Portugal's email marketing landscape in 2026 reflects a steady engagement with an open rate of 27.5%. The rise in mobile usage, now at 68%, highlights the importance of mobile-optimized campaigns. The growth in subscriptions suggests increased trust and interest in digital communications, supporting businesses' efforts to reach target audiences affordably and effectively.
The average ROI of €45 per €1 spent underscores email marketing as a highly cost-effective strategy for Portuguese companies. As digital maturity improves, marketers are focusing on personalized content and automation to further boost engagement metrics and conversion rates. This trend is expected to continue, reinforcing email as a core component of integrated marketing campaigns.