First, every market is different. With this in mind, year-over-year comparisons can provide a helpful picture.
So, how did email performance in the LATAM region stack up to the previous year?
Both the average open rate and average click-through rate were higher. And though the average conversion rate declined, that’s partially due to the fact that the region sent a measurable number of messages to segments containing more than 50,000 guests in 2022 but not in 2021.
It’s also important to evaluate each type of performance metric. While LATAM saw lower open rates during 2022 compared to nearly every other location, the conversion rates in LATAM were fairly strong, especially for messages sent to fewer than 5,000 guests.
It’s quite possible that LATAM hoteliers have taken our ongoing recommendations of sending more campaigns to smaller segments to heart. In fact, this region sent about 70% more emails in 2022 compared to 2021.
Done right, more emails can absolutely drive more bookings.