Key Takeaways:
- Sinch Mailgun’s Kate Nowrouzi details how B2B email is shifting from isolated campaigns to an always-on engagement channel, with deliverability, clean data and relevance driving performance.
- B2B marketers should look beyond open rates and measure email by its impact on engagement quality, pipeline progression, deal acceleration and customer retention.
Email marketing is no longer defined by one-off campaigns and fixed send schedules for B2B organizations. It is becoming an always-on engine for engagement, shaped by how well brands can reach the inbox, maintain clean data, deliver relevant experiences, and connect every send to real business outcomes.
That shift matters now because B2B marketers are facing higher expectations from both buyers and the inbox itself. Audiences want timely, useful communication that reflects their behavior and intent, while mailbox providers are placing greater weight on sender practices and engagement signals. At the same time, AI is giving teams new ways to optimize timing, segmentation, and content at scale. Success now depends on looking beyond legacy indicators and understanding how email contributes to engagement quality, pipeline movement, and long-term customer value.
To address these issues, we talked with Kate Nowrouzi, VP, Email Evangelist and Product Strategy, Sinch Mailgun, on the recent findings of their Email Impact Report 2026. Kate shares her perspective on what it takes to build stronger email programs in 2026, the growing role of AI-powered personalization, and the need for marketers to measure email ROI in ways that reflect broader business impact.
Demand Gen Report (DGR): Kate, thanks for taking time out of your schedule to talk to us. What are the most significant trends in email marketing for 2026? What are the key takeaways from the 2026 Email Impact Report for B2B professionals?
Kate Nowrouzi: Thanks for asking. The biggest trend we’re seeing is that email is evolving from a campaign-driven channel into a continuous engagement channel. B2B buyers are more self-directed than ever, and email is one of the few owned channels where brands can meet them with relevant, timely communication throughout that journey. The Email Impact Report makes it clear that performance is no longer driven by volume alone. It’s about how well deliverability, data quality, and personalization work together. The highest-performing teams are those treating email as part of a broader, always-on strategy, not just a series of isolated sends.
DGR: What are the top benchmarks for email open rates in 2026?
Nowrouzi: Open rates still provide directional insight, but they’re becoming less reliable as a primary KPI due to privacy changes and evolving inbox protections. In most industries, we’re seeing strong programs land in the 20–30% range, but that number on its own doesn’t tell the full story. What matters more is whether those opens translate into meaningful engagement, whether that’s clicks, conversions, or contribution to pipeline. The shift we’re seeing is toward measuring quality of engagement over surface-level visibility.
What Are Common Email Deliverability Pitfalls B2B Marketers Should Avoid
DGR: Why is email deliverability considered “extremely important” by half of surveyed senders?
Nowrouzi: Deliverability is foundational. If your message doesn’t reach the inbox, it doesn’t matter how strong your content or targeting is. What’s changed is that inbox providers are becoming more sophisticated, using engagement signals and sender behavior to determine placement. That means deliverability is no longer just a technical consideration, it’s a strategic one. It directly impacts revenue because it determines whether your audience ever sees your message in the first place.
DGR: What are the common pitfalls in email deliverability that B2B marketers should avoid?
Nowrouzi: The most common pitfalls tend to come down to consistency and discipline. Poor list hygiene, sending to unengaged audiences, and irregular sending patterns can all damage sender reputation over time. Another major issue is prioritizing volume over relevance. If you’re focused on reach without considering engagement, you’re likely hurting long-term performance. Marketers also often underestimate the importance of proper authentication and domain management. Deliverability is something that has to be maintained continuously, not fixed after issues arise.
DGR: What are the key factors influencing email ROI in 2026? How can B2B marketers effectively measure email ROI?
Nowrouzi: Email ROI today is driven by a combination of deliverability, targeting precision, and timing. You need to reach the inbox, reach the right audience, and reach them at the right moment. If any one of those is off, performance suffers. Measuring ROI effectively requires connecting email activity to broader business outcomes, not just campaign metrics. That means looking at how email contributes to pipeline progression, deal acceleration, and customer retention over time. It’s less about isolated performance and more about email’s role across the entire buyer journey.
How is AI Shaping the Future of Email Marketing?
DGR: What are the most effective ways to use AI to optimize email campaigns?
Nowrouzi: AI is most effective when it’s applied to areas where scale and complexity intersect. That includes optimizing send times, identifying high-value audience segments, and generating or testing variations of content. It also plays a growing role in analyzing engagement data in real time, allowing marketers to adjust campaigns dynamically. The key is using AI to enhance decision-making, not replace it, especially in areas where context and brand voice still matter.
DGR: How is AI shaping the future of email marketing? What role does AI play in creating personalized and conversational email experiences?
Nowrouzi: AI is fundamentally changing how email experiences are delivered. We’re moving away from static, pre-built journeys and toward more adaptive, responsive communication. AI allows marketers to tailor content and timing based on real-time signals, which creates a more conversational feel. Instead of sending a fixed sequence, brands can respond to behavior as it happens. That’s what enables true one-to-one personalization at scale, which is increasingly what B2B buyers expect.
Best Email Practices in 2026 Explained
DGR: How can B2B marketers adapt their email strategies to evolving customer expectations?
Nowrouzi: B2B buyers now expect the same level of relevance and immediacy they experience in B2C interactions. To meet that expectation, marketers need to move beyond batch-and-blast approaches and focus on behavior-driven communication. That means leveraging better data, aligning messaging with buyer intent, and ensuring email is integrated with other channels. It’s also about respecting attention. Sending fewer, more relevant emails will outperform higher-volume strategies that don’t add value.
DGR: How can B2B organizations ensure their email programs remain scalable and effective?
Nowrouzi: Scalability depends on having a strong foundation. That includes clean, well-managed data, consistent sending practices, and infrastructure that supports high deliverability. From there, automation and AI can help extend reach without sacrificing personalization. The challenge is balancing efficiency with relevance. The organizations that get this right are the ones that build systems capable of adapting as their audience and data evolve.
DGR: What are the best practices for improving inbox placement rates?
Nowrouzi: Improving inbox placement starts with maintaining a strong sender reputation. That means authenticating your domain, keeping lists clean, and consistently engaging with active recipients. Beyond that, engagement itself is a key driver. Inbox providers are increasingly prioritizing emails that recipients open, click, and interact with. That makes relevance critical. The more your audience values your emails, the more likely they are to consistently reach the inbox.
