Sinch Mailgun, part of Sinch, has released its Email Impact Report 2026, introducing new industry benchmarks across 10 high-volume sending sectors and revealing a gap between email performance and execution.
Based on insights from more than 400 billion emails sent in 2025 and a global survey of over 1,200 email senders, the report shows that while email remains a critical, high-performing channel, poor deliverability is leaving significant revenue on the table.
Topline Findings
Nearly 18% of emails fail to reach the inbox, putting up to a fifth of potential return on investment at risk for many organisations.
78% of respondents say email is critical to business success. At the same time, the research highlights a growing disconnect between performance and execution, driven by gaps in measurement, deliverability practices and AI application.
“Email delivers exceptional returns, but many organizations are not set up to capture its full value,” said Kate Nowrouzi, VP of Deliverability at Sinch. “The gap between performance and execution is where most are losing out.
Organisation response to AI evolution
AI adoption is widespread, but its impact remains uneven. Many teams focus on basic use cases such as copy generation, while higher-impact applications such as optimisation, segmentation and deliverability remain underutilised. Organizations that use AI more effectively are significantly more likely to report improved email performance.
“Using AI to generate copy is a good starting point, but it’s not where the biggest impact happens,” said Kate Nowrouzi. “Organizations that apply AI to optimization, segmentation and deliverability are seeing stronger results.”
Key findings include:
- 60% of companies measuring email ROI report returns above US$10 for every US$1 spent
- More than 1 in 10 achieve returns as high as 40:1
- 46% say AI improves speed and efficiency
- 41% of teams use AI to generate email content
- 23% say AI has not improved their email programs
- 49% report improved email performance year-over-year
- 79% plan to maintain or increase investment in email
- Fewer than half of organisations can confidently measure email ROI
Read more about the report here.
