Benchmark data: EMEA email marketing overview
38.1% average email open rate in EMEA
There are many benefits to email marketing — it nurtures relationships, showcases your brand voice, builds credibility, and more. But in the hospitality industry, it all comes down to how email can drive conversions that lead to direct bookings. This is something EMEA hoteliers excelled at in 2022.
Let’s dig into the data.
It’s worth mentioning that EMEA saw an average email open rate of 38.1% and an average click-through rate of 5.4% in 2022.
But conversion rates are where this region really stands out. Why? Because when a guest converts, it means they’ve taken the action you hoped they would. This might mean opting into messages from you, purchasing an upsell offer, or even booking a stay.
Email conversion rates in EMEA ranged from 0.1% to 1.1% in 2022, and the average conversion rate for the entire region was 0.4%. This is a considerable improvement from 2021, when the average conversion rate was 0.3%.
Given how well email converts compared to other channels, it’s no surprise that the number of emails EMEA hoteliers sent in 2022 grew from the previous year. There was an especially notable increase in Scandinavia, which went from a total of 736,766 emails in 2021 to 1,667,047 emails in 2022.