailroom systems to manage growing parcel volumes. Through automated logging, resident notifications, and secure tracking, these systems eliminate many inefficiencies that historically plagued last-mile delivery.

Communities adopting integrated mailroom software solutions for sustainable mailroom management are finding that digital infrastructure directly contributes to environmental goals.

Here is how:

• Reduced repeat delivery attempts through secure package acceptance
• Faster drop-offs that lower vehicle idle time
• Organized storage that prevents lost or misplaced parcels
• Data insights that support better staffing and scheduling

When drivers can complete deliveries in minutes rather than navigate confusion, emissions decline incrementally across thousands of stops.

“Sustainability is built on small operational improvements repeated at scale.”

Consolidation and Smart Locker Integration

Another key development in sustainable last-mile delivery is consolidation. Instead of individual doorstep drop-offs, many properties are encouraging centralized package rooms or locker systems.

Consolidated delivery points create measurable environmental advantages:

• Fewer stops within a property
• Reduced internal vehicle circulation
• Improved route density
• Lower overall fuel consumption

Digital parcel management platforms help coordinate these consolidated deliveries by ensuring every item is logged, tracked, and communicated to residents without delay.

In student housing and multifamily communities, this approach also enhances security and resident satisfaction while aligning with broader sustainability initiatives.

Data Driven Environmental Accountability

Sustainable last-mile strategies increasingly rely on measurable performance indicators. Property managers and logistics partners alike are turning to analytics to assess environmental impact.

Mailroom management systems provide valuable operational data, including:

• Volume trends by day and season
• Average pickup turnaround time
• Peak delivery windows
• Carrier performance metrics

When this data is shared with logistics providers, both parties can refine delivery schedules and reduce congestion during high-volume periods.

For example, staggering carrier arrival times or allocating dedicated delivery windows can reduce vehicle clustering and minimize idling-related emissions.

Data also supports corporate sustainability reporting. As organizations track Scope 3 supply chain emissions, efficient parcel intake processes contribute to measurable improvements.

Supporting Alternative Delivery Models

Sustainability in the last mile is not limited to electric vehicles or bike couriers. It also involves operational readiness to support evolving delivery models such as micro fulfillment centers, consolidated carrier partnerships, and scheduled bulk drop offs.

Properties equipped with scalable parcel management infrastructure are better positioned to adapt to these models. Without structured systems in place, carrier-level innovation can be undermined by inefficiencies at the destination.

By integrating mailroom management software into broader property operations, managers create a stable foundation for greener logistics partnerships.

The Human Factor in Sustainable Logistics

Technology alone does not guarantee sustainability. Staff training, process consistency, and resident education all play important roles.

Clear pickup policies, timely notifications, and accessible package rooms reduce dwell time and unnecessary storage. Encouraging residents to retrieve packages promptly also improves turnover and storage efficiency.

When operational discipline aligns with digital tools, sustainability outcomes improve significantly.

“Environmental progress in logistics is achieved through coordination, not complexity.”

Looking Ahead

As urban density increases and e-commerce continues its upward trajectory, sustainable last-mile delivery will remain a strategic priority. Carriers are investing in cleaner fleets and smarter routing algorithms, but meaningful progress also depends on the infrastructure at delivery endpoints.

Multifamily communities, student housing providers, and commercial properties play a critical role in this ecosystem. By modernizing parcel intake processes and adopting digital mailroom systems, they actively contribute to reduced emissions and more efficient delivery networks.

The evolution of sustainable last-mile delivery is not defined by a single breakthrough. It is shaped by coordinated improvements across vehicles, routes, and property operations.

In this new landscape, the mailroom is no longer a passive recipient of packages. It is an active participant in building a more efficient and environmentally responsible logistics future.

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Society of Motor Manufacturers and Traders (SMMT) has reported a sharp contraction in UK vehicle output at the start of the year, with total production down 13.6 per cent in January as weaker export demand weighed heavily on the sector.

A combined 67,415 vehicles left British factories during the month, comprising 65,249 cars and 2,166 commercial vehicles. Car production declined by 8.2 per cent compared with January 2025, while commercial vehicle output slumped by 68.6 per cent year on year.

The fall was primarily driven by reduced overseas demand. Although domestic appetite for UK-built cars remained broadly stable, export volumes softened, particularly in markets outside Europe. Exports typically account for the majority of British vehicle production, leaving manufacturers exposed to fluctuations in global demand and trade conditions.

The United States remained the second-largest destination for UK-built cars after the European Union, accounting for 14.1 per cent of exports. Japan followed with a 2.7 per cent share, while China and Turkey took 2.5 per cent and 2.4 per cent respectively.

Electrified vehicle output also declined. Production of battery electric vehicles (BEVs), plug-in hybrids and hybrid models fell by 10.6 per cent to 26,854 units, representing 41.2 per cent of total car output. Despite the drop, electrified vehicles continue to form a substantial share of UK production as manufacturers transition towards zero-emission platforms.

The industry body said the weak start to the year reflected subdued global demand and underlined the importance of stable trade relationships. Protectionist measures and “made in Europe” proposals in some markets were cited as additional headwinds.

Mike Hawes, chief executive of the SMMT, described January’s figures as disappointing but pointed to expected recovery later in the year as new electric models enter production.

“Weak exports to markets beyond Europe amid soft demand delivered a disappointing start to the year for UK vehicle manufacturing,” he said. “It reinforces the need for a forward-looking trade agenda that secures existing preferential access and builds new ones with markets worldwide.”

The SMMT expects overall car production to increase by more than 10 per cent to around 790,000 units in 2026, with the potential to reach one million vehicles by 2027, provided new model launches proceed on schedule and investment conditions remain supportive.

The outlook hinges on competitive energy costs, a strong domestic market and targeted supply chain support, the trade body said, as the sector continues its capital-intensive shift towards electrification.

Jamie Young

Jamie is Senior Reporter at Business Matters, bringing over a decade of experience in UK SME business reporting.
Jamie holds a degree in Business Administration and regularly participates in industry conferences and workshops.

When not reporting on the latest business developments, Jamie is passionate about mentoring up-and-coming journalists and entrepreneurs to inspire the next generation of business leaders.