Africa & West Asia
• Good visibility but weaker click behavior
Latin America (Peru, Costa Rica)
• Lower engagement compared to Europe and the Middle East • Indicates niche interest and possibly a smaller qualified audience
South Africa
• Strong curiosity (high opens) • Lowest click engagement • Opportunity to refine messaging and offers
% of Open
46%
45%
45%
44%
42%
41%
40% 40%
40% 40%
Average
40%
39%
39%
39%
38%
38%
37% 37% 37%
36%
34%
32%
30%
Email performance showed great improvement this year, with the open rate increasing from 28% in 2024 to 40% in 2025. This 12-percent-point gain represents a significant uplift in audience engagement, indicating that recent changes, such as more compelling subject lines, improved targeting, or more relevant content, are resonating well with recipients. Overall, the higher open rate in 2025 reflects a healthier email marketing strategy and a more engaged subscriber base compared to the previous year.
Marketing Activities | 2025 | P a g e | 4
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