A new NP Digital chart reveals that 60% of marketers plan to maintain their email marketing budgets in 2026, while 23% will increase and 17% will decrease. The message is clear: email isn’t dying, but it’s shifting from a growth engine to a stability strategy. The smart play now is not to send more emails, but to send smarter ones.
What Marketers Should Take Away
- Email remains a reliable ROI channel, but growth depends on improving quality over quantity.
- Automation and personalization are key levers for keeping email performance strong in saturated inboxes.
- Budget increases should target tools and talent that make emails more relevant and timely.
Brands Investing Smarter in Email
Amazon refines its automated product recommendation emails to enhance user personalization and upsell relevance.
Shopify helps merchants automate segmented campaigns that adapt based on customer behavior.
HubSpot invests in AI tools that optimize newsletter content and send times for higher engagement.
Creative Variations
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