We’re approaching that time of year when marketing experts dust off their crystal balls and start predicting what’s next. As we wave goodbye to 2025 and look ahead to 2026, one topic will dominate the conversation: AI – and its impact on everything from SEO to paid search and everything in between. 

Why? Because AI is exciting. Many of us are still figuring it out, some of us fear it, and very few truly grasp the speed of change (spoiler: it’s moving much faster than you think). 

But how many so-called gurus will shine a spotlight on a technology that’s been around for more than 50+ years – and, despite fierce competition from social platforms, messaging apps, and the meteoric rise of AI, continues to grow stronger every year? 

Ladies and gentlemen, let’s raise a toast to email.     

Email in Numbers from 2015 to 2025, and Beyond 

Back in 2015, global email users numbered around 2.6 billion. Fast forward ten years, and that figure has surged to 4.59 billion – an increase of nearly 77%. Daily email traffic? Well, that’s also grown to a staggering 376–392 billion messages sent and received every single day. That’s not just growth; that’s dominance.  

And the momentum isn’t slowing. Analysts predict email users will reach 4.73 billion in 2026 and 4.85 billion in 2027, reflecting a steady, sustainable growth rate of about 3% annually. Remarkable for a channel that’s seemingly been around forever yet is constantly written off in articles predicting its imminent demise.  

Compare That to Social Media and Messaging Apps 

Now, let’s put this in context. Social media has exploded over the same period, growing from about 2.2 billion users in 2015 to more than 5.2 billion in 2025, representing roughly 64% of the global population.  

What about messaging apps? Well, they’re massive too. According to Statista, WhatsApp alone boasts around 3.14 billion monthly active users in 2025, and collectively, competitive messaging platforms serve well over 3 billion people worldwide, with leaders like WeChat (1.41B), Telegram (1B), and Messenger (1B).  

But here’s the catch: social media growth is plateauing. Global adoption slowed to about 4% year-over-year, and Facebook’s growth rate is now under 1% annually, signaling saturation in mature markets. Even TikTok, which surged past 1.5 billion users, is seeing its meteoric rise level off as competition intensifies and user attention fragments across platforms.  

Messaging apps are ubiquitous, but they’re fragmented and often closed ecosystems – great for private chats, but limited for universal communication. 

Meanwhile, email remains universal – open, interoperable, and essential for everything from signing up for services to confirming transactions. Unlike social platforms, email isn’t controlled by a single company, doesn’t depend on algorithmic feeds, and continues to grow steadily despite predictions of its demise. 

What About SMS, Push Notifications, and Traditional Mail? 

To be frank, email leaves these channels in the dust. 

Compared to email’s 392 billion daily sends, SMS barely registers at 23 billion messages per day. Push notifications come closer, reaching about 280 billion daily across mobile and web platforms. And traditional mail? Practically obsolete – global letter-post traffic has dropped to roughly 263 billion annually, less than what email handles in a single day. Essentially, this means more emails are sent than the combined efforts of all these other channels – not bad for a channel allegedly taking its last gasp. 

What This Means for Email Marketing 

For marketers, this is huge. Email continues to deliver an ROI of $36–$40 for every $1 spent, according to various industry benchmarks. This consistently outperforms social media by a wide margin.  

Looking ahead to 2026 and 2027, expect email to become even more powerful: 

• AI-driven personalization will move beyond “Hi [First Name]” to predictive content tailored to individual behaviors and purchase intent.
• Compliance and deliverability will remain critical as inbox providers tighten authentication standards (SPF, DKIM, DMARC) and enforce stricter engagement metrics. 
• Social media and messaging apps will continue to play a role in discovery and engagement – but when it comes to conversion and retention, email is still king. And it’s not abdicating the throne anytime soon. 

The Bottom Line 

Email isn’t just surviving; it’s in great shape and getting stronger by the day. In a world where algorithms control visibility on social platforms and messaging apps fragment audiences, email offers something rare: control. Your list is your asset. Your message reaches your audience – without gatekeepers. 

So, if you’re planning your marketing strategy for 2026 and beyond, don’t just keep email in the mix. Make it the foundation. Because when the dust settles, the inbox is still where business gets done. 

Get the latest insights right in your inbox

Sign-up for our monthly newsletter for the latest email marketing news and best practices. No spam, just actionable insights that will see you into 2026 and beyond.