Madagascar's email unsubscribe rate in 2026 stands at approximately 2.8%, reflecting improved relevance of marketing content amid growing digital literacy. The total number of email users has reached 4.2 million, driven by increased smartphone penetration and internet access across urban and rural areas. Open and click-through rates indicate engagement is gradually improving, with campaigns becoming more tailored to local preferences.
Businesses are leveraging email marketing to boost sales, with an average revenue per email estimated at ₣15,200 (USD 3.8). As digital marketing matures, companies focus on reducing unsubscribe rates by personalizing content and optimizing send times. The expanding email user base presents significant opportunities for targeted advertising, although challenges remain in maintaining content relevance and combating spam.