News - Despite its high potential, businesses struggle with tracking the return on investment (ROI) of email marketing.

Despite email marketing's reputed high returns, a significant number of organizations are unable to accurately track the impact of their email campaigns, according to the Sinch Mailgun's Email Impact Report 2026. The report highlights a concerning trend, where less than 50% of businesses can confidently measure their email program's return on investment. Email marketing remains a powerful tool, with companies who track ROI reporting up to 40x returns on investment. Still, the majority of businesses risk missing out on this potential due to inadequate measurement practices. The underutilization of AI in email marketing highlights an opportunity for improvement. While 41% of organizations utilize AI for content generation, only a minority engage AI in more impactful areas such as optimization and segmentation, where the potential for better results lies. Poor deliverability further compounds tracking challenges, with 18% of marketing emails failing to reach inboxes. Even with perfect tracking, companies face potential losses if emails are not seen. While 78% of businesses recognize email as crucial to their success, a surprising number continue to operate without robust tracking methods, leading to inefficiencies and unclaimed revenues. Persistent gaps in tracking and deliverability beg the question: why aren't businesses making the necessary adjustments? The tools for effective email campaign management are available, yet adoption remains inconsistent. The report's findings highlight the necessity for businesses to invest in proper tracking and optimization techniques to fully capitalize on email marketing's potential. Moving forward, those who manage to bridge the measurement gap are likely to experience significant benefits. Stay updated by following TechRadar on Google News for expert insights, reviews, and analyses.