State of Email

The core of State of Email is benchmark data collected from thousands of campaigns. It covers the metrics marketers track most, from open and click rates to return on investment, and breaks them down so you can see how performance shifts across senders. According to Mailmodo, the 2025 data showed 76% of companies improving email ROI, with more than half reporting gains above 200%. That kind of range gives you a realistic band to compare against instead of a single headline number.

Every edition pulls commentary from people who run email for a living. The 2026 report gathers more than 130 experts and asks them what worked and what didn't in the prior year. You get their takes on deliverability, subject lines, personalization and the tactics they abandoned. The value sits in the specifics, since a practitioner explaining a tactic that failed is more useful than a list of best practices.

The report adds an AI layer that answers questions about its own content. Instead of scrolling to find the benchmark or stat you need, you ask a plain-language question and get a direct answer drawn from the data. It is a practical shortcut for anyone who wants one number without reading the full document. The answers stay limited to what the report covers.

Beyond the numbers, each edition packs in practical guidance for the year ahead. The tips come from experienced marketers and focus on improving campaign performance, from tightening segmentation to sharpening subject lines. They read as advice from people who have tested it, not generic checklists, which is what makes them usable when you're planning.

State of Email is organized around the questions email marketers actually ask, like how their open rates compare, what trends are rising and where ROI is heading. The benchmark sections lead, the expert commentary follows, and the AI layer fills in gaps. It works as a reference you dip into rather than a document you read once and shelve.

The report costs nothing and Mailmodo keeps past editions online. You can open earlier State of Email reports and trace how email marketing has changed over the years, from the emoji trend of 2022 to more recent shifts in deliverability and AI usage. Comparing editions over time is itself a way to spot where the industry is heading.