I just did a quick analysis of the latest e-letter that went out on Nov. 21. I was curious to see if the list is tiring, producing a lower response or if the response had dropped due to the economy. This is one marketing tool that continues to get a good response and one that is trackable.
Constant Contact notes that in the hotel/travel industry an open rate of about 20% is average; your open rate is a healthy 24.4% with a click through rate of 26%. Compared to the last three months, there has seen no decrease in response through e-mail marketing.
See the chart below and I’ve included a Key with explanation of terms.
E-mail Response Analysis
November 27, 2008
Sent E-mails Opens Clicks Forwards
1132 24.4% 25.9% 0.4%
Results last 3 months:
5977 24.2% 23.0% 0.2%
Also to take it a step further, these are the links within the e-mail that received click throughs. This tells me your customers are very much interested in discounts, specials and are loyal customers with almost 26% clicking through to see more information.
Specials page 34%
Weather link 19%
Home page 17%
NWA or MT Travel 16%
Guest perks 10%
Special events 4%
Good web traffic is generated throughout the e-mail. We also noticed the day after this e-mail went out a bump in web site visitors. Remember that even though you may not make a sale on the day the e-mail goes out, the long term affect of e-marketing and the percentage of business booked offline is usually high.