Benchmark data: LATAM email marketing overview

Revinate benchmark 2023 LATAM average open rate

70% more emails in 2022 than in 2021

At first glance, it seems easy to draw the conclusion that LATAM was outperformed by other regions when it came to email marketing. But there are a few things to consider.

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?

Revinate benchmark 2023 LATAM average click-through rate

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.

Revinate benchmark 2023 LATAM average conversion rate

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.

Revinate benchmark 2023 LATAM total number of emails

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.

Related links

Revinate Marketing thumbnail for 2023 benchmark report

Global email marketing overview


Revinate Marketing thumbnail for 2023 benchmark report

LATAM A/B test and drip performance


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