+53%
email click-to-conversion rate growth, year on year [1]
The DMS Europe perspectiveEmail / SMS / Data / AI
Marketing
Trends 2026
Less noise.
More impact.
Attention is earned. The right message, audience and moment make all the difference. These are the signals to watch for your campaigns in 2026.
The market in four numbers
Strong signals.
+40%
more SMS sent, year on year [2]
59%
of respondents prefer email for marketing messages [4]
71%
abandon a purchase when the experience feels irrelevant [3]
2025 market data, studies published in 2025–2026.See sources and scope
The 2026 radar
Five shifts.
A new rhythm.
Channels that work together. Better understood audiences. Campaigns judged by what they deliver.
The common thread
The next big trend?Be more relevant.Not more frequent.
Your 2026 playbook
What about your
next campaigns?
Choose your playing field. Here’s a journey to adapt to your offer, audience and calendar.
E-commerce
One offer. One journey. Two channels.
Introduce your offer by email, give SMS a distinct moment and connect the journey to sales.
Spark interest
A visual email, a precise benefit and a consistent product page.
Choose the right moment
An SMS at a key point in your offer, linking directly to purchase.
Read the outcome
Compare purchases and the value generated by each journey.
Local businesses
The right area. The right moment.
Start with your catchment area and give people a concrete reason to visit.
Target nearby
A geographic audience aligned with your store’s location.
Activate the occasion
A clear SMS with the date, offer and practical information.
Track meaningful visits
A dedicated code or appointment booking to measure the response.
Agencies & networks
One strong idea. Local activations.
Keep a shared creative foundation and adapt targeting and messaging to each market.
Build the foundation
A shared brief, consistent creative and an explicit objective.
Adapt to each market
The language, audience and calendar for each activation.
Compare and learn
Use the same indicators to find approaches worth repeating.
The numbers, at their source.
This page presents DMS Europe’s editorial perspective on external studies. Figures describe their samples, not DMS Europe performance or a forecast for the 2026 market.
- 01Omnisend · Ecommerce Marketing Report 2026
Omnisend e-commerce study. Email click-to-conversion increased from 5.9% in 2024 to 9% in 2025, a 53% rise.
- 02Omnisend · SMS Marketing Statistics 2026
Omnisend SMS volume in 2025 versus 2024. The chart uses an index with a base of 100.
- 03Twilio · State of Customer Engagement 2025
International consumer survey, 2025. Purchase abandonment when an experience feels irrelevant.
- 04Optimove · Consumer Marketing Fatigue Report 2025
Survey of 329 US consumers aged 21–64 with annual household incomes of at least $75,000, conducted in November–December 2024 and published in 2025. 59% prefer email for marketing messages.
Sources accessed on 2 October 2026. Action ideas are DMS Europe editorial recommendations.
Set your own rhythm
Make these trends
your next move.
A qualified audience. A message that matters. A campaign that feels like you.