Email remains the central communication channel in digital marketing – but the requirements for successful campaigns are increasing noticeably. Increasing mailing volumes, legal requirements for accessibility, growing expectations for personalisation, and technical hygiene factors such as deliverability are presenting marketers with new challenges. At the same time, it is becoming clear that relevant, data-driven, and technically sound communication determines whether messages are received, noticed, and have an impact. The following facts show what will really matter in marketing in 2026.
Fact 1:
According to Statista, the number of emails sent and received worldwide is rising steadily. By 2024, it had already reached 361.6 billion per day – and the trend is rapidly increasing. Email is and remains the backbone of digital communication.
Source: Statista, Prognose weltweites E-Mail-Volumen 2021–2028
Fact 2:
The Accessibility Enhancement Act (BFSG) has been in force since June 2025. Nevertheless, only a few mailings meet the requirements. Common problems include poor contrast, lack of screen reader compatibility and excessively long content. This is the conclusion reached by the study ‘Email Marketing Benchmarks 2025’ by absolit.
Source: E-Mail Marketing Benchmarks 2025, absolit
Fact 3:
According to the bvik Trend Barometer, 69% of marketers expect hyper-personalisation to become the new standard. Personalisation goes far beyond simply addressing customers by name. Relevant content tailored to behaviour, interests and customer journey is becoming a key differentiator in the competitive landscape.
Source: bvik Trendbarometer 2025
Fact 4:
73% of customers expect companies to know their needs. Personalised communication is no longer optional, but an expectation. In B2B, understanding the customer is decisive for sales in 89% of cases. Those who do not centrally collect and utilise relevant data lose access to their target group – often before the dialogue even begins. This is the conclusion of the study ‘Handelskraft Trendbuch 2025’ by High Five.
Source: Handelskraft Trendbuch 2025, High Five
Fact 5:
According to absolit’s ‘Email Marketing Benchmarks 2025’, 54% of companies fail to meet basic requirements. SPF, DKIM and DMARC are no longer just nice-to-haves. Nevertheless, over half of companies do not meet all the criteria for good deliverability – with a direct impact on reach and performance.
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