Smart Moves for 2026: How Brands Are Winning with Email and Honesty

In 2025, brands faced a tough challenge: standing out in a crowded market. With shoppers becoming more careful and costs rising, companies had to think differently. They moved away from just offering discounts and focused on building strong relationships with customers. Email became a key tool, with 72% of brands saying it was the most effective way to connect. Brands also realized that teaching customers about their products was more important than just selling. For example, Bomme, a hair wellness brand, focused on educating customers about scalp health instead of relying on discounts. This approach helped them build trust and loyalty. Paid social media was another important channel, used by 60% of brands. Instead of just advertising products, brands used it to tell their story and connect with customers on an emotional level. Influencer partnerships also became more meaningful, with brands like Ted Green focusing on building genuine relationships with influencers who loved their products.However, standing out in a crowded market remained a top challenge for 46. 67% of brands. Rising customer acquisition costs and the need to differentiate from competitors were also major hurdles. Startups and established brands had different strategies, with startups focusing on building trust and established brands relying on their loyal customer base. For 2026, brands are planning to use technology like AI to personalize customer experiences and make marketing feel more human. They are also focusing on building long-term relationships with customers through education, authenticity, and values-driven content. The strongest brands will treat the holidays as an opportunity to build their ecosystem and create loyal, educated customers.