South Africa's email marketing landscape continues to grow steadily in 2026, with an average click-through rate of 3.8%. The increasing number of email users, now at 23 million, reflects higher digital adoption and mobile engagement. Marketers are focusing on personalized content to improve engagement rates, especially on mobile devices, which account for over three-quarters of email access.
Revenue generated from email marketing in South Africa has reached approximately R2.3 billion, underscoring its importance in digital marketing strategies. Businesses are leveraging localized content and targeted campaigns to maximize ROI. As digital maturity increases, email remains a vital channel for customer retention and brand awareness in the country.