These days, 99% of people check their email multiple times, every day. Email metrics are the best way to understand which of your emails are being opened and what your customers do next. They can also let you know what actions you can take to improve.
Email marketing metrics to consider include:
Inbox Placement Rate. The percentage of emails that are going to users’ ‘spam’ folder. This is gaining prominence among email marketers as one of the most important metrics to evaluate a campaigns deliverability, rather than the bounce rate.
Find email marketing benchmarks across all industries here.
Your open rate is how many people opened your email. For the travel, hospitality, and leisure industry in 2022, the average open rate is 20.2%.
If you are seeing low open rates compared to others in your industry, focus on optimizing and testing the following factors:
Trigger words are phrases that email providers frequently flag as fraudulent and malicious. Reducing trigger words and optimizing your subject line can also help with inbox placement and keep your emails out of your users’ spam folder and entice recipients for click on and read your emails. See these tips for optimizing subject lines.
Your click-through rate indicates how many people clicked on a link inside your email, which can tell you whether subscribers are interested in your content or offerings. The average click-through rate for the tourism, hospitality, and leisure industry is 1.4%.
If you’re seeing low click-through rates compared to others in your industry, turn to these aspects of your emails for opportunities to improve them:
Be sure to collect your email subscribers’ first names in your subscription form.
Email marketing is proven to be one of the most effective and inexpensive ways for businesses of all sizes to communicate with their audiences, and turn prospects into bookings. Experiment with the tips above to make sure your emails stand out in your subscriber’s inbox.
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