Launching an email marketing strategy is only the first step. It must be tracked and improved upon. There are a few key metrics to look after that will indicate whether your hotel is utilizing email in an effective manner.
Pay attention to the unsubscribe rate of your newsletters. Having a small percentage of users unsubscribe is unavoidable. Many people want to clean up their inboxes and won’t be interested in getting emails after their stay at your hotel even if they’d be interested in booking again. Still, if it goes above 2%, it could indicate issues with your newsletter. Emails leading to a spike of unsubscribers should be examined for mistakes that you can avoid in the future, whether it’s boring content, poor visuals, or spam-like subject lines.
The click-through rate (CTR) is the percentage of people who click on a link from your email. The CTR is an excellent way to evaluate how well your emails are at getting readers to follow the call to action. A low CTR could mean your emails aren’t being sent to the right audience or that your content isn’t useful enough to draw any clicks.
Your open rate is the percentage of subscribers who click on your email. A low open rate could mean that your subscriber list isn’t the right audience or that your subject lines are uninteresting or poorly written. Track your open rate to learn what works and what doesn’t. Pay attention to the subject lines and types of emails that draw lots of clicks, and don’t repeat the ones that perform poorly.
The analytics you track and put a large emphasis on depends on your larger marketing objectives, particularly awareness vs conversions. If you’re primarily aiming to directly increase your bookings, the conversion rate of your emails will be the best measure of success.
Interested in learning about more ways to boost your hotel's marketing campaigns? Read more at the 97 Switch Guide to Hotel Marketing.