The Email Benchmarks – How Is Email Impacting Reopening?
In our recent Email Benchmark Report, we saw that even through a global pandemic, email continued to reign as the favored channel of communication for marketing and business. It has forged its way as one of the most effective ways to stay connected in a socially distanced world. As stated in our report, we saw a spike in email open and click-through rates and an increase in nights per booking in March and April 2020. This increase in nights per booking was due to a number of factors and different circumstances across the globe, but namely because those hotels who were still open and taking bookings were accommodating longer stays for fewer guests. As our first follow-up to our Email Benchmark Report released in May 2020, we are now able to look at data from both May and June 2020 to see how the slow reopening of some hotels has affected email engagement levels. We look in-depth at four fundamental email marketing metrics for hotels; open rate (OR), click from open rate (CFOR), average nights per booking (NPB), and average daily rate (ADR). We analyze emails from 40+ countries and consolidated findings into regions: Americas, EMEA, and APAC, as well as class including Luxury, Upper Upscale, Upscale, and Upper Midscale. Email open rates by regionHow has reopening affected key email marketing metrics?
Email open rates
The Email Benchmarks – How Is Email Impacting Reopening?
Email open rates by class
 
The Email Benchmarks – How Is Email Impacting Reopening?
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Findings
Click from open rates by region
 
The Email Benchmarks – How Is Email Impacting Reopening?
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Click from open rates by class
 
The Email Benchmarks – How Is Email Impacting Reopening?
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Findings
Nights per booking by region
 
The Email Benchmarks – How Is Email Impacting Reopening?
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Nights per booking by class
 
The Email Benchmarks – How Is Email Impacting Reopening?
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Findings
ADR by region
 
The Email Benchmarks – How Is Email Impacting Reopening?
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ADR by class
 
The Email Benchmarks – How Is Email Impacting Reopening?
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Findings
As our industry starts to reopen and the pandemic evolves across the globe, we can see that email marketing continues to be a fundamental aspect of the usual marketing toolkit.
We've seen that during 'normal' periods, email marketing is a vital channel aiding in driving demand, revenue and maintaining brand awareness and that this is even more the case since the global pandemic took hold across the globe in April 2020.
Hotels have the opportunity now to leverage the prolonged 'awareness' stage during global lockdowns and start converting those engaged recipients into bookings.
Email is a highly effective channel to do just this and using platforms like a customer relationship management (CRM) tool allows you to target different audiences in your database with different messaging. Combining this with an effective web and social strategy, hotels will be well placed as bookings start to come in.
In addition to their communication strategies, hotels should also closely monitor ADR at both a campaign level and overall, so as to try to avoid the "race to the bottom" that occurs when hotels in a market compete too aggressively on rate.
To find out more about how CRM can help you with your email marketing strategy, contact us today.
Contact
Nicki Graham
VP, Marketing
Mobile: +44 208 683 195
Email: ngraham@cendyn.com
Organization
Cendyn™
https://www.cendyn.com/
301 Yamato Rd, Ste 3194
USA
- Boca Raton, FL 33431
Phone: +1-561-515-6276
Email: info@cendyn.com
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