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TheMarketingOrchestrationBenchmark

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Email marketing is the foundation of your customer relationships. But untargeted volume creates fatigue. This interactive benchmark shows you how your email program stacks up and reveals how top brands distribute marketing pressure across SMS, Push, WhatsApp, and Wallet.

.svg)](https://www.brevo.com/resources/brevo-marketing-benchmark/#)

Executive summary

Email is the foundation but not the entire relationship

As businesses scale, they tend to overload email. The result? Inbox competition rises and engagement drops. This benchmark answers two critical questions:

  1. Is your foundational email channel healthy?
    • Compare your stats against 30,000+ brands.
  2. Are you piling up channels, or orchestrating them?
    • See how top teams assign specific 'Jobs to be Done' to complementary channels when email isn't the right tool.

Key Findings

The biggest trends shaping engagement in 2026

  1. The Email Baseline: Email remains the anchor, but high-volume senders (≥1M/year) are seeing drops in CTR as inbox competition peaks.

  2. SMS as core channel for Urgency: SMS volume spikes exactly when inbox competition is highest. It’s not a duplicate channel; it’s an emergency bypass.

  3. The Shift to Engagement: Push acts as a steady, real-time engager, while Mobile Wallet is surging as a silent loyalty driver (+43% YoY).

  4. The Bottom Line: Brands don’t win with email alone; they protect it by assigning each channel a specific job.

Want actionable strategies to fix your channel pile-up?

.svg)](https://www.brevo.com/resources/brevo-marketing-benchmark/#)

Email marketing

Benchmark your performance

See how your program compares and where untapped potential awaits.

The foundation for customer relationships: Email Marketing

Benchmarking your KPIs helps you spot early signs of inbox fatigue.

What do these metrics mean?

  • Open rate: Measures initial attention and subject line effectiveness.
  • Apple MPP open rate: Open rate proxy to account for Apple's Mail Privacy Protection.
  • Click-through rate (CTR): A true indicator of intent and content relevance.
  • Unsubscribe rate: Your fatigue signal; a rising unsubscribe rate is your earliest warning sign of over-communication.

Industries Comparisons

  • Banking & Financial Services
  • Ecommerce
  • Education
  • Energy & Utilities
  • Entertainment
  • Government & Public Administration
  • Healthcare & Wellness
  • Hospitality & Food Services
  • Information Technology & Software
  • Insurance
  • Manufacturing Automotive & Construction
  • Marketing Advertising & Communications
  • Media
  • Nonprofit & NGO
  • Other
  • Professional Services & Consulting
  • Real Estate & Property Management
  • Retail
  • Telecommunications
  • Travel Transportation & Tourism

Inbox pressure: How volume affects engagement

When email is your only channel, it absorbs all your marketing pressure. As seasonal volume rises, attention becomes harder to earn. The brands that thrive actively offload specific messaging to secondary channels to protect their email deliverability.

Channel expansion: Moving beyond the inbox

Each channel has unique strengths for building experiences and relationships. The graphs below show which industries are adopting SMS, WhatsApp, push notifications, and mobile wallets to balance email pressure and create new moments.

SMS: High-impact immediacy

SMS is instant and familiar. Where email carries deep context, SMS excels at short-form updates.

Businesses using SMS by industry

Who uses it: Broad adoption, but spikes in Retail, Healthcare, and Logistics.

Push notifications: Always-on engagement

While SMS is for high-stakes urgency, push notifications are built for utility and habit.

Businesses using push notifications by industry

Who uses it: Retail, E-commerce, and IT lead adoption.

WhatsApp: Creating conversations in real-time

WhatsApp absorbs two-way friction, allowing brands to capture intent and resolve queries.

Businesses using WhatsApp by industry

Who uses it: Healthcare and Education lead.

Mobile wallet: The loyalty accelerator

Digital passes create an always-accessible touchpoint that never competes for inbox attention.

Businesses using mobile wallet by industry

Who uses it: Fashion & Retail lead (30.8%).

Ready to orchestrate your pressure valves?

Download the benchmark to access our 'Jobs to be Done' Orchestration Playbook for the full analysis.

.svg)](https://www.brevo.com/resources/brevo-marketing-benchmark/#)

Methodology

This benchmark is built on aggregated, anonymized messaging data from over 50,000 active Brevo customers across 2025.