Sinch Mailgun Report: Companies Are Leaving Email Performance on the Table

Why It Matters

Deliverability lapses and under‑leveraged AI are costing enterprises significant revenue, prompting marketers to reassess email strategy and measurement practices.

Key Takeaways

• 18% of emails never reach inbox, risking up to 20% ROI loss
• 60% of firms see >$10 return per $1 email spend
• Only 46% say AI improves email speed and efficiency
• 41% use AI for content; 23% see no AI benefit
• 49% report year‑over‑year email performance gains

Pulse Analysis

Email remains a cornerstone of digital marketing, yet Sinch Mailgun’s 2026 report shows a stark deliverability shortfall. With nearly one in five messages landing outside the inbox, organizations risk forfeiting a sizable slice of the average 10‑to‑1 return on email spend. The data underscores the need for robust authentication, list hygiene, and real‑time analytics to close the gap between potential and realized revenue.

Artificial intelligence is reshaping email workflows, but its impact is uneven. While 41% of teams rely on AI for basic content generation, only 46% report tangible gains in speed or efficiency, and 23% see no benefit at all. The report finds that firms that extend AI to advanced tasks—such as send‑time optimization, audience segmentation, and deliverability monitoring—outperform peers, achieving higher open rates and conversion metrics. This suggests a maturation curve where strategic AI deployment, rather than superficial use, drives measurable performance.

For marketers, the findings translate into actionable priorities: tighten deliverability controls, invest in AI‑driven optimization, and adopt rigorous ROI measurement frameworks. Sinch’s broader ecosystem, powering over 900 billion interactions annually, positions it to offer integrated solutions that address these challenges. As 79% of respondents plan to maintain or increase email spend, vendors that can demonstrably improve inbox placement and AI‑enhanced outcomes will capture a growing share of the market.