Benchmark data: EMEA automated vs. one-time campaigns
Automated campaigns outperformed one-time campaigns in EMEA
Overall, performance was better for automated campaigns than one-time campaigns in this region. In fact, automated campaigns outperformed one-time campaigns for average open rates and click-through rates in every EMEA micro-region. But there were some interesting exceptions for conversion rates.
Both the “Rest of Europe” and ME/Africa micro-regions saw higher conversion rates for one-time campaigns. The difference was actually substantial in ME/Africa — the average conversion rate for one-time campaigns was 0.2% while the average conversion rate for automated campaigns was less than 0.1%.
The differences in conversion rates could be because those regions are still ramping up their efforts with automated campaigns. It’s also possible that there were a number of exceptionally successful one-time campaigns with particularly appealing and relevant offers. Or, perhaps hoteliers in these micro-regions have been able to apply some of what they’ve learned from automated campaigns to improve one-time campaigns.