Раскрытие ROI от электронной почты: многие бизнесы все еще действуют вслепую

In an era where data drives decisions, the Sinch Mailgun's Email Impact Report 2026 highlights a perplexing gap in the business world: the inability of many organizations to measure the true return on investment (ROI) of their email marketing campaigns. Despite email's reputation as a high-performing channel, fewer than half of organizations track ROI effectively, according to the latest insights derived from over 400 billion emails sent in 2025 and a survey of over 1,200 email senders. This disconnection between potential and performance poses a significant missed opportunity for many businesses. At the core of this issue is a lack of comprehensive measurement tools and practices. Kate Nowrouzi, VP of Deliverability at Sinch, points out the disparity between the potential for substantial returns and the inadequate structures in place to realize those returns. For companies that do pursue effective tracking, the rewards are substantial: 60% report an impressive ROI of over $10 for every dollar spent, with some achieving as much as a 40 to 1 return, showcasing why email continues to be a powerhouse in marketing strategies. Yet, a considerable portion of businesses proceed with their email marketing efforts in the dark, missing out on the chance to optimize their campaigns and drive better outcomes. The reliance on basic AI applications for content generation doesn't suffice, as the real opportunities lie in utilizing AI for optimization and segmentation, avenues that remain underutilized. Despite 41% of teams employing AI for content creation, just about 23% report significant improvements. Compounding the issue is deliverability; nearly 18% of promotional emails miss the inbox entirely, further obscuring any clear assessment of their effectiveness. This failure not only hampers ROI measurement but also signifies potential losses in engagement and revenue. Despite recognizing email's critical role in business success, with 78% of respondents acknowledging its importance, organizations continue to neglect improvements in deliverability and measurement. Intriguingly, 79% of businesses intend to sustain or amplify their investment in email marketing, even with the current challenges in tracking and execution. This enthusiasm suggests a recognition of email marketing's value, but underscores the necessity for adopting advanced tracking technologies and strategies that could rectify current shortcomings. Whether companies will eventually bridge the ROI visibility gap remains an open question. However, those that currently prioritize and invest in robust tracking mechanisms gain a competitive edge, enjoying clearer insights and more substantial returns on their email marketing initiatives.