In Portugal, email unsubscribe rates have stabilized at around 0.85% in 2026, reflecting effective targeting and content relevance. Marketers focus on personalized content to retain subscribers, especially via mobile channels, which account for 78% of email opens. This trend emphasizes the importance of optimizing email design for smartphones to boost engagement and reduce unsubscribes.
Despite high mobile usage, open rates have held steady at 24.3%, suggesting audiences are selective with their inboxes. Click-through rates hover around 3.7%, indicating room for improvement in call-to-action strategies. Portuguese marketers prioritize list hygiene and compliance, maintaining spam complaints at a minimal 0.12%, fostering trust and deliverability.