In Serbia, email open rates continue to improve, reaching an average of 24.8% in 2026, driven by increased mobile usage and targeted campaigns. The country’s digital marketing landscape shows a steady growth in email subscribers, surpassing 4.3 million users, reflecting higher internet penetration and digital literacy.
The revenue generated from email marketing is estimated at €102 million, highlighting its importance in Serbia's marketing mix. Marketers are focusing on mobile-first strategies, with 68% of emails being opened on smartphones, emphasizing the need for optimized content to boost engagement and conversions.