If your organization wants to understand email’s true impact on business results, knowing your return on investment (ROI) from the channel is key. But here’s the thing…

Measuring email ROI isn’t easy. Plenty of senders are unable or aren’t trying to do so. Those who are evaluating email ROI calculate it in different ways.

Digital customer journeys have many touchpoints. That makes attribution tricky at best. In this chapter, we’ll take a closer look at the reality of email ROI and offer some advice for measuring email’s impact in your company.

More than 400 billion emails don’t lie. Sinch Mailgun analyzed sending data across the top ten industries by send volume to give you the clearest picture yet of where email performance stands in 2025.

Email deliverability looks simple on the surface. You either reach the inbox or you don’t. But anyone responsible for email at scale knows it’s rarely that straightforward.Email deliverability looks simple on the surface. You either reach the inbox or you don’t. But anyone responsible for email at scale knows it’s rarelEmail deliverability looks simple on the surface. You either reach the inbox or you don’t. But anyone responsible for email at scale knows it’s rarely that straightforward.

Behind every successful send is a complex mix of infrastructure, authentication, reputation management, and more. Beyond the technicalities, deliverability is a strategic investment in customer communication.

In this chapter, we’ll find out why half of the senders we surveyed call email deliverability “extremely important.” Plus, get clear advice on how to maximize your organization’s inbox placement.y that straightforward.

While it’s true that AI offers a lot of promise for conversational customer experiences through other channels, it’s also shaping the future of email in significant ways.

Throughout this chapter, we’ll find out how senders are using AI to optimize and enhance their email programs. Plus, where are organizations investing in email in the age of AI?

Email has earned its place as one of the most reliable, measurable, and scalable channels in digital customer communications.  

It drives real business outcomes, supports critical moments in the customer journey, and continues to adapt as expectations and technology evolve.  So, what’s your next move? 

Let’s recap some of what we’ve learned… 

Sinch Mailgun fielded this research from late September through early November 2025. The survey included users of Sinch email brands (Mailgun, Mailjet, and Email on Acid) as well as a custom panel of high-volume senders in the U.S., U.K, France, Germany, and Spain.