Nearly one-fifth of marketing emails fail to reach recipient inboxes, according to the Sinch Mailgun’s Email Impact Report 2026. The report analyzed over 400 billion emails sent in 2025 and surveyed over 1,200 email senders, revealing that fewer than half of organizations can reliably track return on investment (ROI) from their email programs.
This gap between email’s potential and actual execution results in many businesses missing out on achievable returns. Email marketing continues to deliver strong returns, with 60% of companies that measure email ROI reporting returns exceeding $10 for every $1 spent. Over ten percent of these companies achieve returns as high as 40 times their investment.
However, many businesses send promotional emails without assessing their effectiveness. Kate Nowrouzi, VP of Deliverability at Sinch, stated, “Email delivers exceptional returns, but many organizations are not set up to capture its full value.” This lack of measurement leaves companies “flying blind” regarding their email performance.
AI adoption in email marketing is widespread, but its effectiveness varies significantly. The survey found that 41% of teams utilize AI for content generation, but only 23% believe AI has greatly improved their email programs. Nowrouzi noted that organizations using AI for optimization and segmentation are experiencing stronger results compared to those focused solely on content creation.
Concerns about the measurement gap deepen with the fact that nearly 18% of all marketing emails do not reach inboxes, complicating ROI tracking. Potential returns are at risk when messages are undelivered, with up to one-fifth of expected returns disappearing before they can be tracked accurately. Despite 78% of survey respondents acknowledging email’s importance to business success, ineffective delivery practices and weak ROI measurement remain persistent issues.
Despite these challenges, 79% of organizations intend to maintain or increase their email investment. This indicates a recognition of email’s value, even in the face of existing tracking and execution gaps. Tools for improving email tracking and deliverability have been identified but are often underutilized. The data suggests that businesses that engage in robust measurement of email returns are reaping significant benefits.
As companies increasingly prioritize email marketing, the focus on tracking ROI and improving deliverability remains essential for maximizing returns. “For a channel that delivers exceptional returns when done right, leaving money on the table through poor tracking and deliverability is a choice, not a necessity,” said Nowrouzi. Organizations still flying blind on ROI face a crucial decision regarding investment in proper tracking methods.
