Email marketing, by the numbers
The state of email marketing, measured from real campaigns
Inbox Archive detects the email service provider, tracking and personalization tech, and campaign type behind every email it stores. Across 108 brands and 988 real campaigns, here is what the stack and tactics actually look like — measured from live sends and updated as new mail lands, current as of July 25, 2026.
Which email service providers brands actually use
Klaviyo is the most-used ESP among archived brands: 48 of 108 (44%) send with it. A brand can appear under more than one provider when it sends from several.
| Email service provider | Brands | Share of brands | Campaigns |
|---|---|---|---|
| Klaviyo | 48 | 44% | 397 |
| Salesforce Marketing Cloud | 16 | 15% | 177 |
| Mailgun | 9 | 8% | 74 |
| Iterable | 7 | 6% | 49 |
| Braze | 6 | 6% | 78 |
| SendGrid | 5 | 5% | 30 |
| SparkPost | 3 | 3% | 33 |
| HubSpot | 2 | 2% | 16 |
| Sailthru | 2 | 2% | 8 |
| Oracle Responsys | 2 | 2% | 4 |
| Emarsys | 1 | 1% | 9 |
| Substack | 1 | 1% | 3 |
| Customer.io | 1 | 1% | 3 |
| Beehiiv | 1 | 1% | 2 |
| Brevo | 1 | 1% | 1 |
Tracking & personalization tech in the wild
Beyond the sending ESP, Validity Everest is the most common add-on layer, found in emails from 3 brands — the analytics, personalization and ad pixels brands bolt on top of the send.
| Tool | Type | Brands | Campaigns |
|---|---|---|---|
| Validity Everest | Analytics | 3 | 39 |
| LiveClicker | Personalization | 3 | 13 |
| Turn (Amobee) | Advertising | 2 | 70 |
| Monetate | Analytics | 2 | 61 |
| Wunderkind | Personalization | 2 | 19 |
| Litmus | Analytics | 2 | 7 |
| Nifty Images | Personalization | 2 | 3 |
| 250ok | Analytics | 1 | 5 |
| Google Analytics | Web analytics | 1 | 4 |
| Email on Acid | Analytics | 1 | 3 |
What brands actually send
The most common campaign type is Other (32% of all campaigns).
| Campaign type | Campaigns | Share |
|---|---|---|
| Other | 312 | 32% |
| Promotions & Sales | 300 | 30% |
| Product Launches | 91 | 9% |
| Product Showcase | 90 | 9% |
| Welcome & Onboarding | 88 | 9% |
| Holiday & Seasonal | 34 | 3% |
| Newsletters | 25 | 3% |
| Transactional | 23 | 2% |
| Abandoned Cart | 12 | 1% |
| Surveys & Feedback | 8 | 1% |
| Announcements | 3 | 0% |
| Events & Webinars | 2 | 0% |
Tactics & techniques
10% of campaigns carry a promo code (100 campaigns from 33 brands). How often each rendering technique shows up:
- 2%
- Dynamic / open-time content
- 10%
- A dark-mode variant
- 24%
- Animated GIFs
- 10%
- A promo code
How this is measured
Every figure comes from real emails captured in Inbox Archive, not surveys. The ESP is detected from message headers and sending infrastructure; tracking and personalization tech from asset and click domains in the HTML; campaign type and promo codes from the email content itself. Figures cover 988 published campaigns from 108 brands sent between Jun 2026 and Jul 2026, and refresh as new mail is archived. Browse the underlying data by provider, tracking tech, or campaign type.