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The inbox is changing. And the metrics marketers rely on are changing with it.
In Q2, promotional email engagement remained resilient, while triggered campaigns continued to lose click momentum as marketers expanded automation into new use cases. At the same time, AI-powered inbox experiences are giving Gmail and Yahoo more control over how messages appear before the open—raising the stakes for relevance, creative, and clear brand signals.
Meanwhile, SMS performance remains steady, with delivery improving and unsubscribe rates declining.
And for the first time, this report expands its benchmark analysis to include European email performance, giving marketers a broader view of how engagement is evolving across markets.
The Q2 2026 Email & SMS Marketing Benchmark Report analyzes performance data from April 1–June 30, 2026, across retail, travel, financial services & insurance, and media.
Discover how AI-driven inbox features from Gmail, Yahoo, and Apple are reshaping email deliverability—and what strategies marketers must adopt to stay ahead.
Forrester has named Zeta a Leader among email service providers in the Q1 2026 EMSP Wave. Learn more.
Discover why Zeta’s Bryan Seltzer believes email marketing is the future of customer acquisition, powered by identity, intent data, and AI.
The Zeta Marketing Platform features industry-leading ESP, CDP, data + identity to enable omnichannel activation at scale. With the ESP, you can create enhanced email and mobile customer experiences with AI-powered personalization.