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    >
      The Data That Defines 2026
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    >The signals that matter most</p>
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Across 94+ survey responses and benchmark platform data, several patterns stood out more than others.

This chapter isolates the statistics that carry structural meaning for the industry. For each, we outline:

1. The statistic  
2. What it means objectively  
3. What it implies structurally  
4. Where the supporting visualization should appear  

---

## 1) AI Adoption Is Now Mainstream

![Do you use AI in your email marketing_.png](https://res.cloudinary.com/mailmodo/image/upload/v1771496901/strapi/Do_you_use_AI_in_your_email_marketing_3a338a64d5.png)

Almost 60% of our respondents use AI in the email workflow now and 40% of them use it daily.

This means that AI usage is no longer experimental or limited to early adopters. It has entered operational routines across the industry.

### What it implies for you
The competitive baseline has shifted. The advantage no longer lies in using AI. It lies in how AI is integrated into decision-making, segmentation, and performance review. As adoption normalizes, differentiation will come from depth.

### What you should do next
- Audit where AI is currently used: drafting, segmentation, analysis, or workflow design.
- If usage is concentrated in content creation, expand into performance review and segmentation refinement.
- Define one structural use case for AI this quarter beyond drafting.

---

## 2) Most AI Outputs Still Require Editing

![Most AI Outputs Still Require Editing.png](https://res.cloudinary.com/mailmodo/image/upload/v1771496900/strapi/Most_AI_Outputs_Still_Require_Editing_810b82ef3a.png)
However, most respondents agree that AI-generated outputs still require some human revision, if not major, before deployment.

This signals that AI has accelerated drafting but has not replaced editorial judgment. Human oversight remains central to maintaining brand clarity and compliance.

### What it implies
AI is functioning as an amplifier, not an autonomous operator. Teams that formalize human-in-the-loop review processes will maintain quality while scaling production.

### What you should do next
- Formalize a human-in-the-loop review checklist (tone, compliance, segmentation logic).
- Track error types in AI-assisted campaigns to identify recurring weaknesses.
- Set quality thresholds before scaling AI-generated volume.

---

## 3) Automation Is Widely Used, But Behavioral Triggers Are Less Dominant

### Stat
A significant share of automation triggers originate from list or segment entry rather than behavioral events such as CRM activity.

SOE 2026 - Final Product data (…)

### What it means
Automation tools are widely implemented, but lifecycle sophistication varies. Many programs remain event-based rather than behavior-driven.

### What it implies
Automation volume does not necessarily equal lifecycle maturity. Competitive advantage will depend on mapping automation to customer intent rather than database events.

Graph Attached  
Stacked bar chart: “Primary automation entry points”

---

## 4) Personalization Is Common

![What percentage of your campaigns in 2025 were sent with subject line personalization_.png](https://res.cloudinary.com/mailmodo/image/upload/v1771496900/strapi/What_percentage_of_your_campaigns_in_2025_were_sent_with_subject_line_personalization_a797a20ae0.png)
![How do you currently personalize your emails_.png](https://res.cloudinary.com/mailmodo/image/upload/v1771496899/strapi/How_do_you_currently_personalize_your_emails_901a91ba2d.png)

Subject line personalization and dynamic content usage are widely adopted across respondents. Marketers recognize the importance of relevance at the surface level.

### What it implies
Surface personalization is now baseline. The next phase of differentiation will depend on deeper behavioral segmentation and lifecycle alignment rather than token-level customization.

### What you should do next
- Review how many of your segments are behavior-based versus static demographic lists.
- Identify one lifecycle stage (e.g., post-purchase, post-signup) where segmentation can be made more intent-driven.
- Track engagement by segment to detect relevance gaps.

---

## 5) ROI Confidence Remains Strong

![ROI Confidence Remains Strong.png](https://res.cloudinary.com/mailmodo/image/upload/v1771496900/strapi/ROI_Confidence_Remains_Strong_6bb803687f.png)

A majority of respondents report positive ROI outcomes from email marketing.

### What it means
Email continues to be perceived as a high-performing channel across industries.

### What it implies
High ROI perception increases internal expectations. As email becomes strategically important, governance, stability, and revenue alignment will face greater scrutiny.

### What you should do next
- Tie at least one lifecycle flow directly to a revenue or retention KPI.
- Move beyond campaign CTR reporting toward revenue-per-subscriber or retention impact metrics.
- Present cohort-level performance in executive reviews.

---

## 6) Deliverability Governance Remains Uneven

![Deliverability Governance Remains Uneven.png](https://res.cloudinary.com/mailmodo/image/upload/v1771496900/strapi/Deliverability_Governance_Remains_Uneven_079ab57f0b.png)

Not all respondents actively monitor authentication and deliverability practices.

### What it means
Infrastructure literacy is inconsistent across teams.

### What it implies
Programs may perform well in the short term but remain vulnerable to scale-related instability. Governance maturity will increasingly differentiate stable programs from volatile ones.

### What you should do next
- Assign explicit ownership for deliverability governance.
- Define acceptable complaint and bounce thresholds.
- Conduct quarterly deliverability audits before major volume increases.
- Implement suppression logic for inactive subscribers.

---

## 7) Send Frequency Varies Widely Across Programs

![Send Frequency Varies Widely Across Programs.png](https://res.cloudinary.com/mailmodo/image/upload/v1771496900/strapi/Send_Frequency_Varies_Widely_Across_Programs_43cf9d1f1e.png)

### Stat
Email send volume ranges significantly across respondents.

### What it means
There is no uniform cadence standard across industries or maturity levels.

### What it implies
Frequency alone is not a predictor of success. Relevance, segmentation, and lifecycle logic determine whether volume stabilizes or erodes engagement.

### What you should do next
- Compare engagement decay curves across high-frequency and low-frequency segments.
- Test frequency adjustments within one segment rather than across the entire list.
- Monitor unsubscribe and complaint trends when increasing cadence.

---

## 8) Interactive Email Adoption Remains Limited

![Interactive Email Adoption Remains Limited.png](https://res.cloudinary.com/mailmodo/image/upload/v1771496900/strapi/Interactive_Email_Adoption_Remains_Limited_71b7367e72.png)

### Stat
Interactive email usage remains a minority practice among respondents.

### What it means
Advanced engagement formats are not yet mainstream.

### What it implies
There remains untapped potential in interaction-driven experiences. Early adopters may capture conversion gains before saturation occurs.

### What you should do next
- Identify one use case where reducing click friction would improve conversion.
- Pilot an interactive element within a controlled lifecycle flow.
- Measure submission or conversion lift versus traditional static email.

---

## Consolidated Interpretation

The 2026 data reveals an industry that has adopted advanced capabilities but has not integrated them uniformly.

AI usage is widespread. Personalization is common. ROI confidence is strong. Governance discipline is uneven. Send cadence varies significantly. Interactive formats remain underused.

The defining shift is this:

**Adoption has accelerated. Integration has not caught up.**

The next wave of advantage will not come from enabling new features. It will come from aligning tools, metrics, governance, and lifecycle logic into coherent systems.

Email is no longer experimental. It is foundational infrastructure.

How it is managed will determine whether it compounds or plateaus.


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      Email Benchmarks
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    >What Mailmodo's platform data reveals about email performance in 2026</p>
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Email marketers always have several questions in their minds "Is this a good open rate?", "Do emojis make people more likely to open the email?" and so on. We wanted to help them answer these questions. So we analyzed billions of real-life email data points to understand insights about email practices and tactics to answer all such questions.

In this section, you will find benchmarks and information on what best practices worked and how based on quantitative email performance data.

### How did we collect this data?

We scanned over a billion email data points from campaigns sent through our platform to calculate the average benchmarks for the most common email marketing metrics. This data will help you determine the success of your campaigns and optimize accordingly.

### Industry composition of the dataset

| Industry | Percentage composition (%) |
|---|---|
| BFSI | 10.3 |
| Ecommerce | 9.4 |
| Edtech | 11.0 |
| FMCG | 0.4 |
| Government | 0.2 |
| Health & Fitness | 6.1 |
| Healthcare | 0.2 |
| HR | 0.3 |
| Manufacturing | 0.8 |
| Marketing & Advertising | 3.1 |
| Media & Entertainment | 6.1 |
| Nonprofit | 0.5 |
| Real Estate | 4.1 |
| SaaS | 19.6 |
| Tech | 3.7 |
| Travel & Hospitality | 2.7 |
| Others | 21.4 |

### Country-wise composition of the dataset

| Countries | Percentage composition (%) |
|---|---|
| India | 33.9 |
| United States | 31.2 |
| United Kingdom | 4.5 |
| United Arab Emirates | 2.9 |
| Canada | 1.9 |
| Singapore | 1.6 |
| Australia | 1.5 |
| Germany | 1.4 |
| France | 1.1 |
| Brazil | 1.1 |
| Colombia | 0.8 |
| South Africa | 0.7 |
| China | 0.6 |
| Netherlands | 0.6 |
| Indonesia | 0.6 |
| Spain | 0.6 |
| Vietnam | 0.6 |
| Japan | 0.4 |
| Mexico | 0.4 |
| Pakistan | 0.4 |
| Philippines | 0.4 |
| Israel | 0.4 |
| Italy | 0.4 |
| Poland | 0.4 |
| Switzerland | 0.4 |
| Turkey | 0.4 |
| Egypt | 0.3 |
| Others | 10.8 |
| **Grand Total** | **100** |

### Industry-wide email marketing benchmarks

#### Average email marketing campaign stats by industry last year

| Industry | Open rate* (%) | CTOR* (%) | Submission rate* (%) |
|---|---|---|---|
| BFSI | 22.0 | 2.2 | 0.3 |
| Ecommerce | 21.1 | 2.3 | 0.2 |
| Edtech | 23.2 | 2.8 | 0.5 |
| FMCG | 24.3 | 1.4 | 0.3 |
| Government | 19.2 | 2.1 | 0.0 |
| Health & Fitness | 34.2 | 5.7 | 0.0 |
| Healthcare | 4.7 | 0.7 | 0.0 |
| HR | 19.2 | 7.2 | 0.1 |
| Manufacturing | 9.9 | 26.5 | 0.0 |
| Marketing & Advertising | 27.1 | 8.2 | 0.0 |
| Media & Entertainment | 31.6 | 5.9 | 0.4 |
| Nonprofit | 36.6 | 2.3 | 0.1 |
| Real Estate | 20.1 | 2.4 | 0.2 |
| SaaS | 24.5 | 4.7 | 0.4 |
| Tech | 17.8 | 2.9 | 0.2 |
| Travel & Hospitality | 28.8 | 3.7 | 0.1 |
| Others | 25.2 | 2.2 | 0.3 |
| **Average** | **22.8** | **5.1** | **0.2** |

#### Average Bounce rate w.r.t industry

| Industry | Hard Bounce Rate (%) | Soft Bounce Rate (%) |
|---|---|---|
| BFSI | 0.3 | 1.4 |
| Ecommerce | 0.3 | 2.0 |
| Edtech | 0.1 | 1.4 |
| FMCG | 4.2 | 0.4 |
| Government | 0.1 | 0.7 |
| Health & Fitness | 0.4 | 3.7 |
| Healthcare | 6.1 | 4.4 |
| HR | 0.1 | 0.5 |
| Manufacturing | 0.2 | 2.9 |
| Marketing & Advertising | 0.0 | 3.3 |
| Media & Entertainment | 0.1 | 1.6 |
| Nonprofit | 0.1 | 1.6 |
| Real Estate | 0.2 | 2.5 |
| SaaS | 0.2 | 1.7 |
| Tech | 0.1 | 1.9 |
| Travel & Hospitality | 0.1 | 4.9 |
| Others | 0.1 | 1.6 |
| **Average** | **0.8** | **2.2** |

#### Most popular email automation triggers used

| Email automation triggers | Usage share (%) |
|---|---|
| Contact list or segment enter or exit | 55.6 |
| Interactive email form trigger | 0.7 |
| Occurrence of a specific date | 0.2 |
| Specific contacts or change in contact property | 17.3 |
| Webhook | 2.2 |
| Website/Store or CRM activity | 22.0 |
| Zapier and other connectors | 2.0 |

#### Prevalence of email automation in different industries

| Industry | Percentage of dataset using automation (%) |
|---|---|
| BFSI | 21.68 |
| Ecommerce | 6.23 |
| Edtech | 23.13 |
| FMCG | 0.03 |
| Government | 0.03 |
| Health & Fitness | 2.48 |
| Manufacturing | 0.05 |
| Marketing & Advertising | 1.45 |
| Media & Entertainment | 3.01 |
| Nonprofit | 0.19 |
| Real Estate | 2.16 |
| SaaS | 18.89 |
| Tech | 2.88 |
| Travel & Hospitality | 3.99 |
| Others | 13.79 |

#### How different types of email scheduling performed

| Scheduling Type | Average open rate (%) |
|---|---|
| With Normal Scheduling | 22.5 |
| Send Time Optimization | 27.5 |
| Fragmented Scheduling | 24.0 |
| Recipient Timezone | 32.9 |

#### Most used email layout

| Layout types | Email usage (%) |
|---|---|
| Hybrid | 29.5 |
| Inverted pyramid | 0.1 |
| Multi-column | 2.5 |
| Single-column | 4.3 |
| Start from Scratch | 63.4 |
| Zigzag | 0.2 |

#### Usage of interactive widgets

| Interactive Widgets | Usage in million | Submission rate % |
|---|---|---|
| Forms | 397.6 | 0.5 |
| Quiz | 85.6 | 1.0 |
| Poll Forms | 35.3 | 1.4 |
| Carousel | 28.8 | 0.3 |
| Emoji Rating | 26.3 | 0.8 |
| Inmail Games | 23.0 | 0.3 |
| Star Rating | 15.4 | 0.9 |
| Newsfeed Widget | 13.5 | 0.2 |
| Like – Dislike | 12.7 | 1.0 |
| Single Select Chip | 9.8 | 0.5 |
| NPS Survey | 7.2 | 1.8 |
| Shopify Product Catalog | 5.1 | 0.8 |
| Zoom Webinar Booking | 1.7 | 0.7 |
| Spin the Wheel | 1.6 | 3.0 |
| Google Calendar Widget | 0.1 | 2.6 |
| Shopify Abandoned Cart | 0.1 | 0.0 |
| livePricing | 0.0 | 0.5 |

### Subject line performance

#### Impact of length of subject line on open rates

| Subject line Character range | Open rate % |
|---|---|
| 1 - 20 | 19.56 |
| 21 - 40 | 22.03 |
| 41 - 60 | 22.05 |
| 61 - 80 | 25.94 |
| 81 - 100 | 29.84 |
| More than 100 | 25.72 |

#### Impact of emojis in subject line on open rates

| Emoji used? | Open rate % |
|---|---|
| No | 21 |
| Yes | 29 |

#### Impact of subject line personalization on open rates

| No. of personalisation used | Open rate % |
|---|---|
| 0 | 24 |
| 1 | 17 |
| 2 | 25 |

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      The Real Divide in Email Marketing
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    >Why performance in 2026 is structural, not demographic
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While examining the survey data, we studied variation across industry, geography, and team size to understand what best explains differences in email practice and performance.

But the most persistent signal was not demographic. It was maturity in how teams operate email.

Some teams are running email like a system: governed deliverability, behavior-based journeys, measurement beyond opens, and operational use of AI to speed up work without diluting intent.

Other teams are still operating in campaign mode: batch sends, shallow segmentation, and a fragile foundation where deliverability becomes something to troubleshoot after performance drops.

This matters because email performance increasingly behaves like an output of structure.

When maturity is high, gains compound: better list health improves inbox placement, which improves engagement signals, deliverability, and makes personalization and automation more effective.

When maturity is low, the opposite tends to happen. The system is noisy, signals are unreliable, and the program becomes reactive.

This chapter explores how maturity shapes outcomes and what separates reactive programs from structural ones.

Keep reading to learn more about:

- The three tiers of email maturity in 2026
- How to identify which tier your program belongs to
- Practical steps to move from reactive execution to lifecycle architecture

---

## The Three Tiers of Email Maturity

These tiers are not about budget or headcount. They describe operating behavior and structural discipline.


## Tier 1: Reactive Senders

Reactive programs treat email primarily as a distribution channel. Strategy is updated when problems appear, not on cadence. Performance is evaluated at the campaign level rather than the system level.

Deliverability knowledge at this tier is often partial. A meaningful share of respondents either do not actively track deliverability or are unclear about authentication status.

### Three traits of marketers in this tier
- They measure success primarily through open rates
- Automation is limited or event-based rather than lifecycle-driven
- AI is used occasionally for drafting, not strategic analysis

### What this looks like in practice
- Campaign bursts around launches or promotions
- Segmentation based on basic properties rather than behavior
- Warm-up and authentication handled reactively
- Post-send analysis focuses on reporting numbers and metrics, but rarely utilizes their signals to improve next campaigns

This tier is functional but fragile. Gains are possible, but consistency is rare.


## Tier 2: Structured Operators

Structured teams operate with defined rhythms. They maintain core automations, run tests regularly, and track metrics beyond opens.

AI usage becomes operational here. A majority of users report regular AI usage, yet most still edit outputs before sending, suggesting oversight remains intact.

### Three traits of marketers in this tier
- They test frequently and document learnings
- They integrate email data into CRM or CDP workflows
- They measure CTR, conversion, or submission rate alongside opens

### What this looks like in practice
- Welcome, nurture, and re-engagement flows are active
- Segments reflect behavior, not just demographics
- Performance reviews include tactical adjustments like subject line revisions and send time optimization
- AI reduces production time without eliminating review

This tier produces stable performance. Improvements are incremental and measurable.


## Tier 3: Lifecycle Architects

Lifecycle Architects treat email as infrastructure. Automation is mapped to the customer journey rather than campaign calendars. Deliverability governance is continuous, with authentication, monitoring, and list hygiene embedded into operations.

What separates this tier is structural optimization.

Our benchmark data shows that operational choices such as scheduling logic can materially shift engagement. Campaigns sent using recipient timezone scheduling outperform standard scheduling windows in average open rates. Similarly, among those who implement interactive emails, reported conversion lift is substantial.

These are not creative changes. These are structural optimizations.

Mature teams prioritize these system-level decisions because they raise the floor for every campaign.

### Three traits of marketers in this tier
- Automation triggers reflect real user behavior
- Negative metrics such as unsubscribes and bounce rates are tracked closely
- AI supports segmentation, analysis, and iteration

### What this looks like in practice
- Lifecycle coverage from onboarding to win-back
- Send-time optimization and segmentation discipline
- Continuous list hygiene and deliverability governance
- Controlled experimentation with interactive formats

This tier compounds results. Performance becomes a byproduct of structure.

---

## The Maturity Scorecard

Use this as a diagnostic tool.

| Category | Reactive | Structured | Lifecycle Architect |
|----------|----------|-----------|--------------------|
| Deliverability | Checked occasionally | Actively tracked | Governed continuously |
| Automation | Limited flows | Core lifecycle flows | Behavior-driven ecosystem |
| AI Usage | Copy assistance | Workflow acceleration | Embedded across planning and analysis |
| Metrics | Open rate dominant | Multi-metric tracking | Revenue-linked attribution |
| Segmentation | Basic | Behavioral segments | Predictive and intent-driven |


## Moving Up a Tier: Five Immediate Actions

Progression does not require rebuilding your program. It requires reinforcing foundations.


### 1. Formalize deliverability ownership
Assign a named owner responsible for authentication records, warm-up process, bounce rate monitoring, and complaint thresholds. Document acceptable limits and escalation procedures rather than treating issues as ad hoc fixes.


### 2. Replace one batch campaign with one lifecycle automation
If most of your sends are calendar-driven campaigns, introduce at least one automated flow tied to user behavior. For example, a welcome series or a re-engagement flow triggered after 30 days of inactivity.

This shift moves part of your program from broadcast logic to behavioral logic. Once implemented, that flow runs continuously and reduces reliance on repeated batch sends.


### 3. Expand measurement beyond open rates
Add at least one outcome metric to your primary reporting dashboard, such as conversion rate, submission rate, or revenue per send. If Apple MPP has affected your open-rate reliability, prioritize click-to-open rate or downstream conversion metrics instead.


### 4. Audit segmentation depth
Review your top three segments. If they are demographic or static, introduce at least one behavior-based segment, such as:
- Engaged in the last 14 days
- Clicked product category A twice in 30 days


### 5. Use AI for analysis, not just drafting
If AI is currently used to generate subject lines or body copy, extend its role to reviewing campaign data summaries, identifying drop-off points in flows, or proposing segment refinements based on performance trends.


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      When Email Maturity Is Only Skin Dee
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    >How surface-level adoption can mask operational gaps</p>
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After analyzing the 2026 dataset and comparing it with 2025 patterns, one shift is clear: more teams now recognize that email marketing must operate as a sophisticated program rather than a simple distribution channel.

AI adoption has increased. Automation usage is more common. Personalization is widely implemented. Measurement practices are evolving.

On paper, the industry appears to be maturing.

However, when we examined depth rather than adoption, a more nuanced pattern emerged. Many improvements reflect textbook practices rather than structural integration.

Tools are widely adopted, but mostly to tick checkboxes and keep up with trends.

This chapter will help you:

- Distinguish between surface-level adoption and structural implementation
- Identify where your program may be advancing cosmetically rather than strategically
- Understand why shallow progress creates long-term fragility

---

## 2.1 AI Adoption Has Increased. Strategic AI Integration Has Not Scaled Proportionally.

AI usage is widespread across the dataset.

Most respondents report using AI for subject lines, copy generation, or asset creation. However, the majority also report that outputs require editing before sending.

This is not inherently negative; on the other hand, it suggests awareness. But the issue lies elsewhere.

When AI is primarily used for drafting, it accelerates production capacity. It does not alter segmentation logic, lifecycle design, or performance modeling. That means it increases output without necessarily improving decision quality.

Strategic integration would involve:

- Using AI to analyze engagement decay patterns
- Identifying segments with declining conversion
- Reviewing lifecycle drop-off points
- Testing hypothesis-based refinements

Most usage remains execution-focused rather than system-focused.

The consequence is subtle but important. Increased output without improved structural decisions can raise send volume while leaving baseline performance unchanged.

**Why this matters:**  
If AI only speeds up production, it can scale inefficiency faster than it scales impact.

---

## 2.2 Personalization Is Common. Behavioral Context Is Not.

Subject line personalization and basic dynamic fields are widely used. This suggests awareness of relevance.

However, segmentation based on behavioral signals, purchase patterns, or lifecycle stage remains uneven across respondents.

There is a meaningful difference between inserting a name and restructuring a program around intent.

Context-based personalization requires:

- Tracking user behavior consistently
- Updating segments dynamically
- Aligning cadence to lifecycle moments
- Suppressing disengaged cohorts

Field-level personalization makes emails look tailored. Behavioral segmentation makes them functionally relevant.

When segmentation does not reflect real user behavior, email frequency gradually becomes misaligned with interest. Over time, engagement declines not because content is poor, but because timing and relevance are off.

**Why this matters:**  
Lower relevance increases unsubscribe rates, complaint rates, and disengagement. These signals directly influence inbox placement and long-term deliverability.

---

## 2.3 Automation Volume Is Not the Same as Lifecycle Design

Automation tools are present in most workflows. However, benchmark data shows that a significant share of automation triggers originate from simple list or segment entry rather than behavioral milestones.

If your primary triggers are:

- Added to list
- Newsletter signup
- Form submission

You are running event-based automation.

Lifecycle design responds to:

- Product usage milestones
- Renewal windows
- Engagement decay
- Cart abandonment
- Upgrade eligibility

Event-based automation reacts to database growth. Lifecycle automation responds to customer intent.

**Why this matters:**  
If automation is triggered by database events rather than user behavior, it can increase send volume without improving timing or relevance.

---

## 2.4 Performance Confidence Can Mask Infrastructure Fragility

Many respondents report positive ROI outcomes.

At the same time, authentication knowledge, deliverability monitoring practices, and governance consistency remain uneven.

Deliverability depends on several coordinated practices, including authentication, domain warm-up, complaint monitoring, bounce management, engagement suppression, and reputation oversight.

Structural gaps may not impact performance immediately. They tend to surface when volume increases, during seasonal campaigns, or when list growth accelerates. At scale, minor governance issues compound quickly.

**Why this matters:**  
Fragile foundations create volatility and performance swings that are difficult to diagnose and harder to stabilize.

---

## 2.5 The Long-Term Risk of Checklist Sophistication

Many teams now check the boxes:

- AI implemented
- Automation active
- Personalization enabled
- ROI improving

But sophistication treated as a checklist deteriorates over time.

Without structural redesign, the following risks compound:

- Send frequency creeps upward as production becomes easier
- Segments become stale
- Lifecycle gaps persist unnoticed
- Deliverability thresholds are exceeded quietly
- Performance appears stable until it drops sharply

Competitive advantage in 2026 is not about adopting more tools. It is about aligning those tools around a coherent operating model.

Teams that treat email sophistication as an ongoing system design problem see compounding returns. Teams that treat it as a feature set see plateau and volatility.

---

## What This Means for Email Teams

If you want to avoid the illusion of progress, focus on structural alignment.

---

### 1. Replace Vanity Metrics with Goal-Aligned Metrics

Define your primary business objective. Then align reporting accordingly.

If your goal is revenue growth, track revenue per subscriber or lifecycle conversion lift.  
If your goal is retention, track churn reduction or reactivation rate.  
If your goal is product adoption, track feature activation progression.

Metrics must inform strategic decisions. If your dashboard does not connect to business goals, it encourages cosmetic optimization.

---

### 2. Audit Automation Logic

Map your top automation triggers.

If most are list-based or form-based, introduce at least one behavior-driven lifecycle flow such as:

- Usage milestone progression
- Renewal reminder sequence
- Engagement reactivation based on inactivity

Automation should reflect user journeys, not database events.

---

### 3. Formalize Deliverability Governance

Make deliverability structural, not reactive.

- Assign a named owner
- Validate authentication quarterly
- Monitor bounce and complaint thresholds monthly
- Suppress chronically disengaged segments
- Warm domains deliberately before scaling volume

Consistency reduces volatility.

---

### 4. Extend AI Into Structural Analysis

If AI is currently used for drafting, expand its role.

Use AI to:

- Summarize campaign performance patterns
- Identify underperforming segments
- Suggest lifecycle optimization opportunities
- Model cadence adjustments

Platforms such as Mailmodo’s AI capabilities can support this by integrating campaign data directly into analysis workflows, reducing manual pattern identification and accelerating iteration.

AI should assist strategic thinking, not just asset generation.

---

The industry is progressing. That progress is real.

But sustainable advantage in 2026 depends on closing the gap between adoption and integration.

Surface sophistication creates momentum. Structural sophistication creates durability.

Durability compounds. Momentum fades.


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      Where Email Is Headed Next
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    >From maturity signals to durable advantage
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Chapters 1 and 2 identified two realities.

First, performance gaps in email marketing are structural.  
Second, surface adoption can create the appearance of sophistication without changing outcomes.

The next question is not whether email is evolving. It is whether programs are being designed to remain resilient as automation deepens, AI accelerates execution, and inbox competition increases.

This chapter consolidates the findings into a forward-looking blueprint. It moves beyond diagnosis and answers three forward-looking questions:

- What does a resilient email program actually look like in practice?
- How will email teams gain strategic relevance inside their organizations?
- What structural shifts will separate stable performers from volatile ones?

---

## 3.1 The Programs That Will Win Are Engineered

Many teams improve incrementally. They add a new flow here, introduce AI there, refine a campaign, increase cadence during peak seasons. Over time, the program grows.

But growth is not the same as design.

Durable programs are built intentionally across four coordinated layers. Each layer has a defined role, and each reinforces the others.

### The Four Layers of an Integrated Email Program

**Data**  
Behavioral signals, lifecycle stage, and engagement history.  
This includes purchase activity, feature usage, browsing behavior, renewal dates, and inactivity windows.

**Decision Logic**  
Why and when a message is sent.  
This includes segmentation logic, send-time optimization, frequency rules, and testing cadence.

**Execution**  
How communication is delivered.  
Automation workflows, creative production, dynamic content, and the use of AI within the email workflow all sit here.

**Governance**  
How performance and deliverability are monitored and corrected.  
This includes suppression rules, complaint and bounce thresholds, warm-up processes, and structured performance reviews.

Each layer answers a different question. Together, they determine whether a program scales cleanly or collapses under complexity.

---

### Framework: The Integrated Email System

| Layer | Key Question | Example | Risk If Ignored |
|------|-------------|--------|----------------|
| Data | Are we capturing behavior consistently and accurately? | Tracking renewal dates, repeat purchase cycles, or feature milestones | Blind segmentation and misaligned timing |
| Decision Logic | Are sends triggered by intent rather than convenience? | Sending upgrade prompts after usage thresholds | Message fatigue and declining engagement |
| Execution | Are workflows repeatable, testable, and scalable? | Structured A/B cadence testing inside automated journeys | Manual bottlenecks and slow iteration |
| Governance | Are thresholds monitored and corrective actions predefined? | Suppressing inactive users after 90 days | Deliverability volatility and performance swings |

When these layers operate independently, teams optimize one layer at a time. Creative improves. Automation expands. Reports get more detailed.

But performance remains inconsistent because decisions are not synchronized.

When aligned, improvements compound. Segmentation sharpens timing. Governance stabilizes engagement. AI accelerates refinement.

---

### Actionable Diagnostics

**1. Map your current workflows across the four layers.**  
If your onboarding sequence sends emails on fixed days regardless of user behavior, your execution layer exists, but your decision logic is not intent-driven.

**2. Identify where decisions rely on manual intervention rather than system logic.**  
If segmentation updates require quarterly spreadsheet exports instead of real-time triggers, structural fragility remains.

**3. Assign ownership per layer.**  
Lifecycle logic may sit with Growth. Deliverability governance with Marketing Operations. Behavioral tracking integrity with Product Analytics.

Unowned layers drift. Drift compounds.

Durable programs are built through coordinated system design. Programs that grow through addition alone eventually accumulate friction.

---

## 3.2 Email’s Strategic Role Is Expanding

Email is increasingly evaluated through business outcomes rather than engagement optics.

As acquisition costs rise and privacy restrictions limit targeting, owned engagement channels matter more. Email remains the most controllable and measurable layer across onboarding, engagement, retention, and reactivation.

Programs that tie email to revenue and retention metrics gain strategic influence internally and impact business goals in the long run.

---

### Framework: The Outcome Alignment Model

| Lifecycle Stage | Business Objective | Email KPI Example |
|----------------|-------------------|------------------|
| Onboarding (SaaS) | Increase activation | % users completing first key action |
| Onboarding (D2C) | Encourage repeat purchase | % customers purchasing again within 30 days |
| Engagement | Increase usage or basket size | Avg. order value uplift after recommendation emails |
| Retention | Reduce churn | Subscription renewal rate |
| Reactivation | Win back dormant customers | % inactive customers returning within 60 days |

---

### Actionable Pointers

Define one primary objective per lifecycle stage.  
Instead of measuring onboarding emails by open rate, measure activation completion.

Build reporting around outcomes, not engagement alone.  
Track revenue per subscriber or renewal uplift rather than campaign CTR in isolation.

Review performance by cohort.  
Compare retention rates between users who entered a behavior-driven lifecycle versus those in static campaign flows.

Email that connects directly to retention and revenue becomes strategic infrastructure rather than promotional support.

---

## 3.3 AI as a Learning Accelerator, Not Just a Drafting Tool

AI has already reduced the time required to produce email content. That shift is visible across the industry.

The more meaningful shift, however, is not speed of production. It is the speed of interpretation.

In mature programs, AI is increasingly used to reduce decision lag.

Instead of manually scanning dashboards, exporting reports, and cross-checking segment performance, teams use AI to surface patterns that would otherwise take hours to identify.

Examples include:

- Detecting which segments show declining engagement over consecutive sends
- Comparing performance across lifecycle flows without building custom reports
- Identifying whether weekend campaigns outperform weekday sends for specific cohorts
- Highlighting anomalies in conversion rates tied to specific offers or timing

This is not about replacing marketers. It is about compressing the time between observation and adjustment.

Programs that reduce the gap between measurement and refinement learn faster. Faster learning compounds.

---

### What This Looks Like in Practice

Instead of reviewing campaign performance once a month and making broad adjustments, teams can:

- Generate weekly summaries of engagement trends
- Ask which cohorts are underperforming relative to historical averages
- Test revised cadence for one segment while holding others constant
- Identify where lifecycle drop-off is concentrated

---

### Actionable Pointers

Use AI to synthesize performance, not just create content.  
Ask for summaries of trend shifts, engagement decay, or underperforming segments rather than scanning individual reports.

Run controlled refinements based on detected patterns.  
If repeat buyers show declining CTR across three campaigns, test reduced frequency or alternative offer framing specifically for that group.

Reduce review cycles deliberately.  
If performance discussions happen monthly, aim for structured weekly reviews supported by AI-generated summaries.

Platforms such as Mailmodo now enable marketers to create emails, automate journeys, and analyze performance conversationally. Instead of navigating multiple dashboards, marketers can prompt performance insights, generate flows, and refine sequences through a unified chat-style interface built specifically for email programs.

The operational advantage is not just faster production. It is reduced friction between insight and action.

Programs that learn faster stabilize faster.

---

## 3.4 Deliverability as a Competitive Advantage

Volatile programs experience performance spikes followed by decline. Stable programs that prioritize deliverability show gradual, compounding improvement.

Stable deliverability depends on disciplined governance:

- Consistent suppression of disengaged users
- Defined complaint and bounce thresholds
- Structured warm-up before volume increases
- Ongoing cohort-level engagement monitoring

Structural gaps often surface during scale. When send volume increases without deliverability alignment, performance becomes harder to stabilize.

---

### Framework: The Stability Checklist

Quarterly, ask:

- Have spam complaint rates shifted after cadence adjustments?
- Has inactive subscriber growth increased?
- Are bounce thresholds monitored and acted upon?
- Was domain warm-up conducted before seasonal spikes?

---

### Actionable Pointers

Conduct quarterly deliverability audits.  
Review complaint rates, bounce trends, and suppression logic before scaling campaigns.

Monitor engagement decay by cohort.  
If CTR declines across consecutive sends, reassess cadence before negative signals accumulate.

Document escalation processes.  
If complaint rates exceed thresholds, define corrective steps immediately rather than diagnosing retrospectively.

Stability produces predictability. Predictability supports scale.

---

## 3.5 The Consolidated Direction

The state of email in 2026 is not defined by tool adoption. It is defined by alignment.

Alignment between:

- Data and segmentation
- AI and analysis
- Metrics and business objectives
- Automation and lifecycle design
- Governance and growth ambitions

The divide identified earlier will widen as programs either integrate or accumulate.

Durable advantage will belong to teams that treat email as an operating system within the growth stack rather than a campaign channel within marketing.

---

## Final Reflection

Email marketing is not becoming more complex. It is becoming more disciplined.

Surface maturity is increasingly common. Durable advantage remains rare.

The programs that will lead in the next phase are those that integrate systems, align outcomes, accelerate learning, and govern consistently.

That is where email is headed next.


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      At the Industry’s Inflection Point
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    >Five Email Leaders Respond to the State of Email 2026</p>
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When we handed the complete State of Email 2026 dataset to five creator partners, we did not guide their interpretation. We simply asked: What stands out? What concerns you? What feels structurally important?

Their responses were not tactical. They were philosophical. Each expert saw the same data, but through a different professional lens — creative, commercial, lifecycle, psychological, infrastructural.

What emerged was not contradiction. It was convergence around one central idea:

Email marketing is more powerful than ever.  
It is not uniformly managed with the discipline that power demands.

---

## Andrew King
### The Most Profitable Channel That Still Gets Underfunded

Andrew King has spent over sixteen years inside the mechanics of email — coding, designing, troubleshooting, and later shaping strategy across major ESPs. Today, through Email Love, he curates and analyzes campaigns that represent the best of the craft.

What caught his attention was not AI or subject lines. It was budget allocation.

Marketers overwhelmingly report that email and organic channels are their most profitable. And yet, paid acquisition continues to dominate resource allocation across organizations. That contradiction is not operational. It is strategic.

If email consistently drives measurable ROI, why is it frequently under-resourced? Why is it managed as retention support rather than growth infrastructure?

Andrew sees this as a framing issue. Paid media is often positioned as growth. Email is positioned as maintenance. But the data does not support that hierarchy.

![Andrew King.png](https://res.cloudinary.com/mailmodo/image/upload/v1771503240/strapi/Andrew_King_2_391a123aa5.png)

In an environment of rising acquisition costs and tightening privacy regulation, underinvesting in owned channels is not conservative. It is strategically fragile. Email compounds. Paid media resets.

The brands that will win in the next cycle are not those that send more campaigns, but those that treat email as a strategic asset rather than a cost centre.

---

## Aiza Coronado
### The Subject Line Myth and the Strategy Ceiling

Aiza Coronado approaches email through the lens of messaging architecture and lifecycle psychology. Having optimized onboarding and revenue journeys across numerous SaaS brands, she looks beyond surface metrics.

So the continued emphasis on subject lines as the dominant performance lever surprised her.

Subject lines matter. But in her experience, they are rarely the primary constraint. Performance ceilings are more often rooted in offer clarity, segmentation depth, and behavioral timing. Optimizing the entry point without strengthening the journey beneath it produces diminishing returns.

She also reacted to the AI findings with cautious optimism. She is encouraged that marketers are offloading repetitive drafting work. That shift frees cognitive bandwidth.

But she believes the industry must level up.

AI should not only draft. It should analyze performance patterns, surface segmentation gaps, and challenge strategic assumptions.

![Aiza Coronado.png](https://res.cloudinary.com/mailmodo/image/upload/v1771487147/strapi/Aiza_Coronado_5f65be316e.png)

For Aiza, the most dangerous habit is over-reliance on generalized best practices. Real advantage lies in interpreting your own data. Subject lines are visible. Behavioral intent is structural.

The brands that outgrow the subject-line obsession will outgrow their competitors.

---

## Jon Farah
### When Everyone Is Fast, Judgment Becomes Scarce

Jon Farah has spent over a decade working with Fortune 50 brands before building LifecycleX, where he maps and scales lifecycle systems for hyper-growth SaaS companies. His work lives in the operational weeds — trial-to-paid flows, activation friction, renewal orchestration.

He views the AI and automation findings through a different lens: execution speed is no longer rare.

Nearly 60% of marketers now use AI. Automation barriers are lower than ever. Tooling is democratized.

When everyone can move fast, speed stops being differentiation.

The advantage shifts to interpretation. To disciplined experimentation. To understanding how each tool fits a specific customer base rather than copying industry playbooks.

![Jon Farah.png](https://res.cloudinary.com/mailmodo/image/upload/v1771487167/strapi/Jon_Farah_6216abc814.png)


Jon believes lifecycle maturity will separate leaders from followers. Not the presence of automation — but the intentional mapping of friction points, drop-offs, and behavioral triggers.

In a world of instant production, thoughtful iteration becomes the scarce asset.

---

## Des Brown
### Revenue First. Infrastructure Always.

Des Brown approaches email from a commercial vantage point. As Commercial Lead at Prebo Digital, he sits directly between performance metrics and business accountability.

The data on authentication gaps and uneven monitoring did not surprise him — but it did concern him.

Teams often want revenue impact without consistently prioritizing infrastructure. Deliverability is treated as technical hygiene rather than commercial protection.

For Des, email is not primarily a creative channel. It is a revenue engine.

![Des Brown (1).png](https://res.cloudinary.com/mailmodo/image/upload/v1771487143/strapi/Des_Brown_1_bcbc79c9f0.png)

Volume without clarity erodes trust. Silence without segmentation achieves little. Infrastructure without monitoring creates volatility.

The brands that outperform are not necessarily the loudest. They are the most deliberate. They understand cadence, protect reputation, and treat deliverability as an asset, not an afterthought.

---

## Kath Pay
### Trust Is Structural, Not Sentimental

Kath Pay, CEO of Holistic Email Marketing and long-time advocate of psychology-driven strategy, interpreted the findings through the lens of trust.

For her, trust is not an abstract brand value. It is measurable.

It shows up in authentication discipline. In testing rigor. In behavioral alignment. In lifecycle cohesion.

The authentication awareness gaps stood out immediately. If marketers do not know their IP configuration or authentication status, infrastructure has not yet been fully reframed as strategic.

![Kath Pay (2).png](https://res.cloudinary.com/mailmodo/image/upload/v1771487144/strapi/Kath_Pay_2_ec7b88d889.png)

Kath sees the industry standing at a structural inflection point. AI accelerates production. Interactive formats promise friction reduction. ROI confidence remains high.

But without disciplined governance and psychological alignment, those gains remain fragile.

Trust is not built through reduced frequency alone. It is built through consistent relevance and evidence-based refinement.

Email, in her philosophy, is a managed relationship ecosystem.

---

## Final Editorial Close

What these five perspectives reveal is not disagreement, but emphasis.

Andrew challenges misallocated budgets.  
Aiza challenges surface-level optimization.  
Jon challenges shallow experimentation.  
Des challenges infrastructural complacency.  
Kath challenges strategic inconsistency.

The tools are no longer scarce. Capability is widespread. Adoption is high.

What remains uneven is integration.

And that — more than any individual statistic — defines the next competitive edge in email marketing.


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      Email Marketing Insights
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    >What 80+ email marketers want you to know going into 2026</p>
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> What's low effort for marketers is a heavy lift for subscribers. That's the fast path to losing subscribers and brand trust. <br> — [Auroriele Hans](https://www.linkedin.com/in/auroriele-hans-b2b-saas-email-strategist-and-conversion-copywriter/), AuthorityScribe Inc

> Emails that respect a 6-second reading window outperform longer drafts every single time. One idea, one action, roughly 120 to 150 words total. <br> — [Lo Choe](https://www.linkedin.com/in/lo-choe-90a89166/), Aura Fire Safety

> Going into 2025, email marketers should stop chasing tricks and start focusing on consistency. If your email saves someone time or helps them make a decision, it's already doing its job. <br> — [Konstantin Vashkevich](https://www.linkedin.com/in/konstantin-vashkevich/), RedTrack.io

> Focus on lifecycle programs, not isolated email campaigns. Map the lifecycle from first signup to repeat purchase, then design triggered journeys per stage using real-time behavioral data. <br> — Veljko Ristić, Mailtrap
> AI-powered segmentation is making campaigns more precise and impactful than ever. Just remember — AI should amplify strategy, not run it unchecked. <br> — [Robert Brandl](https://www.linkedin.com/in/robertbrandl), EmailTooltester

> In 2025, every email marketer will be making a 'credibility' decision with each send — their audience will identify automation quickly, in less than 10 seconds in most cases. <br> — [Brian Clark](https://www.linkedin.com/in/brian-clark-19b0bb4a/), United Medical Education

> Check your deliverability constantly, use past data to create benchmarks for your brand, and try something new this year. <br> — Marcos

> Use AI as a force multiplier, not just for speed of production, but to generate more effective emails. As your industry becomes more competitive, this will be your edge. <br> — [Amit Raj](https://www.linkedin.com/in/link-building-expert/), The Links Guy

> Email authentication is now a prerequisite for participation, not a competitive advantage. Brands that treat authentication as a one-time setup are quietly losing visibility, while those that manage it as a living system protect their reputation, improve inbox placement, and scale safely. <br> — Dalton Vang, Power Deliverability

> Boring emails don't cut it. Emojis, memes, even voice notes — try new formats. Be the brand they want in their inbox, not the one they swipe past. <br> — [Patrick Beltran](https://www.linkedin.com/in/patrick-beltran), Ardoz Digital

> Your email funnel is only as strong as your onboarding flow. The first 72 hours post-signup are critical. Automate intelligently, and front-load value. <br> — [John Washer](https://www.linkedin.com/in/john-washer), Cabinets Plus

> Analyse everything! <br> — Aoife Brennan, Portobello Institute

> Treat restraint as a growth tool. Fewer emails with stronger intent tend to outperform constant noise. People felt respected rather than chased. <br> — Faisal Ahmed Hammadi, Power Your Curls


> Earn attention, don't demand it. Brands that treat email as a trust-based conversation rather than a sales blast will be the ones that win long term. <br> — [Jonathan Solis](https://www.linkedin.com/in/jonathan-solis/), Whisker Bark

> After the influx of 'AI slop' in 2025, it'll be critical to provide real value to recipients. Generic unpersonalized eNewsletters will only cause an avalanche of unsubscribers. <br> — Simona Paganetto, I'm Plastic Free

> Double down on content quality and repurpose email content to social. <br> — Renga Padmanabhan, Letterstack

> Build for retention, not just conversion. Acquisition-driven email programs don't work anymore. <br> — [Anirban Das](https://www.linkedin.com/in/contentanirban), Insideletter


> Mobile-first. Always. If it doesn't look good on a phone, it's already trashed. <br> — [Craig Focht](https://www.linkedin.com/in/craig-focht), All Pro Door

> AI for copy will get better, but prune hard and write for intent. Spend time dialing in your ICP, then send personalized emails that target each one. <br> — [Eric Turney](https://www.linkedin.com/in/eric-turney/), The Monterey Company

> Start using email as a feedback channel, not just a broadcast one. When people feel heard, they're more likely to stay engaged and trust what you send. <br> — [Peter Barnett](https://www.linkedin.com/in/peter-barnett-897788190/), Action1

> Think less about how an individual email performed, and more about how your daily motion affected a user's experience in their lifecycle journey with your brand. <br> — [Will Pearson](https://www.linkedin.com/in/willpearson1), Scalero

>Base your strategy on audience engagement. It not only helps you get to the inbox and stay there, but also helps you define how to adjust your email strategy in accordance with what your audience is doing. <br> — [Des Brown](https://www.linkedin.com/in/desbrownsa), Email Expert Africa

> The smartest email you can send is the one that pushes a hot lead over the finish line. If your email funnel cannot track revenue tied to send dates, you are still treating it like a newsletter. <br> — [Blake DeWitt](https://www.linkedin.com/in/blake-d-7a1735202/), Investorade

> For email think in visual chunks of 3 to 5 lines with spacing that mimics how the retina prefers to scan. <br> — Gregg Feinerman, MD, FACS, Feinerman Vision

> Every message should tie back to impact. Donors want to know their contributions matter. Show them how they're changing lives, one email at a time. <br> — [Jason Velez](https://www.linkedin.com/in/jason-velez-a5836b398/), Creekside Metal Handrails

> Stop screaming BUY NOW in every subject line. Your audience is smart. Treat them like friends, not ATMs. Tell stories, drop value, and earn the right to pitch. <br> — [Eric Croak, CFP](https://www.linkedin.com/in/ecroak/), Croak Capital

> Most of your conversions are hiding in subgroups you're not targeting properly. Think micro-segments based on behavior, not demographics. <br> — [Danny Niemela](https://www.linkedin.com/in/danny-niemela-27b46a30/), ArDan Construction

> Every email trains ISPs how to treat your next one. Send value-driven messages with intent — optimisation beats volume every time: send less, matter more. <br> — [Phil Newton](https://www.linkedin.com/in/og-phil-newton/), G2

> Email marketing is still the top converting marketing channel full stop. It has the highest R.O.I. for most sectors. Therefore, it is worth investing in for most businesses. <br> — [Ronan Hickey](https://www.linkedin.com/in/ronanhickey/), The Marketing Consultant

> If I were running email in 2025, I would ditch the push and double down on permission. Emails should feel like they were meant for one person, not a crowd. Anything else goes straight to trash. <br> — Blaz Korosec, Medical Director Co.

> Forget optimizing pixels and start optimizing expectations. If you can get someone to look forward to your email instead of bracing for it, you already won. Think in terms of trust per email. <br> — [Guillermo Triana](https://www.linkedin.com/in/guillermo-triana-649688ab/), PEO-Marketplace.com

> In 2025, email marketing must focus on behavior-based automation. Understand customer journeys and trigger emails based on real-time actions. The era of generic blasts is over. Precision is performance. <br> — [Dr. Christopher Croner](https://www.linkedin.com/in/christophercroner/), SalesDrive



> Relevant quality content is vital for email marketing. Email marketing converts extremely well when content is relevant and beneficial to the individual recipient. <br> — [Gerry Finn](https://www.linkedin.com/in/gerry-finn-7460b3325/), Beeline Healthcare







> Email marketers in 2025 should focus on data integrity, personalization, and trust. Clean lists, behavior-driven segmentation, and transparent communication are the pillars that will keep engagement strong. <br> — [Chris M Walker](https://www.linkedin.com/in/superstarseo/), Legiit









> People notice the copy, believe it or not. Remove the mindset that AI = copy, and that people don't read. <br> — [Noel Salazar](https://www.linkedin.com/in/noelsalazar86), Slice of Life


> Most emails feel like they were stitched together by a calendar invite and a sales quota. Drop the corporate voice and sound like someone who knows me. <br> — [Tyler Hull](https://www.linkedin.com/in/tyler-hull-5b2238158/), Modern Exterior

> Treat your email list as a true community. The brands that will stand out are those that use email to build relationships, tell authentic stories and deliver real value beyond promotions. <br> — Gon, [Portraits de Famille](https://portraitsdefamille.com/)

> AI won't replace strategy. It will help with data, production, and scaling — but we'll need to write for AI first, so AI can accurately summarize our message for the real end recipients. <br> — [Anna Levitin](https://www.linkedin.com/in/annalevitin/), DoorLoop

> Treat email validation as part of your strategy — not as a technical afterthought. Always verify your list before launching a campaign — not after. <br> — Matt Arriens, Email Sanitizer

> Try personalization without scale. Send 30 emails to high-quality leads and build real context around each one — that's what makes an email feel genuinely relevant. <br> — [Zach Fertig](https://www.linkedin.com/in/zfertig/), Property Leads

> It's not enough to include 'FirstName' in the subject line. Figure out what parts of your emails are converting the highest by looking at the data, make adjustments, rinse and repeat. <br> — Michael Greene, Xome

> The companies that view email as a financial system versus a branding channel will perform better — controlled segmentation, predictable cadence, and documenting approval processes minimize compliance risk. <br> — Kira Byrd, Curl Centric

> Approach email marketing always with the recipient in mind, and be authentic and empathetic. New tools like AI are there to help us be more efficient, but we should still stay human. <br> — [Radek Kaczynski](https://www.linkedin.com/in/radoslawkaczynski), Bouncer



> Send fewer emails, but make each one more useful, personal, and relevant. Write like a human, not a brand — emails that feel honest, timely, and helpful will always perform better than overly automated messages. <br> — [Monica Panait](https://www.linkedin.com/in/monica-adriana-panait), Brizy.io


> The era of 'Hi [First Name]' is dead. Stop building static workflows and start building dynamic data loops. Personalization now means triggering emails based on context, not just clicks. <br> — [Nikolas Margaritis](https://www.linkedin.com/in/nikolasmargaritis), Mentionlytics

> Stop treating email as a broadcast channel and start treating it like a conversation. If you're just blasting offers instead of creating original, valuable content that invites replies, you're not going to win. <br> — Yasmim Mayumi Hayashi Lahud, Resquared

> Cut the clever and go straight for the close. The subject line and CTA need to match, and the value needs to be obvious in the first five seconds. <br> — Jen Adams, Texas Academy of Medical Aesthetics

> Behavioral data is far more profitable than personal details. Email content that follows decision logic beats emails that sprinkle a first name at the top. <br> — [Aaron Jakel](https://www.linkedin.com/in/aaron-jakel/), Bubblegum Roofing

> Think more like editors than advertisers. Every email should have one clear idea and one clear action — not five promotions at once. <br> — [Ilya Telegin](https://www.linkedin.com/in/ilya-telegin-291b79205/), Improvado

> Segment the life out of your list, score contacts aggressively, and treat your highest-intent subscribers almost like ABM accounts. The list funds discovery; the top tier deserves real investment. <br> — Ernest Bio Bogore, Analyze



> Authenticity will outperform perfection. Polished brands are losing ground to honest ones. Marketers who win will be the ones who feel human, not the loudest. <br> — Denise Irving, The Counter Life

> Marketers who balance innovation with fundamentals like deliverability, accessibility, and value-driven content will be best positioned for long-term success. <br> — [Chris M Walker](https://www.linkedin.com/in/superstarseo/), Legiit

> Experimentation is key: A/B testing, seeing what works, constant analysis, drawing conclusions, and adjusting strategy accordingly. Just because something worked once doesn't mean it will continue working in a dynamic environment. <br> — [Lucyna Polok](https://www.linkedin.com/in/lucyna-polok-copywriter-seo-storyteller/), Octolize

> Treat your email marketing list as a living supply chain. Your true goal is not merely sending emails but establishing long-lasting relationships that deliver results over several years. <br> — [Jesse Singh](https://www.linkedin.com/in/jssesingh/), Maadho

> Experimenting without intent is just noise. The smartest email marketing teams will experiment aggressively, but selectively — guided by a clear vision of the brand they're trying to build. <br> — Sarrah Pitaliya, Radixweb

> Most companies spend 90 percent of their energy on formatting and layout. That time should go into writing the first five words so well that someone actually reads the next five. <br> — [Kiara DeWitt, RN, CPN](https://www.linkedin.com/in/kiara-dewitt-injectco/), Injectco

> Email should be leveraged as a large stake owner in your omnichannel strategy. <br> — [Ryan Scanlon](https://www.linkedin.com/in/ryan-scanlon31//), Organically

> Treat email as a long-term relationship channel: consistent value, clear consent, and authentic messaging will outperform aggressive tactics every time. <br> — [Colleen Barry](https://www.linkedin.com/in/colleenkbarry/), Ketch

>The brands that win will be the ones that treat email as a relationship channel, not a distribution channel. <br> — [Amir Husen](https://www.linkedin.com/in/amirhusenjihad), ICS Legal

> AI is today's Aladdin's Genie: powerful, fast, and obedient — but only those who ask the right questions will see their wishes transform into results. <br> — [Rida Ejaz](https://www.linkedin.com/in/rida-ejaz), Haloleads Digital

> A smaller, active list will always outperform a large, silent one. Treat re-engagement emails seriously — sometimes removing inactive users is healthier than keeping a big list. <br> — [Emelie Linheden](https://www.linkedin.com/in/emelie-linheden/), Younium



>When your emails are landing in the promotions or updates folder, you're still losing out. Always target to get your emails delivered in the primary inbox. <br> — Derrick Theophilus, Boundary Agency



> Proof and edit AI-written copy so that it's not obviously AI-written copy. <br> — Peter Atkinson, PIPSC

> The real battle now is not attention — it is doubt. When a reader feels safe and understood, action follows without force. <br> — Nats, Inbox and Beyond

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      About This Report
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***Disclaimer:** All data presented in this report is based on responses collected through our 2026 survey and aggregated platform benchmarks. The findings represent directional insights derived from real-world practitioners and usage patterns.*

*While every effort has been made to clean, validate, and analyze the data carefully, this report is intended to provide industry guidance, not universal standards. Email performance varies significantly by industry, audience maturity, infrastructure, and business model.*

*We strongly recommend contextualizing these findings within your own environment before applying benchmarks or conclusions. If you have any questions about the data or methodology, you can reach us directly at [aquib@mailmodo.com](mailto:aquib@mailmodo.com).*


## How the Survey Was Conducted

The State of Email 2026 survey was distributed through a combination of owned, partner, and community-led channels to ensure diversity in responses.

Distribution channels included:

-   Social media platforms
    
-   Email campaigns
    
-   SaaS and marketing communities
    
-   Industry forums
    
-   Events hosted or supported by Mailmodo
    
-   Creator and expert partner networks
    

The survey targeted:

-   Email marketers
    
-   Growth leaders
    
-   Marketing heads
    
-   Founders
    
-   RevOps professionals
    
-   Lifecycle and CRM specialists
    

In addition to general practitioners, we invited thought leaders and domain experts to review the data and provide contextual commentary.

In total, we collected responses from 94+ professionals across roles, geographies, and company types. The data was compiled, deduplicated, cleaned, and analyzed by our in-house research team.


## What did the survey covered

The survey included 30+ structured questions exploring the operational, strategic, and technical dimensions of email marketing.

Core areas included:

-   Company and business demographics
    
-   Email program maturity and structure
    
-   Automation and lifecycle usage
    
-   AI adoption and workflow integration
    
-   Deliverability and infrastructure monitoring
    
-   Performance metrics tracked
    
-   Personalization and interactive adoption
    
-   Send cadence and frequency
    
-   Revenue attribution and ROI confidence
    
-   Challenges facing email teams
    
-   Expected shifts over the next 12–24 months
    

The objective was not simply to capture tactics, but to understand how email is being positioned and governed inside modern organizations.

## Who took the survey

The respondent base reflects a broad cross-section of the email ecosystem.

Nearly half of respondents hold senior leadership positions, including founders, CEOs, and heads of marketing. The remainder includes lifecycle leaders, CRM managers, growth specialists, and product marketers.

Geographically, responses span North America, Europe, Asia-Pacific, and emerging SaaS markets, offering a global perspective on how email is managed across regions.

Company profiles vary significantly:

-   Early-stage startups and SMB-focused products
    
-   Mid-market SaaS platforms
    
-   Enterprise-serving organizations
    
-   D2C and ecommerce brands
    
-   Martech, AI/ML, fintech, and developer tool companies
    

This distribution ensures that the insights reflect a spectrum of maturity levels and business models — from high-volume consumer brands to complex B2B lifecycle environments.

### Our contributors

| | Contributors | |
|---|---|---|
| [Aaron Jakel](https://www.linkedin.com/in/aaron-jakel/) | [Aaron Wertheimer](https://www.linkedin.com/in/aaronwertheimer1/) | Aiza |
| Allan Ngo | [Amit Raj](https://www.linkedin.com/in/link-building-expert/) | [Amir Husen](https://www.linkedin.com/in/amirhusenjihad) |
| [Anamika Kalwan](https://www.linkedin.com/in/anamika-kalwan) | [Andrian Valeanu](https://www.linkedin.com/in/valeanu/) | [Anirban Das](https://www.linkedin.com/in/contentanirban) |
| [Anna Levitin](https://www.linkedin.com/in/annalevitin/) | Aoife Brennan | [Auroriele Hans](https://www.linkedin.com/in/auroriele-hans-b2b-saas-email-strategist-and-conversion-copywriter/) |
| Blaz Korosec | [Blake DeWitt](https://www.linkedin.com/in/blake-d-7a1735202/) | [Brian Clark](https://www.linkedin.com/in/brian-clark-19b0bb4a/) |
| [Cal Singh](https://www.linkedin.com/in/cal-singh-b542a7171) | Callie Anderson | [Chris M Walker](https://www.linkedin.com/in/superstarseo/) |
| [Colleen Barry](https://www.linkedin.com/in/colleenkbarry/) | [Craig Focht](https://www.linkedin.com/in/craig-focht) | Dalton Vang |
| [Danny Niemela](https://www.linkedin.com/in/danny-niemela-27b46a30/) | Denise Irving | Derrick Theophilus |
| [Des Brown](https://www.linkedin.com/in/desbrownsa) | [Dr. Christopher Croner](https://www.linkedin.com/in/christophercroner/) | Dr. James Chao |
| [Emelie Linheden](https://www.linkedin.com/in/emelie-linheden/) | [Eric Croak, CFP](https://www.linkedin.com/in/ecroak/) | [Eric Turney](https://www.linkedin.com/in/eric-turney/) |
| [Erin Hendricks](https://www.linkedin.com/in/erin-hendricks-9a658690/) | Ernest Bio Bogore | Fabian Maume |
| Faisal Ahmed Hammadi | Faiza | Fred Mosquida |
| [Gerry Finn](https://www.linkedin.com/in/gerry-finn-7460b3325/) | [Gon](https://portraitsdefamille.com/) | Gregg Feinerman, MD, FACS |
| [Guillermo Triana](https://www.linkedin.com/in/guillermo-triana-649688ab/) | [Harry](https://www.linkedin.com/in/harry-kerry-grant) | [Ilya Telegin](https://www.linkedin.com/in/ilya-telegin-291b79205/) |
| Jen Adams | [Jason Velez](https://www.linkedin.com/in/jason-velez-a5836b398/) | [Jesse Singh](https://www.linkedin.com/in/jssesingh/) |
| [John Washer](https://www.linkedin.com/in/john-washer) | [Jonathan Solis](https://www.linkedin.com/in/jonathan-solis/) | Keith Brooks |
| [Kiara DeWitt, RN, CPN](https://www.linkedin.com/in/kiara-dewitt-injectco/) | Kieran Sheridan | [Kiril Tashev](https://www.linkedin.com/in/kiril-tashev/) |
| [Kira Byrd](https://www.curlcentric.com/) | [Konstantin Vashkevich](https://www.linkedin.com/in/konstantin-vashkevich/) | [Lo Choe](https://www.linkedin.com/in/lo-choe-90a89166/) |
| [Lucyna Polok](https://www.linkedin.com/in/lucyna-polok-copywriter-seo-storyteller/) | Lynn Martinez | Manyi Zhang |
| Marcos | Matt Arriens | [Michael Greene](https://www.linkedin.com/in/michael-greene-marketing/) |
| [Mihir Doshi](https://www.linkedin.com/in/mihir-doshi-208b1119b/) | [Monica Panait](https://www.linkedin.com/in/monica-adriana-panait) | [Nathan Arbitman](https://www.linkedin.com/in/nathanarbitman/) |
| nats | [Nicky Zhu](https://www.linkedin.com/in/nicky-zhu-203073384/) | [Nikolas Margaritis](https://www.linkedin.com/in/nikolasmargaritis) |
| [Noel Salazar](https://www.linkedin.com/in/noelsalazar86) | [Patrick Beltran](https://www.linkedin.com/in/patrick-beltran) | [Peter Barnett](https://www.linkedin.com/in/peter-barnett-897788190/) |
| Peter Atkinson | [Phil Newton](https://www.linkedin.com/in/og-phil-newton/) | [Radek Kaczynski](https://www.linkedin.com/in/radoslawkaczynski) |
| Renga Padmanabhan | [Rida Ejaz](https://www.linkedin.com/in/rida-ejaz) | [Robert Brandl](https://www.linkedin.com/in/robertbrandl) |
| Romina | [Ronan Hickey](https://www.linkedin.com/in/ronanhickey/) | Ryan McCallister |
| [Ryan Scanlon](https://www.linkedin.com/in/ryan-scanlon31/) | Sarrah Pitaliya | [Scott Flores](https://www.linkedin.com/in/empireparkinglotservices/) |
| Simona Paganetto | [Tyler Hull](https://www.linkedin.com/in/tyler-hull-5b2238158/) | Veljko Ristić |
| [Victor André Enselmann](https://www.linkedin.com/in/victor-andr%C3%A9-enselmann) | [Will Pearson](https://www.linkedin.com/in/willpearson1) | [Yasmim Mayumi Hayashi Lahud](https://www.linkedin.com/in/yasmim-mayumi/) |
| [Zach Fertig](https://www.linkedin.com/in/zfertig/) | | |

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Read our report to get expert insights and email marketing benchmarks to improve your email marketing program in 2025.

State of Email<br/>  2026 Report

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The State of Email 2026

State of Email 2026

State of Email 2026 Report

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